When you thought Instagram was the last place you’d end up sharing photos and following celebrities, you can be rest assured that there are a lot of other services where you can go and follow them. Among these rising services one app is particularly popular among New York celebrities and fashion people and they mostly use it to keep their followers updated on their secret fashion items is Envicase, a showing off Social Network Service for fashion items. Envicase was started as a beta service three months ago, and it’s ready for an official launch and have already established them as a hot-featured app among New Yorkers. Almost 90% of the users are New Yorkers. It also attracted a lot of attention from the public, introduced at New York Fashion Week in the first half of this year.
In the city of fashion, New York, many fashionistas and celebrities have shared their news and information through various blog services, community, as well as picture-based Social Networking Services like Instagram, Tumbler, Pinterest, and We Heart it. And most of them except commercial bloggers use these services for the purpose of personal branding. However, their item picture introduced with totally pure intention is often discounted as ostentation and at the same time, they’re regarded such as a snob. And this makes people somewhat hesitant about their online activities. Besides, too many miscellaneous postings copied from everywhere and too commercial contents just make people sick, taking visitors’ interests away from their elaborate contents.
Envicase says, “Satisfying consumer’s purchasing needs is what Amazon or Chanel does. What Envicase does is just to satisfy people’s pure desire to attract other’s attention, as a personal branding service. That’s why Envicase exists and it’s also our identity.”
Like the old saying, ‘Necessity is the mother of all inventions’, the application was quite well received. Although it is still in its early stage, the response rate per each posting exceeds 3% on average, which is three times over general social media’s rate.
Today many people consider design as an important factor even when buying daily necessities. And Envicase’s idea started from a reasonable curiosity; when there was no space for showing off and enjoying all the attention, except from the existing limited networks with family and friends. This actually accords with an opinion of Professor Dunbar, a psychologist, who said “What makes social network service born and accelerate is a human’s instinct to show off. Most people have the desire, hoping that their purchasing behavior would be acknowledged by others.”
However in the global market, Envicase is still in its infancy and is only an entry level application, with a few leading fashionistas using it. It is highly expected, if it could attract more interests internationally, as it launches its official service soon.
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