Fat Face, Hush and Warehouse jump aboard Mumsnet recommendations

Mumsnet: launches 'swears by' service
Mumsnet: launches 'swears by' service

Retail brands including Fat Face, Hush and Warehouse are offering discounts for products recommended on Mumsnet as the online community increases its push into "social shopping".

Mumsnet has launched a new section of the site where visitors can check what other users are sharing and recommending before clicking through to purchase items on the retailers' websites.

Justine Roberts, chief executive at Mumsnet, said: "It is not something that brands can buy their way into" because featured products have to come via genuine user recommendations.

A community team of 12 people trawl through the forums to pick out the products that are attracting the most positive reactions from members.

The new "swears by" section of the site is an evolution of the weekly "swears by" email Mumsnet sent out to its users, which featured the most talked about products.

However, until now there was not an archive of products and the "virtual mall" has been built into the website by popular demand, according to Roberts.

Mumsnet approaches retailers when their products have generated enough hype to feature on "swears by" to ask if they want to offer any discounts.

Roberts revealed Fat Face, Hush and Warehouse have been the most supportive brands in terms of offering discounts or incentives when approached.

Products are displayed by categories including children’s clothing, women’s fashion, toys, books and beauty products.

The microsite also includes a number of sharing buttons for social networking sites including Twitter, Facebook, Google+ and Pinterest.

Follow Matthew Chapman at @mattchapmanUK

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message