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De La Renta Claims Luxury First With F-Commerce Launch

Oscar de la Renta has become the first luxury brand to launch a transactional initiative based entirely on the social networking site. The brand has used its f-commerce site to launch its Esprit d’Oscar solid perfume ring. Chief executive Alex Bolen said: 

“It’s an experiment for us and it’s an experience that won’t be limited to just this ring. Over the next six months, we have plans to consistently introduce new products over Facebook.”

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