Foursquare's Fashion Week check-ins with Conde Nast and Marc Jacobs

Location-based app spreading its web

Foursquare's Fashion Week check-ins with Conde Nast and Marc Jacobs
Just days after the location-based social app announced partnerships with restaurant guide Zagat and TV networks Warner and HBO, Foursquare has signed up magazine empire Condé Nast and fashion designer Marc Jacobs in quick succession.

The Condé Nast deal has seen the app linking up with fashion mag Lucky Magazine in time for New York Fashion Week.

Foursquare users are given tips about the best places to visit in-between shows as part of the partnership. Special badges also awarded when they check into any of the 700 stores featured in the magazine's fashion directory.

In a similar set-up, the Marc Jacobs deal offers users a specialised branded badge, the two link-ups essentially branching the service out to a new, fashion conscious, consumer base.

Experimental cash

It's part of a wider plan by Foursquare to generate revenue by linking up with a wide array of commercial outfits, the company telling TechCrunch that some of the deals are funnelling money into the app.

"Some are paid, some are exploratory," co-founder Denis Crowley said.

"We’re all about trying a little of everything and seeing what sticks. There [are] so many deals on the table, it just seems foolish to punt on all of them."

Foursquare has certainly gone further than any of its rivals to reach out to other enterprise, with these latest deals coming on the back of a partnership with Bravo TV in the US that encourages users to venture out to locations featured in the network's shows.

It could be a win-win for the for the service. Linking-up with such a wide array of partners has the potential to pool Foursquare out to entirely new markets, bringing in vital cash for the venture into the bargain.

Indeed, TechCrunch believes around two or three of the aforementioned deals – specifically with Bravo and Zagat – are drawing in money for Foursquare, though the company itself is keeping its cards close to its chest on that score.

Regardless, the company has revealed that Foursquare currently enjoys more than 100,000 new users a week. It's a figure that matches rival MyTown's own sign-up rate, Booyah claiming the network hit 1 million users across the US last week.

[source: TechCrunch]

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.


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