The Italian fashion brand DIESEL introduced a service called “Diesel Cam” in its stores in March 2010. Diesel Cam enables customers to conveniently share their pictures with new clothes on taken by Diesel Cam with Facebook friends. The service aims to cater to fashion-sensitive customers in their 20s and 30s who want to listen to friends’ opinions before buying clothes or show off new clothes. The customers came to enjoy shopping more thanks to Diesel Cam. This new service is now so popular that more than 50 pictures are uploaded for one store in a day.