Part of the fun in shopping these days is the social and digital innovation on the retail front. Armed with a Facebook gift card and on a mission to see digital storefronts, I headed to the mall.

Not only was it my first time using a FB gift card, it was my Sephora cashier's first experience doing a transaction with one. I was notified via a gift card dashboard, notification and email about my purchase and remaining balance. After my makeup fix, I headed to the recently launched digital stores by Westfield Labs and eBay for Rebecca Minkoff and TOMS. The touchscreen windows prompted test runs of sorting through merchandise and adding purchases to carts.

The mall is evolving into a social, mobile and digital experience. We are on the verge of some next level shopping.

How quickly we went from incessantly posting images to creating snippets of moving image. Fashion is ripe on the Vine. Everyone from designers to PR firms and modelling agencies have embraced the video sharing app. In the form of six second clips, stylists give tips, bloggers document their outfits of the day and catwalks loop from fashion weeks abroad.

Checking out #vineapp. Wondering which fashion brands will use it during fashion week and how. instagr.am/p/VAqMZUrI59/
— Superstylin*™ (@SuperstylinStar) January 28, 2013

Fashion digerati including Burberry, Rebecca Minkoff, DKNY PR Girl, Marc Jacobs, Michael Kors and Nina Garcia have established their presence within the app. Other active brands include Lilly Pulitzer, Cole Haan, Nanette Lepore, Free People and Puma. Gemma Redux, Bauble Bar and Send the Trend are showcasing their accessories.

News and industry organizations such as Drapers and the British Fashion Council are sharing runway video- a trend we can expect to see during the upcoming Fall/Winter 2013 collections (not to mention the street style opportunities). Glamour, Cosmopolitan and Lucky are experimenting with the platform breathing life into the publications.

Types of fashion videos trending on @vineapp: #OOTD, "What's in my bag", flipping through magazines/books and lots of shoes. #Fashion
— Superstylin*™ (@SuperstylinStar) January 29, 2013

Shoppers have plenty of options to choose from. E-commerce sites ShopStyle, Topshop, Zappos Couture, Rent the Runway and Mr. Porter are incorporating the medium into their digital mix. Retailers Gap, Neiman Marcus and Urban Outfitters feature product shots, advertising campaigns and behind-the-scenes footage.

At the time of publication, profiles have been created by Net-A-Porter/The Outnet, Oscar PR Girl, Bergdorf Goodman, Armani and Saks. One can anticipate high quality content from the aformentioned group. To discover all these brands and more, find Superstylin* on Vine.

{Images via Twitter and Instagram}