More than 150 women working in the footwear industry turned out on Wednesday night at Two Ten Footwear Foundation’s WIFI National Summit to learn some social media dos and don’ts from four digital experts.
The panel discussion, led by Libby Edelman, SVP of Sam Edelman and the new co-chair of WIFI, featured designer Rebecca Minkoff, Dannijo founders Jodie and Danielle Snyder, and Alison Koplar Wyatt of Refinery29, who all weighed in on the importance of different online platforms to their businesses.
Minkoff noted that her brand was an early adopter of social media, back in the pre-Facebook days, and has always aimed to be accessible to the customer. “We want to not be an ivory tower,” she said.
One example of its strategy is the label’s newly relocated showroom, which is now open to the public. “We wanted to create an intimate space where our customer can shop by appointment. All the employees will work there, including me,” she said. Minkoff and her team have been using the hashtag #RMHQ to spread the word on Twitter and Instagram and gather feedback from consumers.
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For the Snyder sisters, who joked that they are often mistaken for twins, even though they are three years apart, their challenge has been to create unique digital identities for themselves and for the brand. “We keep the brand’s Instagram account brand-focused, while our personal accounts are very much about our lifestyles and the people behind the label,” said Danielle Snyder.
Her sister pointed out that the most successful posts sometimes are the ones that aren’t pre-planned. “When a message is authentic and organic, the customer responds to it more,” said Jodie Snyder.