How does social media play into your retail strategy? Top women’s stores weigh in on the influence of the digital world.
Kim Kollar, Special projects & fashion director, Pedder Group
“Social media has been interesting for the buying strategy, almost like a helper tool. We can gather intelligence in terms of what styles are trending, what has reached a saturation point, even new brands that may not be on the commercial radar yet without relying on a single source. And [social channels] have shed light on fashion trends that are global and are not limited to regions.”
Laure Hériard- Dubreuil, Founder & CEO, The Webster, Miami
“Our social media followers are shoe-obsessed, so we make new footwear arrivals and launches a priority. With this in mind, we’re always on the hunt for footwear that will not only be a hit in stores but on our social media channels as well. As buyers, it’s important that we’re looking to inspire audiences with the best of what’s out there, while keeping within our point of view.”
Richard Erani Co-founder & creative director, Chuckie’s, New York
“Social media does not play any role in our buying. In fact, one of our peeves is buyers who Instagram in the showroom of designer collections when they first show them. As a result, the merchandise we Instagram when it comes in seems old to most customers.”
Aubrie Costello, Manager & assistant buyer, Bus Stop Boutique, Philadelphia
“We love stalking our favorite street-style stars and brand ambassadors on Instagram for inspiration, and we are always direct-messaging each other images of what inspires us on Instagram. We follow the accounts of our most beloved shoe designers, as well as accessory brands, clothing lines, interior design and architecture accounts to stay ahead of the curve, discover what’s new and see what’s trending.”
Campbell, Founder, Crimson Mim, Los Altos, Calif.
“We’re affected by trends on social media, but we would never buy a specific item merely because we saw it on social media. And buying based on how an item would photograph on Instagram or Facebook — that would not be a big part of our thought process. First, we think about our aesthetic, the style, the uniqueness of the item. The in-store experience is predominant, and if it happens to photograph well, that’s a bonus.”