December 21, 2016
While Coach made news this week when it named #1 Instagramer Selena Gomez its spokesperson at the cost of $10 million, business analysts at L2 remind us that amplification does not necessarily lead to sales. Business of Fashion reports that brands still consider buys on Facebook, Instagram, and Snapchat to be advertising/media dollars that may not convert to sales. At the moment, the highest conversions have occurred through Facebook's 360 degree runway videos for Tommy Hilfiger, in which viewers can click and send items directly to a shopping cart. Kate Spade and Warby Parker have signed on.
Categories: Social Media Program