The article discusses Free People's success in achieving virality through a still image posted on Instagram, despite the trend towards short-form video content on platforms like TikTok and YouTube Shorts. It highlights the brand's diversification of content and platforms, as well as its strong social presence and revenue-driving capabilities within URBN's brand portfolio.
Director of Brand Marketing, Libby Strachan, emphasizes the importance of creating original content specifically tailored to each platform. The brand's organic social and influencer team of eight works closely with third-party partners like influencer agency Influential to leverage influencers for brand growth.
Strachan also discusses Free People's marketing strategies, including the importance of not taking oneself too seriously, constantly testing and learning from different influencer collaborations, and embracing new trends such as Substack as the "new Instagram". The brand's focus on moving quickly and adapting to live shopping opportunities has also contributed to its success in engaging with customers and driving sales.
Overall, Free People's agility in embracing new platforms and trends, along with its commitment to authentic and engaging content, has been key to its continued growth and success in the competitive fashion industry.
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