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The subtle art of social selling for fashion boutique shops

There’s no understating the power of social media for ecommerce sales, especially for boutiques. Since fashion is highly visual, engaging potential customers online through images and videos has proven to be rapidly successful for a host of online boutiques. 

Part of this success is simply in the ease of social selling. Since potential boutique customers are already on social media, getting in front of them is easier than ever.

We’ve now reached an age where a customer is more likely to DM a business than pick up a phone and call them, and where they’re more likely to check out a social media influencer’s product recommendations rather than Google it or head to the store to speak with a representative. 

This is why many boutiques are doubling down on Facebook ads or campaigns across other social media platforms. Targeting these customers is easier than ever due to the social nature of the apps, so the ads will land where they’re supposed to.

This, in tandem with the visual nature of fashion selling, is why boutiques are seeing impactful growth in month-over-month sales by focusing on social media to connect with their target customers.

Create a Path of Least Resistance on Social

It’s all about the funnel – which can be built on social media effortlessly. One main way is through the new Instagram ‘shop’ feature in which a consumer can see something they like, click the tag, see the price, and immediately order it, all from within the app.

For example, fashion brand ORO LA shared with Shopify that they were able to trace 15% of their sales from social media alone – and their revenue increased by just under 30% once they started using the Instagram ‘shop’ feature. 

But it isn’t just Instagram Shop that is sending fashion sales through the roof for boutiques. It’s also the use of a platform called CommentSold. CommentSold is a new technology that streamlines social media interest, so if a potential customer comments, “I love these!” on your latest Instagram picture of the spring sandal you’re launching, you can immediately send them an invoice and prompt them to buy. 

This helps to convert more customers by creating a path of least resistance for their purchase. The concept is to shorten the sales funnel as much as possible, so that the minute a consumer decides they want something, they pay for it and have ordered it successfully.

According to Hootsuite, “Ultimately, every click of the mouse is an opportunity for a potential customer to change their mind. If they have to go from your ad, to your website, to add the product to a cart, to filling in their credit card info, that’s a lot of moments to lose their attention.”

Going Live on Social Media

CommentSold’s other most popular feature is something it shares in common with Facebook – and that’s the ability to go live. Facebook now has ‘Live Shopping,’ in which a store can sell specific products through Facebook Live.

This has proven to be more useful than ever as the world has resorted to online shopping during the pandemic. Rather than attracting in-person customers to see or touch the fashion pieces in a physical store, a live shopping experience is an invaluable way to show off the best pieces in a way that feels accessible to the customer. 

Incorporate Personal Brand in Social Selling

Of course, there are many components that go into a live shopping experience that can successfully drive sales. These mirror the strategies of social selling that are true across any platform, such as personal brand.

We know that building an impressionable personal brand is a strong indicator of selling success on social media, proven by the statistic that sales representatives who focus on building a social media brand outsell 78 percent of their peers, according to Forbes.

There are ways to incorporate these facets of personal branding into live shopping. Ethan Kramer is a sales funnel expert who helps boutique founders harness the power of social selling to soar their boutique sales.

“We sell their personalities and not their clothes, we sell their communities and not their websites,” he shared. “We replace the in-store experience and help their clients get a better idea of the clothes they will buy before they do.”

Ethan Kramer

For example, a client who transitioned to online from brick and mortar during the pandemic began to go on Facebook Lives to talk about herself and her boutique, which had a significant boost in sales. The secret formula? Giving viewers the chance to really get to know the boutique founder. 

“New user audiences average around a 5X while the replays to warm users who know the boutique owner can get as high as a 15X return,” explained Kramer.

This is done through consistent lives featuring “hangout sessions, sneak peeks, behind the scenes at the warehouses, Q&A’s, make-up tutorials, and more,” he noted. This is an approach that creates a sense of personal relationships because it digitally provides an exclusive retail therapy experience. 

Kramer advises his clients to be as personable as possible in their live broadcasts. “The key here is the videos are engaging and they provide personality to the brand,” says Kramer. “People tune in for the new arrivals, spontaneous deals, good vibes, and community. This connection builds excitement within the brand and brings in huge returns when promoting upcoming sales, events, and more.”

This level of transparency will get viewers to comment back with where they are located, saying hi, complimenting the broadcaster, and get them to share their own online personal experiences. It is an absolute win for retailers.

It isn’t just about targeting, after all. The brands that will continue to dominate in social selling are those that can create a familial sense of community with their audience through personal brand and live interactions.

Additionally, making it as easy as possible for a consumer to move forward with a purchase has been a game-changer for online shopping. As e-commerce continues to change, boutiques that emphasize social selling will end up on top.

Don’t Cap: Are the 2020 Yeezy Foam Runners a huge fashion statement?

Kanye has just blessed us with the 2020 Yeezy Foam Runners and they are…

With the waves of sneakers still rolling out, Kanye West has previewed his version of the infamous Croc shoe with Yeezy-Esq features.

The Yeezy foam runner was unveiled by @yeezymafia via @thefacemagazine with a pair sexually ambiguous models on an R 1200 RT BMW motorcycle, sporting some of the Yeezy brand basics that complement the art direction; powder blue sweatsuit for the guy, nude bodysuit for the girl.

But, getting the most attention was the fact that the people had a hard time understanding Ye’s concept for the runner.

Where are you Yeezy?

In the comments was foul language degrading the shoes for their alienated look and Yeezy fans were confused if the kicks were even made by Adidas. One person even went ahead and said they just seemed to be overpriced Crocs.

With Yeezy Season, and other brands that have crafted such style, forging the Dad Fashion wave, Yeezy boost sneakers have become wildly successful over the years, and the “dad shoes” have turned the sleek Yeezy look on its head.

The comments tend to pick as you read along — if Kanye wanted people to talk about him, they are talking honestly about what he has done with these sneakers.

In the DNA

To me, they look like the skeleton of the 1997 Jason Kidd Nike Air Zoom Flight Five V Uptempo Force Max. With the DNA of crocs, these shoes are polarizing within the hypebeast community.

I’m sure people will buy these for whatever reason, but to become as popular as the Waverunners or even “any-number ‘50s” would garner Kanye as an innovator of style to the masses.

Serving ‘His’ Purpose

I don’t imagine wearing Crocs like I wear, say, Birkenstocks. Also, seeing Kanye’s style go from hyper to anti-anti, these Yeezy Runners are met with the same energy from his fans.

We don’t need to understand the shoe as much as we do Kanye and as fashion is interpreted, the comments don’t do any service to those who see a spot for these on their shoe racks or box stacks.

If you’re into having wind between your toes when running, partying, or just kicking it as a regs hypebeast person, and want to be uniquely stylish doing it, these might be the shoes for you. They are dropping in 2020 so keep a lookout for the space-age designed runner from the Yeezy team.


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YEEZY FOAM RUNNER LANDING IN 2020 Photo by @roeethridge for @thefacemagazine

A post shared by YEEZY MAFIA (@yeezymafia) on

Zara gets played by unpaid factory workers slipping notes into clothes

There a bunch of Turkish factory workers that are crying for help. The jobless factory workers were G’d by a third party manufacturing company hired by Zara.

How are they showing their pain? They are slipping tiny notes into the clothes at a Zara location in Istanbul.

The tiny notes describe the unfair working conditions and poor pay. One of the tags actually read, “I made this item you are going to buy, but I didn’t get paid for it.”


According to Business of Fashion, the workers were employed by the manufacturer Bravo Tekstil, which the workers say owes them three months of pay as well as severance allowance.

One would think that if the factory was closed that whatever company hired you, would take care of you until you got back on your feet. Wrong! Bravo Tekstil’s owner disappeared with all the bread.

Inditex, Zara’s parent company, said the factory closed down last year and that the Bravo Tekstil owner took all the money the fashion companies had paid and disappeared without paying the workers, who had already made the clothing.

In response to the human rights violation, Inditex along with Zara, Mango, and Next have started a hardship fund.

The fund is aimed to help all of the employees “cover unpaid wages, notice indemnity, unused vacation, and severance payments of workers that were employed at the time of the sudden shutdown of their factory,” according to a released statement by the parent company.

Inditex also said,

“We are committed to finding a swift solution for all of those impacted.”

But they might be straight up lying.

One year and four months after the factory’s closing Inditex have still raised no money to compensate the unpaid factory laborers. So, in response to all of the 155 factory’s employees that got played hard, 140 of them created a petition on

Peep the Bravo Tekstil employees’ struggle below

This is not the first time Zara has been linked to some fucked up controversy.

Earlier this year they were called out for their subliminal alt-right designs, last year someone found a dead mouse sewn in with their garment, and they are known for copying other high fashion brands.

Damn Zara, you better step your game up, otherwise, that $5.8 billion profit you made last year will be in vain.