I think this ‘Women & Empowerment’ approach at Eileen Fisher is very clever. Real women, their lives and work, and how clothing fits into that. The you can ‘shop her look’ and get an ensemble or parts of it, in effect, showing solidarity or finding shared identity.
Expect to see more biography and less catalog in future commerce, as an adjunct to social commerce.
I expect that the follow-on to this should be to allow us to follow Biola Odunewu, and see what she is wearing next week. That would be adding the social dimension, and deepening the value of biography.
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robinharper said:
Similarly, “Tipsters” showcases some of the women who work at the company. It’s fun to get some insight into what they’re trying to achieve with their design, and nice to know they face some of the same challenges in choosing clothing!
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