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5 Things I Learned About Digital Marketing at the WWD Digital Forum

Last week I was lucky enough to attend the WWD Digital Forum here in NYC.

If you aren’t already familiar with WWD, they are the fashion industry’s insider publication, sharing a closer look at the business angles of all of our favorite fashion, beauty and lifestyle brands. 

As experts in the space, WWD has created several unique events that allow industry experts to come together and share their learnings. We at Something Navy are proud to be pioneers in this space, and we love attending WWD events to connect with likeminded brands. We’ve even met some  of our current brand partners through WWD! 

Here are the top 5 things I learned from attending the WWD Digital Forum. 

Digitally native brands are adapting their org charts to support a larger focus on influencer marketing.

Savannah Sachs, CEO of buzzy probiotic skincare brand TULA, spoke openly about the brand’s social strategy. They’ve seen such a high return on influencer marketing spend that they have created their own dedicated influencer marketing team in-house. The team works full time to manage relationships with influencer partners, execute campaigns, and measure results.

Millennials are the highest earning generation in history and smart marketers will focus in accordingly.

The founder of one of our favorite brand partners, Afterpay, spoke about how millennials spend and supported what we already know: millenials are terrified of debt! Afterpay was created to allow us to shop for items we love and pay over time, protecting us from debt while making those shopping sprees feel a bit easier on our wallets. We love that more of our go-to brands are beginning to take note, including Revolve, Bandier, Levi’s and Ray-Ban.

A stock market for fashion just might be the future of shopping.

I hadn’t heard of StockX before, but I was immediately blown away by the vision to create a “stock market” of things. They’re correcting an inefficiency in the marketplace, where brands can offer products at an “IPO” and find a fair market price with input from the consumer. Consumers can also purchase products in real time and then “trade” them at market value either immediately, or down the road. Check out their platform for designer bags here.

One of our favorite fitness brands is finally launching a media platform.

Equinox Media will be here soon! They have long been an inspirational fitness brand, and we’ll finally be able to access content from their lineup of personal trainers and experts from the comfort of our homes.

Retail pop ups are here to stay.

We heard from Shira Suveyeke, Brand President for our beloved Shopbop, on the power of retail pop ups to drive deeper customer connections for digitally native brands. Shopbop opened its doors in NYC for a short stint in September, and saw a line around the block every day, thanks in part to a strong lineup of events and brand partnerships. Arielle hosted a styling event where she shared a few of her favorite trends for fall, and we loved meeting so many followers IRL to shop together.

You can learn more about upcoming WWD events here!

Photo via: WWD


By Dana Aidekman

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