What's in Your Closet?

Explicit content warning

08/01/23 • 52 min

Infinite Shelf - An Omnichannel Podcast by Future Commerce

Is it possible for a brand to actually change consumer perception? Are you thinking about your values before you hit the order button? Do influencers affect your purchasing habits? Erika Dyer, Producer at Future Commerce and Infinite Shelf, joins Ingrid and Orchid to offer a Gen Z perspective on what’s working and...what’s really not.

A Little Sus

{00:16:03} “We think about this all the time. Which age group influencer is the individual that we're trying to connect with whatever type of audience it is? We as marketers, maybe our egos get a little bit in the way of just allowing the consumers to make those determinations for themselves.” - Ingrid
{00:18:29} “There is no perfect answer because the category in which you operate, I think the nascency of your brand as well, all of that will actually shape the type of influencers or people you want to hear from when it comes to whatever that product is or recommending that product.” - Orchid
{00:21:16} “I think two things can be true at the same time. But I agree. What you're pointing out is that there is this inconsistency between language and actions.” - Orchid
{00:23:27} “I don't necessarily think anything she's doing is groundbreaking. People just like to see a pretty girl on their feed and they're like, "Everything she touches is so pretty." She's rich. That's a lot of rich girls, and she knows how to act in front of a camera. And I think she's our reality star, but instead of seeing her on a big screen, we're seeing her every single day on our phones.” - Erika
{00:35:27} “It's really, really difficult, in my view, to change a consumer perception of a brand, and a lot of brands I think have attempted to do it and spent absurd amounts of money and didn't probably get what they were expecting to get out of those investments. But there are some brands that are doing that.” - Ingrid
{00:39:21} “That's another new marketing thing where it doesn't have to be that people are just buying the actual product, but they're literally marketing it for you. They're showing how aspirational your product is. They're telling that story on your behalf. It's gold.” - Ingrid
{00:45:18} “I think Succession sort of debunked a lot of what the general public would have assumed a really, really wealthy family would dress like. They're not wearing the Chanel-branded sunglasses with the big CC on them.” - Ingrid

Associated Links:

Follow Infinite Shelf on Instagram
Want to hear more? Check out past episodes here
Love your new co-host? Check her out on LinkedIn
Check out other Future Commerce podcasts

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

A Little Sus

{00:16:03} “We think about this all the time. Which age group influencer is the individual that we're trying to connect with whatever type of audience it is? We as marketers, maybe our egos get a little bit in the way of just allowing the consumers to make those determinations for themselves.” - Ingrid
{00:18:29} “There is no perfect answer because the category in which you operate, I think the nascency of your brand as well, all of that will actually shape the type of influencers or people you want to hear from when it comes to whatever that product is or recommending that product.” - Orchid
{00:21:16} “I think two things can be true at the same time. But I agree. What you're pointing out is that there is this inconsistency between language and actions.” - Orchid
{00:23:27} “I don't necessarily think anything she's doing is groundbreaking. People just like to see a pretty girl on their feed and they're like, "Everything she touches is so pretty." She's rich. That's a lot of rich girls, and she knows how to act in front of a camera. And I think she's our reality star, but instead of seeing her on a big screen, we're seeing her every single day on our phones.” - Erika
{00:35:27} “It's really, really difficult, in my view, to change a consumer perception of a brand, and a lot of brands I think have attempted to do it and spent absurd amounts of money and didn't probably get what they were expecting to get out of those investments. But there are some brands that are doing that.” - Ingrid
{00:39:21} “That's another new marketing thing where it doesn't have to be that people are just buying the actual product, but they're literally marketing it for you. They're showing how aspirational your product is. They're telling that story on your behalf. It's gold.” - Ingrid
{00:45:18} “I think Succession sort of debunked a lot of what the general public would have assumed a really, really wealthy family would dress like. They're not wearing the Chanel-branded sunglasses with the big CC on them.” - Ingrid

Associated Links:

Follow Infinite Shelf on Instagram
Want to hear more? Check out past episodes here
Love your new co-host? Check her out on LinkedIn
Check out other Future Commerce podcasts

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Previous Episode

Human-Centric Leadership

Nothing is better than a great leader, but also nothing is worse than a poor leader. It takes humility and kindness to lead well, and a great leader must learn the importance of putting ego and insecurities aside for the greater good. Enter the million-dollar question: Are great leaders born to lead or can they be taught and rise to the occasion?

“Help Me Help You”

{00:05:15} “How I think about leadership is that you can be a leader no matter your role or your rank or whatever it is. There are leadership qualities and then there are titles that indicate you're a leader of the company.” - Orchid
{00:07:40} “There are leaders who only do things to further their own ego or further their own career. And then there are leaders who genuinely believe that you can only succeed if you work as a team.” - Orchid
{00:10:20} “I have had a handful of leaders who were so insecure. I think, in hindsight, that's what it was. The ego thing is the surface level, so it comes across as ego, but really upon further reflection, it's insecurity at the foundation.” - Ingrid
{00:12:13} “Leadership acknowledges the power that is within the leader who knows how to lead more people toward a better outcome.” - Ingrid
{00:18:24} “You're not sitting there trying to draw blood from a stone. You are there to mold someone already somewhat capable but who maybe needs guidance and coaching and feedback.” - Ingrid
{00:20:21} “What I learned was, "Oh, it's actually not about what I need. It's actually about what you need. It's about what you need to be able to do your best to support the team. And it is my job to get you what you need.’" - Orchid
{00:33:36} “Everybody wants to be the people manager for the Dream Direct report, the person who anticipates your moves, who is so smart, so motivated, does all the things. But the reality is that that's not most people I know. And even those people that I just described, you need to help them with all these things that they're carrying.” - Orchid

Associated Links:

Follow Infinite Shelf on Instagram
Want to hear more? Check out past episodes here
Love your new co-host? Check her out on LinkedIn
Check out other Future Commerce podcasts

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Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Next Episode

Don't Ignore Your Fans

Ingrid and Orchid sit down to dish out their hot takes on what is happening in the news. Does Threads have what it takes to survive? Did Instant Pot “sh*t the bed” when it came to customer retention and repeat sales? Did Vanmoof invest too much money into a niche market? Tune in to find out.

Battle for Attention

{00:11:32} “Whether or not Threads is going to be a place where legitimate discourse happens, based on pieces written by career journalists, or if it's just going to be an echo chamber all over again of people who have limited experience but tend to amplify each other, that's still to be seen.” - Orchid
{00:18:18} “You have to have an interesting relationship with the platform itself so that if users use it for something that is entirely different from what you intended or maybe envisioned for yourself, you have to be okay with that.” - Orchid
{00:20:27} “When you think about the cult of personality or when you think about innovation, most of the time folks lean into, "Oh, this thing has never existed before and now it exists." And if you look at the entire model in China, it is to copy and improve and optimize. And that is a type of innovation as well, which is to take one idea and apply it into another vertical or another industry, or to launch something that's a better version of X.” - Orchid
{00:24:58} “I really like the idea of the people who make that neighborhood Twitter what it is, if they're not treated with respect and understood that there's going to be another alternative that will allow them to have the platform that they want that they use.” - Ingrid
{00:40:58} “Instapot had this ability to be this cult product and lead this whole band of fans that they earned and they just didn't. And that to me is like, sorry, but whoever's like running marketing or community management there, you shit the bed.” - Ingrid
{00:41:42} “The takeaway is do not ignore your fans. Ignite that flame. Facilitate the conversations. They're going to buy the new version. They're going to buy the air fryer. They're going to buy all the other stuff if you're facilitating the larger conversation.” - Ingrid

Associated Links:

Follow Infinite Shelf on Instagram
Want to hear more? Check out past episodes here
Love your new co-host? Check her out on LinkedIn
Check out other Future Commerce podcasts

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!