What's in Your Closet?

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

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