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> Glossier: Co-Creating a Cult Brand with a Digital Community

商品編號: 9-519-022
出版日期: 2019/01/08
作者姓名:
Avery, Jill
商品類別: Marketing
商品規格: 26p

再版日期: 2019/10/22
地域: North America;United States
產業: Cosmetics;E-commerce;Retail & Consumer Goods
個案年度: 2018 -  2018

 


商品敘述:

Glossier''s proclaimed strategy was ""born from content, fueled by community"". The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was not complacent. Instead, she dreamed of creating the world''s first socially-driven brand that inserted its community into the buying experience so that the company was merchandising people, their opinions, and their content, just as much as they were merchandising products. As her team debates marketing strategies for 2018, they recognize the opportunities and challenges associated with managing Glossier''s rapidly scaling brand community. While the community''s support had emerged organically in the past, the team was now debating whether the company''s next phase of growth would need to be fueled by a greater emphasis on paid peer-to-peer sales representatives, professional influencer marketing, paid media, and a physical market presence.


涵蓋領域:

Big data;Brand management;Branding;Brands;Communication;Consumer behavior;Crowdsourcing;Distribution;Entrepreneurship;Internet marketing;Marketing;Marketing channels;Marketing communications;Marketing strategy;Retail;Social media;Startup;Strategy;Venture capital


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