Today, more than ever, it’s the community that sells.
In a little more than ten years, sneaker blog Hypebeast evolved into a publicly traded e-commerce platform. Liketoknow.it, an app for identifying, discussing and buying influencers’ looks, saw $1billion in sales last year. Chanel has created an Instagram account dedicated to Chanel beauty fans, featuring pictures and videos aggregated from influencers, make-up artists, and fans. These communities both share content and sharpen appetites to buy new items.