Live Shopping Events on Facebook Help Abercrombie & Fitch Engage Customers, Drive Sales

In episode 308 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Megan Brophy, senior director of brand name advertising at Abercrombie & Fitch and Abercrombie Kids. Brophy discusses Abercrombie’s partnership with Facebook for its Live Shopping Fridays initiative, how livestream procuring brings the in-store and digital expertise collectively, and what prospects expertise when partaking with the reside procuring occasions.
In addition, Brophy shares how the inner groups at Abercrombie got here collectively shortly to launch reside procuring by way of Facebook, what the behind-the-scenes manufacturing appears like for every occasion, and the targets the retailer goals to perform by these interactive occasions. Lastly, Brophy discusses Abercrombie’s advertising technique to advertise the reside procuring occasions in addition to the position social commerce will play for the corporate going ahead.
Megan Brophy is the senior director of brand name advertising for Abercrombie & Fitch and abercrombie children. Megan started her tenure at Abercrombie & Fitch Co. on the corporate’s Hollister and Gilly Hicks manufacturers, transferring to Abercrombie & Fitch and abercrombie children in early 2019, the place she now oversees model planning, nonprofit and model partnerships, occasions and activations, model PR, influencer and online marketing, and social media advertising.
Previous to her Abercrombie expertise, Megan spent greater than 10 years within the artistic company world branding and launching advertising campaigns throughout varied industries, producing new enterprise pipelines in addition to creating and managing cross-functional groups throughout purchasers like Mercedes-Benz, UCLA, Diageo, the University of Oregon, Johnson & Johnson Pharmaceuticals, and lots of extra. Originally from Ohio, Megan graduated from Ohio University and grew her profession in Philadelphia and Southern California. Now residing in Columbus, Ohio, Megan is the proud and busy mama of a joyful and energetic toddler.

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