"Nowadays, trends happen every day on social media rather than just three to four times a year on the runways," she said. She launched the company's profile herself in 2018. Zeng explained that Instagram is a natural channel for Choosy because it is "core to fashion today," so most of the company's customers are on Instagram. Getting a profile off the ground and partnering with influencers Zeng let Business Insider peek behind the curtain and discover the social strategies behind her success story. "Instagram became (and has remained) the company's main marketing channel for communicating with customers," Zeng said. The company reported a 2019 run-rate revenue of $6 million and is looking to double that for 2020.Īfter launching last year, Zeng grew Choosy's Instagram community - dubbed the "Choosy Nation" - to over 120,000 followers and cultivated an engaged audience with more than 74 million Instagram impressions and over 558,000 likes overall. "I wanted to dive deeper in the areas where my interests took me and where I saw opportunity was calling," she said.Ĭhoosy currently operates with about 70 full-time employees across New York and China and has gained over $10 million in funding from VCs, including New Enterprise Associates, Coatue Management, and Forerunner Ventures. Zeng started her career as a full-time trader in electronic foreign exchange trading and algorithms at Citigroup before shifting gears to her startup. "By producing only what is demanded, we can order smaller runs and cut down on unwanted style churn." "The core of the business is the use of technology to identify and track what's trending so that we can produce and deliver in-style trends quickly and with little waste," explained Zeng. One entrepreneur who has successfully leveraged the ubiquitous social tool is Jessie Zeng, the CEO and cofounder of fashion startup Choosy, which uses artificial intelligence to harness community influence and feedback. And if you're skeptical about whether investing in social media marketing is a smart strategy, consider that 90% of Instagram accounts follow a business on Instagram, according to Instagram internal data from November 2019. This offers plenty of opportunities for businesses of all sizes to utilize Instagram marketing. That makes it the third most popular social platform, trailing only Facebook and YouTube. Instagram now has a billion active users each month and 500 million active users each day, according to the latest stats from the social media giant. "It's central to our connection with our customers and our business." "We don't consider our social media ancillary," the cofounder said.How did she do this? By partnering with influencers, creating a sense of community around her brand (dubbed the "Choosy Nation"), and focusing on great content.Since the company launched in 2018, Zeng has grown Choosy's Instagram audience to over 120,000 followers, more than 74 million Instagram impressions, and over 558,000 likes overall.Jessie Zeng is the CEO and cofounder of fashion startup Choosy, which uses artificial intelligence to harness community influence and feedback.Account icon An icon in the shape of a person's head and shoulders.
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