Paid media no longer driving fashion recommendations claim fashion startup bosses

(l-r): Julie Bornstein, CMO, Sephora; Katrina Lake, founder, Stitch Fix; Jennifer Hyman, co-founder, Rent the Runway

The founders of two disruptive online fashion businesses have said bricks and mortar retailers must become customer service centres, and said magazines and paid media are no longer the most effective drivers for sales.

Speaking on a panel on defining the next generation retail experience both Jennifer Hyman, co-founder of Rent the Runway and Katrina Lake, founder of Stitch Fix, said businesses relying on paid media to drive new customers were set to fail.

“Who’s influencing purchase behaviours has moved away from magazines and moved more towards these trusted influencers,” said Lake.