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Digital Forum: Shopbop President on Influencers and Instagram

Shopbop brand president Shira Suveyke may not always be comfortable with some of the posts of the influencers that the global online retailer works with, but the strategy of giving them complete creative control on sponsored content on their respective Instagram accounts is one that has proven to be successful. “Their followers come to them for their authentic voice, not for you as a brand to dictate what they’re saying, so we give our influencers complete creative control, anything from the product they select, to the format of their post and what they say in the post — which isn’t always comfortable,” she said. “But that creative freedom that we’ve given influencers, that’s translated to authenticity around Shopbop when you’re seeing the influencers’ posts. That’s definitely our secret sauce.” Amazon-owned Shopbop relies heavily on influencers and Instagram when it comes to marketing and the promotion leading up to the opening of its first pop-up in Manhattan’s SoHo to market its 20th anniversary was no exception. Purely Instagram-led, it began with sending 30 smash cakes to influencers about three weeks before the grand opening. “It went viral,” Suveyke said. “It was incredible and from then all the way to the opening, we put all of our programing

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