Charlotte Burrows, Estée Lauder Cos. WWD’s London bureau chief Samantha Conti sat down with Charlotte Burrows, director of online at the Estée Lauder Cos. Inc. U.K. and Ireland, for a Q&A session that touched on the importance of mobile commerce, social media and targeting an “ageless” consumer.
On the importance of social media: “We understand that it forms part of the customer journey, and we believe that we have to be there because of that. Whether it’s driving sales or not is a different question, and that’s not really a priority for us at all. We look at it as brand awareness and a place for brands to tell a story. There are stats out there that say a brand is 71 percent more trusted if they interact with their consumers on social channels.”
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)