Describing advertising today as “highly fragmented,” Rachel Tipograph, global director of digital and social media at Gap brand, said marketers have to understand each medium in order to use it effectively. In other words, there’s no such thing as a “one-size-fits-all” approach.
In the old days, Gap would hire a renowned photographer, feature well-known celebrities and produce six images a year. They would put them all over the world and they would last anywhere from one to three years. Today, those six photographs are two days’ worth of content, she said. The shelf life for a Tweet is two hours; a Facebook post, seven hours; Instagram, 12 hours; Foursquare, 36 hours; Vine, two days; YouTube, five days; Pinterest, one week, and Tumblr, forever, she said.
Issa Rae stopped by WWD's NYC headquarters to talk about season two of "Insecure," which premieres this Sunday on HBO. Click link in bio for all the details. #wwdeye (📷: @jgreenery; Styled by @mayteallende)
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"