Speaking of People magazine and information diffusion (see yesterday's post), today's WSJ has a front page story about Jaye Hersh, owner of Intuition, a trendy clothing store in LA. Her little store does $5M in annual sales, largely thanks to a beautiful symbiotic relationship she has with Hollywood celebrities and the fashion press.
The article opens with a perfect example of Ms. Hersh's business model. After spotting a teenager wearing white leather moccasins, Ms. Hersh tracked down a distributor and ordered 300 pairs. Then she sent a complimentary pair to Drew Barrymore. But the the key breakthrough came when sources revealed that Kate Hudson had also bought a pair from Ms. Hersh, through a friend. Armed with that information, Ms. Hersh called the style director of People magazine. Next thing you know, Ms. Barrymore and Ms. Hudson were smiling in the pages of People, showing off their footsies, and Ms. Hersh had 1,200 orders for moccasins.
If you order now, your teenage daughter might get her moccasins in time for Christmas, but I don't recommend that. Connectedness is rather far behind the fashion times -- I am still debating whether to buy myself a fitted striped button-down shirt -- so we pass this story along more as an example of effective networking than as a fashion tip.
Friday, November 19, 2004
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