Agenda-setting intelligence, analysis and advice for the global fashion community.
Last week, 260 Sample Sale — the event operator known for its long queues, viral social media buzz and treasure-hunt-style deals — featured a new name on its storefront: Glossier.
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Formerly the domain of fashion insiders, sample sales have become a viral phenomenon on TikTok, with influencers dispensing tips, tricks — and sharing their product hauls.
The role of sample sales is evolving from discreet inventory clearances to prominent marketing events, as brands leverage social media and enhanced experiences to engage a wider audience and generate sales.
Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.
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Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.
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