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Joe’s Jeans' Jennifer Hawkins on collaborating closely with influencers
Published 5 years, 3 months ago
Description
Joe's Jeans is heavily invested in working with influencers. It's a relationship that has to make sense to work, said Jennifer Hawkins, the brand's svp of marketing and innovation.
"It's not just plucking someone off a list and saying, 'Let's do a collaboration,'" Hawkins said on the Glossy Podcast. "It's finding people that you organically fit with from a product standpoint and working with them."
Hawkins talked about why she's bullish on Instagram Checkout, why Joe's needs a TikTok strategy and what separates a Nordstrom shopper from an Amazon one.