← Behind the Numbers: an EMARKETER Podcast
Behind the Numbers: an EMARKETER Podcast
Creators Meet Commerce: How They Guide Customers From Inspiration to Checkout | Behind the Numbers Special Edition
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Foreign.
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Welcome to a special edition episode of the E Marketer podcast, behind the Numbers. I'm Marcus Johnson and today I'm introducing a special episode from the E Marketer Creator Trends 2026 Virtual Summit. In this episode, you will learn how shoppable video, retail media integration, storefronts and affiliate programs are reshaping the journey and the metrics and org models needed to make always on creator commerce truly work. Minda Smiley, senior analyst at E Marketer, hosts a panel with Corey Weaver, Head of influencer at Gap Inc. And Alexis Call, Director of digital merchandising and site experience at Stanley 1913. Hope you enjoy.
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Today we're joined by two panelists who would walk us through their creator marketing strategies. Please join me in welcoming Corey Weaver, Head of influence at Gap Inc.
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Hey there.
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Hey. And Alexis Call, Director of digital merchandising and site experience at Stanley 1913.
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B
Hi, everyone.
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C
Well, I'm so excited to have both of you here with us today. I think for anyone who's been tuning in throughout the summit today, it's becoming very clear that creators are not just seen as a way to reach consumers and engage with them. They are increasingly being used across the full funnel and increasingly being used in a shopping context and a commerce context, as well as key partners in the areas. So I'm really excited to have the two of you here today. I would love to just start off super broadly, just getting to know more about your day to day, what exactly your role entails, because as we know in creator marketing, it moves fast and there's a lot of different aspects of it. So I think it would be really helpful to get a better sense of what exactly you do in your role. And we'll start with you, Corey.
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Yeah. So hi everybody. My name is Corey Weaver. I lead influence across Gap Inc. And the day to day for me looks really, really different because we have brands all with their own unique personalities and every single day they're trying to reach and connect with different audiences. So the day to day looks very, very different. But I will say the consistencies are that my everyday is really rooted in crafting strategy, like how we can reach each of those individual different audiences per brand, per category. It's also creator relations. So, you know, engaging creators, talking with them, discovering new creators who we might want to partner with. And then the last is really measurement and operations. So how are we measuring success of all these campaigns? And then do we have the right tooling in house to be able to execute and grow and evolve and continue to really leverage this Space.
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Yeah, that makes sense. And what about you, Alexis?
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Hi everyone, I'm Alexis Call. I'm the director of digital merchandising and site experience at Stanley 1913. And I think really similar to Corey. I think no two days really look the same for me. But a big portion of my days are looking way into the future. So my team and I are responsible for strategizing around product assortment at Stanley 1913. And we're always trying to anticipate what products are going to be the top sellers and really ensuring that we're delivering an assortment that is new and fresh and relevant and on trend and also ensuring that we're capturing new product innovation that meets our customers needs. And then the other part of my day is really ours focused on site and how the site experience brings that product vision to life, how that kind of exists in the ecosystem alongside creators and the broader marketing strategy. I partner really closely with our tech team to ensure that we have the most compelling user experience on the site and that it's really aligned with consumer behavior and overall retail trends.
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C
Okay, great. So something I'm super curious about is where does commerce sit within creator marketing and each of your brands? And what I mean by that is how is commerce factored into partnerships with creators? I think a high level rundown would be really helpful. Corey, we'll start with you again.
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Oh gosh. I think that's evolved over time, especially as I've worked on different teams. But as it is right now, it's factored into this entire flywheel of creator commerce. And so sometimes it's really, really direct in terms of like an affiliate model where we're working with creators and they're driving traffic to a product site or driving sales specifically through their links. And other times it's a little more indirect where we're working with creators to generate content that we're then using on paid, using on the product pages, amplifying in so many different ways or integrating into holistic marketing campaigns where we're doing print and video shoots in amplifying that way. So kind of wherever we can fit creators into this entire customer journey of commerce, we are, we're imagining ways to do that.
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What about you, Alexis?
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Yeah, I think very similar in terms of what Corey said. You know, I just would say Stanley's kind of hydration era really was driven by creators starting in 2020 and with the virality of the quencher. And so as we look ahead to kind of the next era for Stanley 1913, we are really thinking about creators for Both awareness and authenticity, but also for conversion. So when we think about new product innovation, new categories that we're bringing to market, that's what we're really leaning into. Creators to help us create content like Corey said and leverage it across a variety of channels and. But then we also really lean into more lower funnel conversion driving content that supports more commercial moments in the marketing calendar. So you know, thinking about gift giving occasions, Valentine's Day holiday, that's where we are really focused on conversion driving content. Also, you know, promotional moments throughout the year as well as our limited edition product drops.
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C
Yeah, well, I have to say I succumbed to Stanley's hydration era. I have my Stanley at home. Yeah, exactly. I think we all did. And so Alexis, I want to talk to you a little bit about the path to purchase, which is something we talk a lot about, a lot here at Emarketer about. We know that while there are certainly people buying products directly from creator posts, they're also often inspired to buy on site, in store, et cetera. So how are you kind of how is Stanley accounting for these different behaviors and preferences when it comes to your creator commerce strategies?
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Yeah, I mean I don't want to get too tactical, but I guess when I think about how um, you know, like the path to purchase has been influenced since when I began in retail, it feels like many, many eons ago. I think that I really focus on or think about how a lot of consumers are interacting with brands for the first time, likely on a product detail page. So while a lot of traffic is driven by affiliates and creators to product detail pages and yes it's influenced by paid media, other channels in the marketing funnel, there's a ton of traffic coming to that part of our sites as brands and so we really are thinking as a site experience team this year at Stanley 1913 about how do we want the consumer experience to be especially for a first time customer and ensuring that we have content on the page that's really engaging, that's inspiring but also educational and ultimately drives conversion for this year. That's a key area of focus for my team and I and really thinking about how we can influence our experimentation, roadmap our UX milestones and roadmap really with a goal of creating a really brand right experience on product detail pages which ultimately will drive conversion and then should help our creators perform product perform better as well.
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Yeah, 100%. And Corey, I would love to get your perspective as well because obviously like the Stanley and Gap are very different companies and even your role, you're obviously, like, working across several different brands, and so I'm sure you have. You're coming at it from a bit of a different perspective, but I would love to hear your thoughts as well.
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Oh, gosh. I think the utility of creator content, we are, like, absolutely weaving it into our pdp. We're seeing wonderful success there. And then just ideating around how to amplify the content through the entire customer journey is really a focus for us right now and something that we're looking forward to this coming year. So exactly what Alexis said. Integrating into the site experience, working really closely with our tech teams to evolve what our site experiences look like and how people who exist within our E. Comm environment engage with the content are all big priorities for us this year.
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Okay, great. And so I know Gap recently unveiled a creator affiliate program, and we've seen other retailers like Sephora and Lowe's come out with similar offerings over the past year. Can you talk more about this program and why it's something that the company wanted to invest in?
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Yeah. So we engage creators at so many different levels, whether or not we're working with them for content, series or partnerships or, you know, the BAU type of creator relationships where we're working with them to amplify marketing messages every month. But one area that we really wanted to lean into was connection. And so launching the Gap Inc. Creator program was a. An opportunity to serve as, like, this hub of connection with Gap Inc. But on top of that, it provided a resource for people who wanted to work with Gap Inc. Who necessarily didn't have the chance to do so before. So a lot of people who are in the program are folks who have smaller audiences, Nano and micro creators. But even more than that, and one of the things that I love about it is the diversity of the people who are in the program. So these aren't just the style and fashion creators who are out there that you might think that we would traditionally partner with, but these are like doctors and nurses and teachers and moms and interior designers and artists and dancers and athletes. And so just the proliferation of human experience that the creators who are in the program has, I think, has been such a valuable asset to us since launch because they all provide this really unique lens through which to bring our brands to life to their own audiences.
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Yeah, for sure. And it kind of speaks to the fact that, like, yeah, I feel like sometimes we have these ideas in our head of what an influencer is and what a creator is. And I feel like these affiliate programs, as you were Saying, like, it really. There's. There's so many types of people that. That often have other jobs and hobbies and they're doing so much. And, you know, being a creator is kind of just like one part of their life. Um, so it's really interesting. And I forget exactly when you launched it. I know it was sometime last year, I think, so October. Okay. So not too long ago. I'm curious if you can share, like, any early learnings or any challenges, like anything you've kind of learned so far after officially debuting this.
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I think some of the learnings that we've seen are that connection is always valuable. You know, I. A lot of times with creator marketing, I think some brands might view it as very transactional, where it's like, okay, you know, we are incentivizing you in some way to post on our behalf, and bing, bang, boom, that's done. But really, like, creators are humans. At the end of the day, they thrive on human connection and they're having the same universal experiences as all of us as we go about our days. And so having an opportunity to connect with them, check in with them, celebrate when they create really wonderful content content, hype them up and let them know about stuff that's coming down the pipe. It's really just so nice to foster connection with them. And I think that is the key learning is that connection is really valuable, especially as influence is becoming democratized these days. So many people who are building audiences and having a voice, which I think is fantastic. But I think as that grows, connection is becoming less and less so. Providing a vessel for that, I think has been the. The best key learning and benefit for us.
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Okay. And Alexis, I don't. I don't know if Stanley has anything similar to this, but I'm curious if you, you know, when we talk about just affiliate in general and seeing how it's really growing within a creator context, if you have anything to add as
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well, we don't have a similar program. I'm like, so inspired by everything that. That Corey just said. I think that, you know, we as a brand, though, do lean really heavily into some of the principles that he mentioned. So I think, you know, seeing creators as humans that are genuinely connected with the brand and feel passionately about the brand. I think there are definitely some really common through lines in terms of Corey's strategy and the way that he spoke to their affiliate program and how we approach our relationship with creators.
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Yeah. And so I want to move on and talk a little bit about TikTok Shop Alexis, I know Stanley recently launched on TikTok Shop by partnering with Jenny. And I'm really about to age myself here. I was embarrassed. I didn't, I didn't. When I was doing some research for this, I did not know who Jenny was. I had to look into it and I'm not, I'm not even like an elder millennial. I'm just like a regular millennial. I should know this. Anyway, for those of you that might not know, she is like a very famous K pop star. The collaboration looked amazing from what I saw. But way I'm curious, like, you know, launching on TikTok shop, I know it hasn't been super long, but if you can share just any, again, like any early learnings, how did it go? Where are you going next? I think our audience would be like super interested in hearing about that.
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Yeah. And don't feel bad, I also had to do some googling.
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Okay.
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Company. Yeah. Yeah. So at Stanley 1913 we have a really like loyal collector fan base. But with Jennie, you know, we knew we had an opportunity to reach a new audience, especially you know, with a K pop fan group or fan base wanted to make sure that we were kind of meeting them where they were shopping and where they were already consuming content. So that's kind of how the TikTok shop launch in conjunction with our Jennie collaboration came to be. And so we actually did an early access live shopping event where we launched the collaboration product on TikTok shop a day early. Then it, you know, then it launched. On Stanley 1913 we held an all day live event. We had creators come and host that event. They were Stanley fans, they were Jenny fans. So it felt like this really kind of natural way to create excitement and hype around the collaboration. We had over 600,000 views that day of the live event. Really a lot of the engagement driven by the for your feedback. We were the number two, I believe, brand that day on TikTok shop, second only to the Boo Boo.
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And so I was, I mean that's pretty incredible.
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Yeah. So I think overall a really exciting kind of moment for Stanley 1913 and just our overall collaboration strategy. And so I am really excited to continue testing and iterating. I think it's a really valuable tool for brands to lean into as they seek to reach new audiences. And so it's something that we're continuing to strategize around as we look ahead to the rest of our launches this year and into 2027.
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Yeah, interesting. And Corey, what about you? I mean, I'm not sure to what extent Gap is thinking about TikTok Shop launching on TikTok Shop, but again, I'm sure our audience would love to know what, what you think regardless.
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Yeah, so we launched Gap on TikTok shop in mid last year and then we launched old Navy on TikTok shop in fall last year. And it's been really, really cool. Just as I was talking about with the creator program and how you're really able to scale and see your stories come to life through so many different people's eyes. It's kind of the same thing on TikTok shop, which I love because everybody is has a different style. They're incorporating our pieces in different ways and styling them and talking about the comfort or the fit or the quality in different ways. And so yeah, I've loved TikTok shop. I love seeing the content that comes through and TikTok is in so many ways like a billion person focus group. And so when people are talking about the product and other people are in the comments saying, oh, I really love this color. Oh, I wish they did more with this color. This fit is great. Or the poles on the hoodie are wonderful, that's also really nice validation for our product team and gives us ideas moving forward. So, yeah, love TikTok shop.
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Yeah, that's interesting. Yeah, it's like a whole, just like a whole other area where you can communicate with, with your audience. And so I imagine a lot of people watching are probably like maybe they recently launched or might be thinking about launching. I know TikTok is also kind of having a weird time in the US with the ownership changes. So but even that aside, like, I'm curious if either of you have any just like, you know, maybe like a takeaway or like one thing you think Bridge should know if as they kind of start their TikTok shop journey, if there's like one thing that you'd be like, yes, like definitely consider this, we didn't think about this or something like that. Corey, I'll start with you.
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I would say, and honestly, this was guidance from TikTok when we were starting up on TikTok shop that we have really taken to heart is that when it comes to TikTok shop and brands that have gone through reinventions and have like very distinct projections and, and whatnot, getting comfortable with people talking about your brands in ways that aren't necessarily like the message points that you had initially crafted, getting really uncomfortable with just seeing it come to life in so many different ways and appreciating that because all of those people who are talking about it have audiences that are following them specifically because of the way that they approach the world or their lives or the way that they, they share recommendations. And so, yeah, I would say just like be open to how people are engaging with your product because it isn't necessarily bad, it's just different. And so, yeah, I guess that would be my recommendation.
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I love it.
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What about you?
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I would say, like, have a point of view on how you want to like what story you want to tell with your merchandising through the TikTok shop. You definitely don't need to. It shouldn't be a replica of your direct to consumer channel or other sales channels that are important to your brand. So having a point of view, testing exclusivity, you know, testing new ways to merchandise your products, I think is a really great way for brands to think about what TikTok really means to their overall digital ecosystem.
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Yeah, makes sense.
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I really love that. Exactly what you said about bringing your brand to life in a way that isn't a mirror image of how you've appeared in other spaces. I, I just want to like, cosine. What?
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Yeah, no, that, that's. I've heard that as well. That definitely makes sense. I think those are great, great little nuggets of insight for sure. And so I want to move on and I'm curious, like, if there's a certain type of creator that's best at like, that's best than kind of like a commerce or shopping context. And really like that. You can take that in whatever direction you want. Like I'm maybe like micro nano versus mega versus like I don't even like a personality type. Like, do you just find maybe like that certain people that maybe act a certain way tend to drive more conversions. Like again, there's a lot of different ways you could take this. But I'm just curious, like, if you've noticed any kind of patterns or if you've done any, or have any data around, like, what, what types of creators are really effective in this space? Corey?
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Oh, gosh, you could go like a million different ways.
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Yes, that's a very broad question.
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Like, historically, I come from a little bit of an academic background and I've been really, really fascinated over the years with research how the brain reacts to digital content and how we form relationships and trust online and how, you know, research has proven that we're able to create connection online the exact same way that we are in real life. And so it's the people who are very, like, raw and unfiltered and maybe like, not too over polished. The people who are really vulnerable with their audiences. You know, like I said, creators are going through the same human experience that everybody else is. And so the creators who are talking about their high highs and their low lows, and then in the middle of that, they're punctuating their content with, like, by the way, like, the kids are screaming, I screwed up breakfast. I have to go to drop off. But, oh, my God, this Gap sweatset is incredible. And I'm obsessed with this, you know, Stanley mug here. Then those are the people that I think generate the most trust. And then layering on top of that, the people who bring themselves to life according to each platform. Because TikTok, it's sort of like the medium is the message here. TikTok content is consumed differently than Instagram, is consumed differently than YouTube and Substack and all of that. So the people who are able to really customize themselves and their content for the vessel through which they are telling their story, I think are the most successful when it comes to commerce.
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Yeah, no, that makes sense. I mean, I'm even thinking about my own habits, like, just who I'm more likely to watch or engage with. Like, it. Yeah, even like, little things. Like, if you see someone has, like, kind of a messy kitchen countertop, you're like, okay, this is like a real person. Like, that looks like my kitchen. And yeah, there's just something especially like, yeah, in this, like, AI world we're in. But even before the AI stuff, I feel like there was so much talk about, like, influencers being, like, so curated and I don't know, there's definitely something to be said about, like, people whose lives feel real and relatable and. Yeah, so that totally tracks. Alexis, what about you?
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I mean, I think similarly, I would say we see a lot of success with storytellers. So I think, like, along the lines of what Corey was saying, you know, content that integrates product in a way that feels really natural and authentic to this creator's life, whether it be a messy life. You know, I think just the most authentic way to integrate product into their lives seems to be what really resonates with consumers. I mean, I think, you know, ultimately moving from more like transactional content to relational content seems to be an area where we're seeing a lot of success.
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Yeah, yeah, for sure. And so I also want to talk about the platform specifically. I mean, obviously we've talked a lot about TikTok Instagram like, you know, the main socials that the creators are on. But I'm curious, just, like, from your perspective, are there any platforms where you're finding maybe more success or maybe that have surprised you in terms of, like, oh, we're really seeing a lot of traction here. And I don't even mean just the socials. I mean, even platforms like LTK or, you know, like, even a platform like Reddit, which I know historically has not played big in the creator space, but anything that I think, like, that has surprised you or that you've been paying a little bit more attention to lately would be. Would be great to hear about. And Alexis, I'll start with you for that one.
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Yeah, I mean, I think that, like, similar to what Corey mentioned before, you know, content that is really specific to the platform, I think is where we continue to see success platform by platform. I feel like, you know, Corey has such a great background here. I would say you're more well suited to answer this question in a way that's helpful to our listeners.
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Yeah. So for Gap Income, the interesting thing is every single one of our brands is, like I said, trying to reach a different audience at a different time, and audiences, you know, have more affinity to certain platforms. So if it's Old Navy, then perhaps Instagram and, you know, certainly growing favorability on TikTok. If it's Gap, TikTok has been really instrumental and wonderful in growing the brand's relevance. And then, you know, it's. So it sort of varies by honestly brand and category for us. But some of the things that I'm keeping an eye on, I will say are YouTube, the continued rise of YouTube, and the difference in, like, long form versus short form. It's something that I'm, like, always really observant of and what the trends are there. And then I've also been really impressed with substack, particularly in the world of, like, fashion, retail, and how substack is becoming a really wonderful way for people to voice reviews and opinions and whatnot about new drops or products. And then also LinkedIn, actually, I've seen a growth of creator marketing on LinkedIn. And so, you know, that's sort of like got my antennas perked a little. Yeah. Attention there because definitely a lot more conversations happening on LinkedIn, so.
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Oh, for sure. I mean, even. Yeah, I feel like LinkedIn, like, it kind of like read it in that way. Like suddenly feels like it's having a moment even though it's been around for, like, how long? Probably 20 years. I feel like maybe Longer. So, yeah, all super interesting. I know we only have a few minutes left. I want to try to squeeze in a few more questions. Something I wanted to ask you about, Alexis, is how do creators play into commerce outside of their traditional creator responsibilities? I mean, like, I'm talking about trendspotting product development. Like, can you speak to that at all? I'm super curious about like how they're being pulled in in a way that just isn't about the posts that the user sees.
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Yeah, I mean, creators are customers and so I think we get really excited when we kind of notice trends that are popping up throughout content, you know, regardless of platform. And so I'm really able to kind of take those trends and work directly with the product team on, you know, maybe a merchandising story or something that we should be leaning more into. So a good example of this is last spring we noticed that creators were getting really excited about, you know, kind of like matching their Stanley cup to their Stanley Lunchbox or Stanley Cooler. And so for spring 2026, we like leaned really heavily into that and are, you know, delivering an assortment that is whether it be like your water bottle or drinkware or can coolers, which is like a great product to have by the pool. And it all matches back to lunch boxes and soft sided coolers. So you kind of have this like full Stanley moment. But it was really driven by content that we were seeing across, across social media platforms. So I think it's like there are so many ways to tap into creators and the content they're making and helping, allowing it to inform, you know, product strategy, but also I think how you inform your digital experience strategy. And I think Corey, like talked a lot about this in terms of how Gap is leveraging the affiliate platform. But their customers, they're humans, they're really like critical part of brand. So we definitely take a lot of cues from our creator fan base.
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C
Yeah, makes sense. I mean, yeah, I think there's like, they really have become so much more than creators. They're like consultants, they're like, yeah, they're providing inspiration, they're helping with trends. Like, it's just super, super interesting to see. Just one last fun question I want to ask each of you and I'll start with you, Corey. When's the last time you bought something inspired by a creator and what was it?
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A
Oh, gosh, it's a great question. I think for people who are influencer marketers, probably a lot of people who are in the audience right now, I think we're very vulnerable to this. I was just having a conversation that like, we should actually get an additional stipend to our salary because we get
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hammered with it's research.
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Yeah.
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I have purchased a Banana Republic jacket that I saw styled in a unique way and I was like, oh, I need that. I've purchased a handheld leaf blower off of TikTok shop. Got me with a leaf blower. But I would say I am most vulnerable to Korean skincare. Anytime the common one community starts hyping up a new product, then I just immediately fall in line and buy it.
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C
I get that. Alexis.
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Yeah, Corey, we're, we're on the same page. I was feeling like a little nervous to confess that I've actually been influenced to subscribe to a lot of substacks that creators are promoting. But I feel like, Corey, you're even talking so much about it. I'm less embarrassed to confess that now. But like, really great cooking content. Oh yeah, we will happily pay for a great recipe. Really great fitness content on substack. So that's been one thing that has heavily influenced me lately for sure. Korean skincare. And then I'd recently bought this like ionic heated thermal brush that is really changing my hair game.
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C
So yeah, clearly we're all, we're all buying. It's working. Well, thank you both so much. That's all we have time for. But I so appreciate both of your time today. This was great.