Stoney clover lane7/2/2023 ![]() ![]() It’s important to not come across as opportunistic at this time,” said Dahan. “As a brand you just need to be careful not to be insensitive. With packages not going out at this time, Stoney Clover Lane is turning to user-generated content, asking a big customer to do an Instagram Stories takeover, showing off their collection of Stoney Clover Lane products, once a week. In the past, the brand has sent packages to Arielle Charnas of Something Navy (1.3 million Instagram followers), actress Sara Foster (538,000 followers) and former Bachelorette contestant Becca Kufrin (1.3 million followers). Influencers played a big role in the former content plan. Last week, Glazer said, she halted all content plans, including sending product to influencers, and laid out a plan for the upcoming weeks. Typically, around this time of year, Stoney Clover Lane would be ramping up for posts about spring break, what to pack for vacation and ideas for bachelorette parties. With influencer outreach at a standstill, Glazer said the brand team is focused on shifting the company’s content strategy, primarily on Instagram. One or two Palm Beach-based employees have been able to go to the Palm Beach store each day for the past three days and fulfill some orders. The company’s 20-person fulfillment team, which customizes, sews, packs and ships all orders, works there. The team also closed its New York City office on March 13. Last week, the company shut down its single retail location in Palm Beach and postponed the opening of a Hamptons seasonal pop-up location in April. We are taking into account what colors they like, their kids’ names,” said Glazer. “Where another brand might send out a few cosmetics, we are sending customized things to each person. The brand has never paid influencers to post, but it typically gifts $500 to $1,000 worth of product per influencer in the hopes that the person will shout out the brand on social media. Glazer said these packages weren’t light on the product - they typically contained five or more pieces - and it required a lot of time and research to create the perfect assortment of customized pouches, bags and travel accessories for each influencer. For our priorities, that’s not where we are at right now,” said Kendall Glazer, co-CEO and co-founder of Stoney Clover Lane. We have to be careful about resources and where we are using them right now. ![]() ![]() “Some influencers are still promoting things, but do people want just a random box sent to them at this time? I don’t know. Now the company’s influencer outreach is at a complete standstill. In some months, the company’s brand team sent as many as 50 packages, but on average, they sent about 20 a month. Prior to the outbreak, Stoney Clover Lane was sending packages to influential friends of the brand, influencers who recently purchased or followed the brand, and influencers who might be interested in the product based on their style. In Stoney Clover Lane’s case, gifting product to influential bloggers and models has come to a firm halt for the foreseeable future. to March, he has seen a steep drop of roughly 15%. Eric Dahan, CEO and co-founder of influencer marketing firm Open Influence, said the company has been tracking “hundreds of thousands of” sponsored and organic influencer posts over the last few months, and from Feb. Influencers are asking followers what type of content they should share at a time when outfit-of-the-day posts and promoted pictures don’t feel quite right. Some are turning to influencers at this time as a way to create content, with large gatherings and non-essential operations like photo shoots on hold indefinitely. As coronavirus continues to spread and non-essential businesses shut down, companies like customizable accessories brand Stoney Clover Lane are rethinking influencer marketing strategies, halting gifting and instead focusing on building relationships with customers. ![]()
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