Retailers Are Increasingly Using Real People’s Social Pics

Goodbye SoHo, hello Main Street

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E-commerce players have long relied on willowy models and high-end studios for their product photos, taking a page from glossy print catalogs.

But e-retailers are increasingly switching out those slick product pics for snapshots of regular folks endorsing brands on Instagram, Facebook, Twitter and Pinterest. The move allows marketers to create a vibe that’s more Main Street than SoHo.

“Instead of someone who is 5-feet 11-inches and perfect, it’s somebody who looks more like you,” noted Liz Eswein, co-founder of social marketing startup The Mobile Media Lab.

Urban Outfitters, Rebecca Minkoff, Under Armour,



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