M.Gemi Founder Cheryl Kaplan on Choosing the Right Influencers and the Value of Authenticity

Inside the luxury shoe brand's strategy for fostering word-of-mouth advertising

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Like any brand worth its salt, M.Gemi wants people to love it so much they want to tell others about it. But how do you inspire customers to start sharing? At last month’s Brandweek event in Palm Springs, Calif., the direct-to-consumer luxury shoe brand’s founder and president, Cheryl Kaplan, spoke to Adweek about how the company keeps the word-of-mouth momentum flowing.

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