Founded by ex-Google Shopping product lead, Lauren Holtz, The Lobby launched last week. The Lobby is a digital marketplace that uses racks of short videos to display various offerings from 30 clothing brand partners that include Girlfriend Collective, Solid and Striped and Lunya.
Each one of the Lobby’s items are displayed through videos made by their own lineup of 40 influencers that include general guidelines like styling tips and dimensions of items. The influencers include Ashlynne Eaton, Claire Most and Tiffany Wang. These shoppable Instagram Story-style videos bring your feed to life. While the video is playing, a side panel pops up to allow users to add the item to their cart without interrupting or pausing the video demonstration.
The Lobby describes itself as “QVC meets TikTok”, Holtz was inspired by the influencer-driven marketing sphere online, and how their shopping habits changed over the course of the pandemic. One thing that is for sure is that the next generation of shoppers will all have anything made available to them with the press of a button.
Therefore, any new concept that includes shopping will be expected to have a video or reel. Influencer marketing is becoming quickly more and more about video production services like IGTV or livestreaming and if anything, the pandemic has made this a necessity when it comes to social media marketing.
“We sensed people needed and wanted normalcy and connection, and they would love to go to stores with their friends but they can’t, we thought a lot about how we recreate that feeling. It clicked that we should work with influencers and content creators to do that.” – Lauren Holtz
The Lobby also offers an Instagram Stories shelf on the top of the site, where visitors can select specific influencers content. The Lobby is quickly filling a gap in the very oversaturated market that is Influencer marketing while other platforms like TikTok slowly move into the fashion market.
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