Whitney Wolfe Herd steps down from Bumble.
Her replacement is a curious choice.
Good morning to all of my new readers. Happy Monday to all of my existing ones.
CONFIRMED: Cosmos are making a comeback. 🍸 I first predicted this in an October 3rd email when I wrote about an Aubrey Plaza Cointreau commercial. Then I wrote about Diageo’s ready-to-drink Cosmos that they recently came out with. Taylor Swift has been drinking them all fall at New York restaurants. And this weekend, Punch Drink wrote about all the bars across the country who are improving on the pink drink.
I spoke to one of my favorite writers, Rachel Tashjian, about Tory Burch for The Washington Post. This was my full statement, most of it was used in the story:
“So the celebrities and the pieces are lovely but I think the secret ingredient that Tory Burch has figured out is, and I'm whispering this, influencer marketing. They put pieces in the hands of artists that you wouldn't typically follow for endorsements of fashion brands -- Jeannie Sui, Dasha Nekrasova, Paris Starn, Sam Youkilis, yours truly. None of these people are making "Get ready with me videos", but that makes their @torysport or @toryburch tagged Instagram posts and stories all the more potent.
It seems like the Tory Sport team (which I heard is being absorbed back into the larger Tory Burch umbrella) is young and scrappy. Editing iPhone videos themselves, handing influencers a few rolls of film to shoot a night out in their Tory outfits, and creating content for the medium it's being viewed on -- iPhones. Maybe this is smoke and mirrors and the system of content creation is more elaborate than it looks, but from a social point of view, it looks like they have smart, sensible people in the driver's seat who understand how Instagram, gifting, and organic video works.”