In today’s world of luxury retail, he who makes the sale as quick and painless as possible is king. Or queen. In 2009, inspired by the way young people were using social media, Sophie Hill, a blonde 20-something fashion buyer, launched Threads Styling, a personal shopping service with a mission to “Inspire, Acquire, Deliver”. All its business is done using social media: new clients usually arrive through Instagram before being picked up by the brand’s WhatsApp host team, who connect them with a personal shopper (one of 27) who becomes their sole point of contact. All communications are done via messaging. They call it “conversational commerce” or “chat-based media”, but the business model emulates normal peer-to-peer communication.
在當今奢侈品零售界，誰能儘可能又快又不費力氣地賣出東西，誰就爲王，或女王。2009年，時年20多歲的金髮女郎、時尚買手索菲•希爾(Sophie Hill)，受年輕人使用社群媒體的方式啓發，推出了私人採購服務Threads Styling，口號爲「啓發、獲得、給予」。所有業務均通過社群媒體完成：新客戶通常都是通過Instagram聯繫，經由公司WhatsApp運營團隊溝通後，分配給一位私人買手（共有27名）。這名私人買手將成爲客戶的單一聯絡人。所有交流均通過發信息完成。他們稱之爲「交談商務」，或「聊天媒體」，但商業模式仿效一般的P2P社交。