Fashion and beauty brands are increasingly thinking outside the box when it comes to multi-channel marketing. With online channels now just as important as a physical presence, online selling has well and truly taken over. However, an online store is just the start.

Growing amounts of brands are thinking outside the box when it comes to e-tailing to consumers, primarily using Instagram, but also Pinterest and now...Spotify! The music streaming platform initially was mainly utilised by artists selling their merchandise but looks to be the next standout platform for brands wanting to target millennial consumers.


While Spotify's click-and-shop technology is not quite at the same level of heavy-hitters Instagram and Pinterest, the platform provides very niche access to consumers who can purchase entire looks based on artists of their choice, and demonstrates the importance of integrating a retail experience into established areas of consumer behaviour.