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"While buying vintage online can sometimes be a gamble, our customer is more willing to take the risk when the price point is accessible," says Elianah Sukoenig of The Break , a vintage store in Williamsburg who lead the trend of selling via Instagram Stories. "They trust our taste and attention to quality, and there is an added element of excitement when selling on Instagram." Will You Start Shopping on Instagram? So how does someone decide to sell on Instagram rather than online? Sukoenig says they have choosing what goes on the 'gram practically down to a science: "Hannah, our founder, and Sarah, our COO, hand-source hundreds of pieces every week, then I go through and make a selection based on what I feel will sell well, and the requests we get from our community," she says. "After we've inventoried our new stock, I go through and pull items that I think will do well on the Insta Story and start styling them. When Hannah and Sarah come back from sourcing items, they usually have pieces they've selected for the Story and pieces I've requested for it." Some pieces might be slow-movers that need an extra push, while others will never see the inside of a store-front. Amber Glaspie's shop, Elia Vintage , doesn't have a brick-and-mortar — or even a proper e-commerce website yet, for that matter — but that doesn't make her shop any less successful. "When I decided to start my own business, I knew Instagram would be my go-to platform. It's the best way to reach a broad audience and it allows me to tailor my marketing to reach those with similar interest," she says, noting that push notifications allow her to alert shoppers about popular products like tailored pantsuits and trench coats similar to the way a daily or triggered newsletter might. (It's also worth noting that she used to work for Beyoncé.) Like so many things millennials hold dear, this system offers immediacy.
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