In episode 308 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Megan Brophy, senior director of brand marketing at Abercrombie & Fitch and Abercrombie Kids. Brophy discusses Abercrombie's partnership with Facebook for its Live Shopping Fridays initiative, how livestream shopping brings the in-store and digital experience together, and what customers experience when engaging with the live shopping events.
In addition, Brophy shares how the internal teams at Abercrombie came together quickly to launch live shopping via Facebook, what the behind-the-scenes production looks like for each event, and the goals the retailer aims to accomplish through these interactive events. Lastly, Brophy discusses Abercrombie's marketing strategy to promote the live shopping events as well as the role social commerce will play for the company going forward.
Megan Brophy is the senior director of brand marketing for Abercrombie & Fitch and abercrombie kids. Megan began her tenure at Abercrombie & Fitch Co. on the company’s Hollister and Gilly Hicks brands, moving to Abercrombie & Fitch and abercrombie kids in early 2019, where she now oversees brand planning, nonprofit and brand partnerships, events and activations, brand PR, influencer and affiliate marketing, and social media marketing.
Previous to her Abercrombie experience, Megan spent more than 10 years in the creative agency world branding and launching marketing campaigns across various industries, generating new business pipelines as well as creating and managing cross-functional teams across clients like Mercedes-Benz, UCLA, Diageo, the University of Oregon, Johnson & Johnson Pharmaceuticals, and many more. Originally from Ohio, Megan graduated from Ohio University and grew her career in Philadelphia and Southern California. Now residing in Columbus, Ohio, Megan is the proud and busy mama of a joyful and energetic toddler.