The Science Behind The Shopbop Redhead

Whether you’re a frequent buyer of Shopbop goods, or just peruse the site for style inspiration (we do), you have almost certainly noticed one glaring constant: the redhead model. She’s been a fixture on the site for six years running, and is instantly recognizable. Such a long tenure is perhaps now rare in the fashion industry when you hear reports of teenage models hitting the big time only to be forced to retire a few years later. But there’s a reason why Shopbop would stick with their signature model (there’s also a sultry brunette who often represents the brand). According to The New York Times, “A daily e-mail featuring either of these women acts as a Pavlovian trigger for customers to examine new arrivals on the site … ” But this tactic isn’t so much about mind games as it is knowing what the consumer likes to see. And, unsurprisingly, people like to see personalities. Relatable and familiar ones. OK, so maybe it’s kind of mind game-y. [New York Times]

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