This article was first published by Digiday sibling Modern Retail.
Livestreaming is more than just a social media strategy for the husband-and-wife team behind the eight-figure luxury handbag and accessories brand Parker Thatch.
It’s also a weekly Friday ritual, where they set up a camera and tripod in their Orinda, California strip-mall storefront and log online. The QVC-style streams reach an audience of 179,000 Instagram followers and 101,000 YouTube subscribers, who tune in to hear about specific features of new products, such as the materials they’re made of and the kinds of pockets and straps they have. Co-founder Irene Chen explains her design process or the products’ functions, like what works best for carrying containers or fits over a luggage handle. Chen’s husband and co-founder, Matt Grenby, who is behind the camera, gives shoutouts to commenters and reads questions as they come in.
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