Business of Fashion published an article on how social selling with a direct sales model has taken off in beauty, jewellery and fashion, supercharged by the rise of social media, new devices and new software.
Red wine was flowing as a group of 25 women gathered at a home in Goring, Oxfordshire on a Friday night. But they weren’t having a dinner party. Instead, they were slipping into blouses, dresses and shapewear. “Some women will want to try pieces on in the privacy of a bedroom. Others will happily strip down to their underwear and put things on immediately. There’s lots of laughter, lots of fun,” says Nayna McIntosh, founder and chief executive officer of Hope, a direct-sales fashion brand that operates via door-to-door sales, the business model made famous by Avon and