To enter a recent Instagram giveaway, offered in collaboration with Hydro Flask, users had to follow both brands on Instagram, then leave a comment on the Pura Vida photo. Pura Vida, which makes stackable bracelets ($12 to $28 apiece), is doubling down on the VSCO-girl market. “They started to tie in these things that they own.”īut other companies are happy to lay claim to - and capitalize on - the phenomenon. “It’s actually teenage girls starting it,” said Julie Inouye, a VSCO spokeswoman, in a phone interview. Because the app, which has 20 million weekly active users, doesn’t reward particular kinds of posting behavior, it won’t take credit for the spread of the VSCO-girl aesthetic.
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