Fashion industry uses famous people since the beginning, they make that many designs, collections, makeup, clothes and many more become a trend and people who like those trends buy those fashion articles. That model had transcended in time and now we all use influencers in the same way to reach more and more people, but this is a problem because these two things. These influencers are the new celebrities and the cost of using them is too high, and the second is that they live from the brands that pays them for posting whatever they sell and the post a lot, and this make engagement falls dramatically because people already know that those post are ads and the things, they say they love, is fake post because is just because a brand is paying for it.

The Dress Room Discounts, a special dress room located in our Falabella stores where real people create real content, showing the world whatever they want about the fashion they really like, and we reward them by paying for every view as if they were famous influencers (the same cost per view). People came into the store, chose whatever they wanted, went to the special content dress room, tried on clothes, make-up, or whatever they wanted, created content in our instagrmable dress room, uploaded it to their social media tagging us, and we paid them for every view using a simple math based on the Facebook and Instagram algorithms, because we know organic content only reaches 2% of total followers.(So, we paid the average cost for the average true view). But more importantly, this content reaches people that believe in them because it is natural, real and made by real people.

We changed the game. We learned about the social media trends and understood that we needed real people that love fashion to influence their followers and bring new consumers to Falabella, and we had to do this in a trendy, innovative fashion way.

We created an instagrameable Dress Room, a place where people craved to enter to create some content for their social media, and not only that, we created a new way of monetization for this content in real time, so people not only enjoyed making content, we paid the right amount for it. We are a fashion brand. We create trends, and it's time that real people influence other real people about fashion to become the ultimate trend.

We decided to make this activation a permanent payment method in our stores.

We save more than 52% of our influencers budget getting the same reach and results, because this is more engaging and powerful.

Every week we have new real influencers making content in a new influencer business model.