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Drapers Top 100 2016 – 34: Eva Chen, head of fashion partnerships, Instagram

Position last year: New entry

Eva Chen

Eva Chen

Source: Rex

 

It has been a big year for Instagram. As its number of users continue to grow – now around 500 million worldwide – the company wields more and more influence over shoppers, and brands are increasingly turning to the platform to engage with customers directly. A third of peopleit surveyed last year said they had bought a fashion item they had discovered on Instagram.
Eva Chen took up the role of head of fashion partnerships in July 2015, and focused on creating new ways to tell fashion stories. Since then, Instagram has launched Instagram Stories, as well as a newly non-chronological news feed structure and a series of new business tools to allow retailers to promote posts. In October, it also began trialling a shop function in the US. There is more to come from Instagram in the near future, we are sure.

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