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DRAPERS FASHION SUMMIT: Aurora to take Twitter to the boardroom

Aurora Fashions, whose fascias include Karen Millen, Oasis and Warehouse, will ramp up its social networking strategy to allow customers to communicate directly with boardroom level directors.

Speaking at the Drapers Fashion Summit in London today, Aurora multi-channel director Hash Ladha said the business “will bring Twitter to the boardroom” by allowing customers to tweet directly to Aurora directors at every Tuesday morning boardroom meeting.

Aurora will alert customers to the new initiative on its newsletters. Ladha added: “I can’t have a Twitter account because I can’t fit what I want to say into 140 characters. By bringing Twitter to the boardroom we can make better informed decisions and hear what customers have to say.”

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