Livestream Shopping Is Here to Stay. Here’s How to Nail the Art of Making Sales Entertaining

Prior to the coronavirus pandemic, if you wanted real-time advice on how to style a trendy Rebecca Minkoff sweater with an equally fashionable handbag, your best bet was to head to a retailer, such as Nordstrom or Bloomingdale’s, and track down a clerk. Post-Covid, Rebecca, the founder of the eponymous brand, will show you herself, right from her closet.

Minkoff is one of many retailers leaning into an e-commerce trend that the pandemic has helped accelerate: livestream shopping. Think of it like a QVC broadcast where brands and influencers pitch products but specifically for social media and e-commerce platforms where you can instantly click through to make a purchase. 

In China, livestream shopping is already a massive business, estimated at $63 billion. Thanks to Covid lockdowns, the trend is finally taking off in the U.S. Retailers now have a plethora of platforms to try. Google, YouTube, Amazon, Instagram, and Facebook have all launched live shopping offerings. Meanwhile, venture capital-backed startups NTWRK, Popshop Live, ShopShops, Moda Operandi, and others cater to more niche audiences. Some of these platforms are invite-only; others are open to any company who wants to start broadcasting.     

The payoff of making a live, direct pitch to potential customers is real: Minkoff says that generally every live video the brand produces, whether it’s on Amazon or Instagram, generates a 20 percent lift in traffic to its website. Lillebaby, a Golden, Colo.-based maker of baby carriers, has been using Amazon Live since the e-commerce giant rolled out a beta test with select retailers in 2018. On Amazon Prime Day Oct. 13, the brand says it saw an average video click-through rate of 20 percent, with 9 percent of those viewers making a purchase. 

To find out what it takes to succeed on livestream shopping platforms, Inc. spoke with both the entrepreneurs using them and the ones who created them. 

1. Figure out what your audience finds compelling. 

“We’re in the business of entertainmentizing retail,” says Aaron Levant, founder of Los Angeles-based NTWRK, a live shopping platform launched in 2018 that focuses specifically on curated product drops. NTWRK, whose audience is about 75 percent male, saw its revenue double between March and April. The platform features only products that can’t be found elsewhere, so retailers benefit from exclusivity and scarcity as part of the sales pitch.

The most successful product drops on his platform are the ones that have a great story, Levant says.

“Does it matter? Is anyone going to give a shit? Does it evoke an audible reaction?,” he says. He recommends that brands experiment with, say, showing the process of how a product is made or even pulling back the curtain on your own struggle as an entrepreneur. 

Minkoff says her customers want something much more practical: “Our girl wants to know the good, the bad, the ugly about the bag,” she says. “She wants the goods and wants to know where buy them and at what price.”

Lillebaby does a mix of content, from baby-carrier fit

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Mejuri’s Black Friday Jewelry Sale is Making it Easy to Cross Everyone Off Our Holiday Shopping Lists

a woman looking at the camera: Photo Illustration: Scouted/The Daily Beast/Mejuri

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Photo Illustration: Scouted/The Daily Beast/Mejuri

You don’t need to wait for your next gala to rock a piece of glitzy fine jewelry. Mejuri designs minimalist, high-quality jewelry that elevates even the most basic WFH outfit, so you can feel like a total rockstar every day of the year in pieces like Petal Studs, the Diamonds Open Ring, and the Sapphire Choker. For Black Friday, one of the internet’s most beloved jewelry brands is treating us to an irresistible deal: Get 10% off the purchase of one item, 15% off two items, and 20% off three items or more. With all those awesome savings, Mejuri has basically decided for us what all of our loved ones are getting for the holidays—and we can’t say we’re mad about it.

Buy on Mejuri, $null

Let Scouted guide you to the best Black Friday deals. Shop Here >

Scouted selects products independently and prices reflect what was available at the time of publish. Sign up for our newsletter for more recommendations and deals. Curious about a specific product or brand? Let us know! If you buy something from our posts, we may earn a small commission.

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DRDO helps Indian fabric replace Chinese, foreign clothing used for making military uniforms

Director of Directorate of Industry Interface and Technology management (DIITM) at DRDO, Dr Mayank Dwivedi said that for Indian army’s summer uniform alone, the approximate requirement of the fabric is 55 lakh metres and if all the requirements of Navy, Air Force and Para Military forces are added then the requirement may go well beyond 1.5 crore metres per annum.
“We’re following our Prime Minister Narendra Modi’s call for Atmanirbhar Bharat or self-reliance in all the products in India and particularly in defence products. If these yarns and fabric are manufactured in India for the purpose of uniform making for the armed forces, then it will be big achievement as it will help us move one step ahead towards Atmanirbhar Bharat,” Dr Mayank Dwivedi told ANI.
The advanced fabrics can be used for future requirement of the parachute and bulletproof jackets as well.
The DIITM Director further said that the scope of technical textiles such as glass fabric, carbon fabric, aramid fabric and advanced ceramic fabrics is enormous in defence application. Some industries in Ahmedabad and Surat are manufacturing advanced fabrics being used in defence applications.
In a recent digital interaction organised by Confederation of Indian Industries (CII) with the industries of Surat on September 17, the challenges faced by the textile industry were projected. During the interaction, Dr Dwivedi had talked about opportunities in the areas of textile in the defence sector. He expressed his views on various possibilities of advance textile material and fabric used in the Indian Armed Forces.
“We are working to make technical textile for rocket motors and composite structure for the missile system. We are using technical textile in bullet-proof jackets as well. Similarly, I shared the idea of making blends like nylon 6,6 yarn, lycra fibre, viscose, polyester to make army uniforms at the CII webinar in the Surat industry recently. For a particular requirement of the Indian armed forces, the uniform can be made in a much better way,” Dr Dwivedi told ANI.
The major application of advanced textile is required in the uniform worn by the Indian Armed Forces as well as all their accessories such as bags, shoes and tents which are used by the Forces
It was emphasised that the use of advanced textiles blends using yarns of polyester/ nylon 6,6 / cotton/polyurethane/rayon will enhance operational capabilities and comfort of Indian Armed Forces.
Pointing towards the initiative and the participation of Indian companies, he said, “In the webinar, more than 200 companies were interested in getting into this business. Bindal Silk Pvt Ltd, Lakshmipati Group among a few others were present and wanted to take up this initiative. This will not only boost the economy of the country but also generate lots of employment and eventually give a boost to the GDP also.” (ANI)

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Trinity Mouzon Wofford’s Beauty Brand Golde Is Making Wellness Accessible To Everyone

Black Is Beautiful is a monthly column dedicated to Black-owned beauty brands and the founders behind them. These entrepreneurs all have a story to tell. Beauty has always been an important aspect of the Black community — from the way we experiment with our hairstyles and nails to the bold-hued cosmetics that pop on our melanin.

Trinity Mouzon Wofford wanted to create a brand that made self-care easy and approachable for young consumers. For a lot of young people, including Trinity, wellness products can often be extremely expensive and out of reach. Thus, her brand Golde was born, a superfood-based brand that makes everything from face masks to smoothie boosters with one goal: to make wellness accessible to everyone.

When Trinity launched her brand with her partner Issey Kobori in 2017, she was dealing with “frustrating breakouts” which led her to turn to superfoods. “We’re all trying to eat [superfoods] as much as possible, but they’re also so incredible for your skin!” she says. What’s so great about Trinity’s products is the dual usage, both a mask for your face and edible. Teen Vogue spoke with Trinity about merging wellness and beauty, her advice to aspiring beauty entrepreneurs, and her perspective on beauty and imperfections.

Teen Vogue: Why did you want to start your brand?

Trinity Mouzon Wofford: I started Golde because I wanted to create a brand in wellness that made self-care easy and approachable for young consumers. I was feeling really caught between the “crunchy granola” stuff I’d grown up with, and the new wave of prestige offerings that just didn’t resonate. Golde was born to fill that gap and make wellness accessible to everyone.

TV: What are some of the challenges you faced breaking into the industry?

TMW: There have definitely been a lot of challenges along the way. We self-funded the business for over three years, so we had to be really thoughtful about where we could invest our limited resources. In the end, it played to our benefit as it forced us to build creative strategies to get in front of our audience, instead of just paying ungodly amounts in marketing spend, which just isn’t sustainable in the long term.

TV: What pieces of advice would you give to someone who wants to start a beauty business, specifically a black woman?

TMW: I think the biggest piece of advice I would give is to really understand your “why.” Think about what you hope to accomplish with your business — is it a side hustle or the next big thing? All forms of entrepreneurship are equally valid. The sooner you can be honest with yourself about what you want out of the business, the more easily you will navigate the path ahead.

TV: What’s your daily skincare routine look like?

TMW: I keep it pretty simple. My favorite cleanser right now is called Gentle Matter from Klur, a Black-owned brand. A few days a week I’ll mix in one of Golde’s superfood face masks to give

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Star in the making: Only 22, Davidson among young players ready to lead U.S. women’s national team

Tierna Davidson is considered to be a cornerstone of the U.S. women’s national team’s future, but right now she’s more focused on acing economics.

Upon arriving in Colorado last month for the USWNT’s first event since March, Davidson had to complete an economics test. In the midst of what has been an unprecedented year on and off the field, Davidson decided to enroll in online courses at Stanford in pursuit of her undergraduate degree.

She left school early to become the No. 1 overall pick in the 2019 NWSL Draft and compete for — and win — a World Cup title. Looking back, it’s not a decision she regrets, but school is still a significant priority for the 22-year-old.

“Stanford went fully online this quarter, which they don’t normally do at all,” Davidson said. “It’s been nice to feel like I’ve been using the downtime to progress towards something.”

Davidson is expected to compete for a spot on the USWNT for the next decade, along with other young stars, such as Rose Lavelle.

When coach Vlatko Andonovski announced the 23-player training-camp roster this year for the team’s final match against the Netherlands, the imminent changing of the guard was more apparent than ever.

Missing from the squad headed to Breda, Netherlands, for the Nov. 27 match were two of the team’s captains, Carli Lloyd and Megan Rapinoe.

Andonovski said Lloyd is recovering from surgery while Rapinoe has not been able train in a team environment. From a physical perspective, she won’t be ready to compete with the national team. Both are expected to be at camp in January in preparation for the Olympics.

Several other players from the 2019 World Cup team also were left off the roster, including Red Stars midfielder Morgan Gautrat.

“The process of selecting the team never stops,” Andonovski said. “Some players are injured or aren’t physically ready to perform at this moment. But at the same time, if you look at the other side, this is an opportunity for us to see some of the younger players.”

Some of the younger players include Catarina Macario, Sophia Smith and Ashley Hatch.

Midfielder Jaelin Howell, who replaced Lindsay Horan on the roster after Horan tested positive for COVID-19, brings more youth to the fresh-faced squad.

In total, this roster has four players with zero caps with the USWNT, eight players with less than five and nine with less than 20.

Andonovski said it’s a fine line to balance when it comes to continuity. He wants to keep the majority of the roster intact so that it can solidify its chemistry, adding that about 70% of it will be the same when training begins for the Olympics.

For Davidson, it’s an opportunity for her to shift from a new star to a vocal leader. She said she’s focused on soaking up as much as she can from the veterans.

“I don’t think it’s a secret that we do have a lot of players that are coming into their

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Here’s why COVID is making women sadder and angrier than men

The BDN Opinion section operates independently and does not set newsroom policies or contribute to reporting or editing articles elsewhere in the newspaper or on

This column originally appeared in The Baltimore Sun. Dena T. Smith is associate professor of sociology and director of the graduate program in Applied Sociology at the University of Maryland, Baltimore County. Mileah Kromer is associate professor of political science and director of the Sarah T. Hughes Field Politics Center at Goucher College, which conducts the Goucher College Poll.

The COVID-19 pandemic is taking an emotional toll on the country. Americans report difficulty sleeping and eating, increases in alcohol consumption and substance use, and worsening chronic conditions due to worry over the coronavirus. There’s been an uptick in both the use of mental health services and increased rates of prescriptions for antidepressants. The average share of adults reporting symptoms of anxiety or depressive disorder has skyrocketed.

Reflecting these troubling national trends, a recent survey from Goucher College tells a similar story. Majorities of Maryland residents report increased levels of stress (57 percent) and frustration (58 percent) with about a third indicating that they’ve felt sadder and angrier since the outbreak.

But the data also reveals significant differences in emotional response by gender. Women report similar feelings of frustration and stress as men, but more report increases in feelings of sadness and anger. In fact, nearly 40 percent of women say they’ve felt angrier, and 37 percent say they’ve felt sadder since the outbreak of the coronavirus, compared to 27 percent and 28 percent of men, respectively. While it’s certainly possible that men are experiencing or coping with their anger (and sadness) in indirect ways not captured by this survey, women’s increased feelings of anger nonetheless merit closer consideration.

Unlike their elevated feelings of sadness, increased feelings of anger among women runs contrary to much of the research on gender and mental health. Women tend to turn emotions inward and report more anxious and depressive symptoms (like sadness), while it’s men who typically tend to turn things outward and express more anger.

Sociologists refer to the differences in emotional response as the internalizing/externalizing divide, and largely attribute it to differences in how men and women are socialized. This is not to say, of course, that men don’t get depressed and anxious or that women never respond in anger. Rather, just that the gender typical response means men are more likely to express anger than women.

So, what about the COVID-19 pandemic might explain why women are reporting higher rates of both a predictable emotional reaction and one that is somewhat out of line with gender-typical expectations?

For starters, as the Institute for Women’s Policy Research puts it, we’re facing a “shecession” evidenced by the September jobs report from the Bureau of Labor Statistics, which showed that women, in particular women of color, reported higher rates of unemployment and are leaving the job market at alarming rates. Part of this is due to the collapse of

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Is Google Shopping Safe? A Guide to Making Safer Purchases

About two years ago, a Google executive used Google Shopping to look for a high-end Bluetooth headset. He found one merchant offering the product for much less than any of the other retailers, so he snatched it up. His delivery day came and went, and the product never arrived. He called customer service, but the number was disconnected. He’d been scammed by someone who said they were a U.S.-based business, but they were actually a bogus seller in Vietnam who took his credit card information and never intended to ship the product.

Since he was a Google employee, he tossed the issue over to his coworkers on the Trust and Safety team, who uncovered a sophisticated, coordinated ring of scammers and shut them down. But if Google’s own employees can be duped by fake sellers, is Google Shopping safe? And if you should be the victim of a scam and don’t have access to Google’s resources, what can you do about it?

Here’s everything you need to know to decide if Google Shopping is safe, along with tips to help you feel confident searching it for the best deals.

What is Google Shopping?

Google Shopping may look like an online shopping marketplace just like Amazon or Etsy, but it’s not. It’s actually an ad platform, and, up until this year, all the products found on Google Shopping were paid ads, just like the text-based ads that appear above Google’s organic search results.

The biggest difference between Google Shopping and an online marketplace comes down to where the transaction happens. If you purchase a product from a top marketplace like Amazon, the transaction happens within Amazon and comes with protections when you buy from third-party sellers. With Google Shopping, most transactions happen on the merchant’s site, which means they’re processing the payment, and you’ll be dealing with their customer service—or lack thereof.

For example, if you were to search for a “4k ultra hd tv” on Google Shopping and click on any of the listings you saw, you would be taken to the retailer’s website to complete your purchase. In this case, the retailers are predominately well-known brands such as Best Buy or Walmart. But that’s not always the case.

google search ultra hd tv

After you leave Google, the company no longer has visibility into the transaction. If you make a purchase on a scam retailer’s site, there is a chance you won’t get your money back, and Google may not be able to help.

Recently, Google Shopping made changes to its platform that some fear will open it up to more scammers. The company is now allowing merchants to list their products for free in addition to offering paid listings. This is meant to help businesses struggling because of the COVID-19 pandemic to better connect with customers. But some say removing paid ads as a barrier will make scammers more likely to try to use Google Shopping to take money from unsuspecting buyers.

This is a fair concern. So far , in 2020, online

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Megan Thee Stallion on Fashion Nova Collection and Making Fashion Accessible

Megan Thee Stallion grew up struggling to find clothes for her body so now she’s making her own. After launching a small merch collection with Crunchy Roll earlier this year, the hot girl is back on the designer chair with Fashion Nova for her first, big fashion collaboration. Launching today, November 18, Meg’s new collection circumvents all the shopping issues Megan dealt with while growing up.

Megan tells Teen Vogue that shopping was “always so limited,” as a child and teenager. “Whether it was because the leg length was too short or the booty area was too tight, there would always be clothes or styles I’d [want to] wear, but just couldn’t find that would fit a tall girl with shape,” she recounted. Now, the hot girls who also deal with these problems have their very own hottie collection to shop from. 

Jora Frantzis

This collection is Meg’s approach to accessible fashion. Meg wanted to create something that was not only affordable but inclusive for women of all heights, shapes, and sizes. She can remember being a teenager and having pants from popular brands that looked like capris on her. “When everything hugs the right places and complements your natural figure you can’t help but feel good. That’s what this whole collection is about,” the rapper tells us. 

Megan wants consumers to feel confident and sexy in these pieces. Her own confidence oozes through her music, style, and entire aura. Now, her fans can have a little piece of that in their wardrobes. Long gone are the days of clothes being made to only fit one type of body, it’s unrealistic and it’s a great issue that a lot of people deal with. With her admirable curves and height, Megan is the first representation of such a natural body being praised in the mainstream. With that in mind, Megan tapped into her own experience to deliver and design the pieces. “I really wanted to pay attention to length and stretch across the collection so everything looks tailored but is super comfortable,” she said.

While she’s worked with major fashion brands, like Coach, for campaigns and has sat front row at New York Fashion Week, Megan knows the hustle. She knows how hard balancing work, college life, and just making sure the bills get paid while trying to find clothes that are tailored to natural bodies. (Emphasis on trying because if you have been there, you know it’s a full-time job on its own). This is precisely why she felt Fashion Nova was the brand to collaborate with. “I want all the hotties to be able to wear this collection, so working with Fashion Nova who have all the hottest looks at affordable prices just felt organic in that sense,” Meg told us.

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Making a Gift This Year? Some Key Questions to Consider

With any potential change in administration, wealth creation and preservation are hot topics of conversation. But this year, there’s one in particular that’s top of mind: the federal gift and estate tax exemption.

The Tax Cuts and Jobs Act significantly increased the lifetime gift, estate and generation-skipping tax exemption to $11.58 million per individual ($23.16 million per couple). The expansion was never designed to be permanent; the exemption is set to expire at the end of 2025. However, the possibility of a “blue wave” this election raises the likelihood that the expiration timeline could become significantly shortened, ending as early as 2021.

Suddenly, wealthy families are faced with the prospect of possibly losing an opportunity of transferring wealth out of their estate and saving on future estate taxes earlier than anticipated. The timeline may shorten to mere months, instead of the years they had originally planned for.

Regardless of whether a gift is made this year or down the road, here are some important questions to consider.

Can I afford to give my money away?

For couples with large taxable estates, gifting assets and removing future appreciation could yield substantial tax savings for their heirs. However, just because someone has the means to make a large gift doesn’t necessarily mean that it’s the right move: “Estate planning oneself into poverty” can be a real risk. Sometimes, families are so eager to take advantage of the tax benefits that they underestimate their own cost of living down the road and/or how long they’ll need their assets for.

First, it is important to assess if the grantor has sufficient assets to maintain their desired lifestyle. Then, consider how much can be passed without negatively impacting goals and lifestyle choices.

When should I gift?

A question grantors grapple with is whether they should give away assets during their lifetime or at their death. Those who choose to gift while they’re alive often do so, not only to reduce their estate, but also to share in the joy in seeing the impact it makes in the lives of receivers.

Others prefer to gift after death for the security of having the assets on hand should they be needed. Gifting after death also allows for more time to prepare loved ones for the responsibility that comes along with inheriting wealth.

What are some ways to structure my gift? Should I put ‘guardrails’ around it?

There are numerous ways of distributing assets, and what works for one family isn’t necessarily the best option for another. As a reminder, any transfer is gift tax-free up to the annual exclusion amount ($15,000 per person per donor for 2020). Any gift over this amount will count against the donor’s lifetime exemption amount. Once that lifetime exemption is exhausted, the gift will be subject to gift tax.

Outright cash gifts

While this is likely the most uncomplicated way of gifting, for families of significant wealth, this approach could have some drawbacks related to the ability and experience receivers have to

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Body-positive teen GABRIELLE BILLIMORIA making Waves with new clothing line


IT is not unusual for girls to struggle with body image insecurities, especially in their teenage years, and it is always a beautiful story when they begin to feel more comfortable in their skin as they come of age. Eighteen-year-old Gabrielle Billimoria has not only learnt to love and appreciate her body, but she is using her new business, Waves Jamaica, as a tool to encourage her peers to love their bodies too.

“Growing up I was always bullied about my appearance, and I developed a lot of insecurity and self-hatred,” the Ardennite told All Woman. “Throughout my years in high school, I slowly found myself battling depression, so I would push myself to do things that would help me gain confidence. After a while my self-hate started turning into self-acceptance, then self-love.”

Billimoria, who is now a body-positivity advocate, thought it would be fitting for her to develop an all-inclusive brand.

“I have always had a passion for business, and I always knew it was the field I was destined for,” she said frankly. “And because of my experience with these issues, I also had an extreme desire to help others struggling with self-hatred, insecurities and body image issues.”

Having launched a few months ago, she already has a stream of orders being made through her Instagram and FaceBook online stores (@waves.ja), and has been making islandwide deliveries. Billimoria aims to expand her line of items, which now consists mainly of comfy hoodies, sweaters and T-shirts, to include more branded items that cater to all sizes, races and genders.

“I made it my goal to start a clothing brand that not only would be diverse and inclusive, but a positive influence that radiates self-love,” the teen shared. “Our slogan is ‘Happiness comes in waves’. These words are significant because they frame me as a person. My journey thus far has proven to me that happiness is attainable but it does take time and patience.”

Like many other teens, she had been looking forward to starting university this year; however, Billimoria decided it would be best to take a gap year due to the pandemic, but she hopes to continue her studies next year.

“I plan on attending university to get a bachelors in business management,” she said optimistically. “I also plan on expanding Waves and becoming a more impactful body-positive advocate. Waves is only in its development stage, so I plan to continue growing my business and inspire others to follow their dreams.”

While she admits that she still struggles sometimes with embracing herself, flaws and all, the young entrepreneur finds happiness in spreading positivity through her brand.

“It warms my heart knowing that pushing myself positively impacts many others,” she said. “This company is just the first step to a greater plan of changing society’s views on the beauty standard. I wish to not only be a positive influence on people of my country, but worldwide. We can never have too much love and positivity in

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