Fashion & Beauty
Social media content creators seem to have a knack for saving money on the shoes they model in their viral posts, and some are sharing their secrets with the public.
This trick involves masking the soles of the shoes with painter’s tape for short-term wear, and allows buyers to return, receive a refund, and take photos and videos taken during production at home or in the studio. can be stored.
Jalen Juwan Nelson, a former stylist from Toronto who has moved his business into fashion marketing and teaches aspiring influencers how to monetize their fashion content, is one of the few people on social media who is open about this technique. He is one of the famous people.
“I learned it from the greats,” Nelson told Fox Business in a phone interview.
Nelson’s video showing how to buy, tape, wear, and return has gone viral on Instagram and TikTok, and Nelson has shared it on his “Lick My Fashion” account, both of which It seems that users of the platform have strong feelings for his tricks.
Some argue that Mr. Nelson’s buy-and-return approach could hurt businesses, especially small ones, and could prompt stores to change their return policies.
Nelson said he doesn’t fully agree with these concerns, as the technology primarily benefits stylists, influencers and other creators in the fashion field.
Mainstream shoppers who don’t model or create content for a living aren’t likely to wear tape on the soles of their shoes for long periods of time, he said.
Nelson also added that if you wear shoes purchased for personal outings rather than in a controlled environment, such as on a professional photo or video set, they’re more likely to chafe.
“People will spend more money than they have to create content and go broke,” Nelson said. “I’m giving [up-and-coming stylists and creators] Here’s a hack that will save you money. “
Nelson believes the method of buying and returning shoes is a closely guarded industry secret used by professionals, and could be useful for stylists and content creators in the early stages of their careers, or those looking to advance in their careers. He added that he would be happy to shed light on the issue. creative direction work.
Nelson admits that he used a buy-and-return approach early in his career, but now that he’s established himself, fashion brands are willing to work with him, and even offer them for free. He said he rarely does that now because he sends us products from
He told FOX Business that he doesn’t think his “Content Day” hacks should continue forever, but that he doesn’t think his “Content Day” hacks should continue forever, but that he believes his “Content Day” hacks should go on forever, but that he believes that ambitious people who don’t have the funds to compete with their wealthier or better-connected peers. He said it could level the playing field for stylists and content creators.
“A lot of people in the comments section say they care about these brands. Some of these brands they don’t care about at all. They really don’t,” Nelson said, adding that they value their products. It was mainly fast-fashion companies that paid less attention to returns, he said.
“I’ve worked in a lot of these places. They know what it’s like and they see it as marketing,” he said.
Nelson says high-end designer brands and stores that offer sales commissions to their employees are much more likely to focus on and monitor customary profits.
Nelson said he has never purchased shoes from family-owned or small businesses with the intention of returning them, and does not encourage his followers to do so.
“Some stores have an exchange-only policy, so you don’t lose out. They win,” Nelson said.
Nelson said that while not everyone agrees with the idea of buying and returning shoes on the same day the content is created, she thinks it’s not all that different from how stylists dress celebrities and up-and-coming models. Stated.
“Celebrities do it all the time. They go to showrooms and pull things out,” Nelson said. “The only reason we don’t criticize them is because in our heads they think they’re rich. That’s why they buy it.”
He went on to say, “A lot of what they wear, they won’t wear it again. They don’t buy it. They’ve only worn it once, like they did to the Met Gala, so why not?” Should I keep it?”
Not all fashion stylists agree with promoting Nelson’s content day hack to the masses.
Stylists build relationships with brands
Kim Appert, a celebrity fashion stylist and author who works with celebrity clients in New York City and Toronto, says documenting shoe returns has become “a huge trend on social media among influencers and content creators. “It’s happening,” he admitted to FOX Business.
“On the positive side, brands can get exposure for free that they might otherwise have to pay for influencers, but on the negative side, this can put a strain on retailers’ operational efficiency. “There is,” she said.
“The logistics of processing returns, restocking, and handling damaged items can be costly and time-consuming,” Appert continued.
Fashion stylists have long employed taping on shoe soles to minimize wear marks in professional production settings, but compared to the purchase and return methods used by social media celebrities and everyday shoppers. Aperto said stylists typically operate with “transparency”.
“Fashion stylists often have relationships with brands and send shoe requests. Brands ship their inventory from their headquarters, so there’s less of a burden on stores,” she explained. “Full transparency also allows brands to make informed decisions when there is enough exposure or profit to lend.”
Returned shoes can be wasted
Erin Houston, a Philadelphia-based fashion stylist and co-founder of sustainable women’s clothing marketplace Wearwell, told FOX Business that shoppers should be aware that returning shoes could pose an environmental problem. He said that should be kept in mind.
“If it becomes more commonplace for regular shoppers, businesses will increase returns of items that are unlikely to be able to be resold, and the majority of retailers and e-commerce companies will responsibly donate items that cannot be sold. “We don’t do it or recycle it,” she said.
Houston went on to say, “This type of action sends more shoes directly to landfills, where they can take up to 200 years to decompose.”
![jalen juwan nelson](https://nypost.com/wp-content/uploads/sites/2/2023/09/shoe-hack-5.jpg?w=612)
![jalen juwan nelson](https://nypost.com/wp-content/uploads/sites/2/2023/09/shoe-hack-5.jpg?w=612)
Social media users are divided on this topic
Nelson’s shoe hack video has been reshared by other popular fashion accounts, and social media users are divided over the ethics of buying shoes for return.
Social media users are discussing the topic on Instagram and TikTok.
“This has been the secret of emerging fashion photographers since the 90s,” one Instagram user wrote.
“I [used] We do this for photo shoots,” one TikTok user admitted.
Another Instagram user shared, “If people don’t think these great fashion influencers are doing this, you’re stupid.”
“[This is] “That’s exactly why you shouldn’t be jealous of people online because you don’t know what’s going on behind the camera,” another Instagram user wrote.
Another Instagram user reasoned, “Many boutiques and department stores will do style consignment if you just ask.”
“It’s not a hassle and it’s a good way to build relationships with businesses.”
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