How Moxsie’s BuyerChat Keeps Twitter Followers Engaged

There are more fashion brands and e-tailers on Twitter today than I can count, but only a handful that really stand out from the pack. Creativity, a clear voice, and audience participation must be components. And @Moxsie has all three.

Since October 2010, the San Francisco-based indie fashion e-tailer has been tweeting its BuyerChat events as a way to get its Twitter community more involved with choosing the types of clothing that gets sold on the site. BuyerChat participants may also have the chance to “attend” a behind-the-scenes look at new arrivals, buying meetings, and photo shoots.

According to Marketing Creative Manager Mayka Mei, the growth in participating has been interesting to watch.

“We see aspiring stylists bringing in their partners to participate, and we have a large enough group now that makes our impromptu introduction of #team[whatever] more meaningful. The greatest reward for administering BuyerChat on this end is watching our group of “regulars,” returning,” Mei says.

The event was created after the Moxsie team realized their community on Twitter (over 149,000 followers strong) would give them the opportunity to connect with fans they’ve never met in person.

“Moxsie specifically works with independent designers, so a lot of these companies don’t have the time or resources to focus solely on their social media,” Mei says. “Since Moxsie has such a devoted following, it’s just one thing we can do: leverage the opinions of the people who know the market best (the market themselves) – and it gives our designers exposure, too, of course.”

To date, Moxsie has held more than fourteen BuyerChats through which participants and winners were issued badges.
One Twitter participant, @JennieB, a veteran of the fashion industry, has participated in more than 10 such events.

@JennieB found Moxsie through doing research about social shopping sites selling indie designers’ clothes, and subsequently followed the brand on Twitter.

“I like the interaction with other Moxsie fans, with Moxsie themselves and I like that the company is actually having a conversation with me/us – and reacting to the things we say,” she says. “Moxsie has a great ‘voice’- clever and a little sassy, but also they come across as really nice.”

To date, @JennieB is one of just four people who have achieved the top status, “Buyer Guru”. She’s also won two $50 prizes for contributing the best tweet.

Think you can keep up? Visit and sign up for the next BuyerChat, taking place today, March 23rd, at 2 pm PST. Follow @Moxsie on Twitter, and start chatting using the #buyerchat hashtag.

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