Selina Ved is the marketing exec at 6th Street, the clothing, shoes and accessories retailer that stocks huge brands including Birkenstock, Tommy Hilfiger and Dune. Recently the brand launched a six-hour Instagram Live takeover with some of the region’s most influential individuals, created by Selina. We caught up with her to discuss the impact of connecting with consumers, career advice and all things 6th Street.
The #HappinessAt6th live stream was a super-engaging six hour live stream on Instagram. Selina told us that the “current circumstances made it compulsory for [them] to go on a faster ride on the digital highway”. The social media team and Selina have started experiment going live on social media platforms of 6th Street as well as Club Apparel. Selina tells us, “As a company, we are known to be pioneers on a lot of fronts. So, as the social media team and I brainstormed, we discovered that globally companies were starting to use TikTok Live to introduce and promote their products. Even though video commerce on Tiktok is not yet available in the Middle East, we wanted to experiment going live on the social media platforms of 6thstreet.com as well as club apparel”.
Selina explained to us that 6th Street “have built and continue to do so amazing relationships with influencers across the region”. Back in 2019, 6th Street hosted their Apparel Connect Event and flew in 150 influencers from various countries around the Middle East, so it was a natural progression that this latest live stream included some of these influencer connections. Speaking of how they selected the individuals they wished to work with Selina says “I have to say our initial criteria were to choose people who also support and stand by us in all our activations. Their own popularity measured by the number of followers etc was possibly a second criterion. Thirdly, we definitely wanted and needed diversity hence, we included influencers who were of varying ethnicities, ages, and genders”. Some influencers such as Rosemin Madhavji (@roseminsworld) “came on board more like a family friend and supporter”.
Selina has put together this huge social media activation at just the age of 22. We asked what her what her career advice for Cosmo readers is:
“I think my biggest take away would be to voice any or every idea you have, even if it is a room full of experienced people including your parents. However, it is also important to listen to sound reasoning about how to execute such ideas successfully. The most important thing I would say is whether an experiment like this fails or succeeds, use the learning, and does not get attached emotionally to the outcome. It is extremely important to stay grounded and be a grateful team player”.
Selina studied and acquired a BMOS degree specialising in Consumer Behaviour, and this equipped her with the skills to launch something of her own. She describes the support from her parents and the team as a “tremendous asset for making my vision a reality”. Selina’s mother overseas the marketing side of the apparel group, and was an integral part of decision making. “Luckily for me”, she tells us, “even though it was intimidating and overwhelming at times, I was given a free hand to manage some of the people around me”.