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It’s a Thursday afternoon, and around 3,000 streetwear fanatics are online, debating the news of the day. What’s the best app to verify a pair of sneakers isn’t a knockoff? Which NFTs are good investments? And what’s the deal with Supreme’s collaboration with Kraft Macaroni & Cheese, anyway?
Welcome to the StockX Discord server, a platform where the streetwear ecommerce company is creating brand loyalty outside the usual auspices of advertising. StockX is among a slate of mainstream brands—including Chipotle, Jack in the Box, Skittles and M&M’s—experimenting with the community-focused messaging app.
“We know to create enduring relationships with our customers, we need that authentic connection,” said StockX chief marketing officer Deena Bahri, adding that Discord serves a community-building function as opposed to a direct-sales one for the company.
While Discord started as a popular tool for video gamers to chat, more than 78% of people were using Discord for non-gaming purposes or...
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