[MUSIC PLAYING] The beautiful thing about technology and influences is because of data. Now you'll have somebody out there who will be somebody who has a million people following them. But what is the million or why do they follow them? Is it a beautiful girl that you know you're going to go and put a beautiful dress on her? But is your data showing that she's a swimsuit model and 90% of our customers are males?
Can you sell that dress to the males? And then what's your positioning on it? Is it, hey, gentlemen, Valentine's Day is coming up, you need to buy this dress for your wife or significant other. Or are you having that same female influencer holding up a bottle of cologne saying, I love men who smell like this. Which one is it?
So how are you going to use them into an effective way? And also how are you going to do that? Are they influencer who is known for being on the newest and hottest things, and their customer and their data shows that the customers are used to seeing them promote things? Or is somebody who is really anti promoting things and you paying them, but the customers don't like things they promote because they're supposedly organic in their delivery.
So it all just becomes how do you do it. But the beautiful thing about today is you can take 20 of those individuals and try, try, try, try, this one succeeds, this one doesn't, and keep trying. And then the ones that succeed, you can look at other individuals just like them with the same type of following and the same type of communication, and then you can replicate it. And you look at today, if you can sell direct like that, you can also put more in advertising, because more margin is there.
So if you were making something for 5 before selling to store at 10, and they're selling at 20. Now if you make it into five and selling it at 20, that means instead of spending 5% or 10% on advertising, you spend 30% on advertising. And you can all up sell the people as well after you retain the customer. So you're getting a customer acquisition. Number one, you're also moving goods at a higher margin. [MUSIC PLAYING]