Forget glossy influencer campaigns, the real power in e-commerce right now?

Your own people.

In this mini episode of Marketing in the Madness, we uncover how Marks & Spencer, of all brands, quietly became the new Zara, by handing the camera to their employees.

Our guest breaks down: - How employee-generated content (EGC) is flipping social commerce on its head - Why shoppers trust real staff more than influencers - The secret behind 2x higher order values and 3x more site visits from live shopping - Why authenticity beats polish - and how that’s changing the future of e-commerce

From live shopping to shoppable stories and social proofing, this convo dives into what happens when brands let their people become the stars.

If you care about e-commerce, social commerce, or brand authenticity, this one’s a must-watch

LiSA https://www.hello-lisa.com/

Sophie Freres https://www.linkedin.com/in/sophie-fr%C3%A8res-n%C3%A9e-spethmann-3316548/

Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/

Marketing in the Madness

https://www.instagram.com/marketinginthemadness/ https://www.linkedin.com/company/marketing-in-the-madness-podcast

The future of luxury is being rewritten and it’s happening faster than anyone expected!

In this episode, Katie Street sits down with Ekaterina Golovanova, Digital Director of Luxe at L’Oréal, to uncover how some of the world’s most iconic beauty brands are reinventing themselves in the age of AI, social selling, and shifting consumer expectations.

They cover everything:

• How AI is transforming skincare diagnostics and personalisation
• Why Gen Z is changing luxury forever
• The rise of TikTok Shop and the new wave of social commerce
• How luxury brands can stay exclusive while building inclusive communities
• The future of product discovery in a world of LLMs and AI agents

Ekaterina has worked with powerhouse brands like Lancôme, Armani, YSL, and Kiehl’s so this conversation goes deep into what luxury means today and what it will look like tomorrow.

If you care about AI, beauty, luxury, retail, or the future of marketing, this one is for you.

Don’t forget to follow for more unfiltered conversations with leaders reshaping the world of marketing and digital. Ekaterina Golovanova

https://www.linkedin.com/in/ekaterinagolovanov042/

Katie Street

https://www.linkedin.com/in/katiestreet/

https://www.instagram.com/streetmate/

Street Agency

https://street.agency/

https://www.instagram.com/street.agency/

https://www.linkedin.com/company/streetagency/

95% of your market isn’t buying today. So why are you still selling like they are?

This mini episode of Marketing in the Madness drops the honest truth about the 95/5 Rule and why long-term brand fame beats short-term sales hype every single time!

In this cut from our full conversation, we get into:

👉 Why showing up consistently matters more than pushing harder 👉 How to stay in front of the 95% who’ll buy later 👉 The unfair advantage of brand fame in B2B

This is street-level strategy for marketers who actually want to play the long game and win.

Jennifer Shaw-Sweet https://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/

Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/

Marketing in the Madness https://www.instagram.com/marketinginthemadness/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/