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Couple Joins Trend Of Livestreaming Entrepreneurs

By Zach Tyler
The Anniston Star, Ala.

WWR Article Summary (tl;dr) This article takes a look at how one Alabama couple is utilizing livestream videos to virtually sell LuLa Roe clothing. LulaRoe deals almost entirely in women’s clothing. The clothes come in myriad colors and patterns, and one cannot find them inside a brick-and-mortar store anywhere.

The Anniston Star, Ala.

Teachers Adraine and Kasey Scott started their second jobs after 8 p.m. Wednesday night.

With his smartphone broadcasting live video to Facebook from a room in his east Anniston house, Adraine Scott flourished clothing before a camera lens.

“What color would you call this, Kase?” Scott asked, holding aloft a shirt.

“It’s like a teal green,” his wife said from outside the shot.

In the video, which would last a little more than an hour and come to be viewed more than 200 times, Scott waved multicolored leggings, shirts, and skirts before the eyes of virtual shoppers.

The clothes are shipped by the $900 boxload each week to the couple’s home, then unpackaged in a room remodeled to look like the inside of a boutique clothing store.

This happens because Kasey Scott is an independent retailer for LuLaRoe, a company that deals almost entirely in women’s clothing. The clothes come in myriad colors and patterns, and one cannot find them inside a brick-and-mortar store anywhere.

That’s because LuLaRoe relies entirely on direct sales made by independent retailers like the Scotts, who are known as “consultants.”

It’s not clear how many of those there are. Reached by email this week, a LuLaRoe spokeswoman said she couldn’t provide any information about the company.

“We are just not ready to proceed with media yet,” the spokeswoman wrote. The company was founded in 2012, according to information on its Facebook page, and has ridden a meteoric rise in recognition in recent years thanks largely to the efforts of its consultants and the softness of its clothing.

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