Joe’s Jeans' Jennifer Hawkins on collaborating closely with influencers

Joe's Jeans is heavily invested in working with influencers. It's a relationship that has to make sense to work, said Jennifer Hawkins, the brand's svp of marketing and innovation. "It's not just plucking someone off a list and saying, 'Let's do a collaboration,'" Hawkins said on the Glossy Podcast. "It's finding people that you organically fit with from a product standpoint and working with them." Hawkins talked about why she's bullish on Instagram Checkout, why Joe's needs a TikTok strategy and what separates a Nordstrom shopper from an Amazon one.