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‘The Heart Effect’: Company attests to Heart Evangelista’s power to actually influence buyers

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To tap today’s Millennials and Gen Z markets, many companies have commissioned influencers as endorsers, but how effective are influencers in influencing customers’ actual purchasing decisions?

MANILA, Philippines —

“We did, for the YSL piece. We did very well and it sold out nationwide,” Neelam said of the YSL New Wave SL 276 Heart wore with a custom Mark Bumgarner black and white outfit to a Fendi event during Paris Fashion Week in 2022.

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