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How Twitter acquisition could impact fashion advertisers

Twitter announced Monday that its board of directors has accepted a bid by billionaire Elon Musk to acquire the company. The deal, valued at approximately 44 billion dollars, would take the company private again after nearly nine years since its initial public offering in 2013.

Zalando Implications

Twitter has not often been first choice for fashion advertisers, however with high active users, in particular in the 18-29 age group, some brands have seen success of the platform, particularly with large-scale live fashion shows. The interesting direction of Twitter now is related to Elon Musk’s self-anointed reputation as a “free speech absolutist”, if the platform turns into too much of a cess-pool brands may avoid it, in the same way Adidas and Levi’s took part in a 2020 boycott of Facebook following their failure to act on hate speech. Another factor is that the platform could look to become increasingly subscription-funded rather an ad-funded, something that again could have a knock-on affect for advertisers.

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