Buying and investing in fine art used to be a pastime of only the most elite. But not anymore.

Tappan is an online gallery that sells collections from emerging artists to modern buyers in a way that’s far more accessible and less pretentious.

However, convincing ecommerce consumers to spend hundreds of dollars on a painting or portrait isn’t necessarily the same as persuading them to buy a pair of jeans. Longer buying cycles and high price points for luxury goods mean that marketers like Tappan Director of Brand Marketing Megan Laber have to strategize around storytelling, brand, and customer experience.

Alexandra McPeak

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