Faces gleaned from social networks are increasingly the source of images for e-retailers trying to make closer and more genuine connections with customers. These retailers include Urban Outfitters, Under Armour and Rebecca Minkoff, which are testing Fanreel, a curation platform that helps brands cull user-generated images from social media for use on their websites. "Social-generated images are creeping up on all of our marketing channels. That's where our customers are," said Moira Gregonis of Urban Outfitters.

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