A Passion For Fashion With A Marketing Flair™

Posts tagged “digital marketing

Louis Vuitton Leads Luxury Brands In Fashion 2.0

On Wednesday, October 6, the 156-year-old Parisian fashion brand, Louis Vuitton, will expand, even deeper, into the world of fashion 2.0 with their latest digital marketing activities.  Louis Vuitton will run its third live fashion show on Facebook in the last year.  The 7:30am ET show will feature the Spring/Summer 2011 Collection of designer Marc Jacobs.  It is scheduled to run for 10 to 15 minutes and will also be accessible on the Marc Jacobs iPhone and iPad apps.   The video presentation and additional footage will be available on Facebook a few hours later.

Louis Vuitton Facebook Page

Louis Vuitton - Facebook

During the last 16 months, Louis Vuitton has attracted 1.3 million Facebook LIKES and 145,000 Twitter followers (US and Paris). Those audiences, along with 26,400 Foursquare followers, will be leveraged to spread the word about the Facebook fashion show.

Louis Vuitton - Twitter

Louis Vuitton - Foursquare

The Art of Travel by Louis Vuitton, your official destination for everything Louis Vuitton, is the theme for an ongoing Facebook campaign used to promote the webcast.  After visitors sign up to be on the guest list for the live fashion show webcast, they will unlock the Louis Vuitton 360° Fashion Badge.  The badge will also appear on their Facebook profile.  Video footage will be uploaded to the Louis Vuitton YouTube channel, which has more than 679,000 views.

Louis Vuitton - YouTube

Currently the Louis Vuitton website features Bono and Ali Hewson, founders of Edun – a for-profit fashion company.   They take website visitors on a Journey To the Heart of Africa. The interactive, international e-commerce site describes the mission of  Edun – to raise awareness of the possibilities in Africa and encourage the fashion community to do business there.   To further celebrate the creative potential of Africa, Louis Vuitton is hosting a temporary exhibition from October 5-17, 2010 in Paris.

Annie Leibovitz photographed Bono and Ali for the Louis Vuitton ad – Every Journey Began In Africa.

Louis Vuitton - Website

The Louis Vuitton website stands out from competitors, gains attention and attracts traffic to the website.  It converts visitors into customers and transforms their past and present successes into dynamic, inviting forces of attraction.  The Louis Vuitton website differentiates itself from competitive luxury brands with engaging, interactive campaigns – The Art of Travel and Journey To the Heart of Africa.

Visualize the Louis Vuitton website as a presentation of fashion with a heart.  It is an awesome integrated marketing effort where e-commerce, fashion and Louis Vuitton core values merge.

Louis Vuitton marketing efforts take fashion 2.0 to the next level.


Fashion 2.0 Stylists

The fashion media landscape is buzzing about The Rachel Zoe Project and über celebrity stylist Rachel Zoe. What’s a girl to do if she is not a celeb and wants her own, personal stylist?

Well there’s an app for that! Earlier this year in their March issue, Vogue launched Vogue Stylist, an iPhone app to assist users in styling their wardrobes by uploading pictures of items they already own and allowing the app to mix and match those pieces with timely monthly picks from the Vogue staff along with products from Vogue‘s advertisers.  Content is updated monthly and synchronizes as issues release on newsstands.

Here’s a video that shows how the Vogue Stylist works on your iPhone.

Vogue Stylist users can shop any of the looks straight from their phones or locate the closest store that sells the items, as well as share favorite styles via Facebook.   In addition they can unlock exclusive content from the current issue by taking an iPhone picture of select ads which will result in special event invitations, product sampling offers, shopping discounts and exclusive videos.

Vogue Stylist iPhone App

Not only is this an awesome app for consumers, but it also adds value for advertisers and extends their reach.  According to Vogue VP and Publisher Susan Plagemann, “This new app is a perfect example of how Vogue provides advertisers the opportunity to maximize their connection to our reader with an interesting and organic approach.  It gives users a personalized interactive experience that allows them to apply Vogue‘s point of view on the trends to their wardrobes on a daily basis.”

CLICK HERE to learn how to get the Vogue Stylist app for your iPhone.

Another fashion/tech fusion is Harper’s Bazaar Personal Stylists,  an online personal style resource.  At the website you can shop Harper’s Bazaar stylists’ favorite finds, access special offers and giveaways, download exclusive shopping maps and book private New York City shopping trips. All are customized based on your individual needs, taste and budget. In addition, they include insider experiences, offers and gifts.

Harper's Bazaar Personal Stylists Website

CLICK HERE to check out Harper’s Bazaar Personal Stylists

Fashionistas … you will be on top of the latest fashion trends and know exactly where to buy them with these awesome, interactive fashion tools.   In the words of Coco Chanel, “A girl should be two things: classy and fabulous.”  These amazing innovations will help you to get there.


Fashion 2.0 Thought Leaders – Fashion’s Collective

This week 4Fashionistas recognizes Fashion’s Collective as our next social fashion thought leader and its founder/strategist – Elizabeth Schofield as well as digital strategists Tamar Shamir Koifman and Agata Seidel.  Fashion’s Collective is a resource in digital and social media marketing for fashion and luxury brands.

One of my favorite places online for fashion 2.0 vision is Fashion’s Collective.  Visiting the website is like taking a tour of a museum where knowledgeable curators guide you through the collection of brand profiles and fashion 2.0-related articles.  Everywhere visitors to the site can easily navigate the various sections and also share their findings with friends on Twitter and Facebook.

Website - Brand Profiles

I especially enjoyed the Fashion’s Collective, three-part series (The Facebook Dilemma) about Facebook marketing for luxury brands.  Part I discusses whether to use Facebook or not because the audience interacting with a luxury brand does not always align with the brand’s target demographic.   Part II is about being strategic in finding your brand voice, how should the brand interact and determining what is the  actual audience the luxury brand reaches on Facebook.   Part III, the last in the series,  takes luxury brands into thinking long-term and to always have an exit plan.   In addition, Part III in the series encourages luxury brands to decide if  they have the resources in personnel and budget to maintain a social media campaign on Facebook.

Website

The Facebook Dilemma series provides an astute analysis of how luxury brands can strategically approach Facebook and decide if it is a good fit for them.   What I particularly like about Fashion’s Collective is that the marketing insights are also transferable to other industries and disciplines giving social media marketing a try.

Check out the Fashion’s Collective website and CLICK HERE.


Talbots Makeover – You’ve Come A Long Way Baby!

Talbots is not you’re grandmother’s store any more.  This savvy retailer is boldly moving their 63 year-old company ahead on the fashion 2.0 landscape with an updated, e-commerce website, engaging Facebook page and Twitter account.   In addition, Talbots Inc. is now a favorite on Wall Street, thanks to cost cuts and a complex financial arrangement for unloading its enormous debt.

Photo: Talbots

The Company
“The Talbots, Inc. is a multichannel retailer of women’s apparel, shoes and accessories known for modern classic style. Its signature Talbots brand serves a broad diversity of women within the fast-growing 35+ population through an extensive range of styles and sizes. It operates seamlessly across three sales channels – stores, catalog and Internet.”

The Brand
“Talbots is a leading specialty retailer and direct marketer of women’s classic clothing, shoes and accessories. Established in 1947, the company is known for legacy items like the perfect blazer, trustworthy trench, versatile white shirt, ballet flats and pearls, as well as its fine workmanship, gracious service and welcoming red doors. With a nod to tradition infused with modern flair, Talbots offers an array of timeless wardrobe options to flatter women of all shapes and sizes. The Company currently operates stores in 580 locations in 46 states, the District of Columbia, and Canada. Its online shopping site is located at www.talbots.com.”

Photo: Talbots

To solidify its comeback and boost sales, Talbots must complete a merchandise and image makeover that targets younger customers. Rejuvenating a brand that many women think of as perfect for their grandmothers is complicated.  Talbots must make its clothes more youthful without alienating its core customers during the transition as well as persuade a new segment of women in their 30s and 40s to consider shopping there.

Trudy Sullivan, Talbots chief executive, is attempting to refocus on women 35 and older.    She joined the company Fall 2007 and has introduced some younger items, including slim jackets and feminine dresses.  With Sullivan’s help, Talbots is aiming to make their fashions more hip with looks that include a sequin-trimmed sweater and leopard-print-lined black booties. So far, they have had some hits and some misses. For example, last spring, “ethnic” prints in bright colors including orange and lime green did not work for them.  But this fall, a “pant fit initiative” gives customers a $5 gift card for trying on a pair from the new pants styles. The retailer sold 590,000 pairs in nine weeks. In addition,  First Lady Michelle Obama has been spotted numerous times in Talbots clothing.

Dress by Talbots

Judging by the comments to a WSJ article this year in April about the  Talbots image makeover, some of the core customers are not happy with the changes.  Fortunately there were also those that embraced the change, “Classic can mean timeless, not just dowdy and that, I think, is what Talbots is trying to do.”   It’s a catch-22 situation.  “Talbots not only needs to get its core customer spending more, it also needs to get a new customer,” said Roxanne Meyer, executive director of specialty retail at UBS Investment Research.  Only time will tell.

Another effort to refresh their image is making Linda Evangelista the new face of Talbots.   The 44-year-old supermodel and mother was photographed by top photographers Mert Alas and Marcus Piggott for a glossy advertising campaign which will be launched in September.  According to Talbots chief marketing officer, Lori Wagner, “She possesses this timeless yet spontaneous glamour that’s irresistible in our minds.”

It is obvious that social media is an important tactic in Talbots marketing strategy to reposition the brand. There are 4 key steps to success in social media marketing: LISTEN, SEGMENT & TARGET, INTERACT and NOTIFY & SCORE that Talbot incorporated on the way to re-branding.  The following are examples of how they did it:

LISTEN
Talbot listened and aimed to attract younger customers.   According to Kate Goodman, director of e-commerce at Talbots, “Customers are encouraged to share their insights, advice, wisdom, and humor. This platform (“Pearls of Wisdom”) allows our customers to speak freely to us about who they are and what Talbots means to them … This allows us to create a broader, more relevant community by encouraging customers to share emotional experiences — within Talbots.com instead of some third-party site.”

Talbots website

SEGMENT & TARGET
Talbots refocused on women 35 and older, persuading a new segment of women in their 30’s and 40’s to consider shopping there and making their clothes more youthful without alienating their core customers during the transition.

INTERACT

The Talbot website has an engaging, interactive section, “Pearls of Wisdom,” that is powered by the Bazaarvoice social commerce platform.   According to the company, “Pearls of Wisdom: Your Voice” provides Talbots customers with a place to share their stories, opinions, and style.  They are encouraged to address topics close to their hearts, including summer reading lists, embarrassing moments with moms and their absolute worst Valentine’s Day gifts. Topics are promoted by email and Facebook.    Top stories and writers are highlighted on Talbots Facebook fan page.

Talbots Facebook fan page

On the Talbots Facebook page, there is also an interactive Look Book, link to an article in  WWD about Talbots, exclusive offers for fans and a link to find a store near you.

Talbots Look Book on Facebook fan page

NOTIFY & SCORE
The “pant fit initiative” gives customers a $5 gift card for trying on a pair from the new pants styles. The retailer sold 590,000 pairs in nine weeks.  Promoting “Pearl of Wisdom” topics by email, tweets promote what is going on at Talbots and an opportunity to sign-up for email notification about special offers are other ways that Talbots is using social media marketing.

Talbots on Twitter

Talbots was known as the label for suburban moms.  Now, with the repositioning, “Talbots blends equal parts tradition and imagination to surprise and delight with timeless apparel and innovative experiences that women crave.”  I love the new look and their fashion 2.0 achievements.  Creating “Pearls of Wisdom” and promoting it through email and on Facebook is definitely an innovative tactic.

However, Talbots still has work to do. For example, why not include the Facebook and Twitter icons on the website as well as add a YouTube channel featuring runway videos?  These minor adjustments will expand their reach even further among younger women and ultimately take Talbots to the next level of fashion and retail success.

Talbots.com website home page


Fashion 2.0 Thought Leaders: Macala Wright Lee

This is the first in a series of posts about social media marketing thought leaders in  fashion.  Throughout this series, I will feature an outstanding individual in the fashion industry that stands out in the social media landscape.

Macala Wright Lee is the CEO of FashionablyMarketing.Me a digital marketing and merchandising firm that specializes in fashion, luxury and beauty brands in Southern California. You can follower her on Twitter at @FashMarketing.

Fashionably Marketing.Me web site

What makes Macala our first Social Fashion Thought Leader is that she really knows how to use the tools of the trade. She includes photographs from real-world fashion, social media sites to better define the five ways social media changed fashion in 2009.

About six months ago Macala Wright Lee’s “5 Ways Social Media Changed Fashion In 2009,” appeared in Mashable – the top source for news in social and digital media, technology and web culture.

5 Ways Social Media Changed Fashion in 2009

1. Getting Cozy in Communities

2. Creating Niche Communities

3. Embracing Mobile Apps

4. The Rise of Style Bloggers

5. The Impact of User-Generated Content

CLICK HERE to read the entire article