A Passion For Fashion With A Marketing Flair™

Posts tagged “luxury brands

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 And The Plus-Size Fashion Revolution

For the first time, New York Fall Fashion Week will include a plus-size only, runway show.  OneStopPlus.com, the premiere online high-fashion destination for curvy, voluptuous women, will produce the show that is set for September 15, 2010 at The Atrium in Frederick P. Rose Hall (home of Jazz at Lincoln Center).  The curvy, Belle Épogue-themed catwalk will reportedly feature plus-size models like Lizzie Miller and Toccara Jones in Spring 2011 collections.  OneStopPlus brand evangelist Emme will also be on hand to host the red carpet.  Brands to be featured will include the best in American and European plus-size designs.

A plus-size runway show coinciding with the high-fashion shows for NYC Fashion Week at Lincoln Center is major.   As a result, I was curious about what the plus-size fashion niche is doing to join the online conversation and fashion 2.0 explosion.  When I Googled “plus-size fashion websites,” I was amazed to find 7.1 million results.

There are many more plus-size fashion websites, blogs, Facebook pages, Twitter networks and online communities than I can write about in this post.  The following are a sampling of the ones that stood out because of their engaging fashion 2.0 marketing tactics:

OneStopPlus.com

(Website, Facebook, Twitter, YouTube, online community)

OSP Website

Positioned as “Your Online Fashion Mall for Sizes 12W to 44W, ”  OSP (OneStopPlus.com) is more than just an e-commerce website.  It is an online community for curvy women.  There is the OSP Shopper’s Club, OSPMag, Facebook page, YouTube Channel and Twitter network.  The entire OSP online community is easily accessible from the website.  Visitors are invited to share and enjoy their OSP experience.

OSP - Twitter

Lane Bryant

(Website, Facebook, Twitter, online community, mobile marketing)

The plus-size market giant, joins the fashion 2.0 arena with Inside Curve.  The web community invites plus-size women to join  Inside Curve – a trilogy for girlfriends of fashion, fun, and friends. It is a new community where trendsetting, plus-size women hang out to celebrate all things fashionable – including themselves!

Lane Bryant embraces fashion 2.0 for most of their online brands with Facebook and Twitter. In addition, Lane Bryant Internet shoppers can get coupons sent directly to their cellphones  as well as be the first to hear about new fashion arrivals and special store events in their area with MSG ME – Lane Bryant’s text messaging program.

Lane Bryant - Facebook

Igigi

(Website, Facebook, Twitter, YouTube)

Igigi website

Igigi (pronounced ee zhee zhee) began in 2000.  Plus-size women used to be relegated to wearing caftan-like dresses.  Well, no more!  Igigi is a plus-size clothing retailer that offers dresses for plus-size women in sizes 14 to 32. You will not find any caftan type dresses at Igigi. Their dresses cling to all the right curves and are cut to accentuate the positive.

Igigi does carry other items like tops and pants since their niche is definitely dresses (including bridal). Their clothing are comfortable, flattering and fashionable.  Plus-size woman visit the Igigi site because it has one of the best online selections of dresses for work, play and special occasions.

Size Appeal

(Website, Facebook, Twitter, YouTube)

Clothes should enhance and not inhibit curvy women. Size Appeal breaks the stereotype of traditional plus-size clothing, like the boxy styles that make women look bigger and older.   Instead, Size Appeal follows the curve in body and style.   They strive to achieve the perfect cut and style every time.

Size Appeal - YouTube

Plus-Size Fashion  Moving To Luxury Brands

There is definitely a market for large, lovely women worldwide. Smart designers, retailers and marketers recognize that there is a void to fill.  According to a 2008 survey conducted by Mintel, a marketing research firm, the most frequently worn size in America is a 14.  Furthermore, government statistics show that 64%  of American women are overweight (the average woman weighs 164.7 pounds).   More than one-third are obese. Yet plus-size clothing (typically size 14 and above) represents only 18% of total revenue in the women’s clothing industry. In addition,  a quarter of women are size 18 or bigger – up 45% in five years.   The Mintel Study also shows that the UK market for plus-size clothing has never been bigger, with 45%  growth in the plus-size, women’s wear market over the past five years.

Reflecting the trend, top designers are producing collections for bigger women.   Marc Jacobs is rumored to be entering plus-size fashions.   The Marc Jacobs fashion house is in talks about producing a range in size 14 and up.  Designer Mark Fast made waves when he sent size 12 and 14 models down his catwalk during London Fashion Week and size 16 model Crystal Renn, who has a huge effect in the industry.

Saks Fifth Avenue in NYC will soon add plus-sized garments to its high-end, designer department. While clothes from most luxury labels were previously sold only up to a size 10, size 14 will hit the racks from Chanel, Dolce & Gabbana, Toula, Akris, Armani, Carolina Herrera, Escada, Donna Karan, St. John, Oscar de la Renta, Max Mara, Valentino, Michael Kors, Yves Saint Laurent, Alexander McQueen, Fendi and Roberto Cavalli.   Some pieces will be available in sizes 16 to 20.  Saks will stock everything from pantsuits to evening wear.  However, there is a catch.   For most items, you’ll find only one of each size.  In addition, if the initiative is successful in Manhattan,  then Saks will stock the plus-size clothes in stores around the country.

Last summer, Target began carrying a line called Pure Energy that translated young, trendy clothes to larger sizes, adding to its more mature plus-size offerings.  “We definitely view this category as a growth opportunity,” said Target spokeswoman, Katie Heinze. After testing Pure Energy in some stores, Target decided to carry it in all 1,740 outlets.  Elie Tahari, the high-end designer, began selling a plus-size line this year and at Full-Figured Fashion Week, more than 25 other designers showed their plus-size clothes to an audience of retail buyers and plus-size women.

The plus-size fashion revolution is here and plus-size fashion 2.0 is in full force.  More brands are adding plus-sizes, curvaceous models are walking the Fashion Week runway and fashion websites, blogs and social networks are embracing plus-sizes.  It appears the fashion industry is finally recognizing the opportunities that exist in a market segment that was not considered very glamorous.  The changing demographics are making a big difference, no pun intended!


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.