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.
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.
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.
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.
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.
October 4, 2010 | Categories: Fashion & Social Media Marketing, Fashion On The Web, Fashion Trends, Social Media Marketing | Tags: Ali Hewson, Bono, digital marketing, e-commerce, Edun, Fashion, Fashion 2.0, Fashion on the Internet, Louis Vuitton, luxury brands | 5 Comments
You may have noticed that the fashion landscape is all a twitter (no pun intended) about Fashion’s Night Out. There are social media networks, videos, websites, television, print, an online community, etc. buzzing about Fashion’s Night Out. Specifically, to coincide with Fashion’s Night Out, there is a CBS Special – “The Making of Fashion’s Night Out, Fashion’s Number One Fan Contest, Fashion’s Night Out: The Show at Lincoln Center with live webcast on CBS.com, charitable endeavors and the QVC-powered, Fashion’s Night Out website.
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Fashion’s Night Out is really serious about digital media and integrated digital technology. Their social media strategy incorporates a live webcast, Facebook, Twitter, YouTube, etc. Through their social networks, fashionistas experience Fashion’s Night Out in a digital environment and find out everything they need to know to become part of fashion’s biggest night. The integrated marketing strategy for Fashion’s Night Out partners with the city of New York, CBS, QVC, American Vogue, the Council of Fashion Designers of America and NYC & Company.
Visitors to the website are drawn in to the Fashion’s Night Out PSA video (see above) and a live countdown until the start of Fashion’s Night Out 2010.
It all started last year as a way to revive the downbeat economy. Fashion’s Night Out is an initiative to celebrate fashion and boost the retail industry. It was launched in 2009 by Vogue, the Council of Fashion Designers of America and NYC & Company.
Fashion’s Night Out begins on Friday, September 10. This year’s event kicks off with the largest public fashion show in New York City history at the new Lincoln Center, featuring approximately 200 models, and live webcast on September 7.
CBS will capture the months of intense planning and preparation, then cover the night itself as it unfolds across New York City, the country and the world. The show will focus on individuals working in the fashion industry for whom the vibrancy of the fashion business is a question of economic survival.
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CBS takes viewers behind the scenes of the world’s largest celebration of fashion in a prime time special: FASHION’S NIGHT OUT 2010. The special airs Tuesday, September 14, 10-11pm ET/PT on the CBS Television Network. Top fashion icons, the industry’s most promising new talent and a host of other key players from film, music and modeling are among those to be featured in this prime time special.
Go behind the scenes with US Vogue Editor Anna Wintour as she discusses what’s hot for this fall with her editors and top retail executives from Neiman Marcus and Bergdorf Goodman.
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The Fashion Show at Lincoln Center and Live Webcast
Everybody will have a front-row seat at the live, CBS.com webcast on September 7, beginning at 7pm/4pm PT. André Leon Talley, Vogue editor-at-large, will be the webcast host for a spectacular night – Fashion’s Night Out: The Show.
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City of New York, CBS, QVC, American Vogue, the Council of Fashion Designers of America and NYC & Company.
A portion of Fashion’s Night Out: The Show ticket sales and proceeds from the sales of the clothing will be donated to the NYC AIDS Fund in the NY Community Trust. Long and short-sleeve T-shirts, hoodies and tanks are available on the Fashion’s Night Out website.
American Express is sponsoring an exclusive, cardmember-only viewing event and designer discussion due to the sold-out success of Fashion’s Night Out: The Show.
Fashion’s Number One Fan Contest
Besides airing the Fashion’s Night Out special, CBS has launched a nationwide search to find the person worthy of being named Fashion’s Number One Fan. Prizes include: two round-trip airline tickets to New York City; a five-night stay for two at the Mandarin Oriental, New York; two tickets to Fashion’s Night Out: The Show at Lincoln Center on September 7; two tickets to American Idiot on Broadway; a $500 Macy’s electronic gift card, plus an appointment with a Macy’s By Appointment Personal Shopper and more. The winner will be selected by a panel of experts from CBS, Vogue, the Council of Fashion Designers of America and NYC & Company.
The fashion community definitely knows how to throw a party and Fashion’s Night Out is no exception. Important Fashion 2.0 strategies are to get the buzz going and engage participation. Social media marketing tactics help to build outposts for interaction across the Internet where passionate Fashion’s Night Out constituencies gather and self-organize.
Promoting the premium content to visitors from Fashion’s Night Out social media channels through free content, video, micro-blogging, blogging, social media and promotion helps to meet Fashion 2.0 objectives. The goal is to create a buzz, build relationships and show effect wherever the Fashion’s Night Out presence exists. The buzz, support and leads will ultimately follow.
The excitement surrounding Fashion’s Night Out is producing amazing results, sooner rather than later. For example tickets to Fashion’s Night Out: The Show on September 7 are sold out. There are more than 21,000 followers on Twitter, over 36,000 Facebook fans and a worldwide initiative that is sure to spark retail sales as well as the economy.
Fashion 2.0 is the engine driving the train for this spectacular extravaganza – Fashion’s Night Out. Climb aboard and join the party!
August 30, 2010 | Categories: Entertainment, Fashion & Social Media Marketing, Fashion On The Web, Fashion Trends | Tags: Fashion 2.0, Fashion's Night Out 2010, fashion's night out behind the scenes, fashion's night out video, social media marketing in fashion | Leave a comment
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:
(Website, Facebook, Twitter, YouTube, online community)
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.
(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.
(Website, Facebook, Twitter, YouTube)
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.
(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.
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!
August 25, 2010 | Categories: Fashion & Social Media Marketing, Fashion On The Web, Fashion Trends | Tags: e-commerce, Facebook, Fashion, Fashion 2.0, fashion e-commerce, fashion marketing online, Fashion on the Internet, fashion on the web, Fashion week, luxury brands, Marc Jacobs, mobile marketing, online fashion, online fashion marketing, plus-size, plus-size fashions, Saks Fifth Avenue, social fashion, Social Media Marketing, social media marketing in fashion industry, Tahari, Twitter, YouTube | 4 Comments
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.
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.
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.
August 14, 2010 | Categories: Fashion & Social Media Marketing, Fashion On The Web, Fashion Trends, Social Media Marketing | Tags: digital marketing, ecommerce, Fashion, Fashion 2.0, fashion e-commerce, fashion marketing online, Fashion on the Internet, fashion on the web, fashion stylist, Harper's Bazaar, Harper's Bazaar Personal Stylists, Integrated marketing, internet marketing, iPhone, iPhone app, online fashion, online fashion marketing, Vogue, Vogue Stylist | 2 Comments
Wearable Art – A winter white/black tweed (BIANCA) exquisitely draped with overlapping tiers.
No-Holds-Barred Glamour Is Back … Vintage Hollywood – High drama (BARCELONA) an iridescent plum silk twill one-shoulder with bejeweled sash.
A Return To Glamour
We have doubled up on glamour, gone deep on chic, sparkled plenty and tied-up the trends into perfect Holiday looks.
Kick start the Holidays with edgy, urban chic. SUMATRA is an super trendy java/black/carmel animal jacquard duo … easy kimono-sleeved jacket, high-waisted pencil skirt.
Refuel your wardrobe with jet set style. A filet-guipure lace IRRESTIBLE pencil skirt sizzle; a silk-charmeuse-sleeved BACI blouson sweater … the option for a cool, modern feeling.
According to Rachel Zoe, celebrity stylist, the following are ten, “must haves” for your wardrobe this Fall/Holiday season:
- Ankle boot
- Tuxedo jacket
- Statement handbag
- Metallic platforms
- Statement necklace
- Cocktail ring
- Chunky, knit sweater
- Belt – skinny or wide
- Cape – poncho
The Fall 2009 trends are: leggings, capes, zippers, sweater dressing, leather, dresses, graphic images, artisian embroidery, double, knits, rivets, studs, zippers, beads and chains. Skirts are shorter. Color plays in new ways. Dip into a palette that is heady, spicy and super luxe. Experience these fabulous trends … see the Carlisle Collection.