Category Archives: Creative Strategy

{Infographic} Holiday Ecommerce 2012

7 Tips for Word of Mouth Marketing Campaigns through Black Friday and Cyber Monday, full post here.

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{Recap} Fashion Brands Endear Themselves to Bloggers at the NYFW IFB Conference

{Post written for PRCouture.com

A look at IFBCON (the blogger conference put on each fashion week by Independent Fashion Bloggers), in numbers speaks volume to the strength and influence of the blogosphere: an estimate of 200 million #IFBCON Twitter hashtag impressions, projection of 10,000 IFB-related tweets in one day alone, and IFB panelists with a net of 33 million Twitter followers.

While IFBCON is best known for offering a wealth of information for fashion bloggers looking to grow their blogs (and an opportunity to meet notables like Derek Blasberg and Coco Rocha), our interest at PR Couture is more about how brands strategically utilize IFBCON to demonstrate their digital savvy and further their relationships with bloggers.

Brand highlights from the conference include Kmart Fashion, Saks Fifth Avenue, Nine West, Lockerz, and MailChimp

IFB kicked off with a creative, hilarious and blogger-packed #FashionWeekProblems video promoting Kmart Fashion’s NYFW concierge service. For yet another season, Kmart is offering their Fashion Week concierge service to assist with all the inevitable fashion week mishaps like chipped nails, sore feet and ripped tights. Essentially any basic fix-ups that Kmart sells is fair game. So go on, tweet@KmartFashion #FashionWeekProblem – the hashtag is already inundated with quirky requests!

One of the most compelling panels of the day was The Future of Digital Fashion with panelist, Carla Dunham, Senior Director of Social Media at Saks Fifth Avenue. Blogger brand partnerships have become integral marketing initiatives and Saks has embraced this. Dunham emphasized the importance of authentic and genuine partnerships and Saks does just that.

Saks named fashion blogger Jenny Wu of Good, Bad and Fab the winner of their Blog for Saks contest with IFB. Check out Jenny’s latest Saks’ assignments here. In addition to blogger collaborations, Saks has leveraged social media to launch interactive campaigns including their current 30 shoes in 30 days giveaway, which kicked off at IFB.

In honor of the expansion of their famed 10022-SHOE floor in the Saks Fifth Avenue Flagship, (touted as being so big it has its own zip code), fans can snap a photo of their favorite shoes and tag them with hashtag #10022shoe on Instagram. One lucky winner is selected once a day from August 25 — September 25 to win a $500 gift card to Saks!

Building upon this undeniable blogger shoe obsession, Nine West activated their Channel 9 Shoe Confessions series, with video programming covering all aspects of footwear, like walking in stilettos, shoe repair tips and insane shoe closets. To launch the collection, Nine West set-up a ‘confessional’ at IFB encouraging bloggers to share their deepest, darkest shoe confessions.

Additionally, Channel 9 partnered with reality TV star and fashion publicist Kelly Cutrone in a series called “You’ve Been Prom’d.” The six-episode series follows a group of high school seniors who won complimentary gowns, shoes and makeup sessions for prom from Nine West.

And of course no digital campaign is complete without blogger partnerships. Nine West teamed up with personal style blogger Saucy Glossie and DIY blogger Stripes and Sequins to celebrate Fashion’s Night Out. The collaboration showcased Nine West’s brand new Vintage America Collection store in Soho and supported Nine West’s Runway Relief  initiative.

Between the fabulous #10022shoe Instagram posts, frantic #FashionWeekProblems tweets to live #IFBCON coverage, bloggers headed straight for the Lockerz charging at IFB. Lockerz is the leader in rewarded social commerce. Unlike other sharing platforms, Lockerz is the only site that rewards its members for engagement. Lockerz members earn PTZ for nearly everything they do on the site, which are used to get the lowest prices on hundreds of products from fashion, beauty to electronics offered in the Lockerz Store. Lockerz currently boasts a membership community of millions in 195 countries and is growing as Lockerz partners and engages with bloggers. (Disclosure: Lockerz is a Bollare client).

To further showcase their social commerce savvy, Lockerz has partnered with exclusive Lockerz online retailer Boy Meets Girl® for a ‘Buy Now, Wear Now NYFW show. This Wednesday, September 12, founder of Boy Meets Girl® , Stacy Igel and Lockerz will presenting “Forever Young” with live performances by Wyclef Jean, Cris Cab and Jarina De Marco AllHandzOnDeck©, live-streaming features and the ability to purchase the looks right off the runway on Lockerz.com.

Rounding up the creative blogger-brand activations at IFB is the DIY station hosted by MailChimp. Serving up adorable MailChimp screen-printed tees, bloggers bedazzled these tees with studs, sequins and rhinestones galore and then got snapped in the branded Smilebooth. While MailChimp is a usual suspect at tech conferences, the easy email newsletter service is now focused on the fashion audience this season. Just as fashion blogs are all about aesthetically pleasing content, MailChimp offers an easy to use and highly visual newsletter to share fashion content.

And there you have it, a recap of how different brands set out to engage with fashion bloggers at Day 1 of IFBCON.

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{Fashion Round-Up} SXSW Highlights + Fashion Digital Activations

FMM has the scoop on “How Luxury Premium Brand Leverage SXSW,” from the Warby Parker + Citizen’s Circus collab, the #BonobosNation campaign, Kate Spade’s cross country roadtrip/tour that ended at SXSW to how Neiman Marcus and Bergdorfs combined their New York poise with their stylish Texas roots. Read the full story and loads more cleverness on FMM.

Business of Fashion looks back on SXSW and ponders the prospect of how fashion fans may be able to collectively influence which model opens an anticipated fashion week show, the new age of social curation platforms like PinterestSvpply, The Fancy and the fashion-specific Lyst, and shares impressive SXSW activations by Amex and Nike. Full story on Business of Fashion.

To celebrate its first birthday, Men’s apparel retail site Mr Porter (owned by Net-a-Porter) is staging an interactive mobile treasure hunt across five cities to celebrate its first birthday. Participants will engage via augmented reality app Goldrun. The app will guide users to locations in each city, where Mr Porter shopping bags will appear on their mobile phones. Full story on Mashable.

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{tips} How Brands Engaged with Bloggers at the IFB Conference {for PR Couture}

I’m thrilled to announce that I’m officially contributing for the lovely Crosby of PR Couture. Below is my latest post recapping the IFB Conference, you can find my previous articles and mentions on PR Couture here. Or better yet, find out how I entered this brilliant fashion and PR industry. Stay tuned for NYFW coverage!

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With more than 300 fashionphiles gathered at Milk Studios (@milkstudio) for the Independent Fashion Bloggers Conference (#IFBCON), it’s no wonder that brands like J Brand Jeans (@JBrandJeans), Lyst (@Lyst) and Lifebooker (@Lifebooker) were thrilled to partner up with IFB to host, connect and establish mutually beneficial relationships with bloggers. Below is a recap on how these brands designed spaces that were interactive, valuable and engaging.

Shop, Shoot, Share

To celebrate the launch their ready-to-wear collection, J Brand Jeans hosted an interactive “Style Showdown” using hashtag #JBrandIFB. Bloggers raided a wardrobe of the latest and most coveted J Brand pieces for a chance to win a $1000 gift certificate. With countless bloggers curating creative looks, the friendly J Brand team had an opportunity to genuinely interact with bloggers both live and online (and during and after the conference). @JBrandJeans Twitter stream received a ton of activity as both the brand and bloggers shared their favorite new products and lookbook-esque photos. The top nine looks from the IFB conference were selected to enter the official “J Brand Style Showdown” on Facebook, which is currently live. Vote for your fave look here. Kudos to J Brand’s marketing and social media team for paving the way to authentic blogger engagement.

Charge up the Value

To ensure bloggers could tweet, tumble, pin, share photos, post and so forth without fear of losing battery life – Lyst hosted an essential charging station that ensured attendees could stay connected throughout the conference. By creating a space that was valuable – bloggers swarmed to the Lyst station to learn more about this social shopping site that helps you discover the best fashion in one uber-customized stylefeed. If fact, Lyst’s new affiliate program, Blog Connect, is all about adding real value to bloggers. By connecting their sites to Lyst.com, bloggers can post outfit and shopping stories and link products on Lyst.com or simply add items they love and earn money whenever shoppers buy them.

Make it “Worth” it

Every year, the hot button question is “What are bloggers worth?,” Lifebooker joined a panel of successful bloggers from Glamour, Denimology, I Spy DIY, Corporette, and La Carmina in leading the conversation about brand and blogger partnerships. Lifebooker allows members to discover exclusive health and beauty deals and book discounted online beauty appointments based on price, location and rating. As an emerging concept, the brand is seeking new partners and influencers. So how can bloggers get noticed by brands that are looking for strategic partnerships? Lifebooker’s Brand Director, Lauren Tesar, looks for blogs with “flexibility, credibility and scalability”. To learn how each panelist monetized their blog, find the Livestream recap here.


The IFB conference sparked a host of new relationships between bloggers and brands. The key to these partnerships are finding bloggers that are on brand for your vision and making sure to approach blogger relationships with experience-rich opportunities, customization and authenticity.

Image via BrightontheDay

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{Fashion Round-up} featuring Vogue, PR Daily, Bergdorfs, Polyvore, KCD, PR Couture + more

Photo via PRDaily.com

1. Traditional fashion glossies closed out a strong March issue. The New York Post reported Vogue holding the number one rank among fashion titles with InStyle, Elle, Harper’s Bazaar’s and W rounding up the top five (in order). Read more.

2. Work in fashion PR, marketing or events? You’ll agree that PRDaily.com’s latest article: “Glamour? Ha! The realities of entertainment and fashion PR,” is on point about the industry and its demands. Read more.

3. Google+ has not been widely adopted just yet but there are a few fashion brands who are leveraging this unsaturated network to their advantage. Fashion’s Collection explores how ASOSBurberryBergdorf GoodmanUniqloH&MMr PorterHugo BossGapKate SpadeNowness and Gucci are branding their platforms. Read more.

4. The strategic Oscars fashion partnership between The Washington Post and Polyvore has the industry buzzing. Here’s how it works: “From now until the big event on Feb. 26, the Post will ask readers to create “sets”–Polyvore’s version of a fashion inspiration board–visually expressing who should win best picture or what a particular starlet should wear to the ceremony. The top selections will be interspersed with Oscars coverage on the Post’s website, and one winner will have their own Q&A featured in the newspaper.” – via Adweek. Read more.

5, “We are fashion purists and we believe in the runway show. This online experience will replicate the pureness of a live runway show, the only thing this doesn’t give you is the glass of champagne. Bring your own” says Ed Filipowski, KCD Co-President. With New York Fashion Week around the corner KCD Digital (in partnership with King & Partners) has found a virtual remedy to relieve press and buyers of over-booked schedules through a digital fashion show platform. PRCouture.com has the details, read more.

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