Monthly Archives: September 2011

Barbie’s Fashion Night Out in NYC

Keeping a brand fresh and fashionable is always a challenge, but even more so when your target market have limited attention spans and are lightening quick to embrace the newest trend. Mattel has started taking a grown up approach to marketing by embracing social media and interacting with an older audience to increase Barbie’s relevance for the modern woman.


Fashion’s Night Out 
Fashion’s Night Out (FNO) was started by Anna Wintour (Editor-in-Chief of Vogue) and designer Diane Von Furstenberg in 2009 as a way to bring designers, retailers and customers together for NY Fashion Week. Their goal was to create buzz for fashion while avoiding the endless discounting mentality that the recession had created. The FNO vehicle created unique events where retailers, celebs and designers mingle with consumers. It has grown into thousands of events across America and globally.

Barbie’s FNO Scavenger Hunt

Scavenger Hunt Barbie’s dressed in designer’s outfits and QR codes 

During the 2011 FNO Barbie held a scavenger hunt for her fans and favourite designers. Participants had to search out Barbie’s dressed in doll-sized versions of designer’s clothes. The dolls were tracked down through clues releases on BarbieLovesFNO.com and on Barbie’s Facebook and Twitter pages. When found the hunter could scan a QR code to enter to win a life-sized version of the outfit.


Hop-on-hop-off Barbie buses transported the Scavenger hunters around New York

The one-off dolls are now being sold on Charity Buzz.Each is expected to raise approx US$3,000 for charity. 

 

Barbie’s Social Stats 
There is definietly an audience waiting to connect with Barbie and hear her advice on fashion (and it’s not all pink, pink pink on barbieblog.com!)

  • Twitter (@barbiestyle) – 72,090 followers 
  • Facebook (facebook.com/barbie) – 2,592,942 fans 
  • YouTube (youtube.com/barbie) – 6,748 subscribers (Over 600k views on the “Barbie and Ken are back together” video!) 
  • Foursquare (foursquare.com/barbie) – 3,270 followers 

Video Girl 
But how many 20-30 somethings would actually buy a Barbie? Where’s the connection to creating actual sales? The event was used to promote the launch Barbie’s latest career “Video Girl” – a Barbie with an actual working camera installed inside her!

Photos sourced from Barbie Loves FNO
 
 

Shopping for a good cause: Glassons Opens Cure Shop

Back in 2004, Glassons embarked on their first designer collaboration to raise funds for the New Zealand Breast Cancer Research Trust. Partnering with Karen Walker, the retailer produced a series of tee shirts with money for each sale going to the NZBCRT. NZ woman embraced the collection supporting this great cause and the cute Karen Walker designs.

Seven years on the project has grown up and stepped up to a whole new level. Glassons have opened “Cure Shop” which will act as a dedicated concession store in all Glasson retail stores and online at glassons.com. 

Shopping for a good cause while getting access to NZ’s best designers at bargain prices – WIN, WIN! 

The Designers

Participating designers include Karen Walker, Zambesi, Twenty-Seven Names, Ruby, Trelise Cooper, Cybele and Huffer. Spoilt for choice, each designer will have their own signature tee alongside a selection of products including summer favourites like inflatable beach chairs, swimwear, a tote bag, head scarves, wide-brim hats and more.

Glassons.com online shop here Cure Shop 

My Favourites

Left to right – Zambesi Tee, Trelise Copper Swimsuit & Cybele Tee all available at the Cure Shop


Author Profile: Nicole Williams


A self-professed geek with an insatiable appetite for learning. While completing a BCA in Marketing and Commercial Law at Victoria University, Nicole worked her way up from an entry-level position to Marketing Manager (in just 3 years). She created The Envy Collection to showcase clever and inspiring advertising and marketing ideas.  

Connect with Nicole on Twitter – @envycollect

The World’s First Interactive Tattoo

The Ballentine’s catchphrase “Leaves An Impression” couldn’t be taken more literally than through a tattoo. Signalling a fairly permanent acceptance of new media, a man in France has recently been given the world’s first interactive tattoo as part of Ballantine’s “Celebrate Original Minds” campaign. At the centre of the piece is a QR code that when scanned reveals a video, essentially “animating” the static tattoo. Given that a QR Code will fail to function if a single square is out of place, I’m certain some extra care would have been taken checking this stencil!





Sharing the Impression
The campaign is linked the Ballentine’s Facebook where fans can view videos of creative minds at work. So far over 130,000 fans have joined the page with what has left an impression on them through to daily creative inspiration fuelling conversations between members.
To see what the QR Code reveals watch this video: 


Author Profile: Nicole Williams


A self-professed geek with an insatiable appetite for learning. While completing a BCA in Marketing and Commercial Law at Victoria University, Nicole worked her way up from an entry-level position to Marketing Manager (in just 3 years). She created The Envy Collection to showcase clever and inspiring advertising and marketing ideas.  

Connect with Nicole on Twitter – @envycollect

Adidas Releases Limited Edition All Blacks Shoes

Adidas Releases “All Heroes”

Adidas have teamed up with designer Frank Liew (founder of Qubic Store) an All Blacks limited edition Original Campus 80’s sneakers. Four All Blacks legends were chosen to represent the “All Heroes” and brought to life by New Zealand illustrator Elliot F. Stewart. A very simple, understated design is sure to be a hit with collector’s, with only 100 pairs being released.

“everyone here understands the cultural importance of the All Blacks team in terms of New Zealand’s identity… after all, there’s a reason why most here consider Black as our national colour… we wanted to create something that celebrated our team & national identity without compromising their legacy and image.”
~ Frank Liew, Qubic Store

Collector’s Metal Case
Numbered 1 to 15 the metal collector’s cases also come with merion socks and two packs of limited edition All Heroes trading cards.






Animated “All Heroes” Short Film
Directed by Frank Liew of Qubic Store and Sean Wallace of Eyeball Moving Image, the film features four of the most iconic contemporary All Blacks throught the eyes of Auckland based illustrator and artist Elliot F. Stewart.

The “All Heroes” are:
1. Sonny Bill Williams a.k.a “SB-DUB”
2. Dan Carter a.k.a “D.C”
3. Jonah Lomu a.k.a “JUSTICE”
4. Liam Messam a.k.a “SUPER NATIVE”

The shoes will go on sale at 12.01pm, 23rd September 2011 at the Newmarket Qubic Store. Only 15 of collector’s edition metal cases are available for $280, after that the remaining 85 pairs are priced at $220 but come in a standard shoe box.

Envied at: Qubic Store


Author Profile: Nicole Williams


A self-professed geek with an insatiable appetite for learning. While completing a BCA in Marketing and Commercial Law at Victoria University, Nicole worked her way up from an entry-level position to Marketing Manager (in just 3 years). She created The Envy Collection to showcase clever and inspiring advertising and marketing ideas.  

Connect with Nicole on Twitter – @envycollect

Victoria’s Secret Revealed Through QR Code Billboards

While QR codes aren’t normally the prettiest things, the “Sexier Than Skin” Victoria’s Secret campaign puts them in a whole new light!

victorias secret QR


These billboards break two cardinal rules of [fashion] advertising – show the product and communicate the brand! The campaign relies on the viewers’ curiosity being strong enough to make them scan the QR code to learn more (assuming they have a smartphone equipped with a QR reader).   

Victoria's Secret Sexier Than Skin QR Code
Photos via Social Wayne
The problem I have with this is that the billboards would be more likely to catch the attention of males, but I’d bet Victoria’s Secret have more female consumers!

I’d be interested in what was information was provided once the QR code was scanned. This would make more sense to me if it there was a special offer to encourage males to purchase for their partners, or if it was launched around a gift buying holiday such as Valentine’s Day.

QR Code Useage  
Also this infographic by Queaar shows that 64% of people scanning QR Codes in the US are females! It also shows that 87% of consumers expect to see a coupon or deal when they scan a QR code.
Still I must applaud Victoria’s Secret for finding an eye catching and creative way to ultilise QR Codes!


Author Profile: Nicole Williams


A self-professed geek with an insatiable appetite for learning. While completing a BCA in Marketing and Commercial Law at Victoria University, Nicole worked her way up from an entry-level position to Marketing Manager (in just 3 years). She created The Envy Collection to showcase clever and inspiring advertising and marketing ideas.  

Connect with Nicole on Twitter – @envycollect

Backstage Pass: How Social Media Makes Fashion Accessible

Looking back at NZ Fashion Week, the underlying marketing trend was enabling fans direct contact. The stand out in my view was designer Kathryn Wilson’s use of social media. Through a Facebook event, she cleverly allowed fans from outside the industry direct access to her new collection.


Kathryn Wilson NZFW 2011 Show
Traditionally fashion weeks are shrouded in mystic and exclusivity, but Kathryn Wilson embraced the chance to engage with a wider audience. She held a public fashion show and allowed Facebook fans to RSVP for the event. In a NZ first, 2,225 guests RSVP’d through the FB event, if all attended then the public made up close to 75% of the audience! Those who RSVP’d were updated with teaser videos detailing behind the scenes of producing a fashion show – everything from music selection to model castings.
Another key difference, unlike other public shows, Kathryn Wilson’s was 100% free!
WORLD Made Me Do It
Another notable use of social media was WORLD’s launch of “WORLD Made Me Do It” with Number 1 Shoes. The launch gained publicity through it’s joint unveiling on New Zealand’s Next Top Model finale. Show preparations and teaser photos were uploaded on the WORLD Made Me Do It Facebook page.
After the TV show aired the full collection was unveiled on Facebook with pricing and purchasing locations. My only complaint was the over 2 hour wait between the show and the shoes being released on the page. Fans were told that the shoes would be immediately released, and judging from comments people were eagerly awaiting the upload. Apparently this was due to their internet being overloaded. Given that this was an exclusive shoe launch supported by the live final of NZNTM – surely high traffic volumes would have been predicted?
On a positive note, after many comments from fans wanting to get hold of the shoes in their local No. 1 stores, they can now be ordered in from the stores stocking the range. 
Social Media/NZFW Recap
For a good overview of social media during 2011 NZ Fashion Week is covered by Social Media NZ Special Edition of “The Social Life”. The video includes interviews with Colin Mathuras-Jefferies, Kathryn Wilson, and NZFW’s Social Media Manager Julie Roulston. To view the video click here.
New York Fashion Week

In the 30 days around NYFW 2010, blogger FashionablyMarketing.Me.com (Macala Wright), calculated that 15,996 online articles, blog posts and tweets were created. From this she was able to find out:

45% of NYFW participants used Twitter to discuss events. From models to designers, PR gurus to celebrities, people tweeted and twitpic’d their experiences.

53% of the coverage came from online articles and blog posts occurring between 2/13/2010 to 2/20/2010. As magazines posted photos and commentary of shows, bloggers were hot on the heels, reblogging, writing and linking to photos and trend information as they were released.



NYFW 2011 is currently in progress and social media look set to be the trend with designers like Marc Jacobs live tweeting from his shows. To see how this compares to #NZFW 2011 stats view this report – Source: @Commonroom
Fashion Media Forced to Adapt
It is no longer acceptable to print fashion week content three months after shows – so how are fashion magazines keeping up with the ever quickening pace of social media?
The key challenge is to satisfy the appetite of fashionistas with breaking news and exclusive coverage – without cannibalizing magazine sales! An excellent example of this is Elle Magazine who expands on hard copy content online with videos, additional photos and interviews.

“People fear what they don’t understand, but trust me, magazines, designers ad retailers are getting to understand what social media is faster than they say ‘that’s fabulous'” ~ Joe Zee, Creative Director ELLE Magazine

On top of this ELLE has created strategic partnerships to create additional content and value for readers. They produce a e-zine called Lux for Valentino – the content features well-known fashion bloggers, Susie Bubble (Susannah Lau,) Catherine Kallon of Red Carpet Fashion, and Leandra Medine of Man Repeller. The e-zine features Valentino’s latest ad campaigns and runway shots along with commentary on individual pieces by the bloggers. For those who can afford to purchase Valentino’s gowns (without trying them on!) e-commerce options are woven into the e-zine.

For advertisers the online medium allows an effective tool for converting lust into real sales:
 “It can be a far more effective selling tool than putting the clothes in a printed editorial and hoping a reader in Kansas will take the time to go online, look for the piece, and purchase it. You never want to give consumers that much time to think; impulse, excitement, inspiration – these are the feelings brands wants to cultivate in their consumers because these are the feelings that make them purchase.”
~ Andri Antoniades, Fashionably Just

Global Fashion Listens & Learns
“Innovating through social media is crucial… those that are hidden and guarded will not progress.” ~ Kelly Cutrone, owner of People’s Revolution
Like WORLD/Number Shoes changing their distribution policy, social media allows brands a vital chance to listen to and respond to feedback. A great example of this is Marc Jacobs CEO Robert Duffy, impressed by the number of Twtter feedback from consumers requesting larger sizes. He tweeted “We gotta do larger sizes, I’m with you. As soon as I get back to NY I’m on to it”.
Another example, LOFT by Ann Taylor, posted a photo of a new pair of pants on its facebook page and recieved a number of compliants that they would only look good on a tall skinny model like shown. The negative feedback was listened to and turned into a positive. The next day the retailer responded “You asked and we listened” posting several new photos of employees of a variety of sizes and shapes wearing the same pants. The response recieved many comments of support, with fans seeming to trully appreciate that they were listened too. These examples are evidence that fashion designers and retailers can no longer operate from an ivory tower. And those who continue to do so risk losing consumers to brands that listen to them.
Too much of a good thing?
The positivity of the fashion world embracing social media has been meet with reservation from some designers. Luca Luca president Yildiz Blackstone says “luxury breaksdown when access in excess”. Will brands be able to maintain their exclusivity and desirablity when they open their doors to the public? I think Benny Castles of WORLD makes a good counter argument:
“Fashion doesn’t exist unless people are buying the product and wearing it and loving it”

While there may always be a place for niche brands tailoring to the top-end, generally the advantages of providing greater access outweigh the negatives. It’s about creating fans and then turing them into consumers; this requires longer term thinking and patience.

Social media allows fashion brands to engage with a younger demographic, current customers and future consumers alike. Brands can build connections and grow desire for the future, even if they cannot afford to purchase right now!

Congratulations for making it all the way to the end! This is different to my usual posts – please let me know your thoughts or share with other if you’ve enjoyed it. 
~ Nicole


Author Profile: Nicole Williams

 
A self-professed geek with an insatiable appetite for learning. While completing a BCA in Marketing and Commercial Law at Victoria University, Nicole worked her way up from an entry-level position to Marketing Manager (in just 3 years). She created The Envy Collection to showcase clever and inspiring advertising and marketing ideas.  
 
Connect with Nicole on Twitter – @envycollect

Bus Advertising – Snapper

Snapper has teamed with sister company iSite Media to create this eye catching bus signage. Love the concept but wonder how effective it would be when the bus is driving around town normally. Guessing the best application is CBD routes where the buses will be stopping often and driving slower.


Author Profile: Nicole Williams


A self-professed geek with an insatiable appetite for learning. While completing a BCA in Marketing and Commercial Law at Victoria University, Nicole worked her way up from an entry-level position to Marketing Manager (in just 3 years). She created The Envy Collection to showcase clever and inspiring advertising and marketing ideas.  

Connect with Nicole on Twitter – @envycollect

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