Tuesday, September 13, 2011

Newsletter 9.11.11: Marketing NY Fashion Week

By Emmett Wilson, Industry Manager


Fiat Gets Fashionable

Fashion’s Night Out at Gucci. Champagne? Check. Mouth-watering models? Check. Awkward tourists climbing into a Fiat 500? Uh…Check! Far from a PR stunt, the unorthodox display just inside Gucci’s 5th Avenue store was the debut of the new partnership between the two iconic Italian brands. In past Gucci-Fiat campaigns, luxury has failed to rub off on the car company’s practical, modestly priced products. This time, Gucci’s creative director has created a bold campaign that will better integrate the two brands. Not only will interlocking G’s appear on the Fiat 500’s wheels, but Gucci will be launching a highly anticipated accessories line incorporating Fiat’s red and green racing stripe. (Huff Post Fashion)

Tiffany & Codes

By combining guerilla marketing with the newest digital tactics, Tiffany & Co. was able to draw thousands of visitors to its 57th St. Store this Fashion’s Night Out (I know- I was there!). Though I was drawn to the event simply by the desire to see and be seen, I can guarantee that a throng of Thursday night’s guests had scanned the QR codes that had been distributed that morning in four strategic Manhattan locations. Yes, the codes appeared on cookie icing. And yes, they were handed out by 16 Audrey Hepburn look-alikes. Can you say brand recognition?

For more on FNO marketing, see http://mashable.com/2011/09/08/fashions-night-out-digital-guide/

Burberry Finds a New Model

A strategic model, that is. As if there were any question about the where fashion marketing is headed, Burberry has just allocated a whopping 60% of its latest marketing budget to social media. For its new women’s fragrance, Burberry Body, the luxury brand rolled out major Facebook, Foursquare and Youtube campaigns. The socially savvy tactics generated 225,000 sample requests from Facebook users, 57 million hits for its Youtube ad and sent complimentary bottles to the Foursquare Mayors of 21 Burberry locations. http://fashionablymarketing.me/2011/09/burberry-digital-marketing/

New Platform off to a Runway Start

Lyst.com has just launched an exciting new platform that will surely take Fashion Week by storm. Following each show, this Twitter-like Runway Tracking feature will display images from the collection, and viewers will be able to “follow” their favorite pieces and items. In the coming months, followers will be notified the second their items debut on the racks. Prouenza Schouler, Diane von Furstenberg and Oscar de la Renta are among the A-List designers already participating. (PR Newswire)

No comments:

Post a Comment