Most students get used to super comfortable wardrobes -- like pajama pants during exam time -- while in school, so when it comes time to dress for the real world, many don't know where to start. Enter the Ann Taylor 'Style for Students' lookbook, a campaign that shows college females how to put together polished and professional outfits that are appropriate post-grad.
The Ann Taylor Style for Students lookbook features 50 female university students from across the United states, all dressed in chic and put-together clothing items from Ann Taylor. In addition to the lookbook, the Ann Taylor site has also provided Q&As with the chosen ladies, so visitors can read up on the girls' thoughts on style and careers.
A social media component rounds out the campaign: If a visitor "likes" a look from the Ann Taylor Style for Students site, he or she will be entered to win a $500 Ann Taylor gift card.
Scholar Fashion Campaigns
Ann Taylor 'Style for Students' Lookbook Gives Professional Outfit Ideas
Trend Themes
1. Professional Fashion for Students - Brands can create clothing campaigns that teach students how to dress in professional settings, opening opportunities to collaborate with universities and provide incentives for students to purchase clothing that can be worn in post-graduation careers.
2. Influencer Marketing for Fashion Brands - Brands can collaborate with influential university students to create fashion campaigns, showcasing the outfits on social media platforms, and offering incentives for students who participate, resulting in increased brand awareness and sales.
3. Building Communities Around Fashion - Brands can create social media pages and websites that feature fashion bloggers, student ambassadors, and fashion forums to create a community around fashion and stimulate engagement, leading to increased brand loyalty and word-of-mouth marketing.
Industry Implications
1. Fashion - Fashion brands can leverage this trend to create campaigns that educate students on professional fashion and stimulate sales by offering incentives and collaborations.
2. Education - Universities can collaborate with fashion brands to create campaigns that better educate students on professional fashion, helping them transition from the education space to a professional setting.
3. Social Media - Social media platforms can offer opportunities for brands to collaborate with influential university students, stimulating engagement and participation on their platforms.