Lord & Taylor Had 50 Fashion Influencers on Instagram Model a Dress
Laura McQuarrie — April 1, 2015 — Fashion
References: lordandtaylor & adweek
It's normally a huge faux pas to be caught wearing the same article of clothing as someone else, but for an Instagram campaign leveraging fashion influencers, Lord & Taylor flipped this rule on its head.
In a social media blitz to introduce its Design Lab collection, Lord & Taylor hand-picked ladies to share a photo based on their aesthetic and reach. Women from across the country were asked to pose and put their own spin on styling the dress, offering countless suggestions for how the dress could be worn.
Most photos collected thousands of likes on the social platform, giving everyone the exposure they so desire. Naturally, since it seemed like so many women had to have this dress, the Design Lab dress instantly sold out.
In a social media blitz to introduce its Design Lab collection, Lord & Taylor hand-picked ladies to share a photo based on their aesthetic and reach. Women from across the country were asked to pose and put their own spin on styling the dress, offering countless suggestions for how the dress could be worn.
Most photos collected thousands of likes on the social platform, giving everyone the exposure they so desire. Naturally, since it seemed like so many women had to have this dress, the Design Lab dress instantly sold out.
Trend Themes
1. Influencer Marketing - Leveraging fashion influencers for social media campaigns can increase brand exposure and drive sales.
2. User-generated Content - Encouraging customers to share their own content using a product can lead to organic marketing and create a sense of community.
3. Social Commerce - Using social media platforms to sell products directly to customers is becoming increasingly popular and effective.
Industry Implications
1. Fashion and Apparel - Fashion brands can leverage influencer marketing and user-generated content to promote their collections and increase sales.
2. Social Media - Social media platforms can capitalize on the trend of social commerce by offering e-commerce capabilities and partnership opportunities with fashion brands.
3. Digital Marketing - The use of influencer marketing and user-generated content can disrupt traditional marketing strategies and lead to more effective and authentic customer engagement.
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