The New Linda Farrow Campaign Features Digital Influencers
Mishal Omar — February 23, 2017 — Fashion
References: harpersbazaararabia & wwd
The newest Linda Farrow campaign and collection of eyewear was created by influencers rather than well-known designers.
In the past, the Linda Farrow brand has stuck to collaborating with both well-known and smaller, independent designers in order to sell its sunglasses. The luxury brand decided to take a different route with its newest Spring capsule collection, and enlisted influencers from around the world to design for them. There are four digital influencers in the campaign, each of whom were able to design their own pair of sunglasses for the brand. The influencers include Nicole Warne, Leaf Greener, Elena Perminova, and Negin Mirsalehi.
The Linda Farrow campaign seeks to get in touch with how today's Millennial and Generation Z demographics are impacted by brands, rather than using more a more traditional marketing approach.
In the past, the Linda Farrow brand has stuck to collaborating with both well-known and smaller, independent designers in order to sell its sunglasses. The luxury brand decided to take a different route with its newest Spring capsule collection, and enlisted influencers from around the world to design for them. There are four digital influencers in the campaign, each of whom were able to design their own pair of sunglasses for the brand. The influencers include Nicole Warne, Leaf Greener, Elena Perminova, and Negin Mirsalehi.
The Linda Farrow campaign seeks to get in touch with how today's Millennial and Generation Z demographics are impacted by brands, rather than using more a more traditional marketing approach.
Trend Themes
1. Influencer-designed Eyewear - Brands can leverage influencer marketing to create unique product lines for targeted demographics.
2. Social Media Collaborations - Collaborating with influencers on social media allows brands to capitalize on their wide reach and high engagement rates.
3. Consumer-driven Design - Brands can involve consumers in the design process to create products that align with their preferences and style.
Industry Implications
1. Luxury Fashion - Luxury fashion brands can use influencer-designed campaigns as a way to differentiate themselves and expand their target audience.
2. Eyewear Industry - The eyewear industry can benefit from collaborating with influencers to create trendy and unique products for consumers.
3. Marketing and Advertising - Marketing and advertising agencies can help brands develop influencer-driven campaigns that foster consumer engagement and brand loyalty.
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