In celebration of Mecca's 20th birthday this year, cochief executive officer and founder Jo Horgan wanted to do something beyond the walls of a retail space. So she decided to throw a massive beauty party in a warehouse where Justin Bieber once held an after party.In April, Mecca Brands hosted Meccaland, Australia's first full-blown beauty festival. Following a week-long social media teaser campaign, Mecca went live with festival ticket sales and within the first 15 minutes, sold all 7,000 tickets, priced at 50 Australian dollars, or about $38, each. The brand enlisted five of Australia and New Zealand's top beauty influencers to be the face of Meccaland and with their help, the social momentum continued throughout the festival's four days — and beyond.Meccaland saw nearly 10,000 visitors, who were granted access to 25 brand installations, selfie testing moments, a makeup artist competition, YouTube-sponsored sessions on how to become a beauty influencer, panels, dance troops, glitter artists and Mecca merchandise."We think we went through about three tons of glitter," Horgan said. "I still find glitter and tinsel in my Meccaland shoes that I wore."She estimated the sales conversion was 91 percent, with customers spending more than twice as much as they do in stores. Attendees — and the glambassadors — also generated plenty of social buzz.Mecca received 1 million views across its own YouTube channel and those of its influencers. It also achieved 14 million Mecca-generated impressions over the four-day period, which translated to more than triple Mecca's normal amount. It had a social reach of 2 million people a day — noteworthy, Horgan said, as there are only 4.5 million women on Instagram in Australia.Overall, Horgan estimated that Meccaland scored a social engagement reach of 70 million across all of its platforms over the four-day festival period.“Customers voted with their feet, their wallets and their phones and told us loud and clear that Meccaland is exactly the type of experience they’re looking for,” she said, adding that she and her team are now working on adapting this in their stores.“Creating a physical festival with digital front and center paid off big time in terms of reach and engagement," she continued. "It confirms what we all know and that is digital is critical to any and all activities — the more the better."Horgan said that inviting customers to share an experience outside of the retail space ultimately paid off sales-wise. In the month since the festival, Mecca's sales across all of its 90 stores have increased more than 10 percentage points and even more online. Throughout the month of May, the physical stores are holding Meccaland after parties, which include in-store merchandise, limited-edition products, events, dances and DJs."We have to think outside the retail box to make retail work,” she said.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim