Smart marketers acknowledge they need to be where the customer is — whether that’s mobile, online, outdoor, network TV, cable or print. They say it’s essential to integrate their online and offline activities as part of their marketing-advertising program. For example:
• Polo Ralph Lauren recently ran a Ralph Lauren Collection gatefold print ad inviting readers to view the runway show and behind-the-scenes video on the Ralph Lauren app on the iPhone or to visit ralphlaurencollection.com.
• Michael Kors continues to advertise in print, but the Web is a major focus through initiatives such as its Facebook page, with over 59,000 friends, and posting the brand’s look book online.
• Donna Karan supports its traditional print advertising with online, digital and mobile opportunities to reach a variety of age groups. Their Twitter feed, DKNY PR Girl, for example, has 120,961 followers.
• Boosted by its growing use of social networking, one-third of A|X Armani Exchange’s ad media budget is dedicated to spending online, up from only 10 percent in 2005. The company just launched A|X Stylepad on its Web site, which features interactive branded content and a digital portfolio of models and images, as well as a link to sections of the Web site where customers can shop.
• The majority of Tommy Hilfiger’s media spend is still in print, “but over the last year we have more than doubled the budget we allocated toward digital space,” said Avery Baker, executive vice president, global marketing and communications. The company partners with sites such as Style.com, Glam.com, the New York Times, Polyvoreand Pandora.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews