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Social Studies: 12/10/10
The latest social media updates from the fashion world:
Since the launch of Erin Fetherston’s blog on erinefetherston.com, the designer’s Twitter following has reached 5,007 and her Facebook page now has more than 2,000 “likes.”
ROXY HITS 1 MILLION: The brand famous for their surfer girl board shorts just surpassed the 1 million fan mark on Facebook. Very active in the social media arena since launching a Facebook page nearly three years ago, Roxy provides “likes” with status, video and news updates on a daily basis. Fans can also get the latest on their favorite Roxy pro surf and snow athletes, as well as interviews and photos from events. And although the brand has maintained a fan page since January of 2008, it’s in the past year that the company’s seen the most growth – “likes” have quadrupled in 2010 alone. “Our focus is on Facebook, Twitter, YouTube and our blog. We just really want to be where our girls are, and these are the most natural venues for us to put our efforts,” Roxy’s vice president of marketing Danielle Beck told WWD. For the two days immediately following the milestone, fans were given a 30 percent discount off new merchandise (a first for the company) with the use of a promo code, which was promoted exclusively on Facebook.
BLOGS, WEB SITES, ETC.
DKNY hosted a #CozyStyleOff breakfast last week where 15 Tweeters – including @fashionista_com, @nitro_licious, @fashionstbeauty, @keikolynn and @YuliZ – participated in a style competition. They had the entire store at their disposal to create a head-to-toe look and the only rule was that each blogger had to incorporate DKNY’s “Cozy,” a cardigan wrap sweater that can be tied in more than a dozen ways. Photos of the completed looks were posted on the brand’s Facebook page and “likes” had a week to vote for their favorite. Keiko Lynn is currently in the lead, but voting ends today at 10 a.m. if you want to weigh in. The winner will receive two shopping sprees: one for resort and one for spring.
Gilt Groupe’s Unracked, a new Web series hosted by Scoop founder Stefani Greenfield, launched on Monday. The eight- episode series features Stefani interviewing a slew of fashion and lifestyle personalities, including Molly Sims, Diane von Furstenberg, and Gossip Girl’s Eric Daman. Sims was the guest this week, and Diane con Furstenberg appears in the episode that goes live on Dec. 13, which can be found at gilt.com/unracked.
People StyleWatch’s new social media contest debuted in conjunction with the magazine’s December issue. The multi-platform initiative, which will roll out quarterly, promotes advertisers’ brands through social networks and creates lists of the most active users in the social media arena. Once a visitor logs on to holidaycliques.com, they are able to browse through items such as a fragrance and handbag from Marc Jacobs, a tote from Tory Burch, or makeup from Smashbox (to name a few). All users have to do is share their favorite products via social media outlets like Twitter, Facebook or email, and the person with the most shares actually wins that item. In addition to engaging its target audience, Holiday Cliques allows People StyleWatch to gain insight into the brands that readers are most likely to gravitate towards, as well as serve as a resource tool for the participating advertisers.
New Web site ToVieFor.com is part gaming and part shopping, which founders Melanie Moore and Susanne Greenfield developed with the “urban fashionista” in mind. What sets this one apart from other flash sale sites is the fact that ToVieFor focuses on current season merchandise, and it also possesses game-like components to create buzz. “We sell merchandise through a unique ‘reverse sale’ process. The sale begins at the retail value, and as the clock ticks, the price drops. You can click ‘Buy’ at any time to lock in the current price,” Moore told WWD. So the moral of the story is: shop too soon and you could miss out on a great deal, shop too late and the item could sell out.