RACHEL BILSON HELPS SUNGLASS HUT WITH STYLE BLOGGER SEARCH: Earlier this month, WWD reported the launch of the retailer’s nationwide contest to find a style blogger for its Web site, and starting on Oct. 1, applicants can send a video explaining why they would be the ideal candidate for the position. We caught up with the retailer’s style director, Rachel Bilson, who’s helping in the selection process, and she revealed the qualities she’s looking for when it comes to choosing the “Full Time Fabulous” blogger.
WWD: What traits does Sunglass Hut’s new style blogger need to possess?
Rachel Bilson: It will be a person who is tech-savvy, fashion-forward, interested in travel and eager to leave their mark in the social media world. The Full Time Fabulous blogger will have their finger on the pulse of all things “current” — from fashion and accessories to pop culture, music, art and beyond. The prime candidate needs to be highly fluent in social media, relatable, confident, creative, outgoing, a great writer and, above all, sunglass-obsessed. We’re in need of someone who can go behind the scenes at some of the world’s most glamorous, high-profile events, mingle with A-list celebrities and designers and then be able to turn around and convey that experience to the rest of the world.
WWD: Do you Tweet, blog, Facebook, etc.?
R.B.: My main focus right now is my blog on the Sunglass Hut Web site, where I call out the latest trends and identify what I think are the strongest styles. I’ve also been trying my hand at video blogging and have had the amazing experience of interviewing style icons Tory Burch and Susie Bubble on camera for the site.
WWD: Why do you think social media has become such an integral part of the fashion industry?
R.B.: Social media allows people to be connected at all times. It allows you to live completely in the moment and stay current on culture, events, people, and all of the other pieces of the fashion puzzle. With the launch of this contest, our customers will be able to interactively engage with the brand by discussing the latest in fashion, style and accessories.
WWD: Do you think having a full-time style blogger will change the public perception and overall image of Sunglass Hut?
R.B.: I think that because the nature of the trend-blogger job and everything that goes along with it — a chic loft apartment in downtown New York, a clothing allowance, international travel, etc. — is so glamorous and impressive, the program will definitely serve to reinforce Sunglass Hut’s role as a fun, trend-setting brand. We’re also the first company to institute a program of this kind, so I think it really cements Sunglass Hut’s reputation as an innovator in the retail category.
WWD: What is your preferred social medium?
R.B.: Blogging — the videos and live chats make it a completely interactive experience and it’s a great opportunity for me to communicate with fans and shoppers over a shared passion.
WWD: BlackBerry or iPhone?
The latest social media updates from the fashion world:
@dkny: Why is it that when you pick up the phone & you hear a scary/weird voice, it’s ALWAYS a reporter that u do not want to hear from? You better not be talking about us.
Yikes. @ESCADAmericasPR: So close, yet so far. A dress I need for a W mag request is packed in 1 of 15 trunks downstairs. Le sigh.
Barney’s @JulieGilhart: Everyone is wearing leopard print in Milan. I might have to change to zebra stripes!
Net-a-Porter reached 100,000 “likes.”
BLOGS AND WEB SITES
InStyle and Saks Fifth Avenue’s first Foursquare promotion launched last week, and for the next several months, users can win free gifts just by checking in. This is how it works: Consumers who follow InStyle on Foursquare check in at Saks (see foursquare.com/instyle for participating locations) and they’ll receive the latest in styling and shopping tips from the magazine’s editors while they peruse the department store. If you check into at least two hotspots over the course of a month you’re eligible for a prize, which happens to be a Nars Pure Matte Lipstick (there are six shades to choose from) until Oct. 21. And to clarify, you can check into more than one “hot spot” during a single trip to Saks, exactly like a certain online editor might have done yesterday. For example, if you check into 10022-SHOE on the eighth floor because you wanted to have another look at those $1,635 Ann Demeulemeester wedges (I was just looking — I swear) and then you find yourself in the Women’s Contemporary hotspot (because you couldn’t decide between black or taupe in the Rag & Bone booties), this would qualify.
Alice by Temperley’s fashion blogger contest kicked off today, featuring Danica Lo from Racked, Casey Kettelson from StyledOn, Carol Han from Milk and Mode, Nadia Sarwar from FrouFrouu and Rebecca Roe from The Clothes Horse. Each had to style two looks from the brand — one daytime and one evening look — using pieces from the fall collection. But here’s the catch: it was mandatory that the daytime outfit include at least one military-inspired piece and the evening outfit something leather (naturally). All the outfits are on display at the Temperley London store in New York and on the collection’s blog at alicebytemperley.com/blog where users can vote for their favorite. A winner will be announced in each category and they get to take home the outfit they styled. The contest will run until Oct. 4 and all voters automatically get entered to win an Alice Aztec scarf and black minidress. Get your vote on.
TechnoMarine unveiled its new Web site earlier this month, which includes a “Design Your Own Watch” component that allows users to create the timepiece of their dreams, post it to the “TechnoMarine Wall” and even share it on the social medium of your choice. And users that sign up for an account can create a profile with a photo of themselves, their favorite product on the site, or anything they want to post. The brand tapped the New York-based e-Native for the redesign, and other features include the ability to view the entire collection, detailed how-to instructions (ranging from switching straps to setting the date and time on your timepiece), a choice of which and how much content you wish to view on the homepage and a much lighter and brighter welcome screen. Technomarine.com is also BlackBerry-, iPad- and iPhone- compatible. “Fun, user-friendly and up-to-the-minute were the key words that we focused on while creating this important new tool for brand development,” group chief executive officer Vincent Perriard told WWD. “We’re tuned into the changing landscape of the online world and are building a watch brand that embraces and responds to the mobile and social demands of our customers.” Stay tuned for e-commerce and a blog.
Milan might be winding down today, but Paris starts Tuesday and From the Front Row to You, a venture between nymag.com and Net-a-Porter, will chronicle the goings-ons of the best (we mean last) fashion week. All tweets, Facebook and Foursquare updates are aggregated into one of three tabs: the first is reserved for nymag.com and Net-a-porter, the second for a select group of fashion experts and the third is for the plebes (you just have to use the hashtag #pfw for your tweets to appear). Check it out at nymag.com/sponsor/fashionweek/netaporter.