Lord & Taylor’s latest campaign will have you seeing double… or 50 times to be more exact.
Last weekend, Lord & Taylor debuted its handkerchief paisley dress from its new Design Lab collection. The dress didn’t debut on Lord & Taylor’s Instagram feed though. It showed up on the feeds of 50 influential fashion bloggers that were hand-selected to help with the announcement.
I am a regular user of Instagram. Something about the easy, image-focused format makes the app so addicting! Personally, I love using the app for inspirations on photography, quotes, news and of course, fashion. In the world of fashion blogging, what sets each fashion blogger apart from others is their own sense of individual style. So imagine my surprise when I saw several bloggers wearing the same paisley handkerchief dress from Lord and Taylor on my feed!
After a little digging around, I realized it was a concerted effort by Lord & Taylor to get the word out on their new Design Lab Collection. The company had selected each of the bloggers for their unique sense of style and of course, their fan base! Each of the bloggers selected had sizeable follower counts – anywhere from 50,000 to 1.4 million followers.
This got me excited about #thedress (haha) but even more so, about the marketing! In taking this unprecedented move, Lord & Taylor had found the perfect way to reach their target market of 18 – 35 year old fashion conscious women, bringing exposure to the brand in a bold, new way. Whatever your perception of the brand was (or lack of, in a lot of cases, I bet!), Lord & Taylor had successfully attached itself to some of today’s most respected and followed fashion bloggers in America. This must have injected some new energy into a brand that has been around since the 1800’s!
I read through some of the comments on the paisley dress photos. Some followers were genuinely interested in the dress. Others were not so amused – there were a few people who expressed disappointment that their favourite bloggers had ‘sold out’ and received compensation for a a very sponsored post. But overall, the way I see it – Lord & Taylor is ready to fight for this coveted consumer market and it has entered into the fight in a very bold way! So far the strategy seems to be working, as the sold out within a week!
This has been an interesting campaign to follow! Does this affect the way followers consume these blogger’s editorial content? Will they be more leery now to these fashion ‘collaborations’? or has it been a mutually beneficial exercise for the bloggers and the brand?