In this post  a few weeks ago, we described how Online Fashion Websites such as Gilt, RueLaLa, Fashion & You etc market themselves. Tie-ups with celebrities, TV shows and events was one of the tactics we described :

Most such sites have tied up with certain designers, celebrities, stores, fashion magazines and blogs, TV shows and events. …… Sites also have tie-ups with TV shows like ‘LaunchMyLine’ – a show that encourages new talent in fashion designing, and with Film Festivals and fashion events, for instance, ‘Fashion and You’ partnered with Lakme Fashion Week as their official online partners.

Here’s another hot off the press example of tie-ups with events that we read about in WSJ  :

“People are turning to each other and social media for context,” said David Scacco, chief revenue officer at MyLikes Inc., a social-media advertising company that brokered an Oscars campaign for “flash sale” fashion site Gilt Groupe. “You want to be part of that conversation, not on the periphery.”

For the Oscars, Gilt Groupe is enlisting celebrities such as Khloe and Kourtney Kardashian and fashion bloggers to comment about red-carpet looks.

Starting Friday and lasting through the Academy Awards broadcast Sunday, celebrities and influential bloggers will post fashion-related messages, such as “Which fashion designer will be the big winner on Hollywood’s big night? Make your pick and see what everyone thinks.”

People who click on a link in the message will land on a Gilt Groupe site where they can vote for their favorite designer and check out a red-carpet sale.

You can read the entire article here.

A word of caution : As with all social media, metrics to measure results – such as engagement with consumers – are still evolving.

As the same WSJ article mentions :

Ad executives say the foray into real-time marketing during live events remains early and they’re still figuring out the right way to interact with consumers and measure the results. Says J.C. Penney’s Mr. Boylson: “We haven’t quite cracked the code yet.”


The Escape Velocity Team