I came across this post on The Cyle. Its neat that a fashion designer has taken social media by the reins. And, it speaks volumes that we are starting to see the fashion sector dip into social technology. They are breaking away from traditional methods of publicity and identifying new ways to connect key influencers – I’m curious to see the e-Commerce site when it launches and follow this campaign online….
Designer Yansi Fugel has taken on the identity of a fashion editor named Ella Branford. The character is one of three fictional avatars created as a digital tactic to promote her new travel line, Travel Jersey. In September, the avatars, including the editor, a widower, and a zoologist, will provide information on the line’s different pieces and looks, as well as a travel itinerary, as inspired by the avatars’ destinations.
Fugel will introduce the fantasy avatar and travel itinerary concept first in her pre-design line sheets and then live on a new e-commerce site slated to launch in February. She hopes the site will allow for cross-marketing opportunities with the businesses listed in the avatars’ travel itineraries. Currently, Fugel’s internal PR team is conducting media outreach for the concept, participating in the trade show Expose, and showing five washable looks in the Tide-sponsored Style 360 fashion show.
Thanks to you
By: NewssyLee on September 5, 2008
at 11:14 am