The marketing campaign will be promoting the Spring 2013 Collection, starring 4 Fashion It Girls of the moment, named the 'She's the Bop' girls. She's the Bop is an extension of the Shoptalk Blog feature of the same name.
All of the She's the Bop girls have different styles, and I want to introduce the idea of different ways to style the merchandise on Shopbop.com with people any girl can relate to, whether she has gothic style or is preppy.
All of the She's the Bop girls have different styles, and I want to introduce the idea of different ways to style the merchandise on Shopbop.com with people any girl can relate to, whether she has gothic style or is preppy.
I want to use Fashion It Girls because, like Shopbop's customers, they don't look like they've stepped out of the pages of Vogue. Yet they can influence what we wear and how we wear it as much as any trendsetting designer.
Fearne Cotton: High/Low Fashion
Fearne Cotton is a radio and TV host, best known across the pond for her segment on BBC Radio 1. Her unique style ranges from ’70s-style floppy hats and headscarves to sharp suits with bow ties. Mixing high end with high street, Cotton always looks kind of perfect.
Zani Gugelmann: Urban Chic
Whether its Christian Louboutin motorcycle boots and black skinny jeans on the street, or a sweeping floor length gown worn with a leather jacket at night, Zani Gugelmann’s style is the epitome of urban chic. She’s a staple on the New York City social circuit and her jewelry line, Filigrana by Zani, is a celeb favorite.
Cara Delevingne: Girly Tomboy
Delevingne follows in her older sister Poppy’s It-girl footsteps. With just one pre-fall show and a gig for UK brand ASOS under her belt, the 19 year old snagged the latest Burberry campaign.
Abigail Spencer: Feminine Geek
Known for her role as Suzanne Farrell on Mad Men, Spencer has taken the red carpets by storm lately by pairing thick-rimmed geek glasses with feminine dresses. All too often when actresses take wardrobe risks, the results are less than chic, but this one’s got it right.
Ferne, Zani, Cara, and Abigail will meet with Shopbop's team of stylists and choose five of her favorite looks offered on the site. The stylists would then hold a photoshoot, and collaborate with the girls to create a lookbook featuring their top five items. This lookbook will then be featured on ShopTalk, Twitter, Facebook, Instagram, Pinterest, and YouTube. The lookbook should also follow a marketing strategy outside Shopbop, such as appearing in Vogue, Instyle, the NYT, NYMag, and other top women's fashion blogs.
In addition to the 5 looks, the four fabulous fashionistas will curate all of their top wardrobe picks for the e-tailer, which will appear under each item. They will deliver style picks and tips to shoppers, sharing information through how-to videos and more.
The She's the Bop girls will go on a cross country tour to share the new collection with cities across the U.S. Shoppers who pop by the Bop Airstream RV in their city will receive exclusive in-person discounts and get access to style tips from the She's the Bop girls.
Delevingne follows in her older sister Poppy’s It-girl footsteps. With just one pre-fall show and a gig for UK brand ASOS under her belt, the 19 year old snagged the latest Burberry campaign.
Abigail Spencer: Feminine Geek
Known for her role as Suzanne Farrell on Mad Men, Spencer has taken the red carpets by storm lately by pairing thick-rimmed geek glasses with feminine dresses. All too often when actresses take wardrobe risks, the results are less than chic, but this one’s got it right.
Ferne, Zani, Cara, and Abigail will meet with Shopbop's team of stylists and choose five of her favorite looks offered on the site. The stylists would then hold a photoshoot, and collaborate with the girls to create a lookbook featuring their top five items. This lookbook will then be featured on ShopTalk, Twitter, Facebook, Instagram, Pinterest, and YouTube. The lookbook should also follow a marketing strategy outside Shopbop, such as appearing in Vogue, Instyle, the NYT, NYMag, and other top women's fashion blogs.
In addition to the 5 looks, the four fabulous fashionistas will curate all of their top wardrobe picks for the e-tailer, which will appear under each item. They will deliver style picks and tips to shoppers, sharing information through how-to videos and more.
The She's the Bop girls will go on a cross country tour to share the new collection with cities across the U.S. Shoppers who pop by the Bop Airstream RV in their city will receive exclusive in-person discounts and get access to style tips from the She's the Bop girls.
