There is no doubt that @OscarPRGirl is one of the top fashion Twitter accounts. I’ve been following it for over a year, and the account never fails to give me great dish about Oscar or other fashion “must-know” news. But today, Oscar De La Renta and his fashion empire scored more points in the fashion marketing world. ODLR live video-streamed its 2011 Holiday Resort collection on LiveStream, Facebook, and gave updates via Twitter. The brand also partnered with some websites and blogs to stream to their readers as well.
Its extremely exciting how fashion has been so quick to adapt to social media and its true value to connect consumers to brands. Oscar himself states in WWD, “Online media is increasingly influential in fashion…I think that this is where the real power of the Internet lies, allowing anyone anywhere to interact with your brand, shifting what has traditionally been kept private to the public space.”
Oscar did just that. I usually just flip through the slideshows on Style.com or NYMag, but today, I watched the live stream and then watched it again. I loved being able to see the clothes move and see what editors and buyers at the venue got to see. In addition to the live stream, ODLR took this opportunity to promote online sales.
For today only, any online purchase at OscarDeLaRenta.com could enter you to win a signed ODLR sketch from today’s 2010 Holiday Resort show. A great cross-promotion, Oscar De La Renta is soaking up online media’s opportunities and figuring out what the right mix of digital marketing is for his legacy.
Here’s the skinny on ODLR’s Holiday Resort show quickie campaign:
1) Usually only for editors and buyers, but makes it accessible to any fan and allows consumers to be in touch with the brand and feel like a part of it
2) Used multiple social media channels to promote fashion show and generate press
3) Offered special show day shopping “prize” incentive to help promote online sales
Oscar admits to WWD that they dont have its social media execution down to a “T”, but does know that they need to be in the space, participate, and engage with its fans via social media and other marketing and is willing to experiment till the brand gets its “right”. Well, Oscar peeps, you did good today. I would say you are headed in the right direction.