Thursday, September 20, 2012

Eileen Fisher, Topshop Exploit Social Media in Bizlike Fashion

The mohair obmre-shaped cardigan and handloom dancing tassel scarf are from the Fall 2012 Eileen Fisher collection can be had at a special price. Photos courtesy of Eileen Fisher.

WHAT do Eileen Fisher’s Obmre Shaped Cardigan w/pin and TopShop’s Printed Panel Dress have to do with Facebook, Twitter and YouTube? And what of Bally's whole lifestyle? Quite a bit, actually.

Though Social Media is still so very new, it has become an invaluable communication tool – especially in business. And ever increasingly in the business of fashion as illustrated by the trio cited above.

Continuing its mission to empower women and girls, Eileen Fisher has conceived the “Creating Confidence Campaign” on Facebook ( Each person who posts a comment can select from 26 nonprofits, including Rosa the UK fund for women and girls ( and WomanSage(, that s/he wishes to receive a $5 donation from Eileen Fisher. Visitors are prompted by the phrase, Supporting women and girls is important to me because... So far, Katie McAfee succinctly sums up the main sentiment, “We need equality for all!.”

From the Eileen Fisher Fall 2012 collec.tion, a merino wool parka funnel-neck vest. Photo courtesy of Eileen Fisher.

Eileen Fisher is committed to donating up to a total of $10,000. As of this writing, an eyeball test of the meter set up on the Facebook page to track donations shows them around the $1,000 mark. The promotion runs through 10 Oct.

The Creating Confidence Campaign on Facebook was also conceived to generate interest in Eileen Fisher’s bi-annual philanthropic shopping event where consumers are offered discounts and refreshments while they shop the new collection. Commencing today in the UK and on Saturday in the United States and Canada, online shoppers ( and shoppers at select stores who spend at least 50USD will be given $25 off their purchase. That includes the cardigan. Each store will donate 10 percent of proceeds from sales to a local nonprofit dedicated to empowering women and girls.

Meanwhile, UK-based clothier, Topshop is still over the moon about the piece of history it made last week during its show at London Fashion Week.

Through the efforts of a village, the show was seen by more than 2 million people, the largest ever online audience to witness a livestreamed fashion show. Facebook and Twitter users could instantly share their favorites looks with friends and followers by using prefabricated phrases, “I am watching the Topshop Unique show” or “I just customized the Topshop Unique catwalk.” Elsewhere, media partners and bloggers had their own livestream going and were reaching out to their respective audiences.

During the frenzy, was clicked on by more than 120 countries and got a record-setting push from the United States. All of this activity was bullishly driving sales of Topshop lipstick and makeup, and the aforementioned panel dress reportedly sold out within an hour. (See video of the show above.)

That is the power of Social Media. On business and the business of fashion.

Visit to learn more about Topshop.

Meanwhile, Living Large, Bally Style (Via YouTube)

AN aerial view of the Swiss Alps comes into focus, then the scene switches to a luxury car making its way around winding mountain roads. The camera switches to the sky to reveal the chem trail from an airplane, then switches back to the road, then back to the sky. 

Overhead, an airplane flies by. Next, the placid scene of a lake flanked by mountains comes into view until the camera cuts away to reveal a kite aloft in the sky. 

Welcome to Bally Luxury Swiss Lifestyle. The company has created a short film to sell five items from its Fall 2012 collection. It is running on Bally's YouTube channel (See video above.)

The Drillor shoe from Bally is featured in an aspirational, interactive film on YouTube. Photo from Bally.

On the ground a car continues its trajectory as a plane has just landed on the tarmac. Visible from its window is a women’s handbag. Perhaps it is owned by the woman who steps out of the backseat of a chauffeur-driven car. Once her feet make contact with the ground, the camera pauses and a message appears showing the name of the shoe and an invitation to “SHOP NOW.” Click inside the box and up pops a page where accessible are the relevant details about the  “Hanovre Goatskin Pump.” In this story, the “keyword” is an object. 

Visitors not interested in the pump can click back from the page or wait for the video narrative to resume on the plane. Seconds later, a young man deplanes. He is carrying the calfskin “Beloco Bag.” The narrative continues until the last item for sale – the laser–cut, textured leather dark brown “Drillor Shoe” – does its star turn as the man wearing them makes his way to his swanky hotel room with spectacular views.

It’s all really very clever and cleverly designed to make one wistful for this lifestyle – and by extension – Bally wear.


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