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Get 'em where they chat.
Fashion knows that access to legions of potential customers relatively quickly is through social networks. Accessories brands are aggressively pursuing this strategy — many recently launched digital initiatives designed to build awareness, gain more followers and foster a dialogue with them on various social media sites. And while all this love is great for brand-building, it's also proving healthy for sales.
Coach has long had a firm hold on the digital world, and was one of the first accessories companies to enlist bloggers to design and star in its ad campaigns. Since 2009, the brand has mounted eight blogger-centric programs. Its monthly Guest Blogger feature, launched last October on coach.com, has been the most successful, according to David Duplantis, Coach’s senior vice president of global Web and digital media.
“The Guest Blogger really shows how much we value this community,” he says. “We feel it’s important to spotlight the established bloggers that support us…and introduce new bloggers to the Coach audience. Bloggers bring our product to life and complete the story.” Participants include Meaghan Mahoney Dusil of Purse Blog, Lindsey Calla of Saucy Glossie, Keiko Groves of Keiko Lynn and Christine Cameron of My Style Pill. Each post gets an average of 1,000 Facebook “likes” on Coach’s fan page (currently at 2.16 million “likes”), and 200,000 of the brand’s customers receive guest blogger e-mails each month. Duplantis says visitors to the coach.com guest blogger page purchase more product featured in the posts than those who are on the site but don’t visit the blogger page. Coach will launch its ninth blogger program coinciding with Fashion’s Night Out in September.
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