Women’s Wear Daily
04.18.2014
trends
trends

The Social Swirl

Accessories brands are aggressively embracing social media. And while all this love is great for brand-building, it's also proving healthy for sales.

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Fendi turned to Facebook for its most recent social-media initiative, when it collaborated in April with Bergdorf Goodman on a contest to design its Fendi 2Bag. Each partner developed tabs on their Facebook pages, encouraging cross-promotion between house and retailer, which have 274,700 and 119,200 “likes,” respectively. Bergdorf’s blog, Twitter and Tumblr also promoted the contest. It was a “fan-gated” event, so contestants had to “like” both pages to enter. Aspiring designers selected from a palette of colors to assign to components of the 2Bag, creating a digitized version. The contest saw nearly 1,300 entries (contestants were limited to one entry apiece) and 12,000 votes—and almost 40,000 users viewed the contest tabs.

 

The top five vote-getting bags were sent to Rome, where Fendi’s creative team picked a winner. The company is producing the chosen bag, which will be presented to its designer and available for sale at Bergdorf’s this fall. A selling price had not been determined by press time, but 2Bags on the retailer’s Web site range from $1,710 to $2,130.

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