digital
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Social Studies: 9/3/10

Stuart Weitzman redesigns site, Lustr partners with FNO, Coach's Twitter goes local and Alice + Olivia's fashion week contest.

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STUART WEITZMAN’S SITE, NEW AND IMPROVED: The footwear label’s Web site has a new look. Unveiled just over a week ago, stuartweitzman.com now boasts editorialized content and an edited selection of shoes. There’s a short film welcoming consumers on the homepage, the option of viewing shoes on a styled model from the waist down, larger images and the ability to navigate in a 360-degree circle so you can see the shoe at every angle. “We reduced the amount of styles on the site by 75 percent. There were too many shoes before and we weren’t telling the consumer a story. It was just a lot of great shoes,” Wayne Kulkin, president of Stuart Weitzman, told WWD. As for the newly editorialized components of the site, there’s a “Boutique,” housing five “statements” that the brand wants to highlight right now (animal, military, fur, extreme platform and quilting) in a photo-driven, collage format. “The Now Factor” also lives within the Boutique section and includes top picks for the season and styling tips on how to wear them. “We’re showing it from our perspective and what the fashion surprises for the season are. This will be updated on a monthly basis as trends emerge," Kulkin said.

LUSTR PARTNERS WITH FNO: The two-month-old location-based mobile app is working with Fashion’s Night Out to provide shoppers with up-to-the-minute event updates about designers and retailers. Users will have mobile access to information for the more than 1,000 companies, stores, brands and designers partaking in FNO, including a branded, all-inclusive guide that allows shoppers to search by both designer and product category. Users can plan their evening’s itinerary in advance by “tagging” their favorite stores and the events that they wish to attend, as well as “check-in” once they arrive, using the app to share their location and event details via Facebook, Twitter and FourSquare. In addition to teaming up with FNO, Lustr already boasts retail partnerships with major players in the fashion industry such as Diane von Furstenberg, J. Mendel, Jimmy Choo, Tory Burch, Judith Ripka, Henri Bendel and Freeze 24/7.

The latest social media updates from the fashion world:

TWITTER

Victoria Beckham joined Twitter Wednesday and she already has over 60,000 followers. Her first tweet: @vbfashionweek: Airport is my runway!!!

@OscarPRGirl reaches 13,000 followers.

@danistahl: Big shirt. Tight pants. You just described my outfit everyday. Amen.

The Wall Street Journal’s Christina Binkley needs comfortable shoes for fashion week. Does that even exist? @BinkleyOnStyle: I need shoes for #NYFW that I can actually walk in. Details, details.


FACEBOOK


Alice + Olivia is giving its 1,670 “likes” and 1,698 Twitter followers the chance to win two tickets to its spring 2011 runway show September 14. One follower from each social medium will be chosen at random. E-mail come2fashionween@aliceandolivia.com to enter.

In an attempt to further engage its “likes” before fashion week kicks off, Tracy Reese will launch customized Facebook tabs, incorporating her three brands’ Tracy Reese, Plenty by Tracy Reese and Frock. Fan of the Month allows fans to submit photos of themselves wearing the brand, and one winner will be selected a month and receive 15 percent off any purchase on tracyreese.com. Who’s Loving Tracy Today will showcase celebrities in the brand and Tracy’s Top 10 will feature the designer’s must-haves of the moment. And for new users who “like” the brand’s Facebook page, there’s a chance to win two tickets to Tracy Reese’s spring 2011 runway show (and meet the designer backstage) on September 13.

Perry Ellis will live-stream its spring 2011 runway show on Facebook and perryellis.com on September 13 at 7 p.m. with 20 minutes of pre-show footage. “Likes” will also be able to give the brand feedback in real time, and can rate each look as it comes down the runway.


BLOGS AND WEB SITES

COACH’S TWITTER GOES LOCAL: Coach wants to get even more in touch with its consumers, and in an attempt to do so, it’s created Twitter accounts for individual retail outlets, beginning with the men’s and women’s stores on Bleecker Street in New York City. The brand wants to give a voice to its stores and foster a dialogue between employee and customers, and managers from each store have begun tweeting under the handles @CoachBlkrWomen and @CoachBlkrMen. To celebrate the new initiative, the brand hosted a Tweet-Up on Tuesday, and bloggers from Refinery 29, Urban Daddy and Nitrolicious tweeted up a storm about the fall collection using the hashtag #CoachTweetUp.

Shopbop fashion director Kate Ciepluch penned a post about her must-have items for “The Complete Fall Wardrobe” on Shoptalk, the company’s blog. Her picks included a Loeffler Randall coat, a Lauren Merkin clutch, a Leyendecker cape and a Geren Ford skirt. She added that if you want to splurge on one item this fall, it should definitely be a shearling aviator jacket or a classic nude pointed-toe pump – but blogging was what she really wanted to talk about. “It's not just about shopping — it’s a place for us to expand our culture online,” Ciepluch told WWD. “Blogs are another way to speak to customers. Shoptalk gives us a place to post designer interviews, street style and other newsy content. Like Facebook and Twitter, the blog is a great opportunity to engage our customer in conversation, to get to know her.” Check it out at shopbop.com/blog.

Firstcomesfashion.com
will have live-streams of the following spring 2011 runway shows: Rebecca Taylor: September 12, 2 p.m. Tracy Reese: September 13, 1 p.m. Milly: September 15, 3 p.m.

 

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