FallForUs

Aritzia uses social media star power to promote fall collection

Aritzia has enlisted some familiar faces to participate in a social media campaign that playfully showcases its fall collection.

Actresses Jamie Chung, Anna Camp, Greta Lee, singer Tinashe and blogger Chriselle Lim are among the females featured in the #FallForUs campaign that launched Wednesday on Instagram, Twitter, on the retailer’s website and online magazine. The women were all photographed wearing an item from the fall collection that they have “fallen for.”

When coming up with ideas for the fall campaign, Oliver Walsh, chief marketing officer at Aritzia, told Marketing that Instagram was a particularly good fit because it’s a tool that so many of its consumers use for style inspiration.

From there, the Aritzia team decided on a list of female influencers to highlight in the campaign. Walsh said they were looking for up and coming female talent across arts, culture and entertainment, which is a huge area of focus and commitment for the retailer. Each year since 2005, the Vancouver-based retailer has featured the work of an up-and-coming photographer on its bags as part of an initiative called “Artistic Licence.” The photographer’s work is also showcased online and in the retailer’s magazine.

As “friends” of the brand, the women featured in the new campaign weren’t compensated for appearing in the campaign.

Chriselle

Walsh, who started with the Canadian clothing boutique in November 2013, said he believes this to be the largest social media-based campaign that Aritzia has undertaken. But it’s not about the platform, he said. It’s about understanding consumer behaviour.

“It’s about understanding the customer and what she’s doing at that time and what we think is exciting about the product and thinking about ways in which we can use all of our channels to tell the important stories about our product and our brand,” he said.

Brands Articles

How food manufacturers can grow the frozen meal category

Mintel report finds consumers looking for fewer preservatives and artificial ingredients

Why Walmart thinks shoppers will buy into grocery pickup

Simon Rodrigue on how the retailer is trying to win time-strapped consumers

OPSEU campaign warns of drunk grocery shoppers

Public awareness campaign stems from concern around social safeguards

Pinterest moves into ecommerce with Buyable Pins

Shopping from the social service comes from partnership with Shopify

Mondelez introduces a skinnier, more ‘sophisticated’ Oreo

New cookies weren't designed to be twisted open or dunked, says company

Toronto waterfront neighbourhood gets a creative rebrand

Raw Design invites young creative Torontonians to herald City of Arts

Hershey spreads Reese brand into new market

Consumer demand pushes new product into competition with Nutella

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Douglas Coupland to create 3D artwork for Simons

National tour of retail locations will culminate in 2019 unveiling