Elevated Everyday

Fashion brands roll out campaigns that celebrate consumers' self-expression

Implications - Though the fashion industry is known for its exclusivity and prestige, social media has made it more accessible than ever. Instead of resisting, fashion brands have openly embraced consumers' everyday style, elevating the regular consumer to the status of influencer through social media-led campaigns. This crowdsourced approach to style is not only more diverse, it also signifies a larger shift in cultural authority, from brand to consumer.
SCORE 5.9
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209,650 Total Clicks
Mar 15 - Sep 15
Warm
FashionMarketingSocial Media
Featured Examples
In-Store Selfie Contests - Joe Fresh Embraces Social Media to Focus on Word-of-Mouth Promotion
SCORE 7.2
Warm 11,330 Clicks Pub: Mar 17, 15
In-Store Selfie Contests
Joe Fresh Embraces Social Media to Focus on Word-of-Mouth Promotion
While people might be participating in the Joe Fresh selfie contest simply for the chance at winning a $1000 shopping spree, they will essentially be helping to promote the brand in a big way via... [More]
Social Stylemaker Campaigns - Lord & Taylor Had 50 Fashion Influencers on Instagram Model a Dress
SCORE 5.7
Warm 3,850 Clicks Pub: Apr 1, 15
Social Stylemaker Campaigns
Lord & Taylor Had 50 Fashion Influencers on Instagram Model a Dress
It’s normally a huge faux pas to be caught wearing the same article of clothing as someone else, but for an Instagram campaign leveraging fashion influencers, Lord & Taylor flipped this... [More]
Fashionable Instagram Campaigns - Banana Republic Teams Up with Hot Dudes Reading for a Cause
SCORE 5.8
Warm 3,764 Clicks Pub: Mar 26, 15
Fashionable Instagram Campaigns
Banana Republic Teams Up with Hot Dudes Reading for a Cause
Banana Republic has teamed up with the team behind Hot Dudes Reading for a clever Instagram campaign. It features models wearing pieces from the fashion retailer’s spring collection while... [More]
In-Store Instagram Displays - The New Macy's Location Features Millennial-Focused Tech Displays
SCORE 6.1
Warm 2,160 Clicks Pub: Sep 22, 15
In-Store Instagram Displays
The New Macy's Location Features Millennial-Focused Tech Displays
The newest Macy’s retail space is a millennial-focused fashion boutique that features massive displays of real-time Instagram feeds. These elements show consumers what other shoppers are buying.... [More]
Style-Sharing Fashion Platforms - J.C. Penney's JCPLookbook Campaign Celebrates Self Expression
SCORE 3.9
Mild 558 Clicks Pub: Jul 21, 15
Style-Sharing Fashion Platforms
J.C. Penney's JCPLookbook Campaign Celebrates Self Expression
After announcing its sponsorship of this year’s Academy Awards ceremony, J.C. Penney took to their social media channels during the broadcast to promote their JCPLookbook.com platform—a... [More]
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