This week, Club Monaco, the Ralph Lauren-owned fashion brand, released its fall lookbook onto Tumblr, and, instead of using models from the traditional fashion world, chose prominent fashion bloggers to model the looks. The book features popular bloggers such as Julie Sarinana from Sincerely Jules, Betty Autier from Le Blog De Betty and George Lewis Jr. of Twin Shadow all dressed in the brand’s colorful 1960s-inspired fall outfits.
“I think it’s great that Club Monaco is trying to push the social media boundaries, and I think they are doing it in a really creative and attainable way,” states blogger Julie Sarinana in an interview with Elle magazine. “Their audience can literally take the images right from the lookbook site and Pin, post on Tumblr, and Facebook them. It allows the whole lookbook to go viral, which I think is really cool.”
While Club Monaco is the first fashion brand to utilize Tumblr for its lookbook, it does follow the recent trend of major fashion companies turning to social media to better connect with a young online audience. Just recently Vogue released online videos of panels with major designers such as Victoria Beckham from the 2013 Vogue Festival, and back in February, IMG Fashion and Rightster set up a live stream of all the New York Fashion Week events. Placing their lookbook on Tumblr was a bold and incredibly smart move by Club Monaco because the images on their lookbook can now be easily shared and reposted across the web.
But the biggest selling point isn’t that the brand is suddenly using Tumblr — which doesn’t make their prices any cheaper– but that the brand is including bloggers from the online fashion community in the book. Popular fashion blogs are often not just solely about clothes but are filled with posts about the bloggers’ travels, their daily routine, their relationships, and sometimes, intimate details about their lifes’ struggles. This kind of intimacy shared between writer and reader develops a trusting relationship so that when a blogger states, “I stand behind the great clothes of Club Monaco,” readers don’t miss a beat before cruising over to Club Monaco’s online store to check out their fall line.
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