Juicy Couture Goes Digital
In order to promote Juicy Couture’s holiday collection, a digital short film will be shown on the company’s website. The film featuring Candice Swanepoel will be embedded with links to the featured apparel and accessories. The Terry Richardson directed film will premier November 15 and will be the central ideal around Juicy’s new digital and social media strategy.
The minute and a half video has Swanepoel lounging by the pool, meeting friends in the hallway, and attending a party at a hotel, meanwhile showcasing party dresses, foil brocade jeans, glittery trinkets, and the well-known, recently updated velour track suit. Since it premiers at the beginning of the holiday shopping season, Juicy is using the hashtag #givemewhatiwant to encourage customers to tag their holiday wish list as Christmas comes closer to appearing.
Macy’s Bonds with Millennials
Next year Macy’s plans on creating a closer relationship with the Millennial customer. Expanding in the spring, the popular department store will launch 13 new brands and expand on 10 other brands in order to pull in more shoppers between 13 and 30. This plan of expanding within the age group will continue over the next three years, with the spring being phase one.
Brands include men’s and women’s apparel, footwear and beauty, along with other sections, with exclusive brands offered and brands such as Marilyn Monroe, Keds apparel, Argyleculture, Blossom & Clover and G-Star Raw. The department store is aggressively pursuing these big shoppers through celebrity tie-ins, marketing through mobile and digital channels, and innovative visual merchandising which just a few of the things that will be used for the big push. This initiative also includes in-store shops featuring Made, a collaboration between New York Fashion Week and Milk, where a capsule collection will showcase emerging design talent.
InStyle Chooses Contributing Editor
Designer Rebecca Minkoff was just chosen to become the next contributing editor at InStyle magazine, where her first column will appear in the upcoming November issue. The column will be a monthly advice column, titled “Ask a Designer,” that will take place over the next six months. Other designers who have written for the column include Rachel Roy, Tory Burch and Marchesa’s Keren Craig and Georgina Chapman.
“The column is a great way to remind readers that isn’t just for the runway – it can be achieved by every woman for everyday life,” Minkoff said as she spoke excitedly about the position. For the November issue, the article includes tips to avoid looking trashy with when you have a slender body but are big on top. Minkoff suggested showing off the legs while pairing it with a loose-fitting open-neck T-shirt, for those who can’t wait for the issue to come out.
– Lindsay Grundy
Source: WWDSee the Top Ten Summer 2016 Trends for Women Over 40