As a retailer, Armani Exchange wanted to help define the public's daily personal style and motivate new fashion purchases. Leveraging Instagram, contributors including fashion bloggers, influencers and consumers were invited to use the #DressedFor hashtag to collaboratively help A|X create a user-generated style board reflecting an array of tastes and fashions. We compiled and featured submissions on AXDressedFor.com, a helpful style tool that is organized by secondary hashtags signifying events the consumer dressed for such as #wedding, #holidayparty, #work, #fall, offering inspiring looks for any occasion. We partnered with vendors that had personal style curation at their core to ignite and amplify the hashtag through their blogger and Instagram influencers. With Lookbook, Who What Wear, Mobile Media Lab and Hypebeast, we engaged their communities with challenges to create a “set" showcasing #DressedFor looks aligned with AX’s merchandising calendar. The #DressedFor initiative was designed around natural consumer interests and behaviors, including the search for inspiration, the growing use of mobile devices and social platforms that allow us to share what inspires us and motivates our purchase decisions. Supported by an ecosystem of social media, paid media and in-store promotions, Armani Exchange built an integrated platform around the brand in an authentic social environment that fuels fashion inspiration during the year’s most critical retail season. The contributors became part of the marketing mix, generating meaningful social content and experiencing moments of brief social fame. We drove 70+ curated looks with AX products while sparking a new “consideration" set of consumers. The hashtag launched with single-digit usage of #DressedFor, growing to more than 3,000 approved looks (not including the thousands of others that did not make the cut), and allowing the ecosystem of fashionistas to become part of the AX content machine. The hashtag reached over 17 MM on Instagram and garnered 12 MM likes while growing AX’s Instagram following by 250%. As part of the overall digital media ecosystem, #DressedFor contributed to bringing a new set of potential consumers and ultimately delivering a high return on investment to the overall campaign.
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