Club Monaco launches a ‘social lookbook’

By

Florent Gilles

Published
May 20, 2013

This Wednesday, Club Monaco launched a ‘social lookbook’ campaign on its Tumblr site, featuring a selection of well-known faces from the Blogosphere. The campaign features eight personalities, each of which were shot wearing Club Monaco looks on the streets of New York by photographer Justin Chung, another Blog-school graduate.

Amongst the international cast are French blogger Betty Autier and half-French, half-Britsh Camille Charrière. So what does this say for the American brand’s retail development in Europe? “We are a global brand and wish to connect with all those that influence us,” says Ann Watson, head of marketing and communications at Club Monaco. “The United Kingdom and France are key markets for us, but it is essential to connect with consumers the world over.”

As part of the campaign, in-stores shoppers will be encouraged to connect with the brand via its e-commerce site.

Ever awakening to the impact bloggers can have on business, the brand – part of the Ralph Lauren group – had already lead a collaboration with Tommy Ton of Jak & Jil to create a collection of leather bags and last season worked with Betty Autier from Le Blog de Betty. This digital concept, replacing traditional lookbooks, is hoping to draw in online interest in the brand ahead of the launch of the collection in July.

Each of the bloggers featured in the campaign will have a chance to contribute content to the Club Monaco Tumblr page. The brand, however, refutes the term ‘product placement’ claiming that they have not asked any of the bloggers to post content on their respective blogs.