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MYNY: Coach Enlists Fashion Bloggers For The Poppy Collection
Submitted by Admin on 07/01/2010 – 4:51 PM3 Comments
Coach is promoting its Poppy Collection — an affordable line of shoes, handbags, accessories and apparel that’s aimed at younger audiences– through the help of 15 chic fashion bloggers in New York City.
Made popular through blogs like The Sartorialist, online audiences are used to seeing fashionable street style shots in New York City. Capitalizing on this link between location and fashion, Coach picked 15 New York City area fashion bloggers and took pictures of the bloggers posing with items from the Poppy Collection. The bloggers also dish out how New York City’s vibrant atmosphere has influenced their style.
The 15 fashion bloggers picked for the campaign are Chantal Van Der Meijden (cocorosa), Gemma Rowlands (fade to black), Shae Acopian Detar (Everything Style), Keiko Lynn (Keiko Lynn), Arabelle Sicardi (Fashion Pirates), Arielle Nachmani (Something Navy), Katy Atlas (Sugarlaws), Kimmie Smith (Kitten Lounge), Li Dan (UnoCosa), Claire Geist (Faboo), Christina Caradona (Trop Rouge), Rebecca Lien (Fashion Infusion), Nickie Schaad (wildasamink), Roxy Socarras (Roxy Starr) and Danielle Romano (Dolce and Daniella).
In promoting the Poppy Collection through fashion bloggers and New York City, Coach seems to be trying to align its brand with the fashion forward and cutting edge styles found in online communities. Coach also seems to be branching out from its classic bags through the Poppy Collection — selling leather motorcycle jackets, sparkly jewelry and sequined bags in addition to items with a more traditional look.
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[...] This post was mentioned on Twitter by SenseOFashion. SenseOFashion said: Coach Enlists Fashion Bloggers For The Poppy Collection http://bit.ly/coXXZk [...]
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[...] target audience online and involves not only online influentials, but up-and-coming voices. From Coach’s collaboration with NYC fashion bloggers to the launch of the Poppy Project, through March when they took the search to Twitter via [...]
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Interesting. How are consumers reacting? Since the bloggers are not designers has there been positive or negative sentiment around this new line? Cool how the community influenced this line – good crowdsourcing in a way.
I found it interesting to. Consumers may like the fact that they aren't models, but can appeal to the chance that every day looking girls can dress up the looks and act like them – its not aspirational or high end but real and accessible as the girls demonstrate!
I agree Ralia, the new “real girl” look as opposed to obvious model looks and limbs is what appeals to me, and seems to be the way adverts are going (sorry real models) all these girls look like I would see them either downtown uptown- super hip and trendy and if they could do a decent job doing it so could I. They aren't trying to look like models – or maybe that they just can't – but that doesn't mean they like the rest of us can't look uber uber cool. I like that they range in age from young to mid thirties looking.