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Armani Exchange wants to know...

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What are you #DressedFor ?

Armani Exchange wants to know...

 

Armani Exchange has launched #DressedFor, an innovative online style portfolio that allows consumers to share what they are #DressedFor and to become the fabric of a new social media and marketing effort.
 
Working with Kirshenbaum Bond Senecal + Partners, The Media Kitchen and Spies & Assassins units, Armani Exchange has designed an innovative social media campaign built on the insight that most fashion decisions boil down to one question: “What am I dressed for?” This question is what leads us to define our personal style and motivates new fashion purchases.
 
The #DressedFor campaign channels the growing tendency of trendsetters to use Facebook, Twitter, Instagram and Pinterest to broadcast their personal style. Contributors ranging from models to fashion bloggers and influencers, to everyday consumers are invited to use the #DressedFor hashtag to collaboratively create a user-generated style board representing an array of looks for an endless variety of #dressedfor occasions.  The end result is a searchable social platform where users can express, inspire and be inspired by others.
 
Beginning this week, consumers can submit style photos via Instagram using the #DressedFor hashtag. Their submissions will be compiled and featured on the AXDressedFor.com feed which can be organized and searched by secondary hashtags indicating what the consumer dressed for (e.g., #wedding, #holidayparty, #work, #winter). In addition, Armani Exchange will curate and feature contributors top looks on the website and their social media channels.
 
Operated by an in-house cross-functional team, this initiative is an evolution of the Armani Exchange marketing message, linked to strategic goals and integrated with other marketing communications. #DressedFor was designed around natural consumer interests and behaviors, including the search for inspiration and the growing use of mobile devices and social platforms to share what inspires us and motivates our purchase decisions. #DressedFor will build an integrated platform around the Armani Exchange brand in an authentic social environment that fuels fashion inspiration around the year’s most critical retail season.
 
Viewers and contributors can access the micro site through all devices (desktop, mobile, tablets) and shop Armani Exchange products and highlighted looks on the #DressedFor hub through direct links to armaniexchange.com.
 
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Categories: Clothing and Fashion, Day Wear

lbbonline.com, Fri, 30 Nov 2012 16:57:22 GMT