Jay LeonardI always wanted to be a stylist more so a fashion consultant. So when I came across the Louis Philippe virtual dressing room, it got me excited. The men’s fashion brand from the house of Aditya Birla owned Madura Fashion & Lifestyle, has announced the launch of its Autumn Winter 2013 Collection yesterday and a cool initiative where you can be a stylist.
The launch is accompanied by an engaging campaign – ‘The Louis Philippe Dressing Room’ in the virtual world. The Dressing Room will give an experience of the new collection to its consumers, as an interactive app enables you to mix and match a variety of clothes and come up with your very own combination. The best part is that one got to dress up the most handsomely chiseled actor, Vidyut Jamwal through a live interaction!
Apart from being shortlisted by a style jury, these looks would also be put up for voting. A combination of the two factors would see four winners flown to Bangalore to be styled by a professional stylist and gifted a brand new wardrobe from the collection.
The Louis Philippe Dressing Room
Designed by digital agency, Jack in the Box, ‘The Louis Philippe Dressing Room’ is hosted on a website powered by social logins like Facebook and Twitter, in addition to an email login. Click on ‘Play now’ to begin.
Once you login, you are welcomed inside the Dressing Room. There’s a helpful tutorial that tells you how to go about it but the process is really simple; you don’t need much help. A closet contains the new Autumn/Winter 2013 collection using which you have to create stylish looks for the mannequin.
Click on the various pieces of clothing from shirts, trousers, blazers, ties, bags, shoes, jeans, etc. to view them on the mannequin. Once you like the combination you have created for the mannequin, fill up a text box describing the style and the occasion you’ve dressed up for. Click submit and you are done. Fortunately, you can submit multiple entries. I created each of formal, casual and semi-formal looks of my own using the collection.
Post submission, a new window invites you to share your entry on your Facebook or Twitter pages so you can garner as much votes as you can from your network. Additionally, there are ‘links to buy’ for each of the items in your style!
You can browse through the styles created by others on the ‘Gallery’ section and vote or share them. The most voted entries can be seen on the ‘Leaderboard’.
Social buzz for #DressingRoom
The Facebook and Twitter pages of Louis Philippe have been quite active in spreading about the launch. Prior to the launch, the Facebook page began a series of teasers on the cover photo and wall updates where the 593K fan base were geared up to become stylists. Soon the Facebook and Twitter pages encouraged users to visit the dressing room and create their own looks. Conversations were dominated by hashtags #DressingRoom and #PlayStylist.
Besides, the launch event was live streamed on the Louis Philippe website while Vidyut interacted and responded to all the tweets and messages in real time. The interactions were gratified by the brand with gift vouchers too.
If you were my stylist, what would you want me to wear? Watch the video http://t.co/iiEst8UdzW & reply to @lplouisphilippe with #PlayStylist
— Vidyut Jammwal (@VidyutJammwal) November 15, 2013
Win vouchers from Louis Philippe if @VidyutJammwal likes the colour decided by you. #PlayStylist#DressingRoom
— LP – Louis Philippe (@LPLouisPhilippe) November 15, 2013
Launches go digital
Digital is the future and one can see that in the launch of the Louis Philippe A/W13 collection. An online dressing room that enables consumers to experience the new collection and stand a chance to win it, is a good way to go about it. Besides, live streaming the launch event and providing incentives for social interactions with the actor, helps the brand bond better with the new generation of social-savvy style conscious youth.
The launch campaign is a clever one as it ties up with sales. Apart from enabling a consumer to experience the collection virtually, the Dressing Room also provides links to buy each of the items one has liked.
With the Louis Philippe Dressing Room, the brand has re-leveraged social to connect with its target group. Earlier the brand was on an online hunt for the country’s most stylish gentlemen through ‘The Style League, where six winners got the chance to be featured in GQ India.
I had a good time playing stylist, hope you have fun too. Let me know what you think about the Dressing Room.
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This article was written for Business 2 Community by Jay Leonard.
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