Never before has a fashion brand exclusively streamed their fashion collection through Tumblr—until today. Club Monaco is an international lifestyle brand that designs fashion and accessories for men and women.
They offer customers must-have fashions and key wardrobe pieces that together are the foundation of a modern wardrobe. Headquartered in New York City's Chelsea Gallery district, Club Monaco operates over 140 points of distribution worldwide with flagships in the United States, Canada, Sweden, Hong Kong, and Shanghai.
The brand has teamed-up with Tumblr to launch the world's first interactive fashion lookbook. This bold initiative establishes Club Monaco as the first fashion company to evolve a traditional marketing tool into a visually-driven social media platform.
By enabling a dialogue with the brand, consumers will be able to see and share fashion looks months before they hit the stores. Launching on Tumblr, the lookbook features big-name bloggers in Club Monaco's Fall 1 Collection. To view the page visit: lookbook.clubmonaco.com.
"Tumblr allows us to take an industry standard press-room and redefine it as a social media outlet for consumers," says Ann Watson, vice president of marketing & communications, Club Monaco.
"This innovative, exciting collaboration is an industry game-changer because it gives editors direct access to seasonal assets that are downloadable and allows consumers to curate, and share Club Monaco fashions by downloading the fashion themed, Tumblr template. In effect, consumers can become their own editors and develop their own wide-scale fashion community thanks to the help of Club Monaco and Tumblr."
The Bloggers:
To drive the global conversation, Club Monaco opted to use social celebrities instead of traditional models in their fall campaign. Club Monaco will feature world-famous Tumblr bloggers as models in the lookbook—highlighting their social currency and celebrity status. Each of these cast members directly reflects at least one of the Club Monaco Culture Club Pillars—Fashion, Photography, Food, Music, Art, and Travel—that specifically articulate the brand's lifestyle. Justin Chung , a renowned Tumblr user and photographer, shot the campaign.
The Platform:
With more than 100 million blogs, Tumblr is the perfect brand partner for Club Monaco given the platform's enormous, global reach of nearly 50 billion posts. Club Monaco has already had success on Tumblr:
The Culture Club blog, which is a digital inspiration platform that was created organically through the collective spirit of the people behind the Club Monaco brand, offers a glimpse into the brand's lifestyle and how they curate the world of culture. The blog's motto "Get Inspired By What Inspires Us," has sparked global conversations on food, art, fashion, photography, music, and travel and has already amassed more than 200,000 followers."It was a strategic decision to expand Club Monaco's presence on Tumblr, as both companies already have an established and engaged social community," noted Watson. "As the first online social experience rooted in creation and curation, Tumblr's DNA is about connecting users via creative content.
"The new Club Monaco Lookbook on Tumblr provides the consumer with an interactive, engaging, brand experience. With this launch, we are taking our social experience for the consumer one step further."
"Club Monaco has consistently produced one of most visually stunning fashion Tumblrs in the world. And it was also one of the first to invite some of the best Tumblr users on our platform to contribute content to their brand's blog.
"I couldn't be more excited about their love for the community; our creators have now reached new heights with this lookbook, says Valentine Uhovski, fashion evangelist at Tumblr. "It's so cool that Club Monaco wants to celebrate Tumblr stars with the launch of this seasonal lookbook. They truly understand the social landscape and importance of Tumblr creators within it."
"With the line between traditional press and consumer press blurring, thanks to social media, we feel the social lookbook is reflection of this trend; and respectful of the social media outlets that drive so much interest in our brand story," noted Watson.
The Consumer as Fashion Editor:
Tumblr's popular "Theme Garden" is where consumers are able to choose the look and feel of their own blog. Today. Club Monaco is launching their own fashion-focused Theme.
Consumers can now build & customize their own lookbook blog by downloading the Club Monaco template for free, this allows consumers to curate and create their own fashion blogs with a professional layout and landscape directly from a fashion retailer.
And, once the fashions hit stores, consumers who visit the lookbook on Tumblr can click on each look and be directed to the Club Monaco website to purchase.
About Club Monaco
Club Monaco is a dynamic, international retail concept that designs, manufactures, and markets its own men's, women's, and accessory collections. Each season, Club Monaco offers customers the must-have fashion and key wardrobe pieces that together are the foundation of a modern wardrobe.
Headquartered in New York City's Chelsea Gallery district, Club Monaco operates over 140 points of distribution worldwide with flagships in the United States, Canada, Hong Kong, Seoul, Beijing, and Macau. Club Monaco will continue to open new stores in key cities, catering to the international fashion consumer.
