Spring 2013 videoThe Vault will be the only place where the brand posts design sketches and limited-edition and one-of-a-kind items are available for purchase.Brian Atwood decided to give access to The Vault to 50 consumers after hearing interest from brand enthusiasts.The label opened the Vault for the first time to the public this month and will refresh the content to correspond to brand happenings.“We want people to feel like they are a part of the brand in a very special way and The Vault experience is a way of creating conversation and interaction at a higher level,” Ms. Rapawy said.
Members only Rather than taking the all-access approach, some fashion marketers are limiting the number of consumers who can participate in campaigns.For instance, Prada-owned Miu Miu feted its brand lifestyle through a private members club called The Miu-Miu-London that opened for a three-day stint.The Miu-Miu-London was open Nov. 27-29 at the Café Royal on Regent Street, London. Miu Miu teased the experience beyond the walls of the venue through a digital campaign that gave a look at the goings-on of the club (
see story).In addition, British accessories brand Anya Hindmarch pointed out its relationships with key influencers via a multichannel campaign called Anyagrams.The brand incorporated the theme into its London Fashion Week presentation with personalized nicknames and gifts for attendees. But it let consumers get involved through the Anyagram Generator, a digital tool that produces fashion-themed nicknames (
see story).Brian Atwood’s latest effort targeted brand enthusiasts and shared with them another dimension of the life of the designer.“We are continuously looking for contextual engagement with the Brian Atwood woman and being part of her luxe life,” Ms. Rapawy said.“Our campaigns are geared towards creating content and experiences that transcend product alone and are synergistic with this sensibility.”
Final Take Tricia Carr, editorial assistant on Luxury Daily, New York