Objective: Alberta Ferretti partnered with Stardoll, a virtual fashion network (stardoll.com) aimed at 9- to 17-year-olds, to launch a virtual promotional boutique. Designed like the store in New York City, it highlights real items for sale from Ferretti's Philosophy collection. Annelise Peterson, director of PR at Alberta Ferretti, explained that the brand is trying to reach a younger demographic and drive that consumer to the retail outlets. “[We thought], ‘How can fashion reach the next generation... of young individuals who [are using] the iPhone, Skyping, and living in virtual worlds?'” she said.
Idea: As with most boutiques on the site, users can virtually purchase items from Philosophy with virtual currency, interact with other users, and try on outfits. Matt Palmer, EVP and GM at Stardoll, said Ferretti's team had a “distinct point of view to reach our audience and bring her brand to the virtual world.” For this partnership, the team tapped actress Zelda Williams as the model for a virtual brand ambassador within the boutique. “We're taking the idea of having a celebrity wear your clothes to a whole new level in the cyber world,” Peterson said.
Tools: Alberta Ferretti's internal PR team is working with Stardoll's AOR, The Morris and King Company, on media outreach to US-based media outlets, including Style.com, Women's Wear Daily, and The Wall Street Journal, among others. Also, Ferretti herself serves as a virtual promotional tool, using the site and interacting with other users. The boutique also links to the Alberta Ferretti site, which lists retail locations.
Measurement: The team will measure success by virtual sales, discussion on the site, and actual sales.
Company: Alberta Ferretti and Stardoll
Campaign: Philosophy-Stardoll partnership
PR Team: Alberta Ferretti (in-house) and The Morris and King Company (for Stardoll)
Launch: November 26