With our women’s wear brand SpencerClothing I’m trying a little social media experiment. Every season at our photo-shoot we invite journalists and bloggers to witness the unveiling of our next seasons collection and those that attend get to choose which garments they like and have their name put on the garment label. This season we are going one step further, we are asking our Twitter followers and fans of the brand to submit their Twitter name to be associated with each garment.
If you look up #SpencerSS14 in Twitter you will find a number of conversations around our naming project. We have the support of some big names who are delighted to be involved but also fashion bloggers, students as well as existing customers. There is an explanation about the request on the SpencerClothing blog.
Our photo-shoot takes place tomorrow Monday 8th July in Edinburgh (Studio 128) and from that moment each style will be named. We create both product shots for our client websites and our own http://spencerclothing.com as well as editorial or Hero shots for marketing collateral, as above. When the shots have been chosen and cleaned up each person that has submitted their Twitter name to be included will be sent a tweet with a shot of their piece.
The experimental part of the “Naming Project”
We assign the garment to the name – our choice. We have to hope that they like our choice. Also this collection is for Spring Summer 2014 – that means that the garments will not hit the shop floor (our retailers) until January next year – as we all know social media is reactive, instant – will our interested Tweeters still be fans?
The other element that must be considered – because there is a Twitter name on the garment label there is a chance that customers around the world (we sell in not just UK but Moscow, St Petersburg…) will get in touch to say hello to that person – or at least follow them to find out more about their life and why they were chosen…
A long term process that should provide an interesting case study; we’ll keep you posted.