With extensive experience in brand strategy and management, Patrick Guadagno constantly keeps an eye on innovations in the fashion industry. Mr. Guadagno has served in senior leadership positions at a number of distinguished companies, including roles as President and COO at Versace, President and CEO of Ittierre/IT USA, and President and COO of Calvin Klein Company. In the following, Patrick Guadagno highlights the recent use of location-based services like Foursquare in fashion marketing.
Over the last few years, the fashion industry has increasingly embraced the advent of social media and other cutting-edge technologies for marketing. One of the most interesting has been the use of the location-based service Foursquare, particularly during fashion events like New York Fashion Week. Foursquare allows users to “check in” digitally at locations using GPS-enabled phones. The site then tracks who checks in where, awarding badges and other incentives for users who check in particularly often or those who check in most frequently at a specific location.
Incentivized check-ins has allowed fashion companies to offer particularly dedicated fans specific rewards. The strategy has been successfully used by several companies, including Marc Jacobs and Jimmy Choo. During Fashion Week 2010, Marc Jacobs introduced its “Fashion Victim” badge, which was earned by people checking in at Marc by Marc Jacobs stores around the country. Four people who earned the badge in New York were randomly selected to win coveted tickets to the Marc Jacobs show. The strategy increased interest in the brand and brought many customers into stores, allowing people around the country to participate in the excitement in New York
In April 2010, the renowned shoe brand Jimmy Choo organized a treasure hunt around London through Foursquare. Women seeking a pair of the brand’s new trainers checked in at locations around the city. The first person to follow their progress and check in at the location earned the right to choose a pair of shoes in any style and size. The innovative campaigns connect the online and offline worlds, engaging customers and encouraging greater participation.