Tag Archives: Oscar de la Renta

Is Your Fashion Brand on Instagram?

With so many mobile applications and social networks available, it can often become a daunting task to decipher which platforms are best for your brand. Factoring in time, resources, and manpower, we have to carefully pick and choose where our brands can be socially participating to the fullest potential. It’s no surprise that Instagram has become the fastest growing mobile application recently. The easy to share functions, photo filters, and the strength of an intimate community makes Instagram an attractive social platform, where fashion brands can easily establish themselves as authorities.

Whether fashion or luxury brand, we must not forget that we are still content producers on our social networks. Instagram’s share functions allow users to snap a photo from their mobile device and add an attractive filter (to give photos that instant cool factor) with the ability to share on Twitter, Facebook, Flickr, Tumblr, Posterous and Foursquare. Fashion houses on Instagram, like Oscar de la Renta, have done a superb job at not only sharing behind the scenes photos, but also displaying them on their other social networks like Twitter and Tumblr. This gives audiences welcoming access into the brand with just the swipe of a button.

Much like the micro-blogging platform of Tumblr, the allure of Instagram is heavily based on the distributing of visuals. Fans of fashion are visual people that are constantly looking for that conspicuous stimulation to take them outside of their daily lives and into the fantasy of glamour and luxury. Instagram gives us the space to share the small, intimate moments in our routines in a new, creative way. Kate Spade invites audiences into their world with photos of favorite New York City sightings, venues and restaurants. Using Instagram’s geo-tagging function, by citing the location in which the photos are taken, Kate Spade automatically becomes a reputable source of things to do and see in NYC.

Does your brand have a new product or piece that is need of a strong spotlight? Instagram is the perfect space for your emerging goods to take center stage, catching those prospective consumers that want a piece of your brand. The team at Club Monaco has done a great job of this, by posting images of staff members wearing pieces that have just been released or have just gone on sale.

The built in community on Instagram has a strong sense of intimacy that isn’t afraid to engage with the photos that fashion brands are uploading. The higher the level of engagement, the more likes, comments, and follows your brand can receive. Not to mention, you are presented with direct, instantaneous feedback in a single stream, specific to that image. Audiences want to know where they can get the dress that Oscar PR Girl is wearing in her style photo.

As Instagram is still considered to be in its infancy, only being launched a few months ago, every fashion brand is taking their own approach to fascinate their consumer and fan base on the application. The strengths of Instagram are the filter, social, community, and geo-tag capabilities. Never has a mobile application been able to have such a wide range of functions that users want right now. You can be en route to a meeting, see something interesting on the street, capture it, filter it, share it and you’ve already added some depth to the identity of your brand. The creativity and intimacy of communal photos uploaded on Instagram captivates voyeuristic users and it can certainly captivate the audience of your fashion brand.

Taken by Club Monaco via Instagram

Taken by OscarPRGirl via Instagram

Taken by Kate Spade via Instagram

Lala Lopez is a fashion journalist, stylist and social media expert based in New York. Her clients have included Betsey Johnson, Steve Madden, Jeffrey Campbell, and Solestruck.com. She has been featured on CNN, Teen Vogue Magazine and Chictopia. Lala shares her views on fashion, art and social media trends on her blog Lala New York City. (www.lalanyc.com)

Author: Lala Lopez

Copy Editor: Gina Conforti

Photo Credits: Kate Spade

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Spring/Summer 2011 Updo Hair Trends

Spring/Summer 2011 Updo Trends

There is nothing sexier and more elegant than a simple updo that adds interest to your neckline and brings a glamorous, yet effortless vibe to any appearance. From different versions of the famous ballerina bun to extremely severe, slicked chignons and high top knots, updos will be one of the hottest hairstyles for spring/summer 2011.

Spring/summer 2011 comes with a wide palette of beautiful, feminine hairstyles. Among all these, there is one timeless trend exuding maximum femininity and sophistication: the updo. Seen in a myriad of different versions suitable for numerous occasions, an updo is universally flattering and works amazing on long and medium-lengthR hair.

Versatile and practical, an updo will always add a special vibe to your looks, whether you choose a simple bun, a messy, festival-chic one, a polished chignon, or, a sophisticated knot with a retro appeal.

Diane Von Furstenberg                                     Jil Sander
The ballerina bun was one of the hairstyles chosen by many designers for spring/summer 2011. Its elegance and simplicity makes it one of the best options when it comes to finding the perfect hairstyle for a casual, daytime outfit, or for a more special event that requires a more chic appearance.
Classic and tidy at Nina Ricci and Jil Sander or rather messy, yet attentively studied at Diane von Furstenberg, there are various versions where to choose from. It is very practical and it can be done in an instant. You just have to make a ponytail and wrap the hair around the elastic band, then secure the bun.
Hervé Léger by Max Azria                                Nina Ricci
Summer is all about flirty and playful, just-got-out-of-bed looks with breezy, romantic dresses and appropriate hairstyles. You can enjoy this amazing season to the fullest going for effortless, yet feminine, adorable hairstyles such as a romantic chignon as spotted at Proenza Schouler and Dsquared². Moreover, if you want to add a glamorous feeling, yet preserve a sweet look, you can draw your inspiration from the Dolce & Gabbana or Nina Ricci runway shows where the chignon reveals sophistication through a simple approach, perfect for a candid and luminous character. This is a simple and chic updo with minimal styling required. 


Dolce & Gabbana                                                        Proenza Schouler

Dsquared²                                                                      Nina Ricci
As we have seen, there are timeless hairstyles that never go out of fashion and keep reinventing themselves season after season. Well, this is the case of the elegant chignon that never seems to fail due to its numerous versions and ladylike luxurious aspect. This is why it can be said that this type of updo is among the most popular choices when it comes to chic hairstyles. 

For spring/summer 2011, a refined, office-appropriate approach of the chignon was spotted at Chloé, with hair worn at the nape of the neck, and Gucci, in a slicked way with a total wet effect. However, a more elegant and extremely polished updo that you can rock at a special event is the one seen at Oscar de la Renta and the French twist from Zac Posen.

Chloé                                                                                   Gucci

Oscar de la Renta                                                     Zac Posen
The newest hairstyle trends for spring/summer 2011 will feature adorable and unique shapes and styles. Creative knots oozing self-confidence and relaxation, yet glamour and style will be some of the hottest hairstyle trends for the warm season. Looking just like twisted sculptures, the updos seen at Gucci and Viktor & Rolf are effective without creating the illusion of trying too hard. 

There is nothing more comfortable and sweet than wearing your hair up during hot summer days when the heat might get quite unbearable. In this circumstances, a high top knot can easily do the trick without too much effort. This hairstyle screams spontaneity and laid-back style and it works great even on curly hair. Draw your inspiration from Z Spoke by Zac Posen and Moschino. Add a headband or a scarf for a unique look.


Gucci                                                                                   Viktor & Rolf

Z Spoke by Zac Posen                                                  Moschino
Photos via elle.com

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Oscar de la Renta’s CEO: “why e-commerce works & how social media serves the fashion brand’s designers & merchandisers”

When the Improbable Is Also Profitable

2680_alexbolen_mediumBecause today’s luxury goods consumers are present across numerous channels, being there for them wherever they may be is a crucial aspect of business to get right, says Alex Bolen, Oscar de la Renta’s chief executive – and the man responsible for the fashion brand’s foray into e-commerce and social media.

“Our presence online has suggested to me that consumers are very quickly adjusting their behaviour to new modes of shopping and we need to really be out at the forefront of it. We have had many surprise anecdotes from having our brand online, anything from a $50,000 chinchilla coat sale through our website to completing a sale for a bridal dress via Twitter.”

For many luxury fashion brands, e-commerce has still not yet eclipsed the performance of physical stores but a very significant consumer appetite is present.

“ Our customer has taught us that there are moments where she will want to spend hours in a store shopping and there are moments where it’s a quick impulsive purchase ”

“When we first began thinking about e-commerce three to four years ago I was very sceptical that our brand would not fare well as, at that time, we were not particularly optimized in products that don’t have size requirements. Our bread and butter product is a $4 – 5,000 cocktail dress which is very fit intensive, in fact the perfectly fitted garment is an important part of our brand and this is something that seemed to me didn’t jive well with an online shopping experience.”

“I was wrong about that. Surprisingly we have had a very good reaction to our fit intensive products online. What we found in retrospect is that customers will order two different sizes and keep one of them.”

“Our customer has taught us that there are moments where she will want to spend hours in a store shopping and there are moments where it’s a quick impulsive purchase – as a luxury brand it’s important to us that we are present wherever our customer is.”

According to Bolen, e-commerce currently drives only 10% of the luxury fashion brand but it is growing very quickly. In a relatively short period of time, he forecasts Oscardelarenta.com to become the brand’s most prolific door.

One of the ways that the brand is extending its outreach to drive customers back to the site is through social media. Oscar de la Renta has taken a very creative approach to emerging media platforms such as creating a unique online personality for the brand on Twitter called OscarPRgirl. The brand uses Twitter as a channel to provide unique insight into the world of Oscar de la Renta and to engage with entirely new audiences as well supporting the interests of existing ones.

“We want to broaden our array of services to our customers as much as possible and services include consuming content. Everyone who goes to Oscardelarenta.com is a potential shopper – maybe they are a shopper today maybe they are a shopper in six months. As a brand we need to figure out a way to engage them and we need to offer services for wherever that person may stand on the potential customer spectrum.”“As a brand, we want to augment the initiatives online started by OscarPRgirl and speak more about what we are doing by explaining what our brand is about in more than just 140 characters. This means we want to extend our communications to areas such as rich video content and audio content.”

For a luxury brand like Oscar de la Renta, social media is proving to be much more than just a PR tool but one that is feeding business insights about the brand back to the company. “For Oscar de la Renta, social media has provided us with information on what our customers think, what they need, what they want and what they expect of us. From our jewellery offerings, accessories, scarves, etc. we have made many merchandising choices [and] many design choices based on feedback we got online.”“I am a big believer that you have to listen to your customers, and the online world has given us a new way to listen to our customers and we have learned to position ourselves based on what we hear.”

Source: Luxurysociety.com

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