Home / Knowledge / News / Fashion / Fashion Insider – be one, in Theory
Fashion Insider – be one, in Theory
23
Feb '10
Theory, the leading contemporary clothing brand founded by Andrew Rosen, re-launched the brand's website, and debuted its first e-commerce boutique. The brand also unveiled its Fashion Insider concept: an innovative campaign that will dictate every facet of the Spring Summer collection: from how each collection is merchandised, through our marketing, and on to our online and retail store strategy.

The campaign, Fashion Insider, was inspired by Fashion's Night Out, Vogue's call to action to bring excitement back to the shopping experience. Fashion Insider is a curated presentation of the Spring 2010 Women's and Men's collections, as created by some of the industry's top fashion stylists. It speaks to the heart of Theory's philosophy: the versatility of clothes, the paramount importance of individual style, and that the quest for the one perfect piece ends here.

Fashion Insider Definition

For Theory Spring 2010, 17 stylists pored over the collection to find their must have pieces, and with a fresh perspective and unique style, they mixed, matched and layered, to create the looks that inspired them to inspire you. They illustrate that there is no single way to wear it, no one way to style it, and that one perfect piece has infinite possibilities.

Fashion Insider – Be One, in Theory.

The Approach

Theory sought to create a focused presentation, illustrating the multiplicity of the brand's style. The brand called on 17 Men's and Women's stylists from varied backgrounds, ranging from former Vogue Magazine editors, to stylists of Hollywood's A-list, to the arbiters of international style. These stylists assembled 60 women's looks, and 20 men's looks that while individual and eclectic, profoundly resonate as quintessential “Theory.”

The campaign is an opportunity for the consumer to be styled by those that are usually reserved for the glitterati and fashion elite. Each look is an opportunity for the consumer to be inspired to find her own style, to take risks, and to find a new approach to update the favorite Theory pants that she or he has had for years. Footage on Theory.com walks the consumer through the styling process. There they can start from one essential piece, and learn how to mix and match their own looks and styles.

The Fashion Insider campaign allows the brand to communicate with customers in a personalized manner, both in our retail stores and on the website – the retail experience will be a personal one, whether it happens in a store or on a laptop.

Theory e-commerce and website

Theory.com is the ultimate Fashion Insider destination. In a departure from the traditional approach of brand sites carrying “everything,” Theory took a more focused approach. All the pieces sold on the site are from the Fashion Insider looks. All 17 Fashion Insider stylists' looks will be available for purchase online. Thus, just as magazines combthrough to find you the pieces you must own for the season, Theory has assembled a presentation online of the season's essential looks, and must buy pieces.


Must ReadView All

Digital textile printing sector to grow by 20% by 2020

Textiles | On 18th Jun 2018

Digital textile printing sector to grow by 20% by 2020

The digital textile printing sector is expected to have a compound...

Courtesy: Hela Clothing

Apparel/Garments | On 18th Jun 2018

Hela's latest label revolves around underwear, sleepwear

The latest collection of Sri Lanka’s Hela Clothing is revolves mostly ...

Kenya levies higher duties on mitumba import

Apparel/Garments | On 18th Jun 2018

Kenya levies higher duties on mitumba import

Kenya’s treasury secretary Henry Rotich recently raised the duty on...

Interviews View All

Anvita Mehra
Confidential Couture

‘It is going to take some time for Indian buyers to get accustomed to...

Sanjay Desai & Ashish Mulani
True Colors

Digital textile printing will be the technology of the future

Nitin Soni
Dolphin Jingwei Machines

Taxation policies need to be made simpler

Vikas Banduke

Softech Controls Private Limited (SCPL) is a part of the Cotmac Group, an...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

Eric Scholler
Groz-Beckert

The Indian market has huge potential in technical textiles, and by far,...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search