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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.


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