Footwear and apparel brand Diana Ferrari is rolling out a string of new initiatives in support of its latest targeted capsule collection.
The label, now part of the Fusion group brand stable, has marked October as one of its key retail periods and as a result has dedicated both its in-store and digital presence to promote its new bespoke spring racing collection.
With store displays showing the latest frocks, fascinators and heels for the season, digitally Diana Ferrari is pushing out the message via its six figure database and feeding fans through to its Facebook page, where a competition platform has been built to win a $1,000 head-to-toe Diana Ferrari outfit fit for the track.
The brand has also enlisted independent stylist Linda Drodge to add credence to the focus, with three videos created to embody the busy retail time - the first, targeted to Derby Day, provides 'Classic Black & White' options, while the second and third stories provide options based on popular trends - 'A Lace for Every Race' and 'Pretty Prints & Pastels'.
According to Diana Ferrari marketing manager Anna McCarthy, the 'Classic Black & White' video, which was shared with fans earlier in the week, has already clocked 1,300 views.
A teaser for the 'Lace Race' theme has also since been released on Facebook, to drive engagement around the concept by inviting customers to vote for their favourite and linking to the website’s shop function to drive online conversions.
The platform is also fully integrated, and the 'A Lace for Every Race' video will also be shared on each person’s wall who enters the Facebook promotion, driving brand awareness with the option to share on Twitter, Pinterest, Instagram and other social media networks.
“Spring Racing is one of Diana Ferrari’s key events, and being a clicks-and-mortar business it’s imperative that we take an integrated approach to our marketing,” McCarthy said.
“While we’ve maintained a strong focus on the in-store experience our brand is renowned for, with a striking installation that is both feminine and classic, there have also been increased efforts in the digital realm. This meant creating engaging content that drives brand interaction and reinforces our brand positioning through multiple digital platforms.”