Australia's leading celebrity stylist Lana Wilkinson has used social media platforms to create an unstoppable business.
She is the latest to join our Ragtrader Live: Fashion Decoded influencer lineup. Head here to grab your tickets and learn eComm and digital media strategies from the best.
When did you first start utilising Instagram as a business platform to promote your work? Do you use any other digital channels?
I began using Instagram when it was created in late 2010. I jumped on board the social platform and started promoting my styli ng work with clients and designers. It was early days for me, but it was the perfect visual platform for my content. At the same time, I was also using my personal and business Facebook pages and I was creating content for my blog via Tumblr. Nowadays, my primary focus is Instagram and my website; lanawilkinson.com
What was your first breakthrough moment in terms of a successful post, collaboration or campaign?
I’ve had a few for different reasons…
Early in 2012, I styled Ruby Rose for Covet Magazine. I was freelancing in styling yet also Covet’s official stylist, whilst juggling a full time project marketing manager job. Ruby was my first “well known” talent in Australia - we shot the cover and I styled her in a neon Nicholas dress that sold out the day the magazine was released and then pushed out on social media. I saw quickly that the business of styling was also about striving for a big return in sales for the brand. The marketing work I was doing at the time, also helped me understand how I could be valuable to the designers and brands I worked with through my styling on clients.
My really big breakthrough came in 2015. Firstly, when I was asked to be the lead stylist to work with Rachel Zoe whilst she was in Australia for Chadstone. I was selected to lead the project and work alongside Rachel which really changed me both personally and professionally. It also opened the door to long lasting relationships with International designers. To be able to share the behind the scenes content, when other stylists in Australia at the time had never done it, really engaged my audience.
And secondly, when I styled Scherri Lee Biggs for the Logie Awards also in 2015. I collaborated with Cappellazzo Couture on a custom gown. I believe through this gown and the content it created on social, I was then first contacted by some of my biggest clients (that I still have today). Needless to say, Cappellazzo Couture’s business also changed forever. This gown created so much buzz, that it is still being made and reimagined as a wedding dress all over Instagram. The power of fashion is underestimated - it can change brands and lives forever …
What has been your most successful moment since?
There has been many but more recently, in May 2018, I was asked to travel to South Australia as the racing ambassador for the Autumn Racing Event, alongside MUMM Champagne and I chose to wear a small local Adelaide label called the “Georgy Collection.” After posting my look on Instagram the dress had 80 pre-orders, sold out on release and then after a re-cut of the dress was created, it sold out again. This is when I know my work is being seen and it translates for the consumer.
How do you choose which fashion brands to collaborate with?
I’m driven by who the client is and what the brief is, then working out who has the most appropriate collection or who can create the best custom piece. It also depends on whether I need to dress someone or create a campa ign for a message / vision. The world of styling varies – but at the end of the day I need to create a look and feel that the consumer wants a piece of. It’s all about brand alignment and driving awareness and sales. It has to be mutually beneficial for all involved to ensure we get the best result for the client and consumer.
What have been some of your key collaborations?
ATOIR was a great success in 2017. I wore pieces of their collection at the Melbourne Spring Racing Carnival on Derby and Cup Day and the pieces sold out instantly. David Jones mentioned to Atoir that if they had of known that I was wearing and promoting their pieces on myself and my talent, they would have pre ordered 2 months earlier and we all know how amazing that is for a small brand. I also wore one of their amazing jackets at this year’s MBFWA - which also sold out in a heartbeat.
Then in early July this year, I styled Rebecca Harding for the Logies and also put her in a ELIYA dress for the Channel 9 after party. Again, this is an emerging brand and the dress sold out overnight. The dress has been re cut and now the brand is trying to keep up with pre orders!
What kind of content resonates with your readers most?
More recently, it’s been a balance of what my job is and what is happening in my personal life – I want to ensure I’m taking my audience on a journey daily … My readers love seeing what my clients are wearing, but also what I’m wearing and how I put it together whilst juggling a family and a business …
What format works best - video, post or story?
All three, hopefully at the same time! I find you need to treat each medium as a different media channel, as each person digests content differently. All three build brand, but I carefully curate what’s there for the long haul and what should be there for 24 hours. There is a clear strategy I’ve set and follow.
Is there a specific time of day, occasion or theme that gains the most traction?
I find the evening is always a really strong time - any time after 6pm. However; during key events when my readers know I’ll be styling talent , like the Logies, Brownlow, Spring Racing etc - I produce content for social media that is almost like a mini Tv show. It’s a journey not only through my work but also for the start of the BIG Australia events. During these periods the engagement via video or image is exceptionally high no matter what time or day.
Are there any key projects or collaborations in the pipeline?
There is a lot in the pipeline for the second half of 2018 - there always is! Next is Melbourne Fashion Week, AFL Brownlow Medal and the infamous Spring Racing Carnival. I’m very hands on in my business so it’s hectic – I’ve always wanted to expand my business and personal brand to service more people and more recently, those goals are finally being realised, so it’s a really exciting time. Watch this space …