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Brief Published: 7 Jun 2013

Club Monaco Debuts a Lookbook on Tumblr


US fashion brand Club Monaco has teamed up with social media platform Tumblr to launch what’s being dubbed as the world’s first interactive fashion lookbook this week.

The brand is exclusively streaming its Fall 2013 collection through Tumblr, allowing consumers to see and share looks months before they hit the stores. The aim is to use the visually driven platform to create a viral buzz around the new collection, tapping into the enormous global reach Tumblr offers (it currently boasts more than 100 million blogs and nearly 50 billion posts).

“Tumblr allows us to take an industry standard pressroom and redefine it as a social media outlet for consumers,” said Ann Watson, vice-president of marketing and communications at Club Monaco.

The notion of engaging consumers by empowering them with more creative, interactive roles – as explored in the Stylus industry trend Consumer-Creators – is also at play here. Shoppers will be able to curate and share Club Monaco fashions by downloading the templates, re-pinning and posting images to Facebook or Twitter. According to Watson, it will enable them, “to become their own editors and develop their own wide-scale fashion community”.

The brand already has a significant social media presence, having amassed more than 200,000 followers on Tumblr so far via its Culture Club blog.

Instead of traditional models, Club Monaco has enlisted seven prominent bloggers to star in the interactive fashion lookbook, including Los Angeles-based Julie Sarinana, of Sincerely, Jules, Parisian blogger Betty Autier of Le Blog de Betty, and American musician George Lewis Jr. of Twin Shadow.

Leveraging the kudos and huge following this new crop of social influencers wields is a strategy that a growing number of retailers are adopting, as Stylus reports in New Brand Ambassadors, Community & Commerce and Selling Beauty Online.

Visualise Me: Curation & the Tastegraph further explores the surging popularity of visual social media sites and how brands can successfully tap into these platforms. For a round-up of the most influential bloggers, meanwhile, see our shortlist Best of the Blogs: The Tastemakers.