iSpy… Crowd Sourcing

Kate Vandermeer

Kate Vandermeer

Crowd sourcing is the new ‘big thing’ for any brand that wants to stay tuned to customer demand while also forging an inclusive rapport with its target market, as iSpyStyle reports.

Kate Vandermeer is director of iSpyStyle – a website and consultancy that spies on the design and fashion industry providing trend and business information targeted to inspire, inform and connect. Follow Kate on Twitter at www.twitter.com/iSpyStyle_Kate or subscribe to her website for free on www.ispystyle.net

The role of customer involvement with a brand is not a new phenomenon, however some brands have recently taken the concept to the next level. Crowd sourcing is the term given when a brand actively involves their customers to create a new range of product, flavour, marketing campaign or promotion.

Sportsgirl had their “Search for a Super Stylist” competition a short time ago with a strong application response and then had a “style off” to decide upon a winner, at their recently opened Chadstone store. Diva ran a “design your own range for iSpy_Bonds_w300Diva” competition which would be produced and sold in Diva stores with a feature in Grazia magazine.

Bonds Tees launched a “How do you wear your tee?” promotion on their website that is interactive, encouraging customers to pick a favourite tee and then add personal and online photos of their favourite items to wear with tees to create a fabulous collage (pictured). Customers’ work is then profiled on the site with their comments alongside the collage.

All these concepts have a great 360-degree approach, with entries and promotion online and in store. Involving the core customer and their creative pursuits ensures a legion of loyal fans eager to become linked with the brand.
The repetitive nature of seeing the campaign promoted online and offline means that a wider group of customers will be introduced and reminded of the concept, creating a better cut through.


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