Profile: Sir Charlie Mayfield

John Lewis Partnership Chairman

My-Wardrobe eyes brand partnerships in strategic shift

My-Wardrobe.com, the online luxury fashion site, is preparing to unveil a raft of partnerships with brands such as Kenco and travel company Kuoni, as part of a shift in marketing strategy.

MyWardrobe

The digital retailer has identified brand partnerships as a key strategic tool to help raise the brand’s profile among new audiences. It is also hoped that they help drive traffic and sales for both brands.

In the coming year, My-Wardrobe plans to partner with brands including Kenco, Dannii Minogue’s fashion brand Project D luxury, skin-care brand Crème De La Mer and luxury travel brand Kuoni as well as a year-long partnership with Evian (see box).

Antony Hawman, partnership director at My-Wardrobe, says that the online business has reached a scale than makes it worthwhile for it and other businesses to leverage what it claims is a 200,000-strong customer database and 1.3 million visits per month.

He adds: “Brands these days need to make their marketing budget work much harder for them and the 360 degree nature of a brand partnership does just that. We can offer brand enhancement, competitions that capture data, traffic drivers to their site, deluxe sampling, onsite editorial features and emails. The brand gets to align themselves with us – a complimentary luxury brand, we get fantastic content for our consumer.”

He adds that the cross-promotional campaigns are always tailored for each brand and designed to enhance, rather than cannibalise its own brand so there is less risk of diluting the My-Wardrobe brand through multiple partnerships.

Upcoming partnerships:

Kenco and Project D: A limited edition handbag specially designed for My-Wardrobe by Project D. Each of the 300 ‘K Bag’ handbags will come with a sample pack of Kenco’s recently launched premium coffee Millicano.

Evian: A year-long partnership will include activity around Wimbledon.

Kuoni: Will cross promote holiday fashion with luxury trips and launch a competition to give away a £5,000 holiday and £2,500 holiday wardrobe.

Crème de La Mer: Cross promote the skincare range with summer fashion trends.

Previous partnerships:

Evian: As part of the water brand’s annual limited edition bottle campaign that sees designers create an exclusive glass bottle, the 2011 bottle designed by fashion house Courrèges was sold exclusively on My-Wardrobe alongside an auction for three vintage Courreges dresses.

Max Factor - included editorial content, online video, PR and social media activity, to match cosmetics ranges to the season’s clothing trends.

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