Porsche Design's fall/winter 2013-14 collection
German fashion house Porsche Design is feting the upcoming opening of its Milanese boutique by partnering with Vogue Italia to generate interest among readers with a penchant for photography.
Porsche Design is encouraging both its own enthusiasts and readers of Vogue Italia to submit photographs with “white” as the subject, leaving this interpretation up to the participant. Brands are beginning to incorporate far more user-generated content into campaigns, indicating that they are loosening their grip, ever so slightly, on public image.
“The photo contest is an excellent way for Porsche to unveil its first apparel store in Italy and at the same time trumpet its fashion and design attributes through its partnership with Vogue Italia, the ultimate arbiter of fashion and design,” said John Casey, senior vice president of Havas Public Relations, New York.
Mr. Casey is not affiliated with Porsche Design, but agreed to comment as an industry expert.
Porsche Design did not respond by press deadline.
Snapshots
To generate participation, both Porsche Design and Vogue Italia posted the initiative to their Facebook pages. By cross-tagging, the label and publication will increase awareness from each other’s followers list and with Vogue Italia’s involvement, Porsche Design may seen new consumer interest.
At press time, Porsche Design had approximately 201,000 followers on Facebook while Vogue Italia had 1.3 million.
Porsche Design’s Facebook post for An Iconic View of White
Porsche Design’s social post includes a campaign image announcing the contest. The brand also included the link to Vogue Italia’s original article outlining its partnership with Porsche Design.
The label’s “An Iconic View of White” photography contest is being organized as a way to celebrate, but also introduce, the brand to Italian consumers. Although focused on Italy, Porsche Design’s global fanbase is welcome to participate.
Entries are being accepted from Feb. 21 through March 3. Photographs entered in to An Iconic View of White must have “white” be the subject of the shoot.
Leaving the requirements open-ended will likely generate content that forces participants to be more creative, while also drawing photography enthusiasts.
Submissions will be housed by PhotoVogue, a gallery of UGC images powered by Vogue Italia. PhotoVogue has put out a prompt to Vogue Italia readers and will incorporate the user images in the pages of publication.
Photo entries for An Iconic View of White on PhotoVogue
Photos uploaded between Feb. 21 through March 3 that use the hashtag #AnIconicViewofWhite will be judged by PhotoVogue. The 20 finalists will be part of an exhibit during Porsche Design’s exclusive cocktail banquet March 13 feting the grand opening of its boutique in Via della Spiga, Milan.
Thus far in the 25 pages of photographs, submissions have included artful portraits, landscapes, architecture, animals and Porsche automobiles. Many entries are in black and white film to amplify white as the subject where others use colorful subjects balanced by whiteness.
Each photograph includes the title of the work, the date uploaded and the name of the photographer. A click-through on the thumbnail image opens the photographer’s portfolio on PhotoVogue, allowing the viewer to like, comment or share the image.
Reasons to explore
A store opening is an occasion that allows a brand to display its identity, often to a new market, and can set the tone for repeat visits.
For example, French footwear maker Berluti continued its move toward a full-service lifestyle brand with the opening of a new boutique on New York’s Madison Avenue.
Berluti’s bricks-and-mortar location opened Feb. 6 only blocks away from its prior location on the high-end retail stretch. The move will help the brand house a wider range of products, including apparel and accessories with bespoke options available, to highlight its shift toward lifestyle (see story).
With Prada, Tod’s and Armani nearby neighbors to Porsche Design’s new boutique, location is just as important as product and grand opening festivities. Luxury brands regularly set up shop next to chief competitors.
For instance, Swiss watchmaker Tag Heuer capitalized on growing interest in horlogerie by opening its first New York flagship on Jan. 28.
Tag Heuer’s new boutique is located on New York’s Fifth Avenue where other fine jewelers and watchmakers such as Van Cleef & Arpels, Cartier, Breguet, Omega, Piaget and Tiffany & Co. have a stable retail presence. When opening a new boutique, brands should be conscious of the surrounding brands to maintain allure and gauge the consumer demographic that frequents the retail area (see story).
By extending the photographs featured at its grand opening to the pages of Vogue Italia, Porsche Design will increase awareness in its new market.
“The user-generated content displayed at the opening cocktail party and the winning entries showcased in Vogue Italia is a great way to involve the Porsche Design consumer in the whole store launch experience,” Mr. Casey said.
Final Take
Jen King, editorial assistant on Luxury Daily, New York