Fashion Portfolio
work by Antonina Szarejko.
‘Heaven by Marc Jacobs’ is a diffusion line to the name brand Marc Jacobs, with clothing, accessories, and overall aesthetic curated towards Gen-Z. Their presence is strong with their target audience, utilising social media and influencer endorsements as their communication channels. An example of this that I will explore in this portfolio is their recent collaboration with podcast duo Emergency Intercom.
Whothef***are DrewandEnya?
Drew Phillips and Enya Umanzor - known as the podcast duo Emergency Intercom - rose to fame in the Vine era of social media. Their quirky, popculture centred humour has amassed them a loyal online fanbase, gaining support outside of their podcast personas and continuing strong international traction from Gen-Z viewers. Both creators have a distinct, creative fashion sense which, paired with their audience loyalty, makes them the perfect collaborators for Heaven.
TikTokCommunicationHeaven
TikTok is one of the strongest channels Heaven could’ve used to push this campaign - and boy did it work! They used a campaign tactic of Drew and Enya lookalikes, as their looks are unique to them and a collection of doppelgängers wearing the collection alongside the designers was a creative way of recognition.
InstagramCommunication -Heaven
The communication on Heaven’s Instagram channel was also effective. They continued the same doppelgänger concept from TikTok - however arguably gaining less traction from the wider Emergency Intercom fanbase, and moreso from the brand’s established following.
Instagram has a weaker algorithm, so communication reach was more narrow.
TheNewYorkCity Pop-upevent!
The campaign was also physically communicated through a pop-up event at Heaven’s NYC store. Again, this event was niche to Emergency Intercom’s fanbase, but gained success with sparked TikTok conversations and posts of fans meeting Drew and Enya. This was an engaging form of communication for close fans, but again kept the campaign reach very fanoriented.
Whatwassaidaboutthecampaign?
Amidst the campaign’s online release on the Heaven store, the reached audience had a lot to say on Twitter! Many fans expressed their interest in purchase, whilst some ranted about their disappointment in the collection selling out fast. Any PR is good PR - hence proving the campaign’s overall success.
Strengths!
Targeted a very niche and loyal audience
Collection was entirely designed by Drew and Enya - made it feel closer for fans
Pop-up event was successful
Collection sold out fast online
Overall campaign drive fit the collaborators’ personalities
Weaknesses!
Only communicated online through own social media channels - so far no features in print or online publications
Did not reach much further than Emergency Intercom and Heaven’s existing audiences
Opportunities!
Could work with online or print publications to feature the campaign and it’s achievements
Could reprise the campaign with international pop-up stores - ie. Londonto reach further audiences
Threats!
Emergency Intercom have a very niche audience base - even though this works for Heaven’s existing customer, it doesn’t expand to new audiences
Social media only communication may not have made the biggest impact that the campaign could’ve made