When innovation is the center of a company’s branding strategy, people take notice. One such company is Hachette Filipacchi Media (HFMUS), parent company of iconic brands such as ELLE, ELLE Décor, Women’s Day, Car and Driver and many others. In a recent endeavor to lead their brands into broader media platforms and consumer reach, HFMUS VP/Director of Corporate Marketing & Strategic Development, Al Silvestri, has created a series of multi dimensional, cross-promotional events throughout the country and on Saturday, March 13, 2010, HFMUS partnered with KIA Motors America and bebe to present Matters on Design (MOD) at The Grove in Los Angeles, California. We caught up with Silvestri, who shared insight into the scope and intention behind these events as well as how Elle.com is making strides toward working successfully with fashion blogs.
Backstage
“In this market [Los Angeles], design seems to be a critical component for a lot of consumers; not only for fashion, but in furniture, lighting and automotive. MOD is a celebration of design.” said Silvestri. “The idea is to find a venue like The Grove, identify a partner like KIA and bring the experience to life.”
And that’s exactly what he did. In three areas of The Grove’s iconic landscape, HFMUS produced a full day of interactive programming designed to entice the consumer and tantalize their senses. Experimental art and décor were showcased at the MOD Design Lounge on The Park at the center of The Grove, outfitted with designer furniture for patrons to absorb the captivating works of art from the C.A.V.E Gallery, Venice Beach, and the all new 2011 Kia Sorento.
In the valet roundabout, Car and Driver facilitated ride-and-drives of the new 2011 Kia Sorento CUV. Automobiles such as this have been innovative in a market where mini vans once dominated; they have taken notice to the fact that consumers have moved away from traditional family transportation and have sought out more efficient means such as the Sorento which is more fuel efficient and affordable.
BEBE
In the final aspect of the event, the bebe fashion show brought together all the elements of the MOD experience. Fifty of the latest Spring 2010 looks were presented on fifty models who paraded down a 300 ft. runway surrounded by aerialists and stilt walkers. This “shows how design applies to fashion but it also applies to putting something together that’s entertainment focused.” said Silvestri. “Entertainment and fashion can coexist in one experience, having entertainment shine through without distracting from the fashion.”
Innovation, refinement and re-imagining were the key elements that brought these partners together. Kia and bebe are two brands that encompass these elements bringing luxury and style to the consumer at affordable price points. Along with the HFMUS brands, it is clear that the reason why these brands continue to do so well, even in a deflating economy, is that they stay on top of what consumers want and deliver it to them continually.
Backstage
ELLE.com Fashion Blogger Affiliate Program
We spoke to Al Silvestri more about how ELLE.com is playing a key (leading) role in advancing into the digital age by embracing the rapidly growing influence of bloggers. “I’m a huge fan of bloggers, moving forward we need to embrace all types of bloggers; and even though editors have a tremendous amount of influence, bloggers do also, and one of the things that I’m a big fan of is getting different perspectives and opinions on fashion.”
HFMUS and ELLE.com are launching an affiliate program where they will reach out to bloggers in an effort to provide a platform to allow them a broader voice and part of a bigger brand that is recognizable. He continued, “We are looking at leveraging all the different types of bloggers out there to work alongside what we’re trying to build and help promote them within the world that we’re focusing on; not just fashion, but, automotive, décor and pop culture within our networks.”
Bloggers on various stages of online influence will be considered for this program from the top of the charts to those that aren’t so widely read but have a different opinion from their counter parts, while at that same time keeping within the voice of the HFMUS brands. As ELLE and ELLE.com continue to move into the digital age, brand identity and value continues to be at the forefront of a consumer’s mind so “once the brand is established,” says Silvestri, “it doesn’t matter if the consumer is getting their information from a magazine, a website, or a mobile device, the important thing is that the brand is speaking to what consumers are looking for today. That’s where it starts. It has to be about the brand first the rest falls into place.”
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