Salvatore Ferragamo partners with British GQ editor
Italian footwear and apparel brand Salvatore Ferragamo hopes to reach the social audience by offering men?s fashion advice through videos.
British GQ?s editor in chief is lending his face to a new how-to series, featured on Ferragamo?s social media channels, to rope in young consumers who may still be learning about high-class style. The 37-second, sponsored videos walk consumers through fashion dos-and-don?ts while a narrator details how-tos and British GQ editor Dylan Jones provides examples.
?Partnering with the right publication is a great way for brands to increase mindshare with a receptive audience,? said James McNally, director of digital strategy at TDT NY. ?While pairing a pocket square and tie may not be everyday struggle for GQ readers, the magazine’s fans do care about fashion in an aspirational way. ?They look to GQ for tips on how to pull off the look – whether it is the street-style trend du jour, or pulling off formalwear and not getting the details wrong,? he said. ?Ferragamo is positioned as the reader’s ally here – helping them look polished and urbane, not just by offering beautiful clothing and accessories, but also sending the message that Ferragamo is here to help make sure you pull off the look smashingly.
?Balancing exclusivity with accessibility is a fundamental challenge for luxury brands, and particularly in the mens formalwear space, instructional or how-to content is a...