1 minute read
FASHWOOD/ WOODBELT
Where
Various locations in the USA and Europe including Coterie New York, USA in February 2023. “As consumer demands shift to prioritize transparency and authenticity, we’re shifting too – creating space for our customers to share their stories. The new era of COTERIE New York is about redefining connection – not just between businesses to businesses, and buyers and sellers – but most importantly, people to people” – Coterie
Target audience
Fashion industry professionals, potential clients, affiliated marketers
Format highlighting the reuse of wooden elements and the biodegradability of some products. By promoting the slogan “Feel good. Look good. Do good,” they emphasised efforts in employment of underserved communities, impact in the local community, fair payments, etc. There were a limited number of new clients based on shows in Dallas and New York, and they are awaiting further interest after the opening of the permanent showroom in Milano. A collaboration with Monaco-based Porterium opened doors for collabs with celebrities such as Victoria Silvstedt. They also created contents with Lens & Hound Photo agency for posts on Instagram.
The project
To develop the use of wood for fashion industry accessory elements including a prototype bag with a wooden framework and the development of wooden elements for the bags and accessory industry. In these initiatives, waste materials from industries, specifically wooden cutoffs, are used. The design approach is modular, enabling easy repair of the products and the wooden parts of the products come with a long life guarantee. To promote sustainability and circularity, the project team actively motivates users and the community to return the items when they are no longer needed. They make efforts to re-use these returned wooden parts as much as possible, ensuring a continuous cycle of resource utilisation and waste reduction.
Use of WoodBelt in fashion shows, permanent showroom, social media promotion, collaboration with photo agency, affiliated marketing platforms. Took part in the opening of permanent Wood Belt showroom in Milano with Openshowroom Milano in May 2022. Promotion of WoodBelt in the Porterium Monaco Instagram profile in May 2023. Preparation and presentation of WoodBelt products with Lens & Hound Photo agency in the UK in May 2023. Presentation of WB products with affiliated marketers from Payedbyresults, with 118 interested marketers for their products on the platform by May 28, 2023.
How did it go?
Total digital engagement reached around 1,100 for all mentioned showcase events. The showcases focused on presenting the sustainable elements of the products,
Learnings
They were successful at participation in fashion shows and establishing a permanent showroom. By utilizing social media promotion and collaborations with agencies and marketers WoodBelt built visibility and sales. It was important to explain the sustainability messaging and the positive impact of the products on the environment. There is ongoing potential for collaboration with celebrities and leveraging their influence for brand exposure.