If I were to select a fashion brand to analyze for its interactive marketing strategy I’d choose Alice + Olivia By Stacey Bendet because not only is it a very popular and influential company online they also have a strong on-site presence. Described by Bendet as “a very feminine brand, a girl’s girl brand” it’s based in New York City but is sold in over 25 standalone stores internationally and in the United States. It’s also sold at a number of online sites such as http://www.theoutnet.com, http://www.cools.com, Neiman-Marcus, Nordstrom, Nordstrom Rack, Bergdorf Goodman, saksfifthavenue, ThredUp.com, and others. Customers can also purchase their clothing directly from their website on http://www.aliceandolivia.com.
Launched in 2002, Alice + Olivia By Stacey Bendet decided she needed to learn how to make a pair of pants that fit her both stylistically and creatively. After receiving a myriad of compliments on the pair she designed for herself, a friend who was putting on fashion shows at New York’s Russian Tea Room asked her to include her designs in a fashion show. In a true Hollywood moment, following the show, Andrew Rosen, CEO of Theory told her he wanted to invest in her company and someone from Barney’s Department Store called her the next day to place an order.
What began as a small design idea with alumni and partner, Rebecca Matchett, at the University of Pennsylvania suddenly became a large company with potential. Using the first name of their mothers, Alice and Olivia, they set out to recreate Bendet’s vision of “whimsical, flirty, sexy, and sophisticated womenswear” inspired by her love of “vintage clothing, flea markets, and traveling.”
“The first few years were really about me going to design school.”Stacey Bendet
From an early age Bendet expressed an interest in fashion and clothing. At the University of Pennsylvania even though she studied International Relations and French she entered the industry with the two assets every designer needs-excellent taste and strong personal style. Besides design she’s also an influential trend-setter who’s appeared on the Vanity Fair Best-Dressed List over four times and is now in their Best-Dressed Hall of Fame. “The first few years were really about me going to design school,” she told Robin Mellery-Pratt in the article Stacey Bendet of Alice + Olivia Says Focus on Making Beautiful Product. “I had a graphic background and I was designing a lot of the actual fabrics, but I needed to learn about everything else.” By adding one item to her line each season and year she’s slowly expanded to “cashmere sweaters, skirts, dresses, gowns, shoes, handbags, and accessories.” In 2017, she added eyewear. An instant hit with Gwyneth Paltrow, Gigi Hadid, Amal Clooney, Jessica Alba, Kourtney Kardashian and other celebrities, Alice + Olivia is popular with consumers who want something timeless, unique, and fun as well.
Overall I think they present very well through interactive marketing because they’re present enough to be visible to their target audience yet obscure enough to be a discovery for those not familiar with them yet.