Web based promotional design contest, involving students from the Fashion Institute of Design and Merchandising and the Christian Audigier brand. Overall aim is to increase sales, expand consumer base, and provide a platform for design students to implement their skills in a real world setting.

1. Increasing Christian Audigier Sales
Through Web 2.0 based Promotion
Presented by
Emiah Porter-Clare

2. • Dilemna
o Consumers entering Northern California stores are unfamiliar with the
Christian Audigier brand and value.
o Unlike Southern California, the local community has little affiliation
with the Christian Audigier Brand
o San Francisco store sales limited by lack of brand awareness

3. What does the Christian Audigier target market
want?
o Fashion related content, online
o To engage with fashion industry
o To be part of the "in" group
o Early access to the latest trends
o To gain entry to exclusive events
o 18 - 30 year old demographic are active Internet users

4. • Create partnership between Chrisitan Audigier and
the Fashion Institute of Design and Merchandising
San Francisco division
• Promotional program includes but is not limited to:
o Online student design contest featuring FIDM designers competing for a
chance to design for Christian Audigier
o Contestants create content to be placed online
 Several drafts of designs
 Video interviews
 Video descriptions of design process
o Target consumers engage in process and vote along the way for favorite
designs
o Promotion includes event awareness campaign
 Club events (meet the competing designers)
 School Events (designers tell their Christian Audigier story)
 High School Stories (engage the consumer)

5. • Target audience is immersed in online and
mobile communications
o Utilize mobile tools to communicate with consumer base (engage)
o Give consumers a chance to win prizes when they opt-in to the mobile
program
o Provide unique benefits to being a CA mobile member
 Access to the best events in SF showcasing CA clothes (Invitation
only!)
 Invites to Free events…
 Notice of Sales and Promotions

6. Christian Audigier places a few
web pages on existing site to
promote the program.
Participating FIDM students
can provide:
• Photos
• Contestant Videos
• Tweeting content
• Blog content

7. • Create simple banners letting visitors know about the contest and give
them a chance to Vote and Participate
• Work with student
contestants and build
characters that others will
want to follow

8. • Engagement Tools
o Twitter, Facebook, MySpace, and other resources utilized
o Working with local promoters, setup various events that will
feature the designers. All events are "by invitation only"
 Invite press, bloggers, influencers and prospective
customers (mobile invitations, email, phone, online wait
list)
 Each event includes:
 Product giveaways
 Consumer contests
 Photo opportunities

9. • Consumers educated about the Christian Audigier
brand
o Total Online Impressions – 700,000
o Newly aware northern California prospects – 100,000
o Potential incremental sales – 10-15%
o Excellent relationship with San Francisco fashion influencers
• Required resources
o Senior Christian Audigier management engagement with FIDM directors
o Utililization of existing budget for club events
o A small portion of time from the existing Christian Audigier web
development team
o 45 days to implement once agreement is in place, 90 day program
o End with a gala event fundraiser for local charity