Perry Ellis this fall stepped off the runway and into the digital realm where it leveraged user-generated content on Instagram to raise awareness and, hopefully, sales of its men’s apparel. The initiative, called #100PiecesOfPerry, put Perry Ellis clothing into the hands of 160 men and personal style bloggers from around the world who on Sept. 27 modeled their own individual Perry Ellis looks on their own “runways” in an Instagram fashion show. In addition, consumers could enter the show by uploading photos of themselves wearing Perry Ellis apparel for the chance to win a $2,500 Perry Ellis gift card.
The Instagram fashion show is part of a two-pronged approach by Perry Ellis this year. The brand presented its collection in July during Men’s Fashion Week, but is putting more manpower and marketing dollars behind #100PiecesOfPerry to drive product that is actually available for sale, capitalizing on consumers’ desires to immediately purchase the apparel they see paraded down the traditional runway show, which typically doesn’t show up at retail for six months. All products shown in the Instagram photos are current and available for sale. Content from the online show, which also showcases the brand’s diverse consumer base, is running in stores, on perryellis.com and on its social media channels.
“We are always looking to elevate the brand first and foremost in whatever way we can. #100PiecesOfPerry is meant to do that, but we also wanted to raise awareness and ultimately drive sales,” says Matt Cronin, vp-marketing at Perry Ellis.
So far the results are as stylin’ as the apparel. In the first 24 hours following the launch, #100PiecesOf Perry was used 161 times by 148 Instagram users, for a total of 15.9M impressions. Perry Ellis also saw an increase of 455 followers to its Instagram channel, which is 540 percent higher than its average daily follower increase. Agency: In-house.