LOOKBOOK.nu Paula Pul | M2MIM | E-Marketing

MISSION: To give fashion inspiration from real people and by this gain more diversity.

WHATIS LOOKBOOK.NU ?

It's simple, beautiful, and wonderfully innovative in a quietly

disruptive way.

— BLOOMBERG BUSINESSWEEK

• LOOKBOOK.nu is a fashion, youth culture, and community website, created in

2008 by Yuri Lee in San Francisco

• It is the place where users can post their own street-fashion photography, featuring

themselves and their outfits

• The website is free and allows everyone to join

• It now allows users to share their looks and activity in Facebook, Twitter and Tumblr.

HOW DOES IT WORK? Post your

look! Give a catchy tittle

#TAG your

clothes

SHARE!

HYPE =

LIKE!

COMMENT & LOVE

your favourite looks

Follow

others

Get FANS & KARMA

ADDITIONAL ACTIVITIES

ADDITIONAL ACTIVITIES

Genre: 80% female Age: 66% between 18 and 24, 33% between 15 and 17, avg. age 20 years old Engaged: Avg. 8.5 pages per visit and 8:11 avg. time on site

Current Traffic: Over 3- 4,5 million unique visitors per month Over 75- 100 million page views per month Over 1.2 million total registered members

AUDIENCE STATISTICS

Connected: 50% of members run their own blog or personal website Creative: Top occupations include students (college, fashion, architecture, art, design, photography, etc.), photographers, fashion designers, graphic designers, bloggers, models, musicians, and stylists

Users: USA (45-50%), Canada, Australia, Poland, Argentina, France, Germany

11 045 868 153 952 29 703

111 228 42 754

LOOKBOOK.nu is perfect for… • Inspiration from real people

• Place where they can meet other fashion enthusiast & share their opinion

• Information, tips, ideas

• Follow trends

people who love fashion

• Place where they can show themselves!

• Branding, Recognition and … FAME!

• Feedback and Interaction

• More fans and potential clients

• Follow trends

trendsetters, bloggers,

photographers, stylists, designers

•Succesful promotion among key target groups

• Traffic on your website, visit into leads

• New look on your products

•Branding … recognition… viral marketing… Buzz!!!

•Build relationship with customers

companies, smaller businesses

WHO ADVERTISES ON LOOKBOOK.NU?

FASHION

H&M, Levi’s, Mango, American Apparel,

DKNY Jeans, Victoria's Secret, Vans, Billabong,

Gap, Nine West, Aldo, Dr. Martens, PacSun, Volcom,

Armani Exchange, Palladium

Boots, Uniqlo,

OTHERS

Paramount Pictures, MTV, SONY, Graph Paper Press

BEAUTY

Chloé, Clinique, Sunsilk,

Professional Sebastian,

TOP BRANDS of LOOKBOOK: H&M, MANGO, DR. MARTENS, AMERICAN APPAREL,

RIVER ISLAND, CONVERSE, LEVI'S, VANS, GAP

HOW TO ADVERTISE ON LOOKBOOK? 1# BANERS

(for smaller businesses and independent designers)

Weekly or Monthly

Sponsorship Opportunities

125 x 125 Sponsor Button

320 x 50 Mobile Banner

HOW TO ADVERTISE ON LOOKBOOK?

1# BANNERS ( for premium brands & media agencies)

CPM Ad Units & Custom

Integrations

728 x 90 Leaderboard

300 x 250 Medium Rectangle

300 x 600 Large Rectangle ("Half-page ad")

160 x 600 Wide Skyscraper

980 x 250 Megabanner ("Superleaderboard")

980 x 90 Wide Leaderboard

Homepage Roadblock/Reskin

Effective, longlasting, well

targeted, however - expensive.

HOW TO ADVERTISE ON LOOKBOOK?

2# Sponsored LOOKBOOK Contests

POST your look with min. 1 OUR PRODUCT, get HYPE’s !

Effective, longlasting, well targeted, however - expensive.

HOW TO ADVERTISE ON LOOKBOOK?

3# Cooperation with TOP bloggers

BILATERAL AGREEMENT promotion for renumeration / products

Easy, cheap, effective, longlasting, well targeted.

HOW TO ADVERTISE ON LOOKBOOK?

4# SHOW YOURSELF!

Free, longlasting,

but works only

when you have

audience

HOW TO ADVERTISE ON LOOKBOOK?

5# Use FORUM

Easy, free and well targeted, however- short term

CASE STUDY: American Apparel CONTEST: LOOKBOOK.nu members

submitted photos featuring their favorite

American Apparel pieces.

7,000 looks using American Apparel basics

The brand’s 132 favorites became The

LOOKBOOK.nu 64-page print Lookbook by

American Apparel.

They also featured three LOOKBOOK.nu

members who went to Los Angeles and

worked with American’s creative team to

create professional looks.

CASE STUDY: Nine West

Espadrille promotion

They turned famous and active bloggers

into brand ambassadors, and providing

them with Espadrilles.

The bloggers created and promoted their

Espadrille looks across multiple channels

including their personal Lookbook.nu,

Facebook and Twitter accounts.

As a result, the Espadrille category had

over a 60 percent sell-through for the

season.

REFERENCES: • LOOKBOOK , www.lookbook.nu;

• TOP COUNTRIES / TOP BRANDS

http://lookbook.nu/search#!locations//time/this+month

• LOOKBOOK ADVERTISE, http://lookbook.nu/advertise

• Julia Kuczyńska, http://lookbook.nu/juliettk

• „BUY ADS, https://www.buyads.com/website/lookbooknu;

• The Golden Age of Display?” http://blog.isocket.com/2011/11/golden-age-of-

display/;

• American Apparel: How To Create Successful Social Media Campaigns

http://insidefmm.com/2010/03/social-media-strategy-insights-with-american-

apparel/

• Social Media: Media Contacts/ Havas Digital, Nine West, Nine West Espadrille

Brand Ambassadors Campaign with Lookbook.nu ,

http://www.mediapost.com/publications/article/163919/

•

PAULA PUL

paulapul@o2.pl