We create and manage marketing and social for The Cutting Room from the ground up. When founder Liza Deyrmanjien moved her operations from New York to Vancouver, she approached us with her vision. With over 25 years of experience in the fashion industry and a 12-year stint in New York, Liza has returned to her hometown to pass on her knowledge. We worked with her closely to highlight the multi-disciplinary fashion services her new workspace offered.
Our team is also responsible for the planning, promotion and execution of her first event in Vancouver -- a trunk show that featured up and coming Canadian designers. On top of sharing the client's company news on their social, we also provide The Cutting Room with original photography, content writing and strategy support.
The Cutting Room workspace
Photography and promotion of Loopy Manga, a brand featured in the retail side of the business.
Our team developed and launched the WeChat channel for Hudson’s Bay Richmond. The platform proved to be beneficial for our client – we grew their user base by 350% in three months. In the process, we attracted hundreds of new customers for participating beauty counter vendors. We worked with marketing to tailor promotions to fit store policy. We also worked with various brands such as Ysl, Burberry, Clarins, Topshop, Givenchy fragrances to generate social media content for our client.
When we first created the Ambassador Program with Shoeme.ca, it became a big hit. Our team then moved on to help the parent company – Clearlycontacts.ca and Coastal.com – with their online content and outreach. We curated and created fashion content for all channels worldwide, and worked with their internal team to launch Instagram contests.They have carried on with the program with its many benefits of it being low investment and high return. You can see examples of their photos on Instagram from the “Look Ambassador” program. It enjoys continued success to this day.
Our role in the growth of Shoeme.ca / Shoes.com was from the ground up. We pioneered the popular Ambassador Program for the business and reached out to influential Fashion Bloggers online to recruit them as ambassadors.
The program steadily grew from local ambassadors to ambassadors across Canada. The way it worked was for the ambassadors to receive a pair of our shoes and to style the product 3 different ways to show their audience how stylish Shoeme.ca products were and why they should shop online with us. This complimented the overall outreach strategy alongside our other larger partner campaigns (see French Connection / M.A.C. Cosmetics and Shoeme.ca StyleMe campaign) and helped to grow sales from $0 to over $750,000 per quarter in the first 1.5 years of operations.
Richmond Center Back To School Campaign
SOCIAL MEDIA | STRATEGY
Our team was tasked with styling 5 lockers for the Richmond Centre Back to School Initiative. Each of the lockers has a theme, where people can "take the pledge" to support that cause. The 5 pledges include: Hunger, Nature, Shelter, Education and Health.
For Education, we created a feminine, preppy look with an uniquely striped oversized shirt from TOPSHOP, with a soft grey sweater on top. We kept the color scheme to blue, gray, white, matching with the Matt and Nat backpack and wide brim hat in navy.
For Health, we featured Beyoncé's activewear line, IVY PARK. Sharp, bold colors and lettering makes the look stand out in the gym. We also opt for a fun grey gym bag from TOPSHOP and adidas trainers to complete the healthy workout look.
For Shelter, the colors and patterns focused on green/camouflage. We picked complementary colors such as soft pinks, nudes and clean, crisp white sneakers with gold accents.
For Nature, the focus was on The North Face backpack, since the brand's tagline is #neverstopexploring. Colors you find in nature such as beige, brown and green, were used to tie in with the theme.
Last but not least for Hunger, the goal was to illustrate the go-getter personality of someone who is hungry. The theme colors are punchy and aggressive reds, oranges and yellow. The items highlight the owner of the locker as outgoing, stylish and involved with Olympic gear, lots of t shirts for all the events they attend, and a stylish backpack from J2 that can withstand outdoor weather.
Dress for Success x Hudson's Bay
On May 13th, 2016 we produced and chaired our third annual charitable event for Dress For Success at the Regency Lexus showroom. Great brands were brought together, such as Regency Auto and local fashion house Cache Atelier, to create a memorable event for all guests. We raised over $100,000 for the non-profit organization, to help empower women getting back into the workforce. Event tickets were completely sold out. As a result, we reached the target of sponsoring 100 women for one full year.
Our team handles content creation, product styling, photography, copy writing and marketing of The North Face Vancouver’s instagram platform. We generated over 1500 organic followers in the span of four months. Each image posted boosts over 100 engagements – averaging 150 likes per photo. We also collaborate with local photographers to create Pacific Northwest imageries that are fitting for the client’s branding.
Hudson's Bay x Dress For Success
On June 4th, 2015 we produced a charitable event where Hudson’s Bay took part as the fashion partner, and also as an experience booth partner with their Burberry and YSL beauty counters. Over 300 business professionals attended the event and the audience gave rave reviews. The evening raised over $60,000 benefitting Dress for Success Vancouver, a local non-profit organization helping women get back into the workforce by providing the proper work attire, training programs and ongoing mentoring.
Fashion Night Out Vancouver
FACEBOOK | TWITTER | INSTAGRAM | EVENT
As host and organizer of FNO 2012 Vancouver, we saw an overwhelming amount of traffic to all of our participating retailer locations in the downtown core. The city embraced Fashion on September 6th and our kickoff fashion show at the CBC building downtown had over 900 people in the lineup. Over 300 guests attended our VIP Reception before the fashion show and also our after party hosted by Bar None and Belvedere that same evening. Over 3500 shoppers hit the streets for our retailer events.
We were engaged to help with the rebranding process of Richmond Centre to steer the mall towards an aspirational, fashion-oriented brand identity. Complimenting the corporate efforts to restructure the store layouts and offerings within the mall, our team created online content and were on site for in-mall activations to reinforce the perception of Richmond Centre as the fashion destination shopping centre for local residents. We also ran a social media campaign with the launch of the new Richmond Centre branding, where we generated over 2500 new followers for their Facebook Page.
Hudson's Bay x YSL
On September 2nd, 2015 launched a social media campaign on the WeChat platform to promote the beauty section at Hudson’s Bay. We amassed 477 click throughs on launched day and experienced over 40% followers growth for the account. A total of 100 deluxe YSL Mascara samples were given out for this campaign, successfully bringing in 60 new client accounts.
Window Story Website Design
For an upscale Korean window blinds manufacturer, we designed their Hong Kong agent's website, showcasing their many collections and brand story with an elegant, minimalist layout.