How brands bring their classics back into fashion: The new social campaign of Tod’s for the “Gommino”
Italian apparel and accessories label Tod’s is putting the spotlight on stylish fans with a user-generated microsite centered on its Gommino loafer.
Tod’s “Dots of Life” campaign asks consumers to submit photos of themselves wearing the Gommino, which are then compiled by the brand into an online gallery. This campaign will give fans of the brand a moment in the spotlight, while also showcasing the many varied wardrobes the shoes fit into.
They launched a microsite with the images that influencers featured: Chiara Ferragni of “The Blonde Salad,” Wendy Nguyen of “Wendy’s Look Book” and Aimee Song of “Song of Style,” among others. On this microsite, the landing page is mostly comprised of the gallery of images. that can be shared on social media, looked at more closely or favorited and in the upper left hand corner tile, text invites consumers to upload their own photo to become a part of the collage.
Other luxury brands have similarly eased into displaying user-generated content by housing it on a dedicated platform. In my opinion, this action is pretty “cool” for a brand like Tod’s, which designs are classics and which original buyers are starting to grow old. Many luxury and fashion brands are finding themselves in the same problem, and trying to refresh your image by launching new products or by changing the perception of them is one of the solutions.