How HauteLook does it

September 2, 2011 04:05 PM

HauteLook is going Hollywood with its latest promotion. The flash-sale e-retailer, known for selling high-end clothing and accessories at 50% to 75% off retail prices for 48 hours per sale, will run a series of movie-themed sale events around the soon-to-be-released film “I Don’t Know How She Does It.” The film, due in theaters Sept. 16, stars actress Sarah Jessica Parker, a fashion trendsetter in her own right, portraying a modern woman who juggles family, work and life while still maintaining her sense of style.

Kerry Bennett, HauteLook’s vice president of marketing, says the film’s theme will resonate with many HauteLook members and that Hautelook’s promotional activities are aimed primarily at driving engagement with its customers. It is HauteLook’s first promotion in collaboration with a movie studio, she says.

She says HauteLook started talking with studios at the start of this year about some kind of cross-promotion with a film, but ultimately was approached by The Weinstein Group, the studio producing the new film, about developing this promotion. Work on the HauteLook promotion started in earnest early this summer.

Starting Monday, 10 days ahead of the film’s debut, HauteLook will feature a deal of the day inspired by the fashions worn in the film. The first deal, for example, is a kids’ pajama set similar to one in the film. The advertisement for the deal, which will appear on the film’s web site, on HauteLook’s and the film’s social media pages, and on the film’s mobile app for iPhone and iPad, features a photo of two actors from the film and links back to for purchases. Another deal offered during the week will feature a striped sweater similar to one worn by Parker in the film; a photo of Parker will appear with the deal.

Bennett says HauteLook’s buying team reviewed hundreds of stills from the film to pick the looks they thought might appeal to Hautelook members. Then the buying team approached designers who sell through the site about finding merchandise that emulated the style. Bennett says designers were enthusiastic about participating. “Who wouldn’t want to be associated with a huge fall release, especially one that’s so focused on style and fashion?” she says.

During the week leading up to the premiere, HauteLook will host “I Don’t Know How She Does It”-themed sales based on scenarios from the film. For example, the sale Sept. 13 will have the theme Out on the Town and feature evening and cocktail dresses reminiscent of the ones seen in the film. Participating clothing brands include Halston Heritage, BCBG and Kenneth Cole.

HauteLook and The Weinstein Group also are running a sweepstakes on Facebook that will award winners with a trip to New York and tickets to the film’s premiere. Both the film’s Facebook page and HauteLook’s Facebook page are promoting the contest.

And while HauteLook’s main goal is to engage with existing members, Bennett says the promotion also will help extend HauteLook’s reach. “We view this foremost as a marketing vehicle, primarily to our existing members but also to movie fans who might now know about HauteLook.”

HauteLook is No. 156 in Internet Retailer’s Top 500 Guide. Nordstrom, No. 34 acquired HauteLook in February for approximately $180 million.




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