Stella McCartney’s Luxury Collections Go Mobile

The catwalk is coming to the mobile screen. Trying to expand her visibility with a bigger audience in a crowded luxury fashion market, Stella McCartney is adding a mobile component to her holiday marketing campaign for the first time.
McCartney partnered with Millennial Media, which created the mobile campaign and is running it on various sites in its advertising network. The mobile branding effort is meant to raise awareness of and get consumers to interact with McCartney’s collections.
When clicking on a banner ad, mobile users are directed to the designer’s mobile site, where they can peruse her various spring and summer 2009 ready-to-wear collections. From there, consumers can view mobile fashion shows and close-up looks of specific designs and accessories.
The site also features a store locator that consumers can use to find Stella McCartney retail locations and a feature that lets users sign up to get news and information about her brand.
Other elements of the campaign include print, online, direct mail, in-store, point of purchase and PR. It launched today and will run through the end of January.