Club Monaco launches lookbook on Tumblr

NEW YORK — International lifestyle brand Club Monaco is leveraging the power of social media to promote its fashion apparel and accessories. It has launched an interactive fashion lookbook on Tumblr.

Club Monaco hopes to use the visually driven platform to expand its reach and entice consumers to see and share fashion looks months before they hit the stores.

"Tumblr allows us to take an industry standard press-room and redefine it as a social media outlet for consumers," says Ann Watson, VP of marketing and communications, Club Monaco. "This innovative, exciting collaboration is an industry game-changer because it gives editors direct access to seasonal assets that are downloadable and allows consumers to curate, and share Club Monaco fashions by downloading the fashion themed, Tumblr template. In effect, consumers can become their own editors and develop their own wide-scale fashion community thanks to the help of Club Monaco and Tumblr."

Club Monaco opted to use social celebrities instead of traditional models in its fall campaign and is relying on Tumblr bloggers to be models in the lookbook, leveraging their social currency and celebrity status to expand its network.

Club Monaco considers Tumblr the perfect brand partner because its platform features more than 100 million blogs giving it an enormous, global reach of nearly 50 billion posts. Club Monaco has already reported success on Tumblr. Its Culture Club blog offers a glimpse into the brand's lifestyle and how they curate the world of culture. The blog's motto "Get Inspired By What Inspires Us," has sparked global conversations on food, art, fashion, photography, music and travel and has already amassed more than 200,000 followers.

"It was a strategic decision to expand Club Monaco's presence on Tumblr, as both companies already have an established and engaged social community," noted Watson. "As the first online social experience rooted in creation and curation, Tumblr's DNA is about connecting users via creative content. The new Club Monaco Lookbook on Tumblr provides the consumer with an interactive, engaging, brand experience. With today's launch, we are taking our social experience for the consumer one step further."

Headquartered in New York City's Chelsea Gallery district, Club Monaco operates more than 140 points of distribution worldwide with flagships in the United States, Canada, Sweden, Hong Kong and Shanghai. A subsidiary of Polo Ralph Lauren Corporation, it is an international retail concept that designs, manufactures and markets its own men's, women's and accessory collections.