Canvas Lands' End Announces Blog-Up Shop Series
Canvas® Lands' End is reinventing the Pop-Up Shop concept by taking it online with the first-ever blog-up shop. The result is Arrivals, a virtual pop-up shop series curated by eight well-known fashion and lifestyle bloggers. Each shop will function as its own mini e-commerce site and will feature fall and holiday looks styled by the blogger in his or her unique style that readers can purchase. The shops will live on the individual bloggers' sites for a week and on the Canvas Lands' End site where all shops will be compiled (http://bit.ly/BlogUpShop).
The Arrivals shops will each contain three looks styled by the blogger. In addition, the bloggers will provide content to help shoppers put their own looks together. This will include a behind-the-scenes look at the bloggers' styling processes, their must-have pieces and tips on where to wear the look. All content within the shops will also be fully sharable with easily accessed links that enable people to post the looks on their social channels, including Pinterest, Facebook and Twitter; #CanvasArrivals will be used to help track the conversation. Finally, in addition to supporting their Arrivals shop by hosting it on their sites, the partner bloggers will be pushing out the content through their own social channels and on subsequent blog posts.
"E-commerce retailers have been turning to pop-up shops as a way to bring their merchandise to life for consumers. We wanted to take a page from this concept, but with a unique spin that we believe will really resonate with our online savvy consumers," said Michele Casper, senior director public relations, Lands' End. "We decided to take it online and ask bloggers who inspire us to create personalized content for the shops. This will allow us to provide a great brand interaction to a wide audience throughout the fall and holiday shopping season."
The Arrivals bloggers are a mix of fashion and lifestyle experts who are helping to define what is "next" in fashion. Each brought their own distinct individual style and point of view to the creation of their Arrivals shop. Below is a full list and shop schedule:
- Jessica Quirk of What I Wore (October 30, 2012)
- Adam Gallagher of I AM GALLA (November 6, 2012)
- Jena Gambaccini of Chi City Fashion (November 13, 2012)
- Katharine Keegan of That Kind of Woman (November 20, 2012)
- Jeff Carvalho of Selectism (November 27, 2012)
- Jenni Radosevich of I Spy DIY (December 4, 2012)
- Caitlin Moran of Glitter Guide (December 11, 2012)
- Johnny Pinto of The Denim Guy (December 18, 2012)
Additionally, Canvas Lands' End will engage shoppers throughout the program with a sweepstakes hosted on Twitter. Each week eight consumers will have the chance to enter to win a $100 gift card to create their own #CanvasArrivals look by retweeting a message from the brand. There will be a new sweepstakes each week for the duration of the eight-week program with sixty-four winners. The sweepstakes will be announced each week via Canvas Lands' End's social channels, including Twitter and Facebook.