Exchange Fall Trend Campaign Takes a Fresh Look at the Season’s Fashion
The Exchange took a fresh approach to highlighting the season’s hottest trends this year with the fall Fashion for All campaign.
The campaign was incorporated into the weekly sales promotions, rather than highlighted in a separate trend guide or look book as in years past.
“We wanted to try something new to keep the fall trends fresh,” said Exchange Divisional Merchandising Manager of Ladieswear Lisa Wilburn, whose team coordinated the campaign.
The weekly sales promotions from Oct. 13 through Oct. 26 each feature eight pages dedicated to showcasing the latest styles and new brands in apparel, accessories, jewelry, handbags and cosmetics. The trends are organized around themes, such as Fall Romance, Dressy & Polished, The Fall Shoe Edit, Denim for Days, Plaid for All, The Color of Envy and more. (Watch a video featuring some of the themes here.)
“Putting together a campaign allowed for even more collaboration and a strong, cohesive result to increase awareness of the brands available at the Exchange,” said Softlines Fashion Coordinator Crystal Newhouse.
Wilburn and Newhouse highlighted the importance of collaboration with other directorates to ensure the success of the campaign. The Merchandising team looped in eCommerce, Corporate Communication and Brand Marketing, MILITARY STAR, Customer Relationship Management and other directorates to plan.
“It’s a true omnichannel experience for the shopper,” Wilburn said. “The sales flyers, social media posts, email blasts, Deals of the Day, web banners, in-store signs—wherever shoppers encounter the Exchange, they’ll see the same design, color scheme and font for a seamless look and feel.”
The campaign also spotlights brand launches at the Exchange: On running shoes for men and women, Kylie Cosmetics and Tom Ford fragrance. Shoppers will see an emphasis on top family brands like Levi’s, Old Navy and Gap, as well as favorite brands that include Free People, American Eagle, Aerie, Kendra Scott, Nike, Adidas, Under Armour, Kate Spade, Brahmin and more.
Shoppers and associates can follow the Fashion for All campaign on Exchange social media channels and look for the #TrendyPicks hashtag.
