Fashion brand Diana Ferrari has released its latest collection to coincide with the brand's launch on one of the fastest growing social media platforms in the world.
The label, one of the few salvaged from the Colorado Group collapse last year, has showcased its May collection via a new video which also announces the brand’s presence on Pinterest, as it moves to increase its activity on social media networks.
Diana Ferrari marketing manager Anna McCarthy said the video, which depicts a pin board with animated images to reinforce the Pinterest message, will also present the range in an innovative way, while taking advantage of the Pinterest following to boost brand awareness.
“We believe that Pinterest presents an opportunity to position our brand as a leader within the digital and social media landscape. We have chosen to be one of the first fashion brands in the Australian market place to really promote Pinterest and our brand’s presence on it, and it is an ideal fit with the Diana Ferrari brand,” she said.
“Eighty-one per cent of its users are aged between 25-54 years old, 72 per cent of the audience are women, and the number one audience interest category is “Fashion Designers & Collections”. It also presents a very viable and highly commercial referral network that can drive online conversions.
“Pinterest is projected to account for 40 per cent of all social media driven purchases in quarter two of 2012, and research also shows that buyers referred from Pinterest are 10 per cent more likely to purchase, and are likely to spend 10 per cent more than visitors from other social media networks.”
The Diana Ferrari May collection video launched this week on the brand's official website (www.dianaferrar.com), via an EDM to the brand’s extensive database, on the Diana Ferrari YouTube channel ViewTique TM (www.youtube.com/dianaferrarifashion), and on social media platforms such as Facebook and Twitter, and Pinterest.
The Diana Ferrari May collection dropped into stores and online on May 1, with a second story set for release on May 14.
The collection offers a mix of relaxed
silhouettes and casual co-ordinates with a focus on layering and a
colour palette of rustic brights, grounded with tones of chocolate,
paisley prints and florals. Price points range from $ 99.95 for
skirts, up to $189.95 for dresses.