afa-review-blog

[afa-review-blog]

Part 6 of A Fashion Amateurs Review: Spell & the Gypsy Collective - Lotus Campaign: Success or Failure?

All in all Spell & the Gypsy Collective have successfully promoted their new collection: Lotus, in their campaigns that can be viewed around the world online. Spell have used their online presence as an advantage to expose their strategy through an immensely creative campaign resulting in the sell out of garments which are hugely popular.

They’ve been able to not only keep a consistent flow of their campaign running through out each social media platform but also kept true to the essence of Spell Designs itself.

With the coming of one of Australia’s biggest music and arts festivals, held in Byron Bay itself, Splendour in the Grass, it’s safe to say that Spell will be rocked and papped throughout the festival for sure.

[afa-review-blog]

Part 5 of A Fashion Amateurs Review: Spell & the Gypsy Collective - Lotus Campaign: Are the people getting what they want?

After being an avid follower of the Spell social media for the past few years, I think they definitely stay in close touch to all their consumers, whether it be via their website messenger pop out, email or a casual post on Facebook. I love how the team, especially owners Pennefather and Abegg engage with their online audience through Facebook posts, an example can be seen here.

These type of admin posts generate hundreds of likes and comments resulting in happier customers, an engaged target audience and overall a strengthening of brand loyalty. This most recent post shows that consumers are getting involved in this new campaign and shows that the company does recognise their buyers not just as profits but real people who enjoy and feel very liberated when wearing Spell garments, all of which range from their Lotus campaign.

When searching up the keyword “Lotus” in their Facebook posts, there are a variety of posts about the new campaign such as what’s new on their Spell Designs blog page, stockists of where you can find Spell in store and an image of their Lotus campaign launch event which produced 1.2k likes, 70 shares and 80+ comments where consumers couldn’t wait to feast their eyes on the new collection, which was recorded live via their Instagram story.

The target audience is definitely engaging with the campaign and constantly following what comes next.

[afa-review-blog]

Part 4 of A Fashion Amateurs Review: Lotus Campaign, Success of Failure?

In an ABC News article that was published in 2016, Isabella Pennefather and Elizabeth Abegg were interviewed on their transformation of Spell and the Gypsy Collective as a market stall to an international brand. The way in which the online world has expanded the founders of Spell saw that as an opportunity to begin blogging their designs in the most creative ways, much like magazines would layout their photography sections, showing a visual feast of each product. This then paid off as the sisters could then see a distinct increase in online sales, and so they began an Instagram page.

Lotus can be seen through out their Instagram page worn on social media personalities and also customers. Recently social media personalities, Mimi Elashiry and Natascha Elisa went to the UK music and arts festival, Glastonbury, where they were completely decked out in Spell designs. The two also took over the Spell Designs Instagram story where we could follow them on their journey throughout the 3 day festival, seeing how and where they got ready and also how they styled their Spell garments. From this the style of dress Mimi wore for one of the days of Glastonbury is now sold out online and personally I did buy a bikini she wore as a basic bralette while getting ready, via Afterpay. Let me just tell you, the quality is amazing and the packaging is the most beautiful thing that could ever be delivered to your home, I’ll also add that its super sustainable and eco-friendly wrapped!

I think without social media Spell would not have the international following it has today. 

[afa-review-blog]

Part 3 of A Fashion Amateurs Review: All about the Lotus Campaign

“Inspired by the luxurious fabrics brought across the sea on trade routes from the East, an eclectic and wordly style these treasures invoke, Lotus is an eerie wonder in an empty mansion outside Paris” (Spell Designs, 2017)

Lotus can be viewed through a number of creative advertisements including images and an artistic video to capture the concept of the eclectic designs and styles. There brand image strategy prompts a psychological connection with consumers rather than a physical or functional differentiation to their competitors.

This can be seen as they have opted to shoot images in a particular location rather than a plain white studio and have chosen a model who can bring to life the enchantress the Spell team see wearing the garments most. In saying this Spell also tap into a more transformational advertising technique where they’ve filmed a video previewing the way the garments move and how they can be manipulated in real life. In a recent post from international magazine Russh, the team choose to quote:

“Tell me, what is it you plan to do with your one wild and precious life?” (Russh, 2017)

This then influencing the experience you should be having/feeling when wearing this new collection. To me the team have chosen the perfect location and model to express the essence of the collection, inducing a much more elegant and conservative collection that is still playful and stays true to the Spell & the Gypsy Collective image.

For consumers to see these images, Spell have constantly updated their Facebook page with simple images of actual studio shoots with the garments to give a preview of more of the designs and garments available. Recently in a post they have featured images from consumers Instagram tagged posts of themselves wearing Spell products. I think this is a great way of interaction and connecting with their publics as it shows a genuine interest in their Spell community. Also linked below are the products shown in each consumer image.

Overall I think the campaign is successful, with garment sizes mostly sold out online. Next we’ll be looking into the campaign via the Spell Instagram.

[afa-review-blog]

Part 2 of a Fashion Amateurs Review: Spell & the Gypsy Collective

Let’s start off with a quick checklist in order to buy from Spell & the Gypsy Collective:

1. Smartphone

2. Instagram App

3. Following Spells Instagram @Spell_byronbay with instant links to their website to shop the feed.

4. One filled cart

5. Available funds (or even just a few pennies because Afterpay is saving lives now)

And voila, you’re ready to process your order!

Sisters, Elizabeth Abegg and Isabelle Pennefather joined forces in Byron Bay to begin the developments of this now international brand that supplies us with jewellery, clothing and homewares, employs 50 people, and was named Australian Business of the Year at the 2016 Telstra Business Awards. They sought to provide garments that are “...designed and sampled in the Arts & Industry Estate of Byron Bay, and produced ethically in factories around the world.” Spells items are priced higher than your average Target or H&M, looking target an international audience of females aged 18-30yrs old with an average to high income, those who are willing to spend a bit more conscious that what they’re receiving are locally designed and ethically made.

Previously spoken about, Spell & the Gypsy Collective relies heavily on Instagram as its main source of advertising, publicity, PR and promotion. Overall their E-marketing throughout social media platforms, such as Facebook, is strong where they are able to publicise sales and promotions and touch on their ability to deal with PR issues e.g instantly replying to customer queries and problems.

The Spell team are able to integrate a number of promotional tools to work together in harmony using their well knowledgeable and prompt online presence to do so, in order to make customer decisions and purchases quick and easy.

[afa-review-blog]

Part 1 of a Fashion Amateur’s Review: Spell & the Gypsy Collectives ‘Lotus’ Campaign

Bonjour! This week we’re delving into Spell & the Gypsy Collective’s new campaign for their latest collection: Lotus, set in a Parisian mansion, starring supermodel Lindsey Wixon draped in luxurious and eclectic European styled garments, campained amongst multiple social media platforms.

Now if you’re behind on all the glitz and glamour of small Australian boutiques, Spell & The Gypsy Collective is an Australian fashion boutique, homed in the beach town of Byron Bay. Along with the  following of over 790K on Instagram and 220k on Facebook, the boutique have also been featured in international magazines such as Vogue and Elle, so it’s safe to say that owners, and ultimate Australian girl bosses, Elizabeth Abegg and Isabelle Pennefather, and their band of Spell angels, can really do no wrong.

In an interview with The Saturday Paper, Spell’s aesthetic and success is said to be built on two core and closely intertwined components: Byron Bay and Instagram. Being an avid follower of this boutique, I agree completely. You won’t see this campaign on billboards or on the TV, you won’t hear it on the radio or see it in print on the Daily Tele’. You’ll be graciously bombarded with these beautifully shot images of international supermodel Lindsey Wixon and an array of social media influences, wearing these extremely intricate prints via the worlds most interactive photography app Instagram, you’ll see it while scrolling your feed while alternating from your uni assignment tabs and Facebook, and you’ll be able to watch the garments flow IRL as Wixon frolics in their “Lotus” Youtube video. All of which cumulate hundreds and thousands of likes and shares that allow the campaign to be viewed around the world. 

Next we’ll be disecting the talents of this rapidly growing Australia business and how they are able to keep a campaign alive and desired.