Fashion label Alice + Olivia is advertising cute date night looks on the networking app; features influencers like Something Navy’s Arielle Charnas
We’re swiping right on this.
Contemporary fashion brand Alice + Olivia is running a native campaign with the female-first dating app Bumble. The campaign targets female Bumble users with images of Instagram cool girls wearing Alice + Olivia apparel and presents the New York City-based womenswear brand as a solution to your first date fashion jitters. Swipe right on them and you’ll be directed to the label’s website—with a 20% discount code to boot.
For the promo, which runs until November 7, the two companies tapped on four social media influencers. They include Something Navy’s Arielle Charnas, who boasts 1.1 million followers on Instagram, and San Diego shoe obsessive Erica Hoida, whose moody looks draw 955,000 fans on the fashion-friendly photo sharing platform. Bumble chieftess Whitney Wolfe and Alice and Olivia lady boss Stacey Bendet picked the outfits—flirty lace tops, skinny suede trousers and a royal red velvety jacket—with an eye toward what a knowing It girl would wear for a night on the town. The brands are also hosting events with dating coaches and makeup gurus across the almost two dozen Alice + Olivia doors.
Anyone else who is a mom can understand the importance of a night out so when that night comes around, I try to dress up and put in that little extra effort. Tonight, I’m wearing these really comfy @aliceandolivia suede pants, a patent leather boot that’s not too high since we tend to walk to our favorite restaurants in our neighborhood and a one shoulder top to show off a little skin. What’s your go-to date night outfit? @bumble #ad http://liketk.it/2thcP #liketkit @liketoknow.it ❤️
Bendet was inspired to collaborate with Bumble—which now has supplementary friendship and business networking options—after constantly hearing friends and employees ponder aloud about what to wear for a first date with someone they met online. The question is also a featured “make the first move” icebreaker prompt on Bizz, Bumble’s LinkedIn competitor. (The campaign only runs on the dating and friendship spaces of Bumble.) “We hear user feedback that extends [to behaviors] outside the digital space,” Chelsea Maclin, Bumble’s marketing director, tells Moneyish. “It’s such a personal and industry specific question. There’s no correct answer.”
While Bumble says its 21 million global user base is fairly evenly split between men and women, it flaunts the fact that women have to approach their male counterparts on the app before they can chat—a move that empirically appears to have reduced online abuse. “There’s something about finding an outfit for date night that not only makes you feel good, but also look good,” says Sarah Sawaf, Bumble’s strategic partnerships manager. “Outer beauty empowers inner beauty and we want to [help] our users feel good about the way they look.”
“Women worry about how to make the right impression, about not being too sexy, but sexy enough,” says Carmelia Ray, a Toronto-based celebrity matchmaker who works with professionals to style her clients in a “fun, feminine and flirty” fashion for online dating photo shoots. She thinks the Bumble x Alice + Olivia tie-up will be useful for women even beyond the first date. “What [heterosexual] woman doesn’t love fashion and fine men?” Ray says.
With its feminine, artsy rocker off-duty vibe—Women’s Wear Daily called its latest season a blend of “spirited and eclectic femininity with a rock ‘n’ roll edge”— Alicia + Olivia likely already has a stake in the dating fashion market. But as fashion retailers in America face challenging headwinds, Bendet wants to grab more of the money we’re spending in hope of finding love.
According to a Match.com poll, single Americans spent almost $1,600 last year on dating-related purchases like meals, matchmakers, blow dry sessions and yes, clothing. The number is likely to be significantly higher in the wealthy urban locales where Alice + Olivia plies most of its trade, since women in those places tend to marry later, if at all, and have higher disposable incomes.
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