Fashion bloggers are paying off for Los Angeles women’s brand B Collection by Bobeau.
The company launches the second campaign in its blogger series featuring fashion bloggers and sisters Natalie and Dylana Suarez for its fall collection. The two were tapped to lend their personalities and personal styles to help pull together the season’s look book. That follows the company’s work with Mary Seng of the blog Happily Grey, who launched B Collection’s blogger series with the debut of the spring campaign. More influencers are expected to be tapped to serve as the faces of future marketing efforts as the company looks to grow awareness of its brand.
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“We love working with bloggers,” said Michelle Hoover, director of merchandising and marketing. “They really just constantly inspire our collections because they have such different points of view.”
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The Suarez sisters initially worked with the line when the company unveiled a holiday pop-up in New York as the West Coast brand sought to gain a toehold there.
“Natalie and Dylana felt like such a great and easy fit for us and we liked the message that they brought to the look book as well,” Hoover said, pointing to how the sisters were able to bring versatility to each of the pieces, mixing and matching them with their own personalities for a total of about 36 looks.
Fall for B Collection, which totals three deliveries, is comprised of crushed velvets, poplins, sweater knits and an expansion of the outerwear offering.
“They picked the pieces and put it together in their own way and we really felt that it embodied the brand to the fullest,” Hoover said. “We’re all about the fabrication and easy-to-wear pieces.”
Additional pop-ups are planned for the company this year with a focus on different regions of the country, according to Hoover.
The campaign, which consists of digital, look books and marketing materials at trade shows such as Coterie, officially launches in July. The company is now also looking to apply a similar marketing strategy involving influencers to its plus-size collection.
“We’re just constantly looking for new, interesting ways to get more faces into the brand,” Hoover said. “It’s definitely the kind of brand where we want to be in touch with the blogging community as well as customers.”