NEW YORK, Nov. 16, 2015 /PRNewswire/ -- Lyst, the fashion e-commerce destination, today released its first brand advertising campaign.
The creative concept takes glossy, high production style imagery and contrasts it with provocative headlines, grounded in Lyst data insights. A bold, irreverent take on 'conventional' high fashion advertising, the campaign illustrates the brand's distinctive tone of voice, definitive scale of global fashion inventory, and inimitable fashion data intelligence - reflecting Lyst's unique authority in the industry.
Each of the 10 images, shot by British fashion photographer Charlotte Wales whose editorial work features in Vogue, POP and Dazed & Confused, is accompanied by an unexpected headline and backed up by a Lyst-owned data observation. Examples include: "Rip Off" referencing the 6x increase of shoppers searching on Lyst for velcro shoes, and "Pointless" for square and round-toed shoe sales figures. 'Drop More Acid' compels New Yorkers to buy more acid washed denim in reaction to the fact that Londoners are outshopping them on this trend.
Chris Morton, CEO & co-founder, Lyst: "Our success to date has been driven by marrying insights from data science with the emotional nature of fashion. The campaign is a manifestation of this; in it these two worlds are combined in a seemingly dissonant form, celebrating the power of beautiful fashion imagery and the intelligent insights into the fashion consumer's behavior. As a challenger brand we wanted to ensure our marketing was as disruptive as our product."
Lyst's campaign - executed in partnership with creative agency Anomaly - will appear for a month across a variety of media, including billboards and wild postering in New York and London with local data insights; stature print executions; tactical taxi media and experiential street marketing as well as global social and influencer marketing campaigns.
Launched in London in 2010, Lyst connects millions of shoppers globally with over 11,000 designers and stores, from Burberry, Valentino, Alexander McQueen and J.Crew to Lane Crawford, Saks Fifth Avenue, Harrods and Neiman Marcus. With an inventory of over 3 million fashion products and access to 4.5million changing fashion data points every hour, Lyst is a definitive new source of global fashion intelligence. This level of service and insight comes from analysing product changes and user behaviour plus sales and active browsing. Lyst was the first to launch a universal cart in the fashion space, enabling shoppers to check out from multiple retailers in a single, unified checkout. The company has raised $60 million to date, and is backed by range of all-star investors including 14W (Moda Operandi, Reformation), Accel Partners (Facebook, Spotify), Balderton (Yoox Net-A-Porter Group), DFJ (Skype, Hotmail) and the teams behind LVMH, Michael Kors, Oscar de la Renta, and Tory Burch.
Sarika Rastogi, VP of Communications