Theory Unveils Fashion Insider Campaign, Launches E-Commerce Boutique

NEW YORK, Feb. 22 /PRNewswire/ -- Theory, the leading contemporary clothing brand founded by Andrew Rosen, today re-launched the brand's website, www.theory.com, and debuted its first e-commerce boutique. The brand also unveiled its Fashion Insider concept: an innovative campaign that will dictate every facet of the Spring Summer collection: from how each collection is merchandised, through our marketing, and on to our online and retail store strategy.

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The campaign, Fashion Insider, was inspired by Fashion's Night Out, Vogue's call to action to bring excitement back to the shopping experience.  Fashion Insider is a curated presentation of the Spring 2010 Women's and Men's collections, as created by some of the industry's top fashion stylists.  It speaks to the heart of Theory's philosophy: the versatility of clothes, the paramount importance of individual style, and that the quest for the one perfect piece ends here.

FASHION INSIDER DEFINITION

For Theory Spring 2010, 17 stylists pored over the collection to find their must have pieces, and with a fresh perspective and unique style, they mixed, matched and layered, to create the looks that inspired them to inspire you.  They illustrate that there is no single way to wear it, no one way to style it, and that one perfect piece has infinite possibilities.

Fashion Insider – Be One, in Theory.

THE APPROACH

Theory sought to create a focused presentation, illustrating the multiplicity of the brand's style.  The brand called on 17 Men's and Women's stylists from varied backgrounds, ranging from former Vogue Magazine editors, to stylists of Hollywood's A-list, to the arbiters of international style.  These stylists assembled 60 women's looks, and 20 men's looks that while individual and eclectic, profoundly resonate as quintessential "Theory."

The campaign is an opportunity for the consumer to be styled by those that are usually reserved for the glitterati and fashion elite.  Each look is an opportunity for the consumer to be inspired to find her own style, to take risks, and to find a new approach to update the favorite Theory pants that she or he has had for years.  Footage on Theory.com walks the consumer through the styling process.  There they can start from one essential piece, and learn how to mix and match their own looks and styles.

The Fashion Insider campaign allows the brand to communicate with customers in a personalized manner, both in our retail stores and on the website – the retail experience will be a personal one, whether it happens in a store or on a laptop.

THEORY E-COMMERCE AND WEBSITE

Theory.com is the ultimate Fashion Insider destination.  In a departure from the traditional approach of brand sites carrying "everything," Theory took a more focused approach.  All the pieces sold on the site are from the Fashion Insider looks. All 17 Fashion Insider stylists' looks will be available for purchase online.  Thus, just as magazines comb through to find you the pieces you must own for the season, Theory has assembled a presentation online of the season's essential looks, and must buy pieces.

Theory.com customers can shop by their favorite Fashion Insider stylist or by category.  If they find they like stylist Isabel Dupre's looks, for example, they can easily click to see the other looks she styled.

The Fashion Insiders have created exclusive behind the scenes video footage of their styling sessions, offering tips and inspiration for Theory shoppers on how to style their favorite pieces from the collection in their own unique way.  The theory.com blog also offers styling tips and news on the recent collection, as well as other tidbits that might appeal to the style-minded Theory shopper.  Both the Men's and Women's collections are available for purchase on the site.

THEORY STORES

Inspired by Colette's curated presentation of looks in their eponymous Parisian boutique, Theory stores present the Spring Summer 2010 collection through an installation of mannequins against a backdrop inspired by the photo studio cyc.  Theory clothes have always been designed with versatility in mind; it only makes sense for our retail experience to convey that same mentality.  Each stylist from the group of 17 is represented in these looks. The mannequins are accompanied by a rack of the clothes from the look, and a poster of its image.  The idea takes the online concept of "buy it now," or "get this look," and translates it into the brick and mortar experience.  Notably, also on the rack are complimentary items that allow the shopper to be inspired by what they see, and make it their own.  Throughout the season, "Fashion Insider Favorites" will be highlighted with the use of special hang tags.  This is yet another example of "clicks to bricks," where the consumer can participate in the experience of Vogue.com's "Must Have's" section, in real time.

THE COOL T-SHIRT

Shoppers who spend $350 or more on Theory.com will receive a limited edition "I'm a Fashion Insider" t-shirt (while supplies last).  The t-shirts are the brand's signature tongue in cheek approach to the Fashion Insider; because, in Theory, you don't have to be a stylist or a fashion editor to be on the insider track.

ABOUT THEORY

Theory was founded in New York City in 1997, on the principle that modern men and women want to feel comfortable and sexy in modern clothing. Theory was created to answer the needs of contemporary fashion consumers with discriminating tastes who seek comfort, value, and above all, style. Theory's simple design philosophy, clean silhouettes, quality, craftsmanship and fit have been key factors in establishing Theory as the go to brand for the perfect pieces in the modern wardrobe.

SOURCE Theory