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Lazy oaf marketing strategic fashion communications ...

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Lazy Oaf Marketing 2Lazy Oaf is an ultra-cool, cult label that started out as a market stall in East London, with a penchant for playful prints and out-there designs. Lazy Oaf clothes are now stocked around the world and worn by the likes of James Franco, Cheryl Cole and Little Mix. Gemma Shiel is the founder of Lazy Oaf, the graphic and illustration fashion label she started in her dad’s garage in 2001 before launching a stall in Spitalfields Market. It now has a flagship store in Carnaby Street and is stocked in over 250 stores worldwide. Her many collaborations have included DC Comics for a Batman collection and Warner Brothers for Looney Tunes. Lazy Oaf expertly treads the line between cool and contrived, with a self-aware sense of humour in its designs that sometimes eludes other brands. Lazy Oaf has a blog and a Tumblr page, as well as the usual Twitter and Facebook accounts, and is adept at conveying its big personality across all four. We especially enjoy the main blog and the way the editorial team leverage content out of their colleagues (including the head designer’s dog) by getting them to choose their favourite pieces from the range – crafty low-cost content creation at its best. There’s also a regular digest of the weird and wonderful world of web humour, with editors picking out four stories each week that have done the rounds of the Lazy Oaf office. This kind of ‘behind the scenes’ content is a great means of engaging consumers in a more human way that billboard ads and glossy videos can’t. The brand is great at keeping abreast of any PR coverage and reposting that to its social accounts. As well as all the behind the scenes stuff there’s also loads more fun fashion and lifestyle content; Instagram photos of the latest Lazy Oaf prints, lookbooks uploaded to their website, free-to-stream music mixes and playful promo videos. We like to talk to people that look like our customers; the kind of people we sell to who like the product. We want to find out a bit more about what they do, what their bedroom looks like, what their studio looks like – we think our other customers must be interested in this. This lets us extend our voice in a way that we are genuinely interested in and think our customers will be, too. Our customers are really vocal and not afraid to share

Lazy Oaf Marketing their opinions, their love, their hate sometimes. I think that’s the beauty of social media. Sometimes we get loads of ideas from our customers as well that are tipping us off about other artists, events or brands, so it’s a nice conversation.

Lazy Oaf Marketing

Independent fashion label Lazy Oaf has chosen a group of our first-year Fashion Promotion & Imaging students to design a ‘lookbook’ for its Spring/Summer 2016 men’s collection. Lazy Oaf briefed the students to create a global online and offline marketing campaign for its new collection.

The group also presented their idea of holding an event in an arcade and promoting the collection via social

Lazy Oaf Marketing media – even using Snapchat to scan entry to a launch party....