December 11th, 2018
Colleen Crivello is a fashion executive, formerly VP of Girls At Ralph Lauren. She is also the founder of CHALK, sold at Barney’s and Saks Fifth Avenue. CHALK spurred her rise in popularity in the fashion industry. Presently, she works with fashion’s biggest brands on rich story-telling content strategies. She is also the creator of MiniMode.
Content Strategy Today Has Dynamically Changed
Content strategy for fashion is completely different these days. Historically, fashion brands only produced content on a quarterly or occasional basis because that was the speed of media. One magazine per month would be accompanied by a brand’s new ad. TV was similar. But digital platforms changed the speed and frequency.
With new digital platforms, digital magazines, video, and online media websites, brands are expected to complete daily. For fashion brands that looks like new content not every 2 months, but two times per day at a minimum. Consumers want a daily flow of content and information to stay interested. And almost tragically, once that content is up, it’s also expired.
Colleen Crivello’s Journey To Ralph Lauren
Crivello’s CHALK brand made some waves and got attention from the likes of Ralphy Lauren. It was Crivello’s dream to work at a fashion brand like Ralph Lauren and one day, they came calling. Eventually, she accepted the position of becoming VP of Ralph Lauren’s girl’s division. “It’s an impressive machine, it really is,” Crivello said, “I have a lot of admiration for what he’s [Ralph] built.”
Content Strategy Is About Telling A Story
Today Crivello is helping brands tell stories, through the lens of the brand. It often becomes blog content, video, social media, and photography. She routinely reaches out to various people, doing creative things that she believes her brand can help or add. It’s not necessarily about free product or gifting, it’s about telling a story together and finding mutual benefit with these individuals.
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