Ford Focus Teams Up with Hachette Filipacchi's Integrated Marketing Group To Create Fashions Out of Auto Parts
10 December 2000
Ford Focus Teams Up with Hachette Filipacchi's Integrated Marketing Group To Create Fashions Out of Auto Parts
Multimedia and Multiplatform Campaign to Include Advertorials
In Elle and Premiere as Well as a Fashion Show During Fashion Week
DETROIT and NEW YORK, Dec. 10 Fashion designers have
utilized their stylistic expertise to design automobiles for years. In an
unusual twist, fashion and automobiles are coming together again, but this
time the designers will use car parts to create wearable fashions. It's the
creative invention of teams from Ford Motor Company's Ford Focus,
advertising agency J. Walter Thompson Detroit and the Integrated Marketing
Group of Hachette Filipacchi Magazines (HFM) who developed the "Fashion in
Focus" campaign.
Ten new edge designers including Tracy Feith, Alexandra Lind, Pixie Yates
and Keni Valenti, will create more than 40 clothing designs and accessories
using Ford Focus materials. The creative process will begin with a series of
advertorials and will culminate when the designers reveal their creations in a
fashion show during Fashion Week on February 11, 2001 at the Cipriani in New
York.
As part of the episodic launch of the Ford Focus, Ford Division developed
a series of innovative marketing and advertising campaigns targeting buyers
under 25 years old. Understanding that this young group relates to fashion,
music and fun, Ford challenged its advertising partners to go beyond a
traditional promotion to create a more integrated program that young people
would find authentic and relevant.
"When HFM brought this unexpected concept to us, we were immediately blown
away by this forward-thinking approach and how it would enable us to create a
fully integrated marketing program," said Bob Fesmire, Ford Focus marketing
manager. "This fun lifestyle campaign incorporates all of the necessary
elements to enhance the Focus brand image from appealing to young women
through the advertorials in Elle and Premiere magazines to creating buzz from
the huge fashion show event in New York."
"This one-of-a-kind integrated marketing program illustrates the
creativity that reflects the Ford Focus brand," said Stephen McEvoy, vice
president of national sales, HFM. "We are thrilled to join our strategic
partners at Ford in this marketing partnership."
Advertising agency J. Walter Thompson Detroit joined HFM to develop the
creative elements of this "Fashion in Focus" program. The 10 designers first
began their unusual endeavor at Ford's Wayne Assembly Plant in Michigan,
selecting a wide variety of Focus parts including gear shift knobs, ignition
wires, air bags, seat fabric and head lights. All of these elements will be
incorporated into high-end fashions and accessories, including handbags and
jewelry to be unveiled during the premiere fashion show next year.
Elements of the campaign include:
PRINT
* The first Fashion in Focus advertorial, which introduces the designers
and teases the concept. This appears in the January 2001 issue of Elle,
on sale December 19, and Premiere, on sale December 12. Both titles are
published by HFM.
* The second advertorial in February issues gives more information about
The Focus Group and the program.
* A 12-page Fashion in Focus spread in March issues of Elle and Premiere
showcases the fashions and accessories created by Ford Focus automobile
parts and materials.
ONLINE
* Beginning December 11, the launch announcement will be accessible on
http://www.focus247.com and linked to Elle and Premiere sites.
* The official web site of the Fashion in Focus program officially
launches January 1, 2001.
* The Fashion in Focus show will also be featured on a live webcast on
http://www.focus247.com .
OUTDOOR
* HFM will feature the campaign in January on its full city-block
billboard located on Broadway in the Times Square area, which is
trafficked by 1.5 million people daily.
* Street marketing promoting the fashion show will be executed with wild
postings in Manhattan two weeks prior to the event.
FASHION SHOW
* The Fashion in Focus Show will debut during Fashion Week on Sunday,
February 11, at the Cipriani in New York City and will be webcast live.
DEALER PARTICIPATION
* Dealer promotions will include tickets for Focus owners to attend the
fashion show and party.
THE FOCUS GROUP DESIGNERS
* Leonello Borghi: Italian-born designer creates clothing for the urban
man using lean, serene and functional designs with a modern, geometric
edge.
* Charles Chang-Lima: Touted by the industry as "the next big thing," his
beautifully made, inventive yet wearable designs are worn by celebrities
like Liv Tyler and Meg Ryan.
* Roberto Crivello of DDC Lab: This designer pioneered high-end fashion
on the hip Lower East Side of New York City incorporating technology
into fabrics to create highly advanced garments with purpose.
* Tracy Feith: The Texas native creates feminine, flirty, ethnic-inspired
clothing for women including celebrities such as Gwyneth Paltrow, Julia
Roberts and Sandra Bullock.
* Geova: Born in Brazil, he likes to use found fabrics and garments in
order to cut up and re-sew into patchwork and applique.
* Alexandra Lind: The recipient of the 2000 Moet & Chandon Designer Debut,
the native New Yorker loves beautiful and luxurious fabrics,
transforming them into evening gowns, cocktail suits and party dresses.
* Debra McGuire: The costume designer for popular television shows, such
as Friends, Jesse, Veronica's Closet and Judging Amy, opened her own
boutique in 1999 and debuted her first ready-to-wear line this year.
* David Rodriquez: As a Fashion Group International's "Rising Star Award"
nominee, his Mexican heritage gives him a sense of culture and
influences his creative aesthetic fashions for today's modern women.
* Keni Valenti: Known as the "King of Vintage," he recreates the look of
his vintage finds ("retro-couture") and is developing a large following
from the west coast to the far east.
* Pixie Yates: Inspired by the mid-20th century Parisian fashion, her
clothes are timeless and charming, worn by Courtney Cox-Arquette,
Drew Barrymore and Jennifer Aniston.
FORD FOCUS
The first car ever to be named both North American Car of the Year and
European Car of the Year, Ford Focus appeals to a tremendously diverse group
of buyers. Setting new standards for small car roominess, comfort, driving
dynamics and stylish appearance, the Focus is priced from $12,615 for the
three-door ZX3 to $15,750. It is available as a 3-door sedan and station
wagon.
HACHETTE FILIPACCHI MAGAZINES
Hachette Filipacchi Magazines (HFM), a subsidiary of Hachette Filipacchi
Medias, reaches more than 50 million readers in the United States with more
than 19 consumer titles including Elle and Premiere. The HFM Integrated
Marketing Group creates multimedia marketing programs for the magazine's
largest advertisers. Other HFM titles include Elle Decor, Metropolitan Home,
Home, George, Travel Holiday, American Photo, Car and Driver, Car Stereo
Review's Mobile Entertainment, Boating, Flying, Showboats International, Cycle
World, Sound & Vision, Popular Photography, Road & Track, Woman's Day and
Woman's Day Special Interest Publications, as well as custom publications,
online sites, database resources and consumer research programs.