Redefining Eyewear Luxury: Linda Farrow's Influencer Milestone
In my role as Trade Marketing Executive at Linda Farrow from 2016 to 2017, I was at the forefront of driving innovative marketing strategies in the eyewear industry. My responsibilities encompassed developing marketing calendars, crafting compelling sales presentations, and creating in-store displays that resonated with the brand's luxurious essence.
A defining moment of my tenure was orchestrating Linda Farrow's Spring/Summer 2017 campaign, an industry-first all-influencer initiative. Collaborating with digital influencers Nicole Warne, Elena Perminova, Leaf Greener, and Negin Mirsalehi, this campaign marked a significant shift in how eyewear brands approached marketing. Captured by renowned photographer Mariano Vivanco, the campaign set a new benchmark for innovation in eyewear fashion advertising.
Role: Trade Marketing Executive
Nicole Warne
Influencer
Australia - @nicolewarne
Negin Mirsalehi
Influencer
Netherlands - @negin_mirsalehi
Leaf Greener
Influencer
China - @leaf_greener
Elena Perminova
Influencer
Russia - @lenaperminova
ss17 campaign
This groundbreaking campaign leveraged the influencers' collective Instagram following of over 6 million, tapping into a vast audience and connecting Linda Farrow with key fashion contemporaries. The launch was a triumph, gaining extensive coverage across EMEA on the first day, a testament to its creative allure and our strategic marketing execution.
From Concept to Windows
Building on this momentum, I successfully expanded Linda Farrow's retail presence worldwide. From managing a modest 50 windows in partner stores prior to the SS17 season, I secured over 250 windows across our global partners, dramatically increasing the brand's visibility and retail impact.
This achievement not only underscored the success of the influencer campaign but also reflected a broader shift in the brand's marketing approach, with a focus on expansive and engaging retail experiences.
My role at Linda Farrow was not just about enhancing the in-store aesthetic; it was about redefining the brand’s marketing narrative and establishing Linda Farrow as a leader in innovative luxury eyewear.
