Los Angeles – Instead of using the traditional route of advertising, two fashion
companies have decided to merge to compete in an influencer marketing
driven world. Technology provider Fashion GPS recently just collaborated
with Paris-based company Augure to create a new global flagship company
entitled Launchmetrics. The two, specializing in both marketing influencer
software as well as technology have created a new corporate identity in
order to bring both of their brands to new levels.
The new project brings in a wider audience for both companies. Together
Fashion GPS and Augure power 1,700 brands and agencies in over 70
countries. The idea is to create a new company that can focus on product
offering into the marketplace while also bringing long-lasting exposure
through influencers. “The fashion industry as a whole is questioning the
traditional ways to launch collections to the media, retailers and
ultimately the consumer and timing of when these introductions should be
made,” said Eddie Mullon, former chief executive officer of Fashion GPS and
current president of Launchmetrics. The way of business in the fashion
industry is changing and Launchmetrics embraces those alterations.
Also Launchmetrics focuses on how consumers are highly influenced by social
media. “Consumer sentiment changes quickly and product lifecycles are
becoming increasingly shorter, with social media credited to sway
consumers,” said Mullen. By bringing together two powerhouses in the
industry, Launchmetrics can focus on streamlining launches for both brands
in the fashion industry. The company will elevate Fashion GPS’s platform by
using Augure’s advanced media data and insights technology. This will allow
for their brands and agencies to benefit from a more inclusive plan to
executive their launching strategies.
Launchmetrics plans to help brands indentify their social media
influencers from insights. Additionally, the new corporate identity will
leverage various digital solutions for their product launches and help
streamline the process. The overall goal for the company is to amplify,
measure, and succeed in all launch-to-market efforts. The company’s growth
plan for 2016 includes also incorporating GPS Radar, a community of
journalists, fashion bloggers, editors, and celebrities. This will allow
the company to bring a strong connection with brands through their
expansive community.
Both companies bring a unique aspect to the company. Fashion GPS, since its
establishment in 2006, has designed various solutions for connecting and
networking in the global fashion industry. Some of Fashion GPS’s creations
include GPS Samples, GPS Events, GPS Radar, and GPS Styles 2.0. According
to a statement released by Fashion GPS, over 90 percent of New York Fashion
Week shows use the company. Also, 250 of the world’s top brands are powered
by the company.
Augure was created in Paris in 2010. The company has partnered with elite
research labs such as INRIA to provide clients with the most efficient
information for social influencer marketing. The company closed a new round
of 16 million dollars last March. Currently, Augure has over 1,000 brands
that use the company for marketing and engagement strategies.
Photo: Flickr