New York–Anyone watching the Betsey Johnson show last night who felt, “I just can’t wait till Fall, I have to buy those shoes now!” received a very nice Valentine’s Gift in the form of a QR code that let them purchase directly after the show.
Right after Betsey Johnson took her bow (and did her cartwheel) after her show last night, consumers were able to purchase the one-of-a-kind Lizzzy-L bootie that was created exclusively for the show by Steve Madden (Betsey Johnson’s parent company).
‘Catwalk to Concrete’ Concept
The code was given out at the show in the goodie bags, and the concept was part of an aggressive social media campaign leading up to the show that put consumers on high alert to purchase the shoes as well. Steve Madden mobile customers who gave their phone number and live in key markets (New York City, San Francisco, Los Angeles, etc.), received a text message when the shoes went live for purchase.
The concept was to use a multi-platform (online, mobile and social media) campaign to let consumers “into the tents,” so to speak. The Lizzzy-L bootie is for sale at Stevemadden.com and Steve Madden’s mobile site (m.stevemadden.com/betsey). Betseyjohnson.com will sell additional colorways of the bootie as well as new styles.
‘Catwalk to Concrete’ is a new “design philosophy” developed by Madden and Johnson, “which makes fashion accessible and attainable for the masses, not just those sitting in the front row.
The quirky and irreverent Johnson gave women everywhere a very special valentine at last night’s fashion show: parading real women down the catwork for her Pink Patch collection. She used—gasp!—more accessible people as models including employees from a retail store manager to a production assistant. Including one, below, who is pregnant.
The parade of real people modeling “Pink Patch” was the second half of Betsey’s show, which opened with models wearing “Black Tag,” her more upscale, more outrageous collection. Black Tag models wore sleek black bobbed wigs and lots of attitude (not to mention lace cleverly stenciled on the gold hair overlays), while Pink Patch models featured more “sweet” outfits and also wore blond wigs, a la Betsey herself. Pink Patch apparel retails for $100 or below.