1. LOOKBOOK.nu
Paula Pul | M2MIM | E-Marketing

2. WHATIS LOOKBOOK.NU ?
It's simple, beautiful, and wonderfully innovative in a quietly
disruptive way.
— BLOOMBERG BUSINESSWEEK
• LOOKBOOK.nu is a fashion, youth culture, and community website, created in
2008 by Yuri Lee in San Francisco
• It is the place where users can post their own street-fashion photography, featuring
themselves and their outfits
• The website is free and allows everyone to join
• It now allows users to share their looks and activity in Facebook, Twitter and Tumblr.
MISSION: To give fashion inspiration from real people and by this gain more diversity.

4. HOW DOES IT WORK?
Post your
look!
Get
FANS &
KARMA
Give a
catchy
tittle
Follow
others
COMMENT
& LOVE
your favourite
looks
#TAG
your
clothes
SHARE!
HYPE
=
LIKE!

5. ADDITIONAL ACTIVITIES

6. ADDITIONAL ACTIVITIES

7. AUDIENCE STATISTICS
Current Traffic:
Over 3- 4,5 million unique visitors per month
Over 75- 100 million page views per month
Over 1.2 million total registered members
Genre: 80% female
Age: 66% between 18 and 24, 33% between 15 and 17,
avg. age 20 years old
Engaged: Avg. 8.5 pages per visit and 8:11 avg. time on site
Connected: 50% of members run their own blog or personal website
Creative: Top occupations include students (college, fashion,
architecture, art, design, photography, etc.), photographers, fashion
designers, graphic designers, bloggers, models, musicians, and stylists
Users: USA (45-50%), Canada, Australia, Poland, Argentina, France, Germany

8. 11 045 868
111 228
153 952
42 754
29 703

9. LOOKBOOK.nu is perfect for…
people who love
fashion
trendsetters,
bloggers,
photographers,
stylists, designers
companies,
smaller businesses
• Inspiration from real people
• Place where they can meet other fashion
enthusiast & share their opinion
• Information, tips, ideas
• Follow trends
•
•
•
•
•
Place where they can show themselves!
Branding, Recognition and … FAME!
Feedback and Interaction
More fans and potential clients
Follow trends
•Succesful promotion among key target groups
• Traffic on your website, visit into leads
• New look on your products
•Branding … recognition… viral marketing… Buzz!!!
•Build relationship with customers

10. WHO ADVERTISES ON LOOKBOOK.NU?
FASHION
H&M, Levi’s,
Mango, American Apparel,
DKNY Jeans, Victoria's
Secret, Vans, Billabong,
Gap, Nine West, Aldo, Dr.
Martens, PacSun, Volcom,
Armani
Exchange, Palladium
Boots, Uniqlo,
BEAUTY
Chloé,
Clinique,
Sunsilk,
Professional
Sebastian,
OTHERS
Paramount
Pictures, MTV,
SONY, Graph
Paper Press
TOP BRANDS of LOOKBOOK:
H&M, MANGO, DR. MARTENS, AMERICAN APPAREL,
RIVER ISLAND, CONVERSE, LEVI'S, VANS, GAP

11. HOW TO ADVERTISE ON LOOKBOOK?
1# BANERS
(for smaller businesses and independent designers)
Weekly or Monthly
Sponsorship Opportunities
125 x 125 Sponsor Button
320 x 50 Mobile Banner

12. HOW TO ADVERTISE ON LOOKBOOK?
1# BANNERS
( for premium brands & media agencies)
CPM Ad Units & Custom
Integrations
728 x 90 Leaderboard
300 x 250 Medium Rectangle
300 x 600 Large Rectangle ("Half-page ad")
160 x 600 Wide Skyscraper
980 x 250 Megabanner ("Superleaderboard")
980 x 90 Wide Leaderboard
Homepage Roadblock/Reskin
Effective, longlasting, well
targeted, however - expensive.

13. HOW TO ADVERTISE ON LOOKBOOK?
2# Sponsored LOOKBOOK Contests
POST your look with min. 1 OUR PRODUCT, get HYPE’s !
Effective, longlasting, well targeted, however - expensive.

14. HOW TO ADVERTISE ON LOOKBOOK?
3# Cooperation with TOP bloggers
BILATERAL AGREEMENT promotion for renumeration / products
Easy, cheap, effective, longlasting, well targeted.

15. HOW TO ADVERTISE ON LOOKBOOK?
4# SHOW YOURSELF!
Free, longlasting,
but works only
when you have
audience

16. HOW TO ADVERTISE ON LOOKBOOK?
5# Use FORUM
Easy, free and well targeted, however- short term

17. CASE STUDY: American Apparel
 CONTEST: LOOKBOOK.nu members
submitted photos featuring their favorite
American Apparel pieces.
 7,000 looks using American Apparel basics
 The brand’s 132 favorites became The
LOOKBOOK.nu 64-page print Lookbook by
American Apparel.
 They also featured three LOOKBOOK.nu
members who went to Los Angeles and
worked with American’s creative team to
create professional looks.

18. CASE STUDY: Nine West
Espadrille promotion
They turned famous and active bloggers
into brand ambassadors, and providing
them with Espadrilles.
The bloggers created and promoted their
Espadrille looks across multiple channels
including their personal Lookbook.nu,
Facebook and Twitter accounts.
As a result, the Espadrille category had
over a 60 percent sell-through for the
season.

19. REFERENCES:
•
•
•
•
•
•
•
•
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LOOKBOOK , www.lookbook.nu;
TOP COUNTRIES / TOP BRANDS
http://lookbook.nu/search#!locations//time/this+month
LOOKBOOK ADVERTISE, http://lookbook.nu/advertise
Julia Kuczyńska, http://lookbook.nu/juliettk
„BUY ADS, https://www.buyads.com/website/lookbooknu;
The Golden Age of Display?” http://blog.isocket.com/2011/11/golden-age-ofdisplay/;
American Apparel: How To Create Successful Social Media Campaigns
http://insidefmm.com/2010/03/social-media-strategy-insights-with-americanapparel/
Social Media: Media Contacts/ Havas Digital, Nine West, Nine West Espadrille
Brand Ambassadors Campaign with Lookbook.nu ,
http://www.mediapost.com/publications/article/163919/

20. PAULA PUL
paulapul@o2.pl