Velvet by Graham & Spencer brings in LA fashion blogger to diversify customers

Los Angeles – Fashion bloggers are nothing new to the fashion industry. Always Judging blogger Courtney Trop also isn’t new to fashion. In a recent collab deal with Velvet by Graham & Spencer, she has helped create and release a new capsule collection.

Based in SoCal, Velvet by Graham & Spencer teamed with Trop for a new collection that encompasses Los Angeles classic staples. The Velvet brand is geared towards twenty-something’s with an elevated, fashion-forward taste in style. Trop is known for her casual L.A. style mixing in designer pieces with high-street fashion. Together, the two created a casual, yet sophisticated collection. The five-piece capsule has an emphasis on denim including boyfriend jeans, a casual graphic tee, a denim skirt, a denim top, and a boho top. The items will range in price from 85 to 170 dollars, according to WWD. The collection will be available February 2016 on the company’s e-commerce site as well as in stores.

Fashion bloggers teaming up with designers for collaborations is pretty common nowadays. In fact, often times big-name brands have reached out to bloggers to help facilitate campaigns, bring in an extra visual eye, or to collaborate on a capsule collection. Blogger Vanessa Hong of The Haute Pursuit paired with swimwear designer Beth Richards early summer this year to create a modern, minimalist collection. Shea Marie, a Los Angeles-based blogger of Peace Love Shea, launched a collection with Steve Madden last year. Emily Schuman of Cupcakes & Cashmere also dabbled in design with Club Monaco.

Fashion bloggers team with designers to help expand customer base

Pragmatically, the idea for bringing a prominent fashion blogger to help release a new collection wasn’t completely out of the blue. Velvet has worked with bloggers in the past in order to spread their exposure. This time, the brand brought in Trop, a current Los Angeles fashion blogger, to help increase their outreach. “We’ve been trying over the last few years to diversify our customer base,” Lu Spriggs, director of public relations and social media for the brand, told WWD. Their core customer base is typically women from the age range of late 20’s to 50’s. The new collection is aimed for those with a “high disposable income and a more casual look” according to Spriggs.

In essence, the blogger-turned-designer trend is something that has continually evolved throughout the years. Velvet’s newest approach for their line proves that they are on the right track into gaining more exposure for their brand while also widening their customer reach. Bloggers have an outreach to people who are passionately interested in fashion. In teaming with a well-known local fashion blogger, Velvety by Spencer & Graham can help increase their audience reach to those who may have otherwise not have been exposed to the brand.

Velvet by Graham & Spencer is a fashion-forward brand that emphasizes lax Los Angeles style. Creative directors Jenny Graham and Toni Spencer established the label in 1997. Since then, the label expanded and is currently available at boutiques and specialty department stores nationwide. The brand currently manufactures most of its garments in the U.S. Currently, the company size is 51-200 employees.

Photos: WWD