Marie Claire and Frye have partnered on a major, first-time branding initiative as a part of the magazine’s annual denim issue in August 2015.
Frye and the Hearst-owned magazine have introduced a special issue wrap and sweepstakes. Besides a special magazine envelope with Frye branding holding each issue, Frye is inviting subscribers to submit their name to a contest to win tickets to the “Ultra” movie premiere and after party in Los Angeles, along with airfare, hotel and time to meet with Marie Claire cover girl Kristen Stewart. And of course, it wouldn’t be complete without a pair of classic Frye Parker over-the-knee boots.
“This was a unique project, because not only is it a never been done before Marie Claire concept, but it provides very special and contextual relevance for our most loyal customers, Marie Claire subscribers,” Nancy Berger Cardone publisher of Marie Claire told Footwear News. “It’s both visually compelling, and includes a data collection mechanism through a collaborative sweepstakes. Plus, it is a fun surprise for women who love great fashion and great footwear when they receive their August edition of Marie Claire.”
Frye is hosting the contest on their website and Marie Claire is helping fulfill the sweepstakes.
A Frye spokesman said: “It makes perfect sense, the pairing of denim with timeless, iconic footwear. Denim is a universal wardrobe essential, as are Frye boots. And what better way to showcase this than to the Marie Claire audience who is stylish, sophisticated and engaged.”