Fashion Model Pitches Brands On T-Shirts

Posted by Barry Silverstein on February 2, 2010 04:10 PM

In the world of guerrilla marketing, anything a brand can do to draw attention to itself is fair game.

So how about this game: A professional fashion model is offering to wear a t-shirt promoting any brand for a day. Tanaya Henry, a 21-year old whose modeling credentials include L'Oreal, Microsoft, VH1, and Sephora, says she'll not only wear a branded t-shirt, she'll also "do a professional photo shoot wearing your t-shirt, write a blog post about how kick-ass your company is, and I'll even talk about your company to all of my model friends."

She also promises to post pictures of her wearing the t-shirt to her Flickr, Facebook, and Twitter accounts.

Tanaya's pricing model is as unusual as her brand promotion efforts: She is selling each day at "face value." She's currently sold out through February 9, but February 10 would cost you $41 (since it's the 41st day of the year).

We've seen branding messages on everything from sidewalks to taxi tops to bathroom urinals. We've seen out-of-work actors handing out product samples on street corners. We've seen ordinary people display branding messages on their foreheads.

But the enterprising Tanaya has come up with an easy way (www.shewearsyourtee.com) for any brand to get at least 24 hours of fashionable exposure.

More about: Fashion, Tanaya Henry, L'Oreal, Microsoft, VH1, Sephora, Facebook, Flickr, Twitter

darian says:

Similar to a site called www.wewearwetshirts.com

February 3, 2010 02:17 AM #

Suranga Rajapakse says:

Barry,

Thanks for the post. Although an enterprising effort, I wonder how effective the effort would be from a brand resonance perspective on the consumer, specifically when it is overtly specified that Tanaya is being 'paid' to promote a brand via her social network (blog etc). To my knowledge, such sponsored content will only serve to diminish the trustworthiness of Tanaya's own content over time and brands may choose to wary of associating themselves with such negative sentiment.

Your thoughts?

February 3, 2010 10:59 AM #

Deb says:

I am skeptical about the value it would bring to a brand. She is being paid to promote your brand, blog about how much she loves your company. I wonder how much time she is going to spend to actually get to know any given company? Doesn't seem terribly authentic to me, more buzz than substance.

February 3, 2010 11:25 AM #

Josh says:

She's basically copied www.ModelYourShirt.com. She's not original.

February 3, 2010 11:38 AM #

George says:

Darian,

It is not similar to: www.wewearwetshirts.com, those girls are wearing wet t-shirts. There is more than one girl. They are not living in New York.

Suranga,

Even at it's most expensive day ($365) the photograph (which can be used in marketing materials) is worth it.

Deb,

What kind of marketing is more substance than buzz?

Josh,

She didn't copy www.ModelYourShirt.com.

Tim,

Yes. You are the lucky winner.

February 3, 2010 06:53 PM #

medical ppo says:

I work with an international fashion brand and I'd like to tie up/joint venture or event with a fashion magazine. Aside from fashion shows, what possible concepts to pitch? thanks!

April 25, 2010 05:03 AM #

CD Manufacturing says:

Thanks for sharing this type of valuable information with us. After reading it I am really impressed.

April 26, 2010 04:44 PM #

Towing Services New York says:

The pictures of the girl you have shown in the post are looking very nice, thanks for sharing..

April 27, 2010 04:57 PM #