Adorable Doggy 'Shoe Hunter' Hits London Fashion Week for The Outnet

THE OUTNET.COM, part of The NET-A-PORTER Group and the most fashionable fashion outlet, is delighted to announce an exciting social media campaign to take place during London Fashion Week from September 12th - 17th. This follows the successful Oscar de la Renta for THE OUTNET designer collaboration, the 5th birthday campaign (which featured designers from Alexander McQueen and Balmain to Nicholas Kirkwood and Roland Mouret) and, most recently, the Victoria Beckham Charity Sale for mothers2mothers, which garnered global coverage. 

THE OUTNET.COM has also launched its latest global ad campaign, which highlights the site as “the designer outlet for style hunters”. Carrying this message one step further, THE OUTNET.COM is excited to introduce Sergio the Shoe Hunter; a real-life mini dachshund and THE OUTNET’s new fabulous fashion reporter, reporting live from London Fashion Week from September 12th.

Created by Leo Burnett’s style and luxury brand agency Atelier, Sergio the Shoe Hunter will be a social media talking point for THE OUTNET.COM and follows on the success of #InsideTHEOUTNET, a multi-channel campaign that centered on P’Trique’s quest to obtain his dream promotion as an ‘employee’ of THE OUTNET.COM. Sergio the Shoe Hunter will reinforce that THE OUTNET.COM is the ultimate designer outlet for the savvy style hunter.

Always an innovator, THE OUTNET.COM has appointed Sergio, the mini dachshund, to take full advantage of his tiny stature and discover the best shoes in the industry. In order to capture unprecedented footage, Sergio will have a GoPro Hero 3 Camera attached to his collar. 

The Hero 3 is the perfect match for Sergio as it is 30% smaller, 25% lighter and 2x more powerful than previous models. It is also waterproof (ideal for the London Fashion Week drizzle) and takes 12MP photos at a rate of 30 photos per second with built in Wi-Fi for his live feeds.

Sergio will also be wearing the GoPro Fetch harness, which features two mounting locations for a variety of perspectives, thus re-defining the idea of ‘on-the-ground’ reporting and in turn enabling Sergio’s footage to direct viewers to ‘shop the look’ with similar styles as seen on THE OUTNET.COM. 

A teaser film launched today, September 11th, introducing Sergio the Shoe Hunter. Promoted tweets and announcements from THE OUTNET.COM’s key partners will also be used to announce his appointment. 

Additionally, Uber will also jump on board, giving money off rides to THE OUTNET.COM subscribers, as well as some stylish wheels for Sergio and his entourage during London Fashion Week.

Sergio the Shoe Hunter will be hijacking THE OUTNET.COM’s Twitter account @THEOUTNET and updating his own personal blog via a dynamic gallery feed. Moving in all the right circles, he’ll be sharing photos and videos, as well as invaluable style tips and his latest ‘shoe spots’. 

London Fashion Week presents the optimal opportunity for our tech savvy shoe hunter to showcase his creative eye and position himself as a mover and shaker on the industry circuit by putting an original spin on the notion of street-style coverage.

“At THE OUTNET.COM, we pride ourselves on being innovative and delivering original campaigns and initiatives. Being a discounted retailer that focuses on previous-season fashion, we felt it was important for THE OUTNET.COM to participate in London Fashion Week in order to educate our customers on our timeless approach to style. We are confident our campaign featuring Sergio the Shoe Hunter will be as globally successful as P’Trique’s #InsideTHEOUTNET international social media campaign.” said Andres Sosa, Sales & Marketing Director, THE OUTNET.COM

Following London Fashion Week, THE OUTNET.COM is also pleased to announce that for the second season running, it is the official catwalk e-tailer at Vodafone London Fashion Weekend. THE OUTNET.COM will be hosting a series of Trend Catwalk Shows, featuring the best of the season’s trends, as styled by its in-house fashion team. Customers will have the chance to shop these trends, as well as THE OUTNET.COM’s private label, Iris & Ink, at the exclusive pop-up shop in the British Council Show Space.