GoDaddy’s game against Shopify intensified this week with a new campaign, and one client in the mix made a notable appearance: fashion designer Lindsay Albanese’s new social commerce venture, The Fileist.
Along with Hinterland Skis and The Furlough Cheesecake, the shopping platform appeared in a new video released Wednesday that touts the web hosting company for supporting small businesses. The ad is part of a multi-channel effort highlighting entrepreneurs’ use of GoDaddy tools in a variety of ways.
No more WWD
Albanese launched The Fileist in September following the success of its self-funded eponymous company and its patented hands-free TopTote hat rack. A popular product favored by celebrities like Jessica Alba and Cindy Crawford, the item sold out at Nordstrom within two weeks, according to the company. But for the TV personality and stylist-turned-inventor, the work of moving from concept to reality has highlighted the lack of support and resources for female inventors.
The experience gave rise to the concept of The Fileist, as a place to shine a light on women who solve problems and who are likely to file patents. The company offers “usable style products” including the TopTote from Albanese, the Ubarre from Equipt, Nori portable steamers, Fend foldable helmets and other ingenious items.
“The journey of inventing and patenting an idea is a forgotten topic in the narrative of female entrepreneurship,” she said in a statement. “There is no support system or organized destination that cultivates and nurtures these ideas.”
Next week, the start-up will partner with Showfields to bring the selection of brands to SoHo in New York, in a shopping pop-up at the latter’s Bond Street art gallery on September 28. The lineup will include Equipt, Nori and Fend, as well as Albanese’s TopTote.
GoDaddy, which powers The Fileist platform, will also bring its technology to the physical shopping event, with smart terminals and card readers supporting GoDaddy Payments.
“Lindsay’s vision aligns perfectly with GoDaddy’s mission to empower entrepreneurs around the world, by making opportunities more inclusive for everyone,” GoDaddy Chief Marketing Officer Fara Howard said in a statement.
With its new campaign, which heavily featured payments technology, GoDaddy’s goal is to highlight these and other small businesses, “to share their firsts to inspire entrepreneurs around the world and ensure that ‘they know GoDaddy is the partner that always puts you first,’ Howard said. .
Click here to read the full article.