Not so long ago, companies used to rely on billboards and print ads to get their message out there. Nowadays, this is no longer the case. Although fashion brands have not abandoned their editorial campaigns, more and more of them are also incorporating a technology-based approach when it comes to connecting with their customers. Below, three examples of industry players putting the digital age to some serious use:
Have you every heard of a “shoppable film”? Well, Temperley London is making sure you do. In a collaboration with Net-a-Porter, the esteemed British fashion house released a short movie on August 6. Shot at designer Alice Temperley’s picturesque Somerset home, the film showcases multiple pieces from the pre-fall and fall 2014 collections, including three gowns sold exclusively on Net-a-Porter. It spans the three days leading up to Temperley’s annual party, and features several of England’s favorite style icons like Caroline Issa frolicking through meadows in frothy dresses (seen above). The movie essentially serves as an interactive commercial, as it allows the viewer to click on a specific item and purchase it – all while still watching. Despite its obvious sales advantage, Temperley London CEO Ulrik Garde Due told Womens Wear Daily that the company produced the film with the intention of helping their customer further “emotionally connect” with the world of Alice Temperley and therefore further appreciate her designs. Want to check it out for yourself? Head straight to temperleylondon.com.
On the other side of the Atlantic, New York-based fashion house Carolina Herrera is getting ready to make it’s App Store debut. The label’s app, “Herrera Style” (above), will serve as a means by which to connect regular customers and their preferred sales associates. Upon being downloaded, it will be tailored specifically for each user, even creating visuals of the slient’s pre-existing Carolina Herrera pieces. These visuals will serve as a jumping-off point for the sales associates when it comes to building and styling the customer’s wardrobe. Similarly to the Temperley London film, the app will no doubt serve a sales purpose, but the company insists its motivations were otherwise. Carolina Herrera president Caroline Brown told WWD that the app is not an e-commerce initiative, but rather a tool for the “development of the client connection”. Either way, it sounds to me like the team at Carolina Herrera is about make personal shopping apps a thing.
Shoppable films and personalized apps might be well and good, but when appleaing to the younger set, social media is the way to go. That’s the route Canadian women’s clothing boutique Aritzia is going this fall with their #FallForUs campaign. Rolled out just last week, the initiative encourages customers to snap a photo in their favorite piece from the new fall collection (hitting stores now) and post it alongside the has tag “Fall For Us”. The incentive? A chance to win a $2,500 shopping spree and be featured alongside fashionable stars like actress and blogger Jamie Chung (no big deal, or anything) on aritzia.com’s style gallery (above). All that just for posting a selfie? It’s a store after the Millennials’ own heart.
Companies sure have come a long way from relying solely on billboards and print ads to get people talking about them. Thanks to modern technology, fashion industry favorites such as Temperley London, Carolina Herrera, and Aritzia are able to use more out-of-the-box methods to engage their customers. With all the buzz about shoppable fashion films and personal shopping apps, I for one cannot wait to see what brand choose to do in the future!
What do you think about fashion’s high-tech approach to reaching out to consumers? Are you loving it or missing advertising being à la Mad Men?