Monsoon Accessorize, the global fashion retail group, is launching two digitally-focused seasonal campaigns for the first time ever taking its two brands in an entirely new, and innovative marketing direction.
The launch of Swoon for Monsoon and Three Decades of Accessorize, herald a fresh and exciting approach for the international retailer, in a rapidly-changing landscape where the fashion-conscious customer’s journey is increasingly driven by online, social and mobile.
Swoon, created for Monsoon by Rockabox Studios, is an editorially led e-zine and a uniquely interactive shopping experience. Hosted on the Monsoon website, each digital issue of Swoon is designed to work seamlessly across web, tablet and mobile. There are three versions which will cover the whole of the autumn/winter collection.
Swoon acts as an ecommerce platform alongside Monsoon’s own online retail proposition, with users inspired to purchase clothes from within the platform. The content is rich and varied, employing everything from GIFs and Vines to longer form video clips, as well as a host of interactive features and high-end fashion shots, optimised for distribution and sharing across all consumer platforms, with syndication across YouTube and Facebook at launch.
Three Decades of Accessorize, created by Digital Natives, comprises a series of digital assets celebrating three decades of the brand, showcasing the brand’s new autumn/winter 2014 line. The campaign includes a music promo-style fashion film, Instagram videos, an interactive digital gallery showcasing the history of the brand and a bespoke 30th anniversary logo design.
John Browett, Monsoon Accessorize CEO, said: “The launch of Swoon and Three Decades of Accessorize mark a step-change for the marketing and digital commerce strategy of the Monsoon Accessorize retail group. Due to a marked shift in consumer behaviour there is an increasing appetite for an editorial approach that works alongside the shopping experience. The launch of these campaigns brings both brands back to the forefront of fashion retail.”
Tori Chilcott, Co-Founder and CEO, Rockabox Studios, added: “It’s amazing to be working with such a great team on a campaign where we are using creative to inspire and technology to deliver.”
Alistair Fitch, founding partner at Digital Natives added: “We are really excited to be working with such an established high street name to embrace digital content at such a key milestone for the brand.”
The visual creative from both campaigns are being used for print and digital fashion advertising, and all national and international Monsoon and Accessorize shop windows and in-store graphics.
Categories: Day Wear, Clothing and Fashionlbbonline.com, Wed, 20 Aug 2014 15:01:40 GMT