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Digital Killed The Fashion Store

Posted on Fri, 10 Feb 2012 by Edd Gold

a sign showing a closed store.

Today at the OTHER media we were looking at a few case studies of fashion brands and digital marketing.

The five case studies were:

Moschino’s Pic Me

Moschino’s ‘pic me’ app encouraged users to upload a photo of themselves in a Moschino branded Polaroid-style frame. Users can upload personal messages to each photo, and share with friends. They are also able to upload the photo to the Moschino website.

http://www.luxurydaily.com/moschino-uses-social-picture-project-to-create-fan-community/

Prada’s 24 Hour Museum

Prada hosted a 24 hour museum in Paris to launch the re-opening of it’s Paris store. To ‘hype’ the night Prada launched a Facebook app to encourage visitors to create their own portrait. Photos could be shared, and they also were published on Prada’s new site: 24hourmuseum.com

http://www.designboom.com/weblog/cat/8/view/18797/prada-24-hour-pop-up-museum.html

Content Partnerships

Diesel and DKNY

Diesel and DKNY have both decided to use bloggers to create content on behalf of their brand. They believe that bloggers can create content for them, not directly from the brand, but supporting and championing the brand. This confirms the thought process that good quality content is key in driving traffic and sales.

http://www.businessinsider.com/sandra-hagelstam-fashion-blogger-5inchesandup-2012-1

http://dknyprgirl.tumblr.com/

Karl Lagerfeld and Net a Porter

To launch the Karl Lagerfeld range at Net A Porter, an iphone app was created allowing consumers to ‘Karl themselves’. The app contained content, shoppable products and a QR code giveaway that worked with QR codes in pop up stores around the world.

http://www.luxurydaily.com/net-a-porter-to-host-global-events-for-the-debut-of-karl-lagerfelds-collection/

Aldo and Tumblr

To attract more followers to the new Aldo Tumblr. They created a competition to reward the ‘next stars of tumblr’. They invited Tumblr bloggers to send short descriptions of their blogs to Aldo. A creative agency would chose their favourite 5, and those 5 would have 5 posts re blogged on the Aldo tumblr, and a redesign made for them worth $1,000. Participants had to follow Aldo first!

http://www.digiday.com/social/aldo-gets-on-tumblr-bandwagon/

Do you have a favourite?

I think Net A Porter are really pushing the boat out when it comes to launching a new range.