brand-e » fashion

Converse stokes Korean music

admin — Tue, 22 May 2012 09:30:00 +0000

Converse is rolling out its Three Artists One Song campaign for the first time in Asia in Korea, with local indie rockers Jaurim, hip-hop band Aziatix and electronic trio Idiotape onboard. The brand has tasked the trio of artists with joining forces to create an original song.

The resulting track and music video will be released this month and available for free to music and brand fans at ConverseKorea.com.

“As Three Artists, One Song continues to champion artistic creativity globally, we couldn’t be more excited to extend this platform to the Asian market,” says Geoff Cottrill, chief marketing officer at Converse. “Korea is a leading force in music and we’re stoked to bring such a diverse group of artists together for music fans around the globe.”

Pretty Green fashions vinyl offer

admin — Wed, 16 May 2012 07:10:36 +0000

Universal Music is launching a chain of virtual vinyl stores in partnership with fashion retailer Pretty Green – which was founded by Liam Gallagher – using Mobile Money Network’s Simply Tap checkout app. The shops will be open for music business 24 hours a day at 10 Pretty Green outlets across the country starting 24 May, with 12 titles – including The Rolling Stones’ Exile On Main Street and Elbow’s Seldom Seen Kid – for sale. Shoppers can purchase the vinyl with the Simply Tap app records via images of the album sleeves in window displays. The records will be delivered by regular mail.

“We are seeing continued passion as well as new enthusiasm for vinyl through our online store Uvinyl and the great support the format gets from those indie music shops which are still flourishing, but by harnessing the latest technology we hope this partnership with Pretty Green will lead to much wider opportunities for selling music on the High Street,” says Universal Music UK’s commercial division md Brian Rose.

“As music is a large part of Pretty Green’s heritage the collaboration with Universal Music and Simply Tap is in perfect synergy with our brand values,” says Pretty Green’s brand director Nigel Grant. “Through our label we strive to bring style, culture and music from past decades firmly into the future. We feel that by providing the virtual vinyl outlets in-store is a further complement to our brand and ideals.”

Wake up, it’s Uniqlo

admin — Wed, 16 May 2012 06:55:46 +0000

Japanese fashion retailer Uniqlo has launched the Uniqlo Wake Up app for iPhone and Android smartphones. The marketing app checks the weather, the day of the week and the time, and then comes up with an appropriate song.

The brand says the social alarm app aims to make waking up every day an enjoyable experience, with music written by Grammy nominee Cornelius and Yoko Kanno. The app also allows users to share a record of their wake-up in the shape of the time, weather, and temperature at the moment they stop the alarm via social networks such as Facebook, Twitter, RenRen and Weibo.

Into the Tee with Gap

admin — Tue, 15 May 2012 07:10:01 +0000

Gap has launched two digital marketing tactics as part of its Be Your Own T global campaign based on the not-so-humble T-shirt. The TIY experience – in partnership with Threadless – offers consumers buying new Gap tees new ways to upcycle their old T-shirts into fashionable accessories in six steps or fewer, including the likes of flip flops beach bags, laptop sleeves and dog toys. TIY will reside primarily on the brand’s Facebook page, share-able via Twitter, Instagram and Pinterest.

The second initiative, Styld.by, is Gap’s collaboration with fashion and lifestyle blogs launched earlier this year, and the platform will get new content and partners, with bloggers such as Refinery29, WhoWhatWear, Lookbook, Rue, HypeBeast and Stereogum highlighting different ways to style the brand’s new summer tees.

Be Your Own T marketing will also feature, large-scale ‘T installations’ using real T-shirts slotted onto billboards. In New York’s Times Square, people can interact with the billboard by tweeting a photo of themselves with the hashtag #beyourownt. Gap will take snaps of users’ photos on the billboard and tweet them back as well as publishing them on its Facebook page.

C&A hangs ‘likes’ in stores

admin — Tue, 15 May 2012 07:05:50 +0000

C&A Brazil is giving consumers a little social media help when it comes to clothes shopping. The retailer has put clothes from its new collection on Facebook so that brand fans can ‘like’ the garments they, erm, like. The number of likes were then added to hangers in the stores so that shoppers could see which clothes were most popular on the Social Network.

24:7 digital style from Jimmy Choo

admin — Wed, 09 May 2012 07:05:06 +0000

Jimmy Choo has launched a new website, Stylemakers, which crowdsources fashionistas’ street styles as they tote the fashion brand’s shoes or bags. The destination will be organised according to location – around the globe from London to Sao Paolo – with Jimmy Choo ambassadors deployed in every city. The Stylemakers site, Choo247, is named after the Choo 24:7 collection.

Interactive lingerie with M&S

admin — Mon, 07 May 2012 06:55:28 +0000

Marks and Spencer has published an interactive graphic featuring the history of lingerie over the decades to show off its underwear tech.

“We started with the earliest bra in the M&S company archive, dating from 1926, which was actually designed to flatten the breasts rather than enhance them,” says the retail brand. “We then went through the decades picking out the key styles and trends in lingerie, combined with facts about the sales and availability of the M&S range.”

Burberry’s 360 Britain

admin — Sun, 06 May 2012 11:05:35 +0000

Burberry has premiered Burberry World Live in Taipei. What is it? The fashion retailer says it’s the brand concept embodied in a single sensory experience. Cue a 360-degree cylinder featuring film and music and a simulation of British weather (falling leaves, golden rain). And Burberry World Live is going on the road. Next up is Hong Kong, followed by London and Chicago.