Dedicated to students in communication, ads-to-go is a new concept of blog dealing with digital campaigns from different markets: fashion, cosmetics, food, sport and technology.
KENZO, the super creative fashion brand led by Carol Lim and Humberto Leon, recently made a partnership with the Blue Marine Foundation !
Indeed, with its super collection in fond of nature and palm tree, what is more natural than leading a partnership with a foundation in order to protect nature ?
KENZO created a digital experience with a pop-up store in order to let people know they are fighting against the overfishing. In October, KENZO presented a collection entirely inspired by marine the aquatic universe. Over the podium, models were doing the show with Tee-Shirt saying "NOFISHNONOTHING". KENZO opened a digital pop-up store from the 21 to the 27 of March and allow the clients to order thanks to the e-shop via a giant digital aquarium : every product selected by clients in their basket a new fish would add to the aquarium before disappearing, just as the real life and the numerous of marine species disappearing from the ocean.
This brand and this sentence "NOFISHNONOTHING" is very well explained on the website which is interactive and well designed.
You can judge by yourself this great digital experience by going on the page made specially for that commitment : https://www.kenzo.com/nofishnonothing/
KENZO is not the only brand which committed for a great cause : Pharell Williams did it with it's "RAW for the Oceans".
Nowadays, digital serves a lot every cause. You can love fashion and made a gesture for the environment. So, you too, go and commit yourself for a great cause !
Marni,
Carven, Giambattista Valli, Oscar de la Renta... All your favorite
designers' creation are now available to pre-order on runway show.
How ? Thanks to digital !
Successful
fashion/technology mashups are tough. Besides, one of the major
concern regarding digital, is that it is quite « difficult »
to mix it with luxury fashion. Indeed, luxury fashion is synonym of
durability, authenticity, reliability, unicity while internet is
completely the opposite.
But digital
is in constant moving, evolution, very adaptable to the environment
and people around. So like fashion actually. It shouldn't be so
difficult then to match the two concepts.
BUT : this
year, Moda Operandi, which is an online luxury fashion retailer
allowing shoppers to place pre-orders on runway fashions a few days
after select shows, made an operation kind of vanguard compared to
its competitors. The website is hoping to further boost sales with
the release of its first app.
The
APP
So, Moda
Operandi made a big step ahead in the world of luxury fashion. A huge
step in the digital and technologic world finally.
The luxury
fashion website decided to create an app right before the opening of
the winter Fashion Week. The principle is simple, and compared by
many magazines as “Tinder for clothes”. (Tinder is a famous app
where you can “choose” the person you want to talk to, by liking
or dismissing the person).
More than
being just an extension of the website, it has a very useful purpose
: capture customers' interest in the period between a runway show and
when the clothes or accessorizes are available for pre-sale on Moda
Operandi site. The app proposes the products worn by the models
during the runway, and like Tinder, you can “like” or “skip”
the product in order to find YOUR beloved piece. And in order to be
the one possessing it.
Moreover,
you can know which products on the app have already been approved by
Moda Operandi.
For fashion
addicts, that seems to be the perfect way to be the first one having
creators' new collections.
The
concept
More than
enhancing the possibility of digital in luxury fashion, a concept
more subtle is clearly highlighted there : make the experience
addictive. Creating an app, which is more than a simple extension of
the website, has a precise function. People are so connected, so
dependent of their mobile that it was obvious for the retailer to
create that app.
Indeed,
while we are always checking our smartphones, what could have been
more evident for the retailer to make people being more connected and
interested ? Because for fashion addicts (but not only) that are
always connected to fashion in any ways, it is necessary to have a
support that allow them to shop, from anywhere, but above all to shop
right in front a runway show.
So far, the
app seems to be downloaded and used by the members. Even if you don't
pre-order clothes, you have a view on the season's looks that are
pretty well arranged by the designers of Moda Operandi.
Another
criteria that makes the app more addictive...!
Results of
that concept : thanks to partnership, the app was well promoted
thanks to an ad campaign around it.
Last year,
Chanel organized an exhibition around the famous « little black
jacket ». The exhibition called "The little black jacket" took place at the Grand Palais in
Paris. Carine Roitfeld and Karl Lagerfeld organized that exhibition
with over 100 celebrities and icons shot by the greatest photographers in
fashion, and Karl Lagerfeld himself. This exhibition highlighted the
iconic jacket worn on any gender and any style by those celebrities.
The
exhibition lasted 15 days. To keep living the experience, a book has
been created, a Facebook page and a twitter account let people follow
the many other exhibitions organized in capital cities all over the
world. And last but not least, for the occasion, Chanel launched a
website called « The little black jacket » in order to continue the exhibition and live a real e-experience around that famous jacket. Karl Lagerfeld
and Carine Roitfed were at the initiative of this project.
Each photo showed these celebrities wearing a different interpretation of the
iconic Chanel black jacket, redesigned by Lagerfeld to showcase the
range and versatility of it.
No need to
present Chanel. No need to present this famous luxury brand known by everyone as the best one in the world. No need to present the
quality of the top-of-the range fashion clothes, accessorizes,
jewelry and services.
Luxury
brands develop more and more their digital part. Because it's
inevitable and because people want to keep experimenting the
experience of their favorite brand. Luxury brand know how to create
the envy, make it grow and be unique. Indeed, luxury brands play on the
historic and authentic part, in order to create a dreamy environment.
THE
E-EXPERIENCE
The e-experience created by Chanel allowed people to discover the jacket, and the
celebrities wearing it. Moreover, it allowed people to discover how to
appropriate this masterpiece. Men, women, models, actors, singers...
the jacket would fit anyone wearing it as long as it is designed by Karl.
A real
digital experience has been set up in order to let the people being
immerse in that environment.
The
ergonomic of the website is original. The user has to navigate from
an image to another thanks to the arrows. We're at the same time led
and voluntarily lost on the website. We can got lost in the website,
discovering the silhouettes, the icons behind the jacket. But
moreover, we discover the different ways of wearing the jacket. This
digital exhibition imposes its style by its originality. The user is
totally immersed in that experience. Once again, Karl Lagerfeld
creates the surprise : by the online experience of that artistic
work, the stylist has an innovative and polyvalent gaze.
The
experience is followed by many videos presenting the making-of of the
iconic masterpiece in the Maison Chanel, the making-of of the
shooting with the celebrities... It's been spread on the web thanks to the Facebook and Twitter page of "The little black jacket".
THE BIG IDEA
The “Big
idea” of an ad or a project is not simply a slogan. It is more than
this : it's something contagious, something that will be discussed by
everyone and everywhere. More than marking brains and spirits, it
links the product with the client by a real message, a real
experience.
The “Big
Idea” of the “little black jacket” project was clearly to mark
the spirit with that event. More than just an exhibition, Chanel let us continue the experience, continue to explore the greatness of the
brand with the imagination and originality associated.
We feel that
the product and the client are connected : first of all, the jacket
is physically connected to the person, and then,
the e-experience lets the person be all the more connected by the
fact it keeps experimenting the process.
This
disruptive idea is surprising : the little black jacket is an iconic
and authentic piece of the Maison Chanel. Creating a digital
experience around an authentic product was quite daring because it
could have been too shifted on time. On the contrary, it fitted
perfectly with the idea of the project, which was revisiting an
iconic product over time, people, style and minds.
The Maison Chanel succeeded its digital experience keeping all the graphic identity and the authenticity of the brand.
