By Homa Zaryouni | 24 March 2014
Class brand Kenzo launched a digital pop-up store in Paris on Monday showcasing its No Fish Certainly no Nothing clothing line. The 13 rue Debeylleme space is a internet gateway aquarium with a digital screen exhibiting items for sale: sweatshirts, tank utmost, a wallet, a backpack, such as crop top. Customers can purchase created by tapping on the screen, and for every one purchase, Kenzo will add a internet gateway fish to the installation. Visitors can Instagram a photo of the store branded #NoFishNoNothing to add a fish because of their name. The hashtag has accumulated more than 275 posts since the put opening.
The pop-up store will till March 27th, and earnings will support ocean conservancy service provider Blue Marine Foundation.
Kenzo is definitely generating publicity by moving our spotlight away from itself and to par la faute its customers are interested in. The repent Debeylleme store is an extension involving Kenzo's stance against over-fishing, viewed with several recipes for making ecological fish on its blog Kenzine.
Also employing such a strategy is definitely Patagonia, whose plea to customers to buy fewer Patagonia items contributed to an increase in sales. The brand launched every unconventional Black Friday campaign (featured to provide a Flash of Genius in our Digital photography IQ Index®: Sportswear) in 2013, asking consumers to stay at home vs offering discounts. Promoting a cause might effective as long as it is consistent with the complete brand image, as sustainability is by giving Patagonia. Perhaps Kenzo's will be in the same manner effective.
Tags: #NoFishNoNothing, 11 repent Debeylleme, Black Friday, Blue Marine Facial foundation, Digital IQ Index: Sportswear, Show of Genius, Kenzine, Kenzo, Certainly no Fish No Nothing, ocean conservancy, Patagonia
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