“We’re in the middle of a technical revolution and it’s affecting everything we do,” said Tom Jarrold, chief marketing officer for A|X Armani Exchange.
The adoption curve has been much faster for the Web than for the personal computer or television. In five years, more people will access the Web via a mobile device than through a personal computer, he said, citing research from Morgan Stanley.
This story first appeared in the October 27, 2010 issue of WWD. Subscribe Today.
A|X has targeted its young, urban, wired customer with a barrage of content, from advertising to its own entertainment to word of mouth. Its A|X music channel on Pandora generates more dollars in sales than it costs. The A|X blog, Styletraxx, indexes high on celebrity searches, has about one million readers per year and has generated more than $200,000 in sales, more than paying for itself. The A|X Stylepad for the iPad, a digital flip book that lets users create and share ads, has generated deep engagement, with users spending almost four minutes per visit on average. Media buys, conversely, reach mass numbers of people. An iPad contest resulted in 2,000 responses in the first minute. The brand has put more than 150 videos up on its Web site, and they have been viewed 2.6 million times.
“Do more,” he said. “It doesn’t have to be complicated.”