This week, Eighties pop group The Go-Go's take Nordstrom shoppers on a nostalgic ride that is as much about online shopping as it is brand building.
Some 2.5 million consumers were invited by e-mail on Monday to download from the Internet software that plays full-screen broadband video. The clip features footage of the band tooling around in a red convertible singing their 1981 hit "Our Lips Are Sealed," recorded the same year MTV broadcast the first music video. The vintage footage is blended with present-day video and images showcasing 28 items shoppers can buy online by clicking through to Nordstrom.com. Music was remixed by FatBoy Slim.
Nordstrom executive vice president Linda Finn told WWD the marketing initiative, called Nordstrom Silverscreen, was designed to deliver "an innovative fashion experience, something more than just a video clip from a runway show or a TV commercial." Next month, another video blending new and old footage will be released featuring Culture Club. Future releases will not be limited to Eighties bands, she noted.
Finn did not address sales projections nor which online metrics Nordstrom will track to gauge how shoppers respond to Silverscreen. The interactive software, which was developed by Maven Networks of Cambridge, Mass., is equipped to track the number of users who click on a particular interactive element and how much time users spend with the multimedia application. Aggregate data can also be collected to track how many users e-mail to friends the outfits they created online in a virtual dressing room called the Mixing Room. Observers said this viral marketing component — where shoppers share images of outfits they created online — can be a powerful brand builder, even if it's not equated with a sales lift.
"There's probably no way to [directly] attribute a dollar increase to this and that's not necessarily a bad thing," said David Fry, president and chief executive officer of Fry Inc., an Ann Arbor, Mich., Web site development company. "What Nordstrom has done is not so much an e-commerce story but a brand-building story. Clearly they are trying to deliver a rich brand identity."
To view Silverscreen, consumers must download software to their computers, including Microsoft's Windows XP Media Player. "This is aimed at the iPod generation," said Lauren Freedman, president of the E-Tailing Group, a Chicago consulting firm. "For them, downloading is part of their life, a natural extension of their lifestyle."Freedman described Silverscreen as "MTV meets interactive shopping." The Mixing Room, where shoppers can select from different tops, bottoms, shoes and handbags to create an outfit, is visually engaging, she said. As a user changes the online mannequin's handbag from a DKNY to a BCBG Maz Azria one, for instance, the musical tempo to the "Lips" audio changes simultaneously, so the shopper is effectively remixing the song as she puts together a look.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia