A scene from Silver Jeans Co.'s "Love Below the Waist" Web film.
Silver Jeans Co. is going below the belt for its first online video series to reach young customers.As part of a promotional push tied to Valentine's Day, the Winnipeg, Canada-based company is launching a nine-part romantic comedy titled "Love Below the Waist," on Friday and ending with a finale on Feb. 14. Available on the brand's web site as well as its YouTube page, the tale unfolds with the first meeting of two pairs of jeans in a fitting room. Seen completely from a below-the-waist perspective, the story progresses from dates to drama to social mayhem."What we want to do is engage new interest in the brand," said Michael Silver, chief executive of Silver Jeans, which is owned by Western Glove Works. Namely, he said, he wants to shift slightly the base of customers buying the jeans, which are priced from $69 to $118 at stores such as Dillard's, Macy's and The Buckle. While most of the brand's customers are between the ages of 30 and 45, "we want to drop the demographic by five to eight years, to get more 22- to 25-year-olds," he said.To be sure, "Love Below the Waist" isn't too edgy or crass. "I don’t think I’m going to alienate my more mature market by sending a message that is not a youth-oriented message but is fun and irreverent," he said. "I need to find innovative and fun ways to send my specific message."https://youtu.be/0JkbLRSAQAETodd Grant and John Knecht from CHUM Seattle created the series in collaboration with Atelier Productions. Milana Vayntrub directed the episodes in between her acting job on ABC’s hit drama “This Is Us.”The big task was to create digital media that would be different from what other companies are sending out of their marketing departments to an industry teeming with challenges. "Everyone is doing denim," Silver said, noting that there is "competition at every price point, from the very cheapest to the most expensive."The company's annual sales range between $150 million and $160 million, and it has benefited from what Silver described as "a nice little uptick" from renewed interest in denim within the past six months."There is a lot of caution in the marketplace," he said, "Traffic [in stores] is everybody’s concern in the denim industry. We tend to take our strongest leads in online. I’m far more optimistic than I was in the past three years."The brand also recently opened an e-commerce site serving China, "a busy space there as well," he said.Although he didn't divulge the budget for Silver Jeans' premiere in this film genre, he said it cost more than he expected. "My theory is that I will reach more people at a reasonable cost," he said. "Time will tell what effect it will have. We all look for the cash register to ring."
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)