Fashion & Design (176)
The French retailer Auchan has launched a new promotion concept. It’s catalogue has been enriched with at least 10 music videos illustrating online promotions. Each of the videos use a different music genre, with some of the song’s lyrics adapted to the products.
Why it matters
Product catalogues are now becoming pieces of entertainment in their own right. Will we soon see music videos, games and other forms of entertainment enter every element of the shopping experience?
“Bleulab” has created reversible jeans that can take you from day-to-night simply by turning them inside out.
Fashion and Dining are two more categories reflecting the Experience meta trend, where moments have become more valuable than objects. The physical things we’ve accumulated have almost become a mocking reminder of pre-recession indiscretionary spending. Now, consumers are less and less inclined to spend money on physical things, instead favouring experiential goods. Cafes, restaurants and takeout food actually saw a sales increase in Q409, while other retailing was down. Rental services for high-end designer goods also continues to grow, letting consumers feel luxurious for an evening, without the regret of a worn-once dress in the closet. And when we do purchase goods – we want them to come with a story. Take hisptery.com. The German site lets users fill out a personal profile quiz, then it selects a t-shirt for them from popular retailers like Threadless. You don’t know what t-shirt you got until it arrives in a mysterious brown paper bag.