The Buzz: Lights! Camera! E-Commerce! Kate Spade Reinvents Brand Marketing
There’s a new trend in retail marketing: fashion films. Instead of just producing a print ad or television commercial, brands are going to great lengths to create mini, shoppable movies to outshine the competition. In this new world of fashion films, beautiful imagery is just the start.
Retailers’ fashion films are using creative storylines and witty plot twists to make a connection with the audience. Add a Hollywood leading lady such as Anna Kendrick to star in the campaign, and you’ve got a viral marketing hit.
Enter Kate Spade’s #Missadventure series. In this four-part film series, Kendrick gets into some interesting situations. In the first film, which debuted last November, Kendrick makes something out of nothing after getting locked out of her apartment. She passes the time by trying on different fashions she recently picked up during her holiday shopping spree. Kate Spade made the video shoppable by posting links to all of the items and outfits Kendrick features in the spot. The video went viral and was considered one of the best retail promotions of the holiday season.
“Interesting women leading interesting lives are at the core of our campaigns and filmed content, including our #Missadventure video series starring Anna Kendrick,” says Mary Beech, executive vice president and chief marketing officer of Kate Spade & Company. “We’ve built a clear and distinct brand voice and we always think about the ideal solution — digital or otherwise — that fits our unique brand voice and immerses our customers in the world of kate spade new york.”
What’s interesting about the films is the clothing, which Kate Spade sells, isn’t the primary focus. The products are cast more in a supporting role, if you will.
So what makes Kate Spade stand out from the rest of the brands testing fashion films? A point of reference, says Beech. Since the films are part of a series, Kate Spade’s audience has a reference point and can anticipate what’s next.
While the financial investment needed to create a fashion film can be steep, so can the return. The day the second #Missadventure film was released, it hit 1.6 million views online.
“We’ve seen a tremendously positive response from consumers to our #Missadventure series,” Beech says. “This celebration of one-of-a-kind, thought-provoking women will continue throughout the year, and beyond.”