Clothing retailer H & M's new digital catalog combines two longtime loves: fashion and music. H & M Loves Music is an online platform that allows users to create musical tracks by picking pieces in their summer collection. The Swedish multi-national company partnered with Ogilvy & Mather Advertising, Shanghai to come up with the interactive concept.
The digital catalog is an extremely innovative way to market new products by combining two often correlated interests. Each of the 43 items listed in the catalog has its own distinct sound effect, allowing shoppers to make their own personalized track list and remixes. To use, customers simply need to visit the H & M Loves Music site and scan the QR code, or go on their mobile site with their smartphones.
Music Playing Product Catalogs
H & M's Digital Catalog Lets Fashionable Music Lovers Remix Tracks
Trend Themes
1. Fashion-music Integration - The trend of integrating fashion and music creates opportunities for brands to engage with consumers through interactive and immersive experiences.
2. Personalized Catalogs - The trend of personalized catalogs enables brands to provide customized experiences to their customers, allowing them to feel more connected and engaged with the products.
3. Interactive Marketing - The trend of interactive marketing allows brands to capture consumer attention by providing unique and engaging experiences that go beyond traditional advertising methods.
Industry Implications
1. Fashion Retail - The fashion retail industry can leverage fashion-music integration to create memorable shopping experiences that resonate with their target audience.
2. Advertising - The advertising industry can explore personalized catalogs as a disruptive innovation opportunity to create more impactful and customized campaigns for their clients.
3. Digital Marketing - The digital marketing industry can embrace interactive marketing techniques to captivate consumers and drive higher levels of engagement with brands.