Holt Renfrew continues to grow its brand and has now entered the television business. The luxury department store is collaborating with Air Canada to add an in-flight channel to its enRoute catalog.
All the programs on the channel will be Holt Renfrew-produced and will be series of documentaries that outline the store's newest endeavors. The channel will be comprised of 20 documentaries that give viewers a behind-the-scenes look at some of the luxury retailer's iconic events, including the set up of its Christmas windows.
Essentially, the camera is brought along to fashion shows, trips to studios and will feature up and coming designers. In a rather brilliant marketing tool, Holt Renfrew will use these films to introduce viewers to the fall edition of Holts Magazine, as well as a detailed look into the new Holt Renfrew Men's Store.
Fashion-Inspired TV Channels
Holt Renfrew is Launching a TV Channel for Air Canada Planes
Trend Themes
1. In-flight Branded TV Channels - Opportunity for luxury brands to create branded channels for airlines with a captive audience.
2. Fashion Industry Content Production - Opportunity for fashion brands to use video production as a marketing tool to showcase behind-the-scenes content, fashion shows, and up-and-coming designers.
3. Branded Catalogs - Opportunity for brands to collaborate and create branded catalogs to showcase their products and services with partners across industries.
Industry Implications
1. Luxury Retail - Luxury retailers can collaborate with airlines to create branded in-flight content to showcase their brand and latest events.
2. Fashion Production - Fashion brands that produce video content can showcase collections, up-and-coming designers, and behind-the-scenes content to attract customers and build brand loyalty.
3. Travel and Hospitality - Hotels and airlines can collaborate with luxury and fashion brands to offer in-room branded content and catalogs as a value-add for customers.