This C&A Fashion Stunt's Hangers Only Open with Enough Facebook Likes
Laura McQuarrie — June 24, 2014 — Fashion
References: cea.br & creativecriminals
Fashion is a funny thing—a designer brand name can make something ordinary seem extraordinary, as this C&A Fashion experiment proves.
The fast fashion line in Brazil wanted to do something extra special to promote the launch of its new collection, signed by Calvin Klein designer Francisco Costa. In order to present the garments as exclusive, a few pieces from the collection were put on display, but they were made to be just out of reach. Each of the garments was displayed on a locked hanger, which would only open when a certain number of Facebook likes was collected. When unlocked, all of the women who liked the garment received a virtual key on their smartphones to scan the lock and the first one to make it to the store and free the garment from the hanger got the exclusive item.
The fast fashion line in Brazil wanted to do something extra special to promote the launch of its new collection, signed by Calvin Klein designer Francisco Costa. In order to present the garments as exclusive, a few pieces from the collection were put on display, but they were made to be just out of reach. Each of the garments was displayed on a locked hanger, which would only open when a certain number of Facebook likes was collected. When unlocked, all of the women who liked the garment received a virtual key on their smartphones to scan the lock and the first one to make it to the store and free the garment from the hanger got the exclusive item.
Trend Themes
1. Locked Hanger Marketing - Brands are using social media to create interactive and engaging experiences, such as locked hangers on displays, to promote new products and create buzz.
2. Experiential Retail - Retailers are exploring ways to create immersive experiences for shoppers, such as gamification and technology-driven activations, to drive foot traffic and increase sales.
3. Social Media Triggered Events - Events and promotions are incorporating social media and requiring a certain level of engagement before unlocking a product or experience, creating excitement and encouraging social sharing.
Industry Implications
1. Fashion Retail - The fashion industry can utilize technology to create unique and interactive in-store experiences, such as locked hangers, to attract customers and increase sales.
2. Marketing - Marketers can leverage social media and gamification tactics to create buzz and drive engagement for product launches and events.
3. Technology - Developers can create new solutions and technologies to enable these interactive experiences, such as virtual keys and social media triggers, for retailers and brands to use in their marketing strategies.
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