The 'InstaShoot SS13' by Paper Denim & Cloth Relaunched the Brand
Alexandra Serrano — July 29, 2012 — Marketing
References: paperdenim & highsnobette
The iconic premium denim brand is attempting to delve into the social networking market with its 'InstaShoot SS13' by Paper Denim & Cloth.
Its brand identity depends heavily on the appeal of laid-back style and luxury. The company had high success in the 90s with its signature pocket details and the denim boom. The iconic coveted brand is attempting to remain relevant with the aid of social media.
The company launched a live Instagram campaign revealing its Spring/Summer 2013 lookbook, one filtered image at a time. The idea came from the co-founder, who thought it strategic to remain true to its lo-fi roots, which definitely coincide with the denim company's appeal. The idea of an 'Instashoot' is highly interesting as it allows fashionistas to give feedback in real-time whilst using a platform that is already commonplace for many target consumers.
Paper Demin & Cloth is on its way to making a strong comeback with its genius marketing and quality product.
Its brand identity depends heavily on the appeal of laid-back style and luxury. The company had high success in the 90s with its signature pocket details and the denim boom. The iconic coveted brand is attempting to remain relevant with the aid of social media.
The company launched a live Instagram campaign revealing its Spring/Summer 2013 lookbook, one filtered image at a time. The idea came from the co-founder, who thought it strategic to remain true to its lo-fi roots, which definitely coincide with the denim company's appeal. The idea of an 'Instashoot' is highly interesting as it allows fashionistas to give feedback in real-time whilst using a platform that is already commonplace for many target consumers.
Paper Demin & Cloth is on its way to making a strong comeback with its genius marketing and quality product.
Trend Themes
1. Social Networking Market - Disruptive innovation opportunities in this market include developing new platforms that integrate social media and fashion to enhance brand identity.
2. Instagram Campaigns - Creating live Instagram campaigns to reveal new collections or products can generate real-time feedback from target consumers and enhance brand relevance.
3. Laid-back Style and Luxury - Disruptive innovation opportunities in this trend involve developing new fashion brands that combine laid-back style with luxury, catering to the modern consumer.
Industry Implications
1. Premium Denim - Opportunities for disruptive innovation in this industry include incorporating social media into marketing strategies to maintain relevance and reach target consumers.
2. Fashion Branding - Disruptive innovation opportunities in this industry involve utilizing Instagram or similar platforms to create unique and interactive campaigns that engage consumers.
3. Fashion Retail - Developing innovative online retail platforms that integrate social media and allow for real-time consumer feedback can revolutionize the fashion retail industry.
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