Selfridges' Bright Young Things Campaign Launches Again
Katherinev123 — January 13, 2012 — Business
References: style.selfridges & psfk
In 2011, UK department store Selfridges launched a campaign to champion the work of up and coming British fashion designers through its store window displays. Now, the 2012 version of the Selfridges 'Bright Young Things' campaign is being launched again, and this time, it's bigger and better than ever.
The Selfridges 'Bright Young Things' campaign will feature 15 of the most talented UK-based designers spanning food, fashion, art and design. Each designer gets to completely transform a window from the the Selfridges' locations at Oxford Street and Duke Street to "communicate the essence of their work," says the retailer's blog. The Duke Street location will also showcase the work from another group of seven designers from the Future Map program at the University of Arts London.
The campaign will take place until the end of February, and consumers will get a chance to buy the designers' work from three pop-up stores in addition to Selfridge's website.
The Selfridges 'Bright Young Things' campaign will feature 15 of the most talented UK-based designers spanning food, fashion, art and design. Each designer gets to completely transform a window from the the Selfridges' locations at Oxford Street and Duke Street to "communicate the essence of their work," says the retailer's blog. The Duke Street location will also showcase the work from another group of seven designers from the Future Map program at the University of Arts London.
The campaign will take place until the end of February, and consumers will get a chance to buy the designers' work from three pop-up stores in addition to Selfridge's website.
Trend Themes
1. Innovative Storefront Displays - Opportunity for companies to showcase their products and brand through imaginative and interactive store window displays.
2. Showcasing Emerging Talent - Creating an opportunity for retailers and brands to position themselves as trendsetters and early adopters by featuring up-and-coming talent in their marketing campaigns.
3. Pop-up Shops - Launching a pop-up shop can help retailers test new markets and promotional opportunities, and create a sense of urgency around their offerings.
Industry Implications
1. Retail - Retailers can leverage innovative storefront displays to attract customers and differentiate themselves in a crowded marketplace.
2. Fashion and Apparel - Featuring emerging fashion designers in marketing campaigns and pop-up shops can benefit both the retailers and the designers by creating buzz and exposure.
3. Art and Design - Partnering with emerging artists and designers can help companies infuse more creativity and innovation into their products and marketing campaigns.
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