Gucci's 'The Fringe' Teases Its Female DJ-Made Spotify Playlists
Laura McQuarrie — March 14, 2014 — Marketing
References: play.spotify & luxuo
'The Fringe' by Gucci serves to announce its new presence on Spotify, as well as promote its Nouveau Fringe Shoulder Bag. On Spotify, Gucci chose female DJs—Pixie Geldof, The Misshapes and Mademoiselle Julia, Chelsea Leyland, Harley Viera Newton, JaKissa Taylor-Semple and Leah Weller—to put together exclusive playlists for the music streaming site.
The introductory video for The Fringe provides a taste of what Gucci has in store for this music and fashion fusion. As well, the 1940s-inspired Gucci Nouveau Fringe Bag gets a ton of exposure on the shoulder of Elisabeth Erm, who is being watched by a mysterious onlooker throughout her time at the club. The minute-long teaser is a great prelude to what people can expect from Gucci when they log into Spotify.
The introductory video for The Fringe provides a taste of what Gucci has in store for this music and fashion fusion. As well, the 1940s-inspired Gucci Nouveau Fringe Bag gets a ton of exposure on the shoulder of Elisabeth Erm, who is being watched by a mysterious onlooker throughout her time at the club. The minute-long teaser is a great prelude to what people can expect from Gucci when they log into Spotify.
Trend Themes
1. Female Dj-driven Playlists - The trend of exclusive, female DJ-made playlists on music streaming platforms such as Spotify present opportunities for more collaborations between fashion and music industries.
2. Music and Fashion Fusion - The fusion of music and fashion, as demonstrated by Gucci's ‘The Fringe’, presents opportunities for disruptive innovations in marketing and advertising for both industries.
3. Brand Promotion Through Music Streaming Platforms - The use of curated playlists on music streaming platforms, like Gucci's collaboration with Spotify and female DJs, highlights opportunities for brands to promote themselves and their products by associating with popular music.
Industry Implications
1. Fashion - The fashion industry can explore further music collaborations to connect with their target audience and create unique advertising campaigns.
2. Music Streaming - The music streaming industry can engage with more brands to incorporate exclusive, curated playlists that cater to each brand's target audience.
3. Advertising and Marketing - The marriage between music and fashion industries present opportunities for innovative advertising and marketing campaigns that reach audiences through various channels.
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