Understanding the growing influence of social media, technology and digital apps in brand strategy, companies across the board are investing heavily on it. The fashion industry in particular is betting big on technology which is considered to be the leading influencer in today’s hyper-connected digital world. Gucci in celebration of the latest short film ‘The Fringe’ has unveiled a special social media campaign which include the world’s most prolific and top rating female DJs – Harley Viera-Newton, JaKissa Taylor-Semple a.k.a. D.J.Kiss, Pixie Geldof, Leah Weller, Chelsea Leyland, The Misshapes, and Mademoiselle Julia. In addition to the campaign, the six DJs have curated special playlists for the brand’s new presence on music streaming service Spotify.
The campaign is part of the launch of the Gucci ‘nouveau fringe shoulder bag’, which draws its inspired from an archival flap shoulder bag from the late 1940s and retails for $1,950. The choice of Spotify as a platform for promotion is interesting as the streaming service tends to be dominated by millennial consumers, pointing to a younger, aspiring and fashion conscious target audience for this campaign. It was Emporio Armani which was the first fashion label to create a branded playlist for the music streaming service back in 2012.
[Via – Luxury-Insider]