Advertising and brand communication can be beautiful and engaging in many different ways. Take the example of this video by Edwin, a Japanese denim brand. I love it. It’s a behind the scenes look at their manufacturing, and at the people that create such a unique product.
Wrangler Europe is online with a new website to promote its Fall/Winter collection. Having worked on denim websites myself, I know I have a very critic approach to these kind of projects. To be honest, I like the idea of a video (catwalk style) presentation, but I miss a deeper level of content to find out more about the product.
I believe the use of video for denim presentation should be considered mandatory from now on. It should really represent the starting point, not the end of a street/fashion project.The Wrangler website looks nice, but also rather flat if you think about some other denim brands digital experiences launched in the last year or so.
Let’s stay in Germany to have a look at Closed.com, another fashion/denim website that has some interesting aspects to highlight. First of all, if we start from the “collection” side… I like the fact that the experience of discovering the new products begins automatically. The site loads fast, and in a few seconds you find yourself looking at the new models displayed in full screen, high quality images.
But the best part arrives when you go to the ecommerce section. Just to clear any doubt about how trendy Closed jeans are, what you immediately get is the press coverage of three celebrities (Sarah Jessica Parker, Katie Holmes and Sylvie Van Der Vaart). You see the three women on the cover of some gossip magazines hanging around in Closed denim.
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