Social Media Marketing & Interactive Fashion Retailing
Overview
The Forzani Group, Canada’s leading retailer of athletic wear and equipment, asked Suitcase to revitalize the online experience for its Athletes World casual athletic wear stores.
Initial wireframes for homepage and product section
Initial concept moodboard for AW
Challenge
The company had been struggling to connect the AW brand with its style-conscious and independent target audience of 15 to 25 year olds, who prefer to discover fashion and trends on their own, rather than be “sold”. Suitcase first studied AW target buyers by conducting focus groups to understand their attitudes, affinities, beliefs and behaviours, uncovering some great insights from which a new marketing strategy was born. What the new AW brand needed was some “street cred” – we needed to make target buyers actually believe that the AW brand is authentic and genuinely cool.
Solution
The new AW site engaged target buyers by combining rich, media interactivity and social networking features that enabled site visitors to “mash-up” their own clothing and music combinations to share with friends through e-mail, Facebook, and other sites. Suitcase also integrated a mobile advertising component in partnership with Cineplex theatres across Canada that combines text messaging, free music downloads and an online contest.
AW product page