Wednesday, 25 January 2012
NET A PORTER & Karl Largerfeld using Technology to Crack a Great Launch
Designer Karl Lagerfeld has launched an edgy collection using augmented reality as the centre piece.
The launch, driven by NET A PORTER, happened in Paris, London, New York and sunny Sydney. Attendees had a chance of winning $1,000 worth of Net a Porter gear by tagging the shop window with their smartphone and tablets to reveal an augmented shopping screen that lead to a product purchase page. A few lucky ones received a winning message rather than the product purchase page.
I was impressed with the Sydney launch - it had buzz, intrigue and participation , all characteristics of a successful launch driven by cool and novel use of technology.
Participants downloaded the Karl app to take part in the shop front augmentation. The app looks the part with a neat HTML5 cube that navigates the content, including info on the collection, a Kalify yourself tool, game and augmented reality tool. Download the app here from itunes
Smartphone and Tablet integration should be a key component to any luxury/fashion brand launch given audience penetration. Mrs Porter and Mr Lagerfeld cracked a great launch, which drove strong participation vs the traditional stuffy way of relying on goody bags, people signing up to mailing lists/competitions etc.
Karl Lagerfeld can certainly afford to crack a smile across that stern poker face for great use of technology.