In an effort to further engage its youthful, tech-savvy customers, Free People clothing company is launching its first ever interactive e-catalog on June 6. Created in HTML5, the 17-page “Call of the Wild” e-catalog will be compatible with iPhone and iPad devices and will include behind the scenes footage, hair and makeup tutorials, how-to style videos, and something called a “mood board,” which we can only imagine is much, much cooler and more technologically advanced than a mood ring.
According to Kathryn O’Connor, marketing manager at Free People Direct in Philadelphia, the e-catalog will also include footage of the designers talking about their clothes and what inspires them, giving customers a more personal connection with their clothes and who makes them.
Once the e-catalog is launched on June 6, it will be emailed to consumers and will also be featured on Facebook, Twitter, Free People’s Web site and blog. Currently, a preview on the blog is available here.
In addition to showcasing the companies’ latest fashions, the e-catalog will further bring to life the personality of “Call of the Wild,” with behind the scenes videos shot at Free People’s Philadelphia headquarters. Bringing popular music into the mix, not unlike what the television series The O.C. did for indie bands, Free People is quick to point out on their Youtube page that the band underscoring their video is the Black Angels.
Offering much more than readers can decipher from a stagnant Web site or print catalog, Free People’s interactive e-catalog promises to further develop the complete personality of the clothing line for its customers. They not only provide photos of the clothes; they demonstrate how to style, how to move, and what to be listening to while wearing Free People.
An e-catalog is an efficient, affordable way to reach customers and bring them into your brand and engage them. Currently, MobiTen is working on a similar product, a mobile app that can engage customers and give them more access to your business’s personality with videos and more. The attached examples are for one of our clients, the Portland-based Left Bank community work annex.
Permalink: http://www.mobiten.com/blog/2011/07/05/free-people-launches-mobile-clothing-catalog