After taking a hiatus from New York Fashion Week, Sass & Bide returned last season. The company also opened a flagship store in NYC’s SoHo neighborhood this past November. Hoping to continue momentum, Sass & Bide take their hand at innovative product promotion for their SS ’14 collection by launching the first shoppable, 360-degree ad campaign titled, “Freetown.” The advertising surely is innovative, but is it effective?
The new campaign, starring Brazilian model Aline Weber, can be found on the website, freetown.sassandbide.com. The interactive website gives the user ability to scroll through a 360-degree room and click on different looks that Weber and other cast are wearing. Once the user clicks on the particular article of clothing, the page is intended to redirect users to a webpage where the look is available for purchase. The print ad is so seamless, it looks as if it is a video with still models.
New York based model turned photographer, Terry Gates discusses how the website is a panorama photo comprised of over 40 images that were intricately pieced together. Gates had been in constant contact with Sass & Bide over the past year while he worked to perfect his panoramic photography skills.
Sass & Bide CEO David Briskin revealed to Fashionista how complicated the process actually was. He said that the company had to coordinate the photography and the online development process to make sure all of the interactive functions were properly accessible. Users need to be able to zoom in on a particular product and then be able to click and immediately buy the look.
“We’re always trying to be innovative in what we do with our product and what we do with our marketing and digital experience,” Briskin said.
In today’s day and age where the Internet is completely saturated with advertising and targeted towards consumption, it is crucial that companies do what they can to stand apart. Interactive and innovative promotion appears to be a growing trend among fashion companies. It is an engaging way to pique interest and encourage users to purchase.
That’s true. My interest was piqued upon entering the “Freetown” website. It was really engaging. I found myself scrolling around the room, zooming in, and rotating to get a better view of the clothing. I then clicked on a shirt that was appealing to me. Now, once clicked, the website should have taken me to a page where I could purchase it. It didn’t. It appears that Sass & Bide’s online development team and Terry Gates have some additional work to do in order to perfect the “click-to-buy” technology. While the idea is exciting and new, the execution is a fail.
Sass & Bide launches first
shoppable 360-degree ad campaign.
By Alexa Pizzi