I rarely expect sportswear brands to use the same marketing tools as fashion luxury brands, but in this case, I really don’t see why the hell not.
For now, luxury brands like Chanel and Christian Dior may be using digital media in terms of pictures/videos of beautiful people doing beautiful things but they may want to wise up sooner than later.
Nike sets a shift in pace by incorporating digital and service platforms in their digital marketing. In other words, they make tech-y stuff that is both cool and (shocking) useful! For example, customers who purchase Nike’s Total90 Laser boot can actually get access to Nike Football+, a digital coaching program where famous soccer players teach their “signature moves.”
Players can get these via web, mobile internet or even iPhone application to help improve their skills. Or, in my case, watch hot soccer players play Mr.Teacher in another language (um…yes, please).
Personally, I would love for fashion brands to incorporate more digital media like Nike has done. It’s just smart! Partly because people love free shit, but especially if the application is as pragmatic and relevant as Nike’s is.
Fashion brands may feel a bit jaded/overwhelmed by the exponential momentum of technology but digital media is another way for brands to make their target market feel, well, more targeted–and anything that can make consumers feel linked by a common experience is something all businesses should aspire towards.
Comments