Youth fashion brands expand online
Published: Feb 02, 2010
Hong Kong - Youth fashion brands in Hong Kong are tapping into social networking, online and mobile marketing channels to connect with the internet savvy teenagers.
Causal footwear and clothing brand Acupuncture has launched a website (www.acupuncturefootwear.com.hk) to create an online shop window and appeal to the teens in the city.
It has several cool features including a unique particle transition effect when loading, a changeable background colour of product shots for clearer viewing, and an advanced filter for the online product catalog.
Digital specialist DesignerCity is responsible for creating the website.
Jeremy Payne, head of copy & marketing at DesignerCity, said the creative rationale for the website is to reinforce Acupuncture's positioning in the youth fashion market by leveraging the popularity of English street fashion.
He added that fashion brands would continue to increase their presence on the Internet, especially the youth brands.
"Look at Chanel's latest iPhone applications, Louis Vuitton has a website revamp every season, and Uniqlo's website is multi-award winning," Payne said.
"Going online is highly effective and reaches niche markets without the wastage of broad scale advertising. And it's particularly appropriate to youth brands because the younger generation have been brought up with and are totally comfortable with online marketing communications."
Other youth fashion brands in Hong Kong are expanding their presence online as well.
adidas, on one hand, has recently launched an online application to promote its 2010 collection with STAR WARS. Integrated with Google map and Facebook, the "adidas Originals Death Star Superlaser" allows users leave an adidas bomb hole on any street in the world and tell their friends about it.
On the other hand, Nike has launched various iPhone applications and Facebook pages to engage the youth market in the past year. A spokesperson at Nike said digital will continue to be an important platform for Nike to capture its target customers in 2010.
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