The app comes with some looks from Armani Exchange’s Fall collection. Users can mash together the run of show, pick from eight music tracks and select backgrounds. These virtual shows featuring real models can be emailed or posted on Facebook and Twitter. Armani Exchange’s fall looks can also be browsed and purchased right from the app, the idea being that people are more likely to buy a look if they chose it for their show.
The app, developed in conjunction with Sodamedia, is essentially a glorified commercial showcasing some of Armani Exchange’s looks. It does, however, give a peak into the design house’s new focus on digital. Users of the app will get a special “SuperShow” created by Giorgio Armani and will also get invites to contests, promotions and prizes for the most viewed user video.
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VIDEOMIX won’t die with after this season. The app will be updated in November with looks from Armani Exchanges holiday collection as well as with gift-giving add-ons. Many design studios put their seasonal fashion shows online but few have devoted an entire app to the experience. It’s a clever piece of marketing, which not only gets Armani Exchange products into more hands but also gives fans a more intimate way to view these seasonal previews. “It’s getting back to our customers,” says Tom Jarrold, CMO for Armani Exchange. “They’re super digital. I think half of our customers have an iPhone, which is pretty amazing. … It really is where they’re spending their time, so we want to reach them where they are.”
VIDEOMIX follows on the heels of STYLEPAD, an interactive website and catalog series similarly showcasing new looks. VIDEOMIX’s emphasis on customization and social sharing takes the brand a step forward, but is it a winning strategy? Would you spend time on an app like VIDEOMIX? Will creating a runway show make you more likely to buy Armani Exchange clothes? Let us know in the comments.
