A Kaleidoscopic Fashion Spectacular.
Recently department store brand Target made a huge splash in NYC with the launch of their Fall fashion line. Not content to be just another rat in the pack, Target created this bold brand gesture to let everyone know what was going down.
Target transformed all 155 rooms on the south side of New York’s Standard Hotel into a truly spectacular indoor/outdoor, audio visual show including 66 dancers choreographed to LED lighting, whilst models strutted the season’s wares on a multi-story catwalk on the street below.
The 20-minute show was set to an original soundtrack by Squeak E. Clean, aka Sam Spiegel, performed by an impressive 30-piece orchestra and 10-person chorus. Viewers who could see the show but were not close enough to hear the music could call into a special number for the audio, and for those not in town, Target also featured the event on its Facebook page – leveraging the social media channel with aplomb. Yes, the show would have cost some big bucks, and no this scale of brand gesture investment is not for every business, but it’s refreshing to see a low-end fashion retail brand like Target making a big brand statement and leverage buzz into intelligent and strategic brand communications.
- New York city break: an insider’s guide to things to do (telegraph.co.uk)
- No one wants to friend your brand on Facebook (heidi-miller.com)
- What’s In Stores: Target Re-releases 34 Best Dresses (daylighttonightlife.wordpress.com)