This weekend saw the launch of Style The Nation on Channel 4, a six-week series where a Style Panel and celebrity guests critique would-be stylists competing in a catwalk competition.
Viewers also get involved on the website, taking a Style Test, creating their own collection in the Schway virtual dressing room and earn the opportunity to become the next New Look stylist.
New Look tasked Schway with creating a multiple-channel customer experience, which could unite existing online customer communities, rich content and ecommerce while offering users a fun and easy way to engage with the retailer.
Eamonn Clarke, Managing Director of Schway, said,“This is not only a fashion-first for UK TV - New Look sponsors all product placement - but also a first for any fashion retailer to offer customers such interactivity. Schway activates product imagery, giving shoppers opportunities to create outfits, to share their vision across social media and purchase. In this age of mass customisation, allowing customers to create their own experience is a powerful differentiator which delivers greater value and loyalty.”
Onsite, New Look Daily is an innovative online environment designed to drive brand awareness by bringing together New Look’s customers from multiple social media platforms and showcasing user-generated content.
The Schway outfit builder app develops one-to-one customer relationships across social media, TV and in ecommerce. “In the near future” says Clarke,“wherever there is fashion online, we see shoppers creating their own shopping journey, engaging with products and sharing their experience across all platforms, across all territories.”