While the majority of designers are pushing their current season collections through online banner ads at present – Diane von Furstenberg, Etro, Valentino, Calvin Klein and Louis Vuitton included – Marc Jacobs is focusing on spring/summer 2014.
The US brand is taking advantage of the fact content on sites like the New York Times’ style pages this month is based on fashion weeks in New York, London, Milan and Paris. Rather than pushing for direct conversions therefore, its campaign showcases a shot from its recent show (and next season’s line); beneath it inviting consumers to reserve the look.
Its a clever move to encourage clicks, and ultimately capture consumer data, including email addresses.
The banner leads through to a lookbook on the MarcJacobs.com site featuring the entire show in still shots and in video form. Each of the looks can be shared over social media (Twitter, Facebook, Pinterest, The Fancy, Svpply and Google+), as well as reserved – opting to do so calls for users to fill out a form that will notify them when the item they’re interested in is available to buy.
Screenshots below show the path of the initiative: