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Finery launches discovery game for new season collection


British newcomer brand Finery has launched a digital microsite fronted by a quiz to accompany its first autumn/winter collection.

Created as part of its “In the mood for” campaign, which plays on the idea of duality, the game effectively ties together content and commerce by allowing users to discover their best-suited outerwear for the season.

A series of choices are presented, each one with different images representing items from the design team’s inspirations. Stark, sculptural architecture scenes sit against rich chocolate interiors, for example, with those selected leading through to one of the brand’s coats.


“As an online brand it’s so important for us to create a dialogue with our customers and to engage them in our personality. We chose the coat as the star of the game as our outerwear collection is so diverse and these really are our hero items”, explains brand director Caren Downie, who was formerly at Asos and Topshop.

The launch of the site coincides with a promotional campaign running around London that consists of flyposters featuring graphic images that direct the audience back to the A/W collection. “This shows that whilst it’s important to show the brand physically, the digital home is the flagship and the heart of the brand,” reads a statement from the company.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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