Monsoon Accessorize launches digital campaigns designed to reflect today’s customer journey

Monsoon Accessorize today launches its first digitally-focused seasonal campaigns, in recognition of a customer journey that is now driven by online, social and mobile.

The multichannel fashion retailer, which trades through Monsoon fashion stores and Accessorize accessories stores as well as online, has developed crosschannel autumn/winter campaigns for each retail brand.

John Browett, Monsoon Accessorize chief executive said: “The launch of Swoon and Three Decades of Acccessorize mark a step-change for the marketing and digital commerce strategy of the Monsoon Accessorize retail group. Due to a marked shift in consumer behaviour there is an increasing appetite for an editorial approach that works alongside the shopping experience. The launch of these campaigns brings both brands back to the forefront of fashion retail.”

Swoon for Monsoon, created by Rockabox Studios, is a digital ezine with editorially-led content designed to work seamlessly across web, tablet and mobile. Users can buy direct from Swoon content that includes video, Vines, interactive features and fashion shots, and can be distributed and shared across consumer platforms. Initially it is syndicated across YouTube and Facebook.

Tori Chilcott, co-founder and chief executive, Rockabox Studios, said: “It’s amazing to be working with such a great team on a campaign where we are using creative to inspire and technology to deliver.”

Three Decades of Accessorize, created by Digital Natives, is a campaign including a fashion film shot in the style of a music promo, Instagram video, and an interactive digital gallery showcasing the brand’s history.

Alistair Fitch, founding partner at Digital Natives, said: “We are really excited to be working with such an established high street name to embrace digital content at such a key milestone for the brand.”