FASHION /
WOMEN
February 28, 2016
mame｜Launching an Innovative O2O Promotion
mame | Mame
Innovative O2O Promotion
A fashion brand by Maiko Kurokouchi, launched in late July.Mame's 2013 Autumn/Winter Itemshave begun rolling out in stores. To coincide, the brand is implementing an O2O (Online to Offline) promotion, a strategy gaining attention in recent years that links online and offline channels.
Text by Yuzu Kuromiya
Delve Deeper into the Story Behind Each Piece
O2O (Online to Offline) promotion refers to a strategy that links online channels, such as the internet, with offline channels, like physical stores.
For its 2013 Autumn/Winter collection, "Mame" continues with "Your Memories" as its concept, following last season. The brand presents clothing designed for individuals, inspired by early 20th-century photographs. For each photograph, a name and age are assigned to the subject, and the designer imagines their life story and personality to create a garment as a gift. In this O2O promotion, a special website serves as the online component, while the physical stores represent the offline element, with QR codes linking the two. By navigating between online and offline, customers can directly experience the collection's concept.
The special website displays photographs of the items alongside early 20th-century photos that served as inspiration, along with notes from the designer detailing the fictional character's name, background, and comments on the designed garment. This allows for a deeper understanding of the story behind each piece. A thumbnail page showcasing all product numbers also allows customers to view items they are interested in and then experience them firsthand in-store. In physical stores, scanning a QR code sewn near the tag with a reader will bring up the special website corresponding to each product number.
This is a unique and unparalleled promotion. Understanding the story behind each item allows for a deeper connection, fostering not just an appreciation for the design but also a more cherished way of wearing the clothes.
Kurokouchi Design Office
Tel. 03-3413-3338
o0mame0o@me.com