Thomas Pink taps into digital for in-store strategy

Luxury menswear brand Thomas Pink is integrating branded video content into all its retail environments via digital screens as part of a new global brand strategy.

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The strategy includes the brand’s shop-in-shop areas within high end department stores such as Harrods as well as stores in China, the US and Mexico.

It will stream video content from its seasonal ad campaigns, which will change as the in-store fashion collections rotates.

Alex Field, head of marketing for Thomas Pink, says: “It’s a great way of building the brand’s identity but it’s a balance between being a brand showcase and hitting commercial objectives.”

He adds that the brand has learned from its online video content that the products that feature in the video see an uplift in sales, and believes that the same pattern will emerge in stores as it rolls out digital screens.

The video content is being produced by Adjust Your Set, the multi-channel video agency that produced the brand’s online TV channel Pink TV.

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