Luxury brands are to have a new vehicle for exposure with the launch of Imagine Fashion, a free online and mobile video publication.
Imagine Fashion will be devoted to luxury and fashion brands and is set to launch at the end of this year. It has appointed BLM Red, the specialist arm of Arena BLM, to handle media planning and buying for the launch campaign.
Imagine Fashion will target cutting-edge and fashion-conscious viewers with exclusive film content created by leading names in the worlds of fashion, music, art and design. Visitors to the website and via mobile will be able to see a constant stream of updated films, editorials and fashion news updates.
BLM Red is devising a campaign that will take in outdoor advertising, social networking sites, digital display ads, search engine optimisation and search marketing. A creative agency has not yet been attached to the project.
The team behind Imagine Fashion is led by editor-in-chief Amber Gordon, a former contributing fashion editor of the Financial Times’ How To Spend It magazine.
A recent report on online shopping from the Office of Fair Trading says that one in three consumers are still not comfortable with the concept due to a lack of trust and personal security fears. A forthcoming white paper on the issue is to set out some guidelines and precautions that consumers can take.
Online shopping has proven lucrative for fashion retailers such as ASOS.com which offer lower value “fast fashion” products.