SilkFred is an online retailer that connects people with ‘unique fashion from the best independent brands’ — their customers search beyond the high street for their fashion fix.
When tasked with showing how we’d strengthen brand loyalty, as part of a prospective brief, we arrived at ‘in with independent’. The idea being: we reward customers’ dedication to unique fashion by getting them closer to the designers than ever before.
We’d attach Google Cardboard to the packaging of customer orders. This could be torn off and used as a virtual reality behind the scenes experience of a designer’s studio.
Each week we’d showcase a SilkFred designer through a live city-based fashion hunt. People gain clues to the designer’s secret location though connecting on Periscope or Facebook Live. The first few trend-seekers to find the designer would get their hands on an original creation.