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TOM TAILOR introduces new Fall/Winter campaign
Aug '11
The lifestyle company TOM TAILOR is expanding its activities into the social media networks and intensifying its presence in this area. Following Facebook and the expansion of Fashion Blogger Relations comes the launch of its own TOM TAILOR YouTube channel for the start of the new Fall/Winter campaign.

The integrated campaign contents contain customised measures for all channels. The measures include prize games in social media and in the e-shop, QR codes, B-2-B campaign brochures and extensive behind-the-scenes video material. The entire repertoire of pictures and videos that came about during the shooting of the new Fall/Winter fashion in San Francisco will be presented in parallel on the social networks, in the TOM TAILOR sales areas, on the corporate website as well as in the TOM TAILOR e-shop at the start of the campaign.

Besides the classic "Making ofs", TOM TAILOR is providing some great behind-the-scenes views during this campaign. The entire shoot was documented by an employee with a handheld camera in a three-part campaign diary. Fully uncensored moving images as well as interviews with the protagonists - everybody from the stylists to the art director - emerged.

They reflect the development of the TOM TAILOR 2011 Autumn/Winter campaign up close. This uncut film material will be distributed via all channels - YouTube, Facebook, Fashion Blogs and on the TOM TAILOR website and e-shop - influencing the perception of the brand world of TOM TAILOR in a special way. The two TOM TAILOR lines of the new Fall/Winter campaign each have their own titles: The Casual campaign has the slogan "Home stories by TOM TAILOR". For the young fashion brand TOM TAILOR Denim, the campaign is entitled "Young Rebels".

The new Fall/Winter campaign will also be staged in the display windows of TOM TAILOR stores throughout Europe. For the first time TOM TAILOR is betting on the QR code: This barcode can be easily recorded and deciphered by customers and interested parties with a smartphone. With each decoding TOM TAILOR is giving away a 10 percent off voucher starting from a specific cost value and is forwarding the user to the features of the new Fall/Winter campaign.


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