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Just a Clikthrough A|X STYLEPAD
15
Jun '10
In Summer 2010, A|X will launch A|X STYLEPAD - a multi-media, interactive digital portfolio that contains insider access to the alluring world of Armani Exchange. The A|X STYLEPAD is a brand destination where users navigate through a specially designed online flash-book to experience multimedia content of the current A|X seasonal campaign with exclusive content and features that include: interviews, videos, photography and A|X music.

The A|X STYLEPAD offers the client a more visually sophisticated way to experience the A|X lifestyle with well-crafted visual integration. Leveraging assets from the A|X brand - building blocks of sexy imagery, modern style, electronic dance music and nightlife culture, we continually enhance our extremely powerful online platform to target our consumers' lifestyle, taking advantage of the influential amplifier of online entertainment.

A|X STYLEPAD will feature an interactive section where users will be able to create their own A|X branded image piece by using the A|X STYLEPAD Toolbar provided on the DIY page on the flash-book. The A|X STYLEPAD Toolbar allows users to personalizes an image piece by dropping and dragging images from the current A|X advertising campaign, and lets them resize, and colorize to create a one-of-a-kind image to share on social networks and via email.

With the A|X STYLEPAD, Armani Exchange brings together three marketing trends – exclusive content, online entertainment, and social networking – in a unique and interesting way. Operated by an in-house cross-functional team, these initiatives are an evolution of our marketing message, linked to strategic goals and integrated with other marketing click-through. The A|X STYLEPAD, for Armani Exchange, was developed in partnership with Clikthrough, Inc., a privately funded eCommerce software and service provider.

A|X STYLEPAD will serve as the multi-media destination of the enhanced A|X life section on the brand website and will gain exposure with marketing elements via the A|X blog, A|X social networks, A|X YouTube, A|X in-store promotions, A|X text mobile marketing, and press materials covering this digital media endeavor.

A|X Armani Exchange was launched in 1991, aimed at a new generation of fast-fashion consumers – an accessible collection offering urban, individual style. A|X Armani Exchange defines a new dress code with a collection that takes its cue from urban lifestyle and music culture.

A|X Armani Exchange


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