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FlashWalk starred six body-painted catwalk models

Dec '09
Friday 20th November at 9.10am the new Oxford Circus X crossing was transformed into a flash fashion catwalk as BrandAlley filmed an exciting 'FlashWalk' viral video.

FlashWalk starred six body-painted catwalk models (four women and two men), who strutted across the diagonal X crossing to promote BrandAlley's business model of flash sales.

The visual twist to this flash fashion show was the models' attire; they were artistically body painted with their fronts featuring high-fashion looks seen recently on the runways of the world's Fashion Weeks. On their backs, the BrandAlley purple was used on each model with a section of the sentence “The sale goes on & on & on” in line with BrandAlley's new advertising strap line 'The non-stop designer sale'. The wording was devised to reinforce the flash sales concept – short-lived, high fashion, online sales – which is still considered a relatively new and innovative business model within the UK market.

The viral is in tune with BrandAlley's forward-thinking marketing strategy and has been filmed to further interact with the consumer online, taking street and catwalk fashion direct into consumers' homes. It is also hoped that the edgy visual nature of the film will push the boundaries of the online fashion arena, showing how style, vision and fashion can effortlessly fuse.

Melissa Littler, Marketing Director, BrandAlley UK Ltd comments, 'As a forward-thinking online company and one of the first to launch flash sales within the UK, we wanted to ensure our marketing strategy included a fresh, edgy element within the viral category. FlashWalk is a real-life execution of our new advertising campaign and business model, incorporating all the elements we feel BrandAlley UK offers – style, vision, accessibility,affordability, and fun – all at a time to suit the consumer.'

FlashWalk was directed and produced by production company, The Big RD. Ryan Dean, Director added 'When BrandAlley came to us asking to create a film that would make the fashion industry sit up and take notice my mind immediately went to the new Oxford Circus crossing. Never before has a pedestrian crossing been so perfectly designed to be used as a catwalk! We always wanted to connect the film back to the great designer clothes that BrandAlley sells but wanted to do so in a way that represents how different and unique their retail proposition is. It was a pleasure to create something that was in equal measures: fun, sexy and different and my hope is that it brings a smile to the face of Londoners and clothes shoppers alike.

BrandAlley UK launched in the UK in February 2008. It was founded in France in 2005 and is one of Europe's premiere e-tailers of prestigious brands . BrandAlley.co.uk offers members access to designer fashion, beauty and homeware brands at heavily discounted prices, using the flash sales concept. Stock is sourced by an in-house team from surplus or cancelled orders and is directly sourced from high-end brands who are looking to discreetly dispose of excess stock. BrandAlley.co.uk currently has over 1,400,000 registered members and launches three new sales per day, each lasting around five days. Discounts are up to 70% on current season or seasonal stock.


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