Tag: Apparel

Sydney, Australia – Australian footwear and clothing company R.M. Williams has appointed WiredCo. as its global digital media partner, where the agency will be working with the apparel and footwear brand across six regions globally.

WiredCo’s mandate covers paid search, shopping, display, broadcaster video on demand (BVOD), and off-page management of the brand’s Meta, Pinterest and YouTube channels.

R.M. Williams is undergoing a massive digital transformation and will use digital media channels to drive brand awareness, consideration and growth globally, focusing initially on their biggest and emerging markets; Australia, New Zealand and the UK, respectively.

As part of the mandate, WiredCo will work in close partnership with the brand’s offline agency partner, Audience Precision, tapping into their proprietary ‘Precise360’ platform, along with Special Group, the brand’s creative agency of record.

Chris Willingham, chief marketing officer at R.M. Williams said, “What really stands out about WiredCo. is how successfully they integrate strategy and creativity with digital performance. It’s something I haven’t seen done this well by a digital agency before.” 

He added, “Above all, the people at WiredCo. are the perfect fit for the people at R.M. Williams. We’re looking forward to a fruitful long-term partnership as we launch into a new era for the brand.”

Meanwhile, Angela Hampton, founder and managing director at WiredCo, commented, “We’re absolutely stoked to be appointed to the legend and icon that is R.M.Williams. Having grown up in the bush myself, I have a genuine connection with the brand so this is a dream come true for our agency. As the brand embarks upon a new journey to get closer to its Australian roots, we can’t wait to play a key role in realising this.”

India – Casual apparel brand The Souled Store has released new films to promote its ‘Supima’ clothing line, featuring digital personalities Shayan Roy and Govind Menon.

The films, produced by Kulfi Collective’s branded content arm Supari Studios, The Souled Store aims to overturn the narrative that “basic” reflects a ‘no efforts put in’ sentiment by revamping the term into a positive state of mind while also instilling a sense of belonging, freedom and comfort.

https://www.youtube.com/shorts/bjI12fNhp28

In addition, the films showcase the three prime features of the Supima collection in a way that attracts the Gen Z and Millennial audiences.

https://www.youtube.com/shorts/99OW04S1ERU

Talking about the project, Victor Daruwala, creative director at Supari Studios, said “Most ads have the creative liberty of time duration when it comes to delivering their message. We, on the other hand, had a hard stop of 15 seconds to say what we had to say. This made it challenging as well as interesting for our creative team to take a crack at, and the result was nothing short of genius. We managed to say what we had to by saying less, focussing on key product attributes, and using humour alongside a quick snappy edit to deliver the message.” 

Meanwhile, Sujoy Dutta, SVP for Marketing at The Souled Stored, commented, “We had a great time partnering with Supari Studios on our campaign for Souled Store’s Supima t-shirts. They showed the functional benefits of the range in a way that was engaging and showcased Souled Store’s warm, endearing personality. We didn’t have to choose between creativity and business objectives, which we loved.”

Hong Kong – Global apparel brand Levi Strauss has announced a slew of commercial endeavours centred around its East Asia presence, including launching new stores and rolling out existing store refreshes and new in-store services throughout the region.

Nuholt Huisamen, managing director and senior vice president at Levi Strauss, said, “We are committed to the future success of our business at every level and are reimagining what we do and how we win in today’s marketplace. At the same time, we are embracing the technologies of tomorrow to power innovation and better serve our customers and deliver greater value to stakeholders. We will do this by placing people at the heart of our business and through responsible practices because being a force for positive change is integral to being the world’s best apparel brand.”

In addition, the company will leverage digital, data and AI to stay ahead of trends, drive efficiency and innovation in the product creation process, deliver omni-channel offerings, claim its space in the direct-to-consumer (DTC) sphere, and ultimately enhance the consumer experience.

Furthermore, among the new stores to be launched this year are Levi’s® stores in countries including Japan, Australia, Indonesia, Singapore, Malaysia and Thailand. Levi Strauss & Co. will refurbish a number of retail stores and shop-in-shops into NextGen Indigo stores, offering an elevated store experience that uses digital tools to streamline the consumer journey, including installing LED portal entry archways and LED screens for marketing content. 

Select stores in the region will also introduce in-store tailoring services to offer greater personalisation.

Singapore – Sneakers and apparel marketplace Ox Street has announced the launch of its Asia-focused experimental creative studio ‘OX Street Labs’, which will act as an incubator for up and coming Asian artists to co-create limited edition designs that are inspired by the region’s culture. 

OX Street Labs will work with a selected group of SouthEast Asian designers who are radically changing the narrative for fashion-forward Asian consumers, and will give Asian artists a voice and platform to share their designs. The studio will spearhead regional Asian collaborations, made by local designers from Bangkok to Manila. 

“From the very beginning, our intention with Ox Street was to champion Southeast Asia as the future centerpoint of culture, and disrupt the global fashion marketplace. Southeast Asia is underrepresented in the global creative sphere, and with Ox Street Labs we continue to forge a path to more global recognition of local street cultures,” said Gijs Verheijke, founder and CEO of Ox Street.

The creative studio’s launch comes in response to the opportunity of showcasing unique brand collaborations against well-known Western apparel collections such as The Ben & Jerry Dunks Nike and Off White as well as recently the MSCHF x Satan Nike Air Max.

“Local artists and creative concepts from this region don’t always get the recognition they deserve. Ox Street Labs means we can help Asian designers build their artistic platform faster,” Verheijke added.

First edition Ox Street Labs 2021 releases include the Sheng Shiong x Nike Dunk SB, the NDP x Air Jordan 1 ‘No. 4 Camo’, and the Songkran x Nike Dunk High. These limited editions are one of ones, and can be commissioned with Ox Street Labs.

Ox Street has recently expanded its Southeast Asia presence, notably in the Philippines and Malaysia last February this year.