06/12/11
By Karen Moss
Thomas Pink, the British based luxury shirtmaker, has announced a global multi-channel strategy to integrate video content into its own stores. The videos will also feature in high profile London multi-retailers and sport sponsorship partners.
Adjust Your Set, the leading multi-channel video agency, has created the content from the current season’s AW11 creative and worked with the retailer to implement video across multiple screens within Thomas Pink stores in the US, Knightsbridge store Harrods and recently at the Cheltenham Open – the opener to the steeplechase racing season and a key sports partner of Thomas Pink.
The Thomas Pink store in Washington DC already includes a digital screen showcasing video from Pink TV, the online video channel developed and managed by Adjust Your Set. Stores in Miami and Mexico are due to launch in-store screens later this month.
Harrods recently unveiled a brand new escalator bank complete with five giant high-definition video walls - two of which standing at a staggering 13 feet-tall – offering brands the latest in digital media advertising opportunities. The luxury store will showcase a customised Christmas film from the Autumn / Winter 2011 Thomas Pink campaign.
Alex Field, head of marketing at Thomas Pink, says: "Video content is the ideal platform to bring to life the intricate detailing of our collection and while it’s proved successful online, we’re now able to bring this phenomenon into our stores and other luxury retail environments. We hope to take this latest strategy to additional stores and countries in the near future to ensure our customers have a holistic brand experience, both on and offline.”
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