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Monsoon and Accessorize overhauls marketing strategy to focus on editorial content

Fashion retail group Monsoon Accessorize is launching two digitally-focused seasonal campaigns as it shifts the brand’s marketing strategy to take an editorial approach.

Swoon for Monsoon and Three Decades of Accessorize, which launch on Tuesday (19 August) mark a fresh approach for the retailer following the lead of its customer’s journey, which is increasingly driven by online, social and mobile.

Swoon, created for Monsoon by Rockabox Studios, is an editorially led e-zine and interactive shopping experience. Hosted on the Monsoon website, each digital issue of Swoon is designed to work across web, tablet and mobile, with three versions set to cover the autumn/winter collection.

Swoon will also act as an ecommerce platform alongside Monsoon’s own online retail proposition.

The content uses GIFs, Vines and longer form video clips, as well as a host of interactive features and high-end fashion shots, which will be run across YouTube and Facebook at launch.

Accessorize, meanwhile, is set to launch Three Decades of Accessorize, created by Digital Natives, which comprises a series of digital assets celebrating three decades of the brand, showcasing its new autumn/winter 2014 line.

The campaign includes a music promo-style fashion film, Instagram videos, an interactive digital gallery showcasing the history of the brand and a bespoke 30th anniversary logo design.

John Browett Monsoon Accessorize chief executive, said: “The launch of Swoon and Three Decades of Accessorize mark a step-change for the marketing and digital commerce strategy of the Monsoon Accessorize retail group.

“Due to a marked shift in consumer behaviour there is an increasing appetite for an editorial approach that works alongside the shopping experience. The launch of these campaigns brings both brands back to the forefront of fashion retail.”

The visual creatives from both campaigns are being used for print and digital fashion advertising, all national and international Monsoon and Accessorize shop windows and in-store graphics.

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