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New Amazon TV Ads Tout Fashion

13 Mar, 2013 By: Doug McPherson


SEATTLE – E-commerce giant Amazon is rolling out its first-ever TV campaign for Amazon Fashion to plug clothes from Burberry, Halston, Chanel, Lanvin, and Escada on the high end and Hurley, Calvin Klein and Jones New York in a more affordable range.

Women’s Wear Daily reports the company is launching a 30-second TV spot that will air in prime-time programming in select markets. The campaign, which you can view on the site’s home page, includes print, outdoor, digital and social ads.

The ad – which drives viewers to the Amazon website in true DRTV fashion – features three female models, adorned in a rotating ensemble of bright spring dresses paired with metallic heels, dance, skateboard and hula-hoop around Amazon’s six letters alongside one well-tailored male model. It closes with the tagline “Amazon Fashion: Smart is Beautiful.”

Amazon joins plenty of competition: startup E-commerce businesses such as Fab.com, Warby Parker and One Kings Lane use TV to bring in new customers, too.

Mashable.com reports Amazon has been in apparel and accessories sales since acquiring Shopbop in 2006, Zappos in 2009 and MyHabit in 2011. Amazon’s shoes and accessories E-commerce venture, Endless.com, closed last fall.

Last summer, Amazon CEO Jeff Bezos said the company was ready to make a “significant” investment in the category under its own name, Amazon Fashion, signing a lease on a 40,000-square-foot space in Brooklyn to serve as a photo studio later in the year.

Amazon Fashion is headed by Cathy Beaudoin, founder of Piperlime, the shoe site now owned by Gap, and includes Shopbop, a women’s apparel site and MyHabit.com, a flash sale site that competes with the likes of Gilt and Rue LaLa, as well as Zappos.


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