Tag Archives: Selfridges

Barbie heads to Selfridges for a makeover

6 Aug

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Barbie might have turned 54 this year, but she’s still got the looks to turn heads, thanks to department store Selfridges which has invited four designers to give her a makeover to celebrate its new concession in London.

Fred Butler, Nasir Mazhar and Sister by Sibling have designed four dolls – each which will become collectors’ items when sold in store later this year.

It’s a nice approach because although Barbie’s been transformed before – by the likes of Louis Vuitton, Christian Louboutin and Chanel – every makeover has a different personality. Although this time the whole campaign doesn’t have the ‘wow’ factor.

To add value to the launch, I would’ve liked Selfridges collaborate with Mattel to do the following:

1. Window shopping
I’m sure Selfridges will be using its iconic shop windows to house a creative and colourful display to draw attention to the fact that Barbie’s in town. But the brand could go one step further and commission life-sized Barbie mannequins to sit in the designers’ fashion houses to promote the partnership.

2. Competition time
Barbie’s one of the few brands whose popularity is multi-generational. To capitalise on this, I would’ve launched a competition for the public to design their own outfit for Barbie – even securing the backing of the London College of Fashion to guarantee entries.

The winning outfits could then be sold in store for dolls and fashionistas.

3. Catwalk models
To drum up interest about the new department, Selfridges could also host an in-store VIP party for fashion bloggers, journalists and industry influencers. With models taking to a catwalk wearing the limited edition Barbie collection; experts hosting make-up demonstrations; designers sharing fashion tips; and a special guest from Mattel to share Barbie’s story, there’s lots of content there raise awareness.

Anyone who’s anyone had a Barbie when they were growing up. She’s a global brand and there’s so much scope to establish an integrated marketing, PR and social media campaign to benefit both parties.

With the department here to stay, it doesn’t need to happen at once either – drip feeding the activity would ensure talk-ability about the campaign throughout the year.

Right, that’s Barbie sorted. How can I help you Ken?

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Selfridges calls for brands to be silent

10 Jan

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Here’s a great campaign from Selfridges which has great appeal by blending new and old.

The ‘No Noise’ campaign, launched today, has challenged famous brands to delete its iconic advertising and packaging slogans, logos and images to create limited edition ‘de-branded‘ bottles and jars.

From Heinz Tomato Ketchup to Marmite, Selfridges wants to place these products in its famous ‘Silence Room’, created by Harry Gordon Selfridge in 1909, which aimed to take customers away from the modern world and allow them to enjoy classic brands in peace.

Testament to our brand-led culture today, I know everyone with a TV will be able to instantly recognise the brands on Selfridges’ shelves. But, it’s a great PR opportunity nonetheless for the businesses involved to cement themselves in consumers’ minds even more. Clinique, Beats by Dre and Levi’s are also set to be made silent.

Heinz is maximising this opportunity by meeting people’s desire for quirky, and soon to be exclusive kitsch, items by offering its Facebook fans who share a post about the new products the chance to win a limited edition bottle.

What do you think of the new and improved products?

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