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Brief Published: 10 Feb 2014

Interactive Virtual Promo: Sass & Bide

Sass & Bide

To showcase its Spring/Summer 2014 collection, Australian fashion label Sass & Bide has partnered with Aussie fashion photographer Terry Gates to shoot what the brand is referring to as the world’s first shoppable, 360-degree campaign.

Titled Freetown, the initiative allows shoppers to explore an interactive virtual room styled as a chic apartment loft, manoeuvring around it via on-screen arrows. The room is situated on a custom microsite, Freetown.sassandbide.com, which links back to the brand’s transactional e-commerce site.  

The commercial element kicks in via the presence of Brazilian model Aline Webber, who appears 40 times wearing different outfits. Users who zoom in and click on chosen looks are automatically redirected to the brand’s e-boutique, where all the items on show can be shopped.

The campaign represents an innovative approach to click-to-buy technology, devised to inspire and entertain users without compromising on the creative. Sarah-Jane Clarke, brand director of Sass & Bide, explained that it “wanted to create a concept that captured the spirit of the collection, but also one that pushed boundaries in the digital space internationally”.

With a keen eye on the increasingly important mobile commerce market, the initiative has also been reformatted for mobile devices (smartphones and tablets). Users replicate the 360-degree navigation by tilting their screens.

For more on shoppable content, see the report Shoppable Content: Entertainment in the Anywhere Retailing Industry Trend. For more on retail initiatives embracing virtual reality, see the Future Innovations and Retail in Virtual Gaming reports in our Anywhere Retailing Industry Trend, as well as Holition: The Interview, and GoldRun & AR Retailing.