The constant need to revise the role of the physical brand space is spurring new forms of retail-tainment involving cinematic/televisual collaborations. These are primed to capture ‘crossover-consumers’ – for whom retail supported by a pop-cultural aspect provides a key hook.
Spy Blockbuster Used to Spur Tailoring Sales: British luxury menswear e-tailer Mr Porter has opened a sleek tailoring shop in London carrying 90 pieces from its exclusive Kingsman line. The luxurious collection replicates garments worn in the 2017 blockbuster spy movie Kingsman 2. The pieces were even designed in collaboration with the film’s acclaimed costume designer Arianne Phillips. Further pushing product placement into the retail domain, a box equipped with a digital screen reveals special elements of the Tag Heuer Connected Modular 45 Kingsman watch seen in the film.
Cult TV Attraction: Ramping up Halloween 2017, British fashion retailer Topshop partnered with Netflix’s cult show Stranger Things to turn its London flagship into a themed extravaganza. This included stage sets and a window display featuring a lab (staffed with actors). Championing cross-platform promotion, it also introduced a dedicated webpage on its e-commerce site hosting a trailer for the show’s new season, and a Stranger Things-branded capsule collection.
Geek-Girl Kudos: Moving from engagement into product, brands have been acknowledging the licensing opportunities for female sci-fi fans. US cosmetics brand CoverGirl released a collection inspired by Star Wars: The Force Awakens (2015), while Mac Cosmetics launched a Star Trek make-up line. See CoverGirl x Star Wars and Geek Beauty: 2016 Licensing Opportunities for more.