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Brief Published: 24 Apr 2014

FCUK Selfie Ads Entice Millennials


In a bid to engage digitally savvy, selfie-obsessed millennials, UK high-street fashion retailer French Connection has launched an interactive campaign dubbed #CantHelpMySelfie, in which shoppers’ selfies become the window display.

Fuelling the campaign, which is designed to coincide with French Connection’s Spring/Summer 2014 collection, are a set of bespoke photo booths – devised by London-based digital agency Somewhat – in the brand’s Regent Street store.

Selfies of shoppers wearing the new S/S 14 collection are transmitted from the booths (which can be booked in five-minute slots via the brand’s website) to large digital screens in the shop’s windows, and change every five seconds. Consumers can also share their looks on Facebook, Instagram and Twitter, and take part in an online battle for “the most fashionable selfie”. Whoever receives the most likes on the brand’s Facebook page will win a £1,000 shopping spree. The campaign will be rolled out across four more UK stores during May. 

According to a 2014 survey by US think tank Pew Research Center, 55% of millennials, as opposed to only 24% of Gen X and 9% of Boomers, have posted a selfie on a social media site – making it a phenomenon worthy of retail recognition. German designer Karl Lagerfeld’s London flagship also features photo booths in fitting rooms that allow customers to apply Karl-inspired filters to selfies before sharing them on social media.

For more examples of brands tapping into the selfie trend, see our Store Concepts for Teens report and the Celebration of Self section in the upcoming report Online Luxury for Millennials. For more insights on engaging millennials see Entertainment Brands Put Fans in Control and Brazil’s Young Millennials.

For more on bridging the gap between physical and digital retail experiences, see Social Media Seduction and The Omni-Channel Store Space, part of our Anywhere Retail Industry Trend.