The Calvin Klein x Amazon Fashion NYC Market will soon be set up in New York City's Flatiron District as a three-day interactive "phygital" experience that fuses the traditional marketplace atmosphere with digital features.
On-site, various experiences will drive visitors to Amazon.com/mycalvins, which is where various Calvin Klein products for women and men can be found. The market will feature the Fall 2018 Calvin Klein Jeans advertising campaign and a recreation of the Together in Denim Billboard, which will invite visitors to see themselves integrated into the installation.
Those who visit the Calvin Klein x Amazon Fashion NYC Market will also have the chance to win prizes, underwear, jeans and accessories, as well as exclusive event-only pieces of merchandise. For the utmost ease, the #MyCalvins Campaign Shop is set to let people try on styles and conveniently make purchases from the Amazon app.
Digitally Enhanced Fashion Markets
The Calvin Klein x Amazon Fashion NYC Market is "Phygital"
Trend Themes
1. Phygital Marketplaces - The integration of physical and digital features in marketplaces drives consumer engagement and convenience.
2. Interactive Advertising Campaigns - Interactive advertising campaigns that involve experiential installations and consumer involvement promote brand loyalty and social media engagement.
3. Mobile Shopping Convenience - Mobile apps that allow for convenient shopping and purchasing enhance the shopping experience and drive consumer loyalty.
Industry Implications
1. Fashion and Retail - Phygital marketplaces with interactive advertising campaigns create disruptive innovation opportunities for fashion brands and retailers to engage consumers and drive sales.
2. Digital Marketing and Advertising - Interactive advertising campaigns that involve consumer participation and social media engagement create disruptive innovation opportunities for the digital marketing and advertising industry.
3. Mobile Technology - Mobile shopping convenience has created disruptive innovation opportunities for the mobile technology industry, as consumers increasingly rely on mobile devices for their shopping needs.