To promote the Tiger of Sweden 2010/2011 denim collection, the Swedish fashion label teamed up with nine upcoming Swedish artists and bands and asked them to perform in the changing rooms of Tiger of Sweden stores in Stockholm.
The 'dressing room sessions' were filmed for promotional purposes. All of the artists wore their favorite pieces from the Tiger of Sweden 2010/2011 denim collection. See more shots from this clever campaign above.
Implications - Corporations often employ musicians and artists in over to incite crossover appeal for a particular product or cause. The same effect can be achieved when two high profile corporations collaborate as consumer curiosity will attract individuals to these campaigns.
Cramped Impromptu Concerts
Dressing Room Sessions Promote the Tiger of Sweden 2010/2011 Line
Trend Themes
1. Crossover Appeal - Corporations employing musicians and artists to incite crossover appeal for products or causes.
2. Collaborative Marketing - High profile corporations collaborating to attract consumer curiosity.
3. Alternative Performance Spaces - Musicians and artists performing in unconventional locations to promote brands.
Industry Implications
1. Fashion - Opportunity for fashion brands to collaborate with musicians for promotional campaigns.
2. Music - Opportunity for musicians to perform in unconventional spaces for brand promotion.
3. Marketing - Opportunity for collaborative marketing campaigns between high profile corporations.