GU's Video Series Can be Customized by Word Choice
Laura McQuarrie — December 16, 2015 — Marketing
References: gu-japan & japantrends
GU is a fast fashion retailer from Japan that created what it calls a "new sensation" fashion video. The quirky 'Onomato Mix by GU' takes inspiration from onomatopoeia in order to have viewers mix and match outfits based on words.
Throughout the interactive videos (which are optimized for viewing on Android devices), models will pose as viewers tap the screen to see the different choices inspired by onomatopoeia. These words and phrases also appear on-screen in comic-inspired fonts, which reminds of the graphic style of manga.
As well as specifically having appeal to women in Japan who are interested in buying clothing from GU, the fashion videos are also a fun way for people who are learning Japanese to pick out different sounds.
Throughout the interactive videos (which are optimized for viewing on Android devices), models will pose as viewers tap the screen to see the different choices inspired by onomatopoeia. These words and phrases also appear on-screen in comic-inspired fonts, which reminds of the graphic style of manga.
As well as specifically having appeal to women in Japan who are interested in buying clothing from GU, the fashion videos are also a fun way for people who are learning Japanese to pick out different sounds.
Trend Themes
1. Interactive Fashion Videos - Fashion retailers can bring a new form of customer experience by allowing them to interact with clothing through video content.
2. Personalized Shopping Experience - Retailers can offer more personalized shopping experiences to customers by using interactive videos to suggest clothing based on specific words.
3. Language Learning Through Fashion - Fashion retailers can create video content that helps language learners practice Japanese by associating words with clothing items.
Industry Implications
1. Fashion Retail - Fashion retailers can use onomatopoeia and interactive videos to suggest clothing items to customers in a unique and engaging way.
2. Language Learning - Language learning companies can incorporate fashion into their curriculum through interactive videos that associate words with clothing.
3. Mobile Technology - Mobile technology companies can create interactive video platforms for personalized shopping experiences that allow customers to interact with clothing items through onomatopoeia.
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