The iconic premium denim brand is attempting to delve into the social networking market with its 'InstaShoot SS13' by Paper Denim & Cloth.
Its brand identity depends heavily on the appeal of laid-back style and luxury. The company had high success in the 90s with its signature pocket details and the denim boom. The iconic coveted brand is attempting to remain relevant with the aid of social media.
The company launched a live Instagram campaign revealing its Spring/Summer 2013 lookbook, one filtered image at a time. The idea came from the co-founder, who thought it strategic to remain true to its lo-fi roots, which definitely coincide with the denim company's appeal. The idea of an 'Instashoot' is highly interesting as it allows fashionistas to give feedback in real-time whilst using a platform that is already commonplace for many target consumers.
Paper Demin & Cloth is on its way to making a strong comeback with its genius marketing and quality product.