The LACOSTE LT12 Limited Edition collection is showcased in an interactive lookbook that can be viewed on the sportswear label's website. The catalog lets shoppers click on models in order to view their favorite garments and their prices. Once their garment of choice is clicked on, users will be redirected to a checkout where they can purchase a limited edition item.
Launched in the Chinese market, the LACOSTE LT12 collection celebrates French tennis tournament Roland-Garros. Its interactive lookbook was conceived by Fred & Farid Shanghai studio and includes accompanying videos, web games and visual merchandising concepts.
Expressing the brand motto, "Life is a beautiful sport," this lookbook enhances a user's experience with modern technology. As experiential retail becomes more tech-focused, as do the marketing tactics of major brands. Lacoste's strategy is interactive and intriguing, leaving models unclothed once a limited edition item is sold out across various locations.
What's Driving This Trend
- Interactive Lookbooks
- Brands can leverage interactive lookbooks to create an immersive and engaging shopping experience for customers.
- Experiential Retail
- Retailers can incorporate modern technology and interactive features to offer a unique and memorable in-store experience for customers.
- Tech-focused Marketing
- Major brands can incorporate technology into their marketing tactics to attract customers and enhance their brand image.
Who This Affects Most
- Fashion and Apparel
- Fashion and apparel companies can leverage interactive lookbooks and experiential retail to offer a more engaging and memorable shopping experience for customers.
- Retail
- Retailers can adopt interactive features and modern technology to create a unique and differentiated in-store experience.
- Marketing and Advertising
- Marketing and advertising agencies can explore tech-focused tactics to help brands enhance their marketing campaigns and connect with customers in new and innovative ways.
