For so many young, fashion corresponds with music, and iTunes competitor StarHub Music Store has found a way to combine the two artistic mediums. In Singapore, when you pick up a piece of clothing, a radio frequency ID chip is attached and will play a song in the change room. Basically, if you pick up some red corduroy skinny jeans, you might get some Garden State indie rock. Afterwards, the consumer will get a text message with the song title and a chance to purchase it. Brilliant.
While it may seem like companies are computing youth consumerism from one big simple equation, one can't help but nod in agreement to the strategy. How many times have you been in Urban Outfitters and found that you love the music but have no idea what it was? The strategy has been sucessful as well, with online music sales increasing by about 20 per cent. Don't be surprised if you see more instore musical and fashion partnerships as started by the StarHub Music Store musical change rooms.