Leading fashion retailer New Look is to launch a weekly online interactive TV show, which will be distributed via a branded New Look YouTube channel.
The site will utilise an interactive format that invites viewers to upload their own content, comment and vote on features and visit New Look stores where filming will take place.
The online video format was produced in response to a brief to develop innovative ways to engage a young, fashion-conscious audience.
The show is executive produced by Hannah Springham, who has directed numerous fashion TV productions including Gok’s Fashion Fix, Britain’s Next Top Model and The Clothes Show.
“We know that our audience enjoy creating and sharing online content and that they love New Look fashion so we wanted to offer them a way of combining both,” said Online and CRM Manager at New Look, Melissa Loddo.
Created by digital content agency Zone, the project will go live on which will be launching on September 18, 2009.
“New Look TV is a genuinely interactive format which puts New Look customers at the heart of the creative idea,” said Managing Director of Zone, Jon Davie.
“This is a first for a big brand high street retailer and demonstrates the importance of digital interactive content in bringing the in-store experience to life online.”
He added, “By inviting the audience to participate instead of treating them as consumers, we can help New Look develop a long-term relationship which goes far beyond just advertising.”
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