Of all the media tie-ins surrounding the August 23rd Tokyo release of the Sex and the City movie, online shopping empire FashionWalker (part of Xavel’s Girls’ Walker) gets our vote for the most attractive and accessible.
Titled “Carrie’s Trends,” the promotion page features five outfit ideas inspired by scenes from the movie, such as a vest over a volume skirt.
Visitors to the site can then click on the accompanying picture of a sample item to connect to a page featuring all of the items available on FashionWalker that fit that particular look.
As with all merchandise for sale on the site, each picture is accompanied by symbols marking which items are new, available for pre-arrival order, and most importantly, which popular fashion magazine they were featured in. While fashion magazines have long offered “get the look for less” pages, FashionWalker just makes it so easy and give you way more options (rather than just pointing out that H&M has a similar knock-off).
Sex and the City has a loyal, if not a little belated (meaning the pleasure of encountering the series is still fresh), following in Japan and any media having anything to do with fashion has been making a carnival out of the upcoming premier. Moreover, as a cultural import, it is easier here to extract the entertainment (and fashion) value from the more serious issues of balancing work and life, keeping the franchise comparatively free of critics and cynics.
The campaign, which launched a week before the movie opening, was advertised through Girls’ Walker’s mobile mail magazine.
