Armani Exchange may be turning 20-years-old in 2011 but the brand is keeping pace with the latest trends in fashion marketing.
The luxury retailer's winter 2011 campaign features 3D technology and is due to hit Australian soil on March 3. The campaign will roll out in Armani Exchange's flagship store in Westfield Sydney, wherein customers will be provided 3D glasses to take in both 3D images and video.
The in-store efforts will be complemented by an online 3D video, set to go live at http://www.armaniexchange.com/category/lifestyle.do
A spokesperson for Armani Exchange said the move was indicative of the brand's efforts to be at the forefront of consumer and fashion trends.
The 3D marketing campaign follows Armani Exchange's debut in 2010 of unisex 3D aviator sunglasses in its eyewear product range. The eyewear was designed to be worn whilst viewing 3D movies or television only.
Trend forecasting agency WGSN noted in its 2010 Australian seminars that 3D technology was increasingly being incorporated into fashion marketing campaigns, with international labels such as French Connection, Bench and Timberland among those embracing the trend.
Armani Exchange operates four stores in Australia, at Chadstone (VIC), Melbourne Central (VIC), Westfield Sydney (NSW) and Bondi Junction (NSW).