Local menswear brand Utility has launched a short film to promote the brand, ahead of the release of its fresh winter collection.
The brand, established in 2011, produces men’s tailoring as well as shirts, jeans, chinos and knitwear, and will launch its updated winter collection in January next year.
In a move to raise brand awareness, and also spruik its summer 12 collection, Utility enlisted filmmaker Vincent Rommelaere of ‘Wallaby Way’ and model Joel Pemberton from Chadwicks modelling agency to create a new kind of campaign, which has now reached over 1,700 views on YouTube so far.
Utility creative director Christiaan Kidd said that while the video marks the first campaign ever undertaken by the label, the results so far have been positive.
“As a new brand, we had a clean slate with which to tell our story. We wanted to portray our target market, the price point of the clothes and an aspect of the Australian lifestyle that is the envy of the world, in all under one minute. We felt film was the best vehicle with which to do this,” he said.
“We’ve created a Utility YouTube channel to host the video and we're promoting it through the Utility Facebook page as well as asking friends to share through their personal pages. We’ve also sent the film to various fashion blogs. So far we’ve had over 1,700 views in three days which is quite good for a brand with no history or recognition, and we’ve also created a Tumblr blog and are playing with a Pinterest page, as well as courting established press. As a start-up trying to establish a presence in an already crowded and vibrant market, you have to be inventive. You can’t afford to ignore the huge possibilities offered by social media.”
The brand currently operates an online store and recently picked up its first stockist – Becker Minty in Potts Point, Sydney.
View the video: http://www.youtube.com/watch?v=l_jZ-qrGdck&feature=g-upl&context=G26c3794AUAAAAAAAAAA