Australian fashion label Sambag is embracing digital technology by unveiling its new collection with the help of a specially created mobile application.
From February 16 customers are being invited to scan visuals in store windows with their mobiles which then gives them access to the AW12 video campaign.
After watching the 50 second clip viewers can then 'shop the look' straight away on the Sambag Aurasma App.
This is the brand's first attempt at digital marketing and a second video clip will be released over the next few weeks.
A spokesman for the brand, which sells shoes, bags, accessories and clothes, said they are already looking ahead at other apps to see how they can incorporate other functions and new ideas.
“After the success of the SS11 campaign we wanted to launch the new collection with a new angle,” a spokesman said. “The winter 2012 campaign celebrates the founder, Sam Wagner's, favourite winter fashion pleasures.”
The new campaign was styled by Mark Vassallo and photographed by Hugh Stewart and key items include the equestrian flat boot in jet black or tan, jodhpur style slim pants, pussy bow tie silk shirts, python skin boots and fold over envelope clutches.
“Sambag is arguably most renowned for our ballet flats in Australia, but we constantly developing our apparel range,” a spokesman said. “We aim to continue to grow this perception, while translating to consumers that we are a one-stop shop for luxurious lifestyle pieces from head to toe.”
Click here to see the video http://vimeo.com/35987282