Madison, Wis. — The U.S. market for denim comprises $14.2 billion of the $55 billion worldwide denim market. Despite its popularity, nearly all women will agree that the quest for the “perfect” pair of jeans is only possible after spending hours in the dressing room — a feature that online retailers cannot provide. Responding to this challenge, premium denim retailer Shopbop.com enlisted Planet Propaganda to create a series of online videos to inspire confidence in online shoppers, helping to identify the right style, fit and brand of couture jeans.
Planet Propaganda developed a series of seven online videos to date for the Shopbop.com’s “Denim Guide.” http://www.shopbop.com/ci/denimguide/denimguide_1_video_falltrends.html In each video, Shopbop.com style director, Morgan Wendelborn, addresses the most common questions and difficulties women face when shopping for denim. Understanding that every woman is looking for something a little different in a jean, Wendelborn suggests specific brands and styles to achieve a desired look, and with the help of several models, recommends styles, washes and lengths to flatter different body-types.
From each video, customers can click, “shop this video” to go directly to the Web page to view and purchase the featured brands. Planet also developed the proprietary Shopbop video player that allows the clips to be viewed within the site. The video series released this fall includes:
* “Styles & Washes”
* “The Right Fit”
* “Denim 101”
* “7 For All Mankind Fit Guide”
* “J Brand Fit Guide”
* “True Religion Fit Guide”
* “Fall Denim Trends”
Planet worked closely with Shopbop.com to shape the content of the videos, which they then shot and edited to produce the initial seven segments, each of which is several minutes in length. “The videos feature women talking to women about shared concerns and challenges. They are short and informative, and designed specifically to inspire confidence in making a high-end denim purchase online,” explains John Besmer, principal and creative director with Planet Propaganda.
Planet Propaganda is a print, interactive, and motion design company committed to shaping passion-based brands. Founded in 1989 in Madison, Wis., Planet serves a varied roster of national clients, including Trek and Gary Fisher bicycles, Burton Snowboards, Harley-Davidson, and Teva Footwear. For more information, please visit http://www.planetpropaganda.com.
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Planet Propaganda’s media contact: Heather West, 612-724-8760, heatherwest@earthlink.net
