Sydney_Chp 9

Transformational Advertising:

“We are living in a transformational time in our industry,” she said. “Keeping the attention of today’s consumers is one of the hardest things for anyone in the branding industry. There’s so much choice.”

http://www.standard.net/Business/2017/02/28/Tommy-Hilfiger-looks-to-technology-as-it-combats-Macy-s-decline.html

This article is about Tommy Hilfiger transforming Macy's advertising by bringing them a sense of advertisement that is not usually affiliated with them originally: social media, and using Top models with over 30 million followers on Instagram to promote their brand.

Quote from article:

"To adapt, Tommy Hilfiger brand chief Avery Baker is making it easier for shoppers to order clothes directly. She introduced the newest collection at a fashion show this month next to a Southern California beach -- rather than a typical New York venue -- and invited 2,000 regular shoppers to watch it. People could instantly buy outfits from an app featuring 3-D images of the runway. Within 24 hours, more than 15 styles were sold out online."