Fashion Brand Targets Digital Savvy Shoppers With Street-View-Powered Mobile App

The youth-oriented urban clothing company sought to put its new line on the map by using the city as a backdrop.

Chat with MarTechBot

me_city_1600_02To bring its fashions to a broader, younger and more inclusive audience during the very exclusive Shanghai Fashion Week, youth urban fashion brand Me & City, working with Fred & Farid Shanghai, launched a campaign it called #FashionStreetView.

The brand and agency worked with China’s Tencent Maps to create a a customized, street-view-powered mobile app that highlighted Me & City’s fashion off the catwalk and in a more realistic setting, the street.


To create the customized street views, Shanghai’s most popular streets were reshot and pedestrians were replaced with models wearing Me & City clothing, essentially transforming the digital streets into a digital runway as the campaign video explains:

Users of the app are able to check out the clothing in real world settings and buy what they like directly within the app.

Fred & Farid says the app achieved 20 millions views which is 800 times the size of the audience reached by Shanghai Fashion Week.

Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.

About the author

Steve Hall
Steve Hall is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.

Fuel for your marketing strategy.