Drab Dresser? AS Colour's New Technology Will Enliven Your Wardrobe

'Colourmatic' Window Display Advises on How to Enliven Your Outfit

Published On
Apr 11, 2014

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New Zealand fashion retailer AS Colour, along with agency FCB Auckland, has launched a new technology designed to help consumers add spice to their wardrobes, while drawing them into its stores. The brand has launched Colourmatic, a "virtual stylist" digital display that can examine shoppers' outfits.

Consumers stand before the display at the brand's AS Colour Britomart store in New Zealand. It will rate their outfits on a scale of 1-100 and will determine originality and freshness, point out "weak link" pieces, whether or not everything harmonizes, and give them advice on what colors and pieces they should be mixing into their wardrobes. The recommendations, of course, are available steps away, through the doors of the AS Colour store.

"When it comes to making style decisions, many shoppers struggle to know exactly what they are looking for," said AS Colour Art Director Stephen Richardson in a statement. "The Colourmatic acts as your own personal fashion critic, identifying where you need help and providing solutions."

According to the agency, sales are up 16% since the launch of the campaign, and people who used the Colourmatic have improved their outfits by an average of 28%.

Credits

Date
Apr 11, 2014
Brand:
A.S. Colour
Client:
A.S. Colour
Executive Creative Director, Asia Pacific:
James Mok
Executive Creative Director/Production:
Regan Grafton
Executive Creative Director/Production:
Tony Clewett
Copywriter:
Matt Williams
Art Director:
Freddie Coltart
Designer:
Matt Oak
Creative Planner:
Emma Popping
Head of Content:
Pip Mayne
Producer:
Marijana Hart
Producer:
Kelly Gillard
Editor:
Reuben Boey
Editor:
Marko Siraky
Assistant Camera:
Jared Yearsley
Assistant Camera:
Reuben Boey
GM PR and Activation:
Angela Spain
Agency:
FCB Auckland

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