Fashion-Virals Virus-Marketing in der Modebranche
Source: www.vm-people.de
Topic: Fashion for Men
Sort Desciption: One was a peculiar clothing fashion among young men. For no apparent reason young males started dressing in. yellow trousers blue jackets and open-necked ...
Content Inside: 1 The Blog Effect INSCENE Embassy Using Weblogs for Brand-Building by Thomas Zorbach CEO vm-people November 3 2003 AD:TECH Conference New York City 2 Content Prologue: The Werther Effect Introduction INSCENE Embassy Blogging for Brands Epilogue: The Blog Effect Coming up: Embassy 2004 About us 3 Prologue - The Werther Effect During the mid-1770s two fads swept across Europe. One was a peculiar clothing fashion among young men. For no apparent reason young males started dressing in yellow trousers blue jackets and open-necked shirts. The other more dramatic development was an increase in young male suicides. Finally the vector of the fads was identified: the first novel by Johann Wolfgang von Goethe The Sorrows of Young Werther. Goethes tale recounts the desperate plight of Werther a young man hopelessly in love with a happily married woman called Charlotte. In his intense and romantic story Goethe describes in detail the heros rather perculiar penchant for wearing a colorful mlange of blue jackets yellow trousers and open-necked shirts. In the end Werthers attempts at winning Charlottes heart fail and he sees no way out other than suicide.* Part of the intensity of Goethes novel lies in the special text format the author chose. The Sorrows of Young Werther is completely written in diary form. This presentation is about The Blog Effect: how a brand can affect young men and women by utilizing the diary format of weblogs. The case study used is the INSCENE Embassy. * Taken from The Werther Effect: Fact or Fantasy? Mediate Suicide Contagion in the Age of the Internet Research Thesis by Paul Marsden 4 Introduction 5 Introduction The Brand INSCENE is a fashion label aimed at young women and men aged between 18 and 25. It is positioned as a brand for young urban trendsurfers. INSCENE clothes are made for people who like to create their own personal style by mixing dress codes from fashion capitals around the world like Tokyo New York and London. The b ...
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