Frank151 & Scion Present 151 Pieces
Frank151 and Scion collaborated on 151 Pieces, an innovative approach to marketing with fashion involving both an event and a website:
"The show debuted at the Scion Installation LA gallery in Culver City, California. Frank selected a total of 151 pieces from the Spring / Summer lines of over 70 lifestyle labels represented in Scion's Retail Distribution Network including Opening Ceremony, After Midnight NYC, Vans, and Rogan, and paired them with sophisticated basics to achieve an effortless, wearable silhouette at the fore of Summer '10 trends."
The website has a more interactive approach than did the fashion show (though that raises interesting possibilities as well!). Visitors can create their own shows and buy stuff. Interesting content is included and a "special-edition 151 Pieces Frank Book Chapter" was also created.
The aspect involving Frank151 is pretty cool but I'm also impressed by Scion's Retail Distribution Network that is the kind of thing that only really works if one is committed to long-term building as Scion has been. Scion is also preparing to launch "Scion Partners, a new program where customers can register for a card that allows them to get discounts and deals on clothing, footwear and music at stores around the country–many of whom sell items featured in the 151 Pieces show."
Pretty interesting efforts none of which necessarily involve cars. Lots to consider here.
Official Site:
151 Pieces: A Summer 2010 Fashion Show
