Collaborating with the competition

How can independent designers in Hong Kong compete against the biggest fashion brands? Ogilvy Hong Kong created a mobile platform that helps independent Asian fashion designers challenge the big brands.

Shop Elsewhere is a new mobile platform that allows fashion designers to work together to increase traffic in their own stores. The platform is a take on the ‘You may also like’ recommendation feature of many online retailers. When shoppers visit one boutique and purchase an item, they can scan the QR code on the tag to visit the Shop Elsewhere site and receive a recommendation for a matching item from another store. The platform then provides them with directions to the other independent store.

To decide on the recommendations, the designers have collaborated to create outfits that combine items from each of their brands and a QR code tag is created to correspond with each ‘look’.

Why I’m curious:

While mobile is often used in researching price and reviews during offline shopping, I like the idea of how in this case they use mobile to help shoppers to explore and discover new items.


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