In Spring 2011, A|X will launch A|X STYLEPAD™ – a multimedia, interactive create-your-own ad app that gives exclusive access to the captivating world of A|X Armani Exchange. The A|X STYLEPAD™ app will give iPhone and iPad users creative control to design "their A|X", selecting the background, casting the model from supplied images, and add a personalized message by writing text over the image to create a one-of-a-kind ad to save or share with friends on social networks.
This year, A|X Armani Exchange will celebrate its 20th Anniversary. Giorgio Armani will mark this significant milestone with special seasonal capsule collections, a series of legendary global events, exclusive brand application – A|X STYLEPAD™, and a commemorative brandmark of its iconic logo.
The A|X STYLEPAD™ offers the client a more visually sophisticated way to experience the A|X lifestyle with well-crafted visual integration. Leveraging assets from the A|X brand - building blocks of sexy imagery, modern style, electronic dance music and nightlife culture, we continually enhance our extremely powerful online platform to target our consumers' lifestyle, taking advantage of the influential amplifier of online entertainment.
A|X STYLEPAD™ feature will be housed on the A|X Mobile site that will feature an exclusive A|XX 20 Years of Style global branded content. Highlights will include special A|XX Limited Edition Collection preview, exclusive A|XX video, access to the A|X Life section for events, trends, music, and brand news. This content will gain additional exposure with marketing elements via the A|X blog, A|X social networks, A|X YouTube, A|X instore promotions, A|X text mobile marketing, and press materials covering this digital media endeavor.
With the A|X STYLEPAD application, Armani Exchange brings together three marketing trends – exclusive content, online entertainment, and social networking – in a unique and interesting way. Operated by an in-house cross-functional team, these initiatives are an evolution of our marketing message, linked to strategic goals and integrated with other marketing initiatives. The A|X STYLEPAD, for Armani Exchange, was developed in partnership with In the Mo, Inc., a leader in video production, content development, and graphic design.
About A|X Armani Exchange
A|X Armani Exchange was launched in 1991, aimed at a new generation of fast-fashion consumers – an accessible collection offering urban, individual style. A|X Armani Exchange defines a new dress code with a collection that takes its cue from urban lifestyle and music culture.
With Armani Exchange, Mr. Armani interprets his sensual and unique style to create a casual, yet sophisticated collection for the young, urban and sexy. Today A|X Armani Exchange has an exclusive direct controlled retail network that currently comprises 201 freestanding stores in 24 countries.
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