Tod's No_Code capsule collection for fall/winter 2013
Italian leather goods maker Tod’s is combining its heritage with contemporary art and style to appeal to modern, fashion-forward consumers through a microsite dedicated to its capsule footwear collection “No_Code,” which is a seasonal collaboration with magazine editor Jefferson Hack.
The ad campaign for No_Code includes an additional collaboration between Tod’s and Los Angeles-based photographer and artist Sam Falls titled “Colour Theory” meant to further express the characteristics of the capsule collection. Seasonal collaborations allow different parties to better understand each other’s aesthetics while allowing for a degree of flexibility.
“The artistic elements of the collection will definitely increase consumer interest,” said Karen Pattani-Hason, new business and partnerships director at Aurnhammer, New York.
“The images within the microsite showcase the artistic inspirations for this legacy shoe brand, allowing consumers to view Tod’s new collection in a more artistic, cutting-edge light,” she said. “Tod’s microsite content will definitely add value to the Tod’s brand, as it encapsulates the contemporary direction the brand is currently taking.
“Jefferson Hack’s vision, combined with edgy stills from artist and photographer Sam Falls, portray the iconic shoe brand as new, young, colorful, even ‘painterly,’ given the exciting use of color in the microsite and in the campaign.”
Ms. Pattani-Hason is not affiliated with Tod’s, but agreed to comment as an industry expert.
Tod’s was unable to comment directly.
Put your best shoe first
The No_Code capsule collection began in the spring/summer 2012 season to tie together Tod’s craftsmanship with influences of contemporary music, art and film. Each No_Code collection is a collaboration between Tod’s, Mr. Hack and an artist.
Tod’s No_Code capsule collection includes five shoe styles for men and four for women. All styles are based on the Oxford shoe, the desert boot, the Chelsea boot and the buckle-strap monk shoe, a new style for the autumn/winter season.
Each shoe is crafted using leather and soft suedes in seasonal colors and patterns. Tod’s No_Code shoes includes a rubber sole and white strip “micro” to ensure its light weight and functionality.
A shoe from the No_Code collection
The brand created a microsite, promoted on its Facebook and Twitter pages, to increase the capsule collection’s exposure. The microsite can be directly accessed here http://www.todsnocode.com/?lang=en.
When launched, the consumer first sees an image from Mr. Falls’ ad campaign. The image is of a man and woman standing side-by-side but looking in opposite directions with their faces slightly obscured by pastel colored paint.
No_Code microsite
Mr. Falls, in post-production, manipulated the negatives and painted over the photographs to create an effect that combines the analogue with the digital. The effect is meant as an analogy of the old and new by using the brand’s Italian heritage to foster a 21st century story of creativity, according to Mr. Hack.
By scrolling past the gallery of campaign images, consumers can watch a behind-the-scenes campaign video featuring models Mijo Mihaljcic and Will Westfall and music by Federico Urdaneta. The video shows the models walking in different pairs of No_Code shoes in an alleyway that displays the details of the styles in a realistic setting.
Tod’s No_Code: “Colour Theory” campaign – Fall/Winter 2013-2014
On the microsite homepage, a right click brings consumers to the men’s and women’s collection pages where the shoe styles can be browsed.
Tod’s No_Code collection page
A second photo gallery displays photographs taken behind-the-scenes of the No_Code campaign shoot by Mr. Smalls. Consumers looking to learn more about the capsule collection can scroll down to reveal Colour Theory’s inspiration as told by Mr. Hack.
Tod’s is also appealing to collectors and art enthusiasts by offering the campaign photos taken by Mr. Falls. The limited edition gift includes the photographs from the Colour Theory campaign with an introductory note written by Mr. Hack.
No_Code limited edition photography box set
A click-through on archive lets consumers browse the No_Code campaigns of spring/summer 2013, fall/winter 2012-2013 and spring/summer 2012. Each campaign archive includes campaign images, video and concept.
Outside the shoebox
Tod’s No_Code capsule collection allows the brand to think outside the box.
The brand had used channels including print and Tumblr to market an earlier No_Code capsule collection.
The collection was a more modern, urban and edgy departure from typical Tod’s collections. The campaign was an evolution of the Tod’s usual lifestyle in that it was more contemporary and artistic, per the brand (see story).
While appealing to contemporary consumers, brands should be wary of alienating its foundation consumers.
For example, Italian leather goods maker Tod’s pushed its Miky Bag via an animated social video that likely appealed to affluent consumers’ practicality when using digital to research luxury handbags.
The 60-second video continuously pans to the right to show a string of everyday situations during which the Miky bag can be used. In contrast to a flashier video campaign that Tod’s released earlier, this effort could be a nod to mature, affluent users on social media (see story).
To maintain competitiveness, brands should look to the most recent marketing strategies to attract attention.
“This microsite will bring attention to the new No_Code capsule collection by highlighting the new pieces in both beautiful stills as well as evocative video content embedded in the site,” Ms. Pattani-Hason said.
“Consumers get to see the new collection in action, and see that there is far more to Tod’s than the driving loafer for which the brand is best known.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York