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Halston x Netflix, Amazon x MGM: what this means for the convergence of content, channels and commerce.


Overview:

  • Netflix’s new TV show Halston set the foundation for the launch of a limited-edition capsule collection between Netflix x Halston Heritage, which is a unique collaboration for a luxury fashion brand and mass media company. 

  • Amazon’s recent acquisition of the film and TV company MGM will further accelerate the convergence between commerce and content. 

  • Positioning your brand for new media avenues requires thinking in 3D. 


Between mobiles, movie streaming, music streaming, digital metaverses, video games and other media, there are more opportunities than ever for companies to reach concentrated customers. 


Incorporating products into pop culture and media isn’t a new idea, in fact, the earliest record of product placement was in the 1922 short film The Garage with a prominent feature of Red Crown Gasoline. Associating a product to a real (or fictional) storyline emits a sense of realism and provides a synergy of ideas between the brand and a larger story conveyed through new content types. For customers to buy into the collaboration, it has to be executed in a subtle and compelling way. 


Netflix is cleverly blurring the lines between fiction, reality and commerce, pitching Halston couture clothing to a new audience with a custom 10 piece collection based on the key looks from the show at Neiman Marcus, Saks and through the Netflix website later in June. 


In may 2021, Amazon acquired MGM for $8.45 billion, which allows access to their library of content that’s reported to consist of around 4,000 films and 17,000 hours of TV. Mike Hopkins, senior vice president of Prime Video and Amazon Studios, said in a statement “It’s very exciting and provides so many opportunities for high-quality storytelling.” It’s no secret that Amazon sees the connection between award winning content and a spike in sales on its ubiquitous platform. 

As our media evolves, our shopping consumption does too - there was a 40% increase in online shopping during lockdowns, presenting many digital opportunities for brands.  



It is worth examining examples of innovative content and channels used by brands to push their digital strategies into the future, increase engagement with important or new customer segments, and open up new revenue streams.



Content: 



Channels: 

  • Social Media - Instagram ‘Drops’ - product launch reminders and in-app collection shopping, TikTok.

  • Music streaming - Calvin Klien on Spotify

  • Audiobooks - adverts on freemium versions

  • Video games - see our article on Gen Z fashion x gaming here. Did you know that 31% of avid gamers spend money on in-app purchases?

  • Smart speaker shopping such as Amazon Alexa x BMW 

  • Digital Metaverses - virtual worlds - Decentraland and UplandMe

  • Events - London Fashion week adds digital fashion RTW brand to the roster

  • Physical/ Concept Stores- Nike ACG Adventure Checklist



KINDUSTRY’S TAKE

  • What seemed like a preferred opportunity will slowly become mainstream. Things happen slowly then all of sudden. Ensure your brand is not playing catch up and left behind as it vyes for “concentrated customers” and important segments.

  • Treat content the same way you treat your physical or online store - with a properly dedicated strategy that will drive growth and engagement. Think big, think digital and think in 3D - this is happening now, imagine the future! Brands should view these collaborations as an extension of an omnichannel strategy, and that high-quality content is superior to too many channels done superficially - so choose wisely.

  • Choose the right partners- think critically about customer targets, their preferences and  lifestyle choices, your brand positioning and its evolutionary stage.