Video: Multichannel campaigns are a 'step change' for Monsoon

The Swoon for Monsoon and Three Decades of Accessorize campaigns feature short films, shoppable online magazines, Instagram videos and digital image galleries.

They are intended to tap into the growing online spend among shoppers and will launch later this month and run through the autumn.

Swoon, created by production agency Rockabox Studios, is a fully shoppable online magazine launching on August 19. Hosted on the Monsoon website, it is fully compatible with web, tablet and mobile devices and will have three editions covering the full autumn 14 collection.

Three Decades of Accessorize, created by agency Digital Natives, celebrates three decades of the retailer and highlights the autumn range. It goes live on August 21 and includes a music promo-style fashion film, Instagram videos, an interactive digital gallery showing the company’s history and a 30th anniversary logo design.

Visuals from the campaigns will be used for print and digital fashion advertising, as well as all national and international Monsoon and Accessorize shop windows and in-store graphics.

Monsoon Accessorize chief executive John Browett said the campaigns mark a step change for the group’s marketing and digital commerce strategy.

“Due to a marked shift in consumer behaviour there is an increasing appetite for an editorial approach that works alongside the shopping experience.”

In Feburary, the retailer said it was focusing on multichannel and is rolling out the use of ipads to 100 stores across the UK and Ireland.