~ Anchor Worldwide | Amazon
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Helping the world’s most customer-centric company break new ground
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STRATEGY

Challenge
Amazon Fashion’s goal has been to reinvent what it means to shop for clothes, shoes and accessories. From everyday basics to off-the-runway looks, the company has innovated through the shopping experience and the product selection. To establish awareness and credibility in the high-end fashion space, Amazon has partnered with Anchor to launch new collections and expand into new products.
Solution
Reinventing an entire category requires a reinvention of traditional advertising practices in the space. Anchor’s approach with Amazon Fashion has been based on creatively breaking away from traditional fashion tropes, while strategically staying true to the brand’s pillars.
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Amazon Men’s Fashion Week

To make a splash for Amazon Fashion’s marquee sponsorship of the first-ever Men’s New York Fashion Week, Anchor devised a two-pronged creative strategy. To reinforce cred among fashion-attuned audiences, we created a video series capturing moments of inspiration, featuring luminaries like John Varvatos and J Crew’s Todd Schneider.
03

SJP by Sarah Jessica Parker

For Amazon’s high-visibility launches with celebrity designers, Anchor has focused on comedic storytelling and digital platform strategy. To debut Sarah Jessica Parker’s capsule collection on Amazon, Anchor devised a cross-brand strategy that leveraged the Amazon product and digital ecosystems: a homepage takeover, supporting content targeted for various audiences and distribution outlets, and beyond.
04

Dwyane Wade

To drive awareness for Dwyane Wade’s multiple collections, Anchor again employed a comedic approach that organically integrated the future hall of farmer’s tie, sock and shoe lines.
05

Amazon Prime Wardrobe

When Amazon pushed into the hyper-competitive fashion subscription services category, Anchor conceived and executed an explainer video highlighting Prime Wardrobe’s key benefits in an engaging, light-hearted way.