These days companies are kind of taking an every which way but loose approach to marketing. And we can't say we blame them—not only with the economy being in the state it's in, but because the world is changing quickly and we like to see people trying new things. Sure some might not work out, but staying with the same old, same old is just not really possible any more. So we were somewhat intrigued when we got this release about contemporary line Boy Meets Girl (you may know them from their super cute silhouette hoodies and shirts) partnering with Fashion Fantasy Game, which in a nutshell is a place where you can design, sell, market and retail virtual fashions in competition with other people. All of the FFG members will be getting a virtual Boy Meets Girl "Coco" Hoodie to sell in their stores, will be able to access promotional content for the brand, and enter a design contest where the line's creator, Stacy Igel, will pick 20 finalists with winners determined by the online community.
This, to me, seems like the kind of synergy that brands need to be thinking about. This is a young line that pops up on shows like Vampire Diaries and ANTM. So it makes sense to directly address that teen consumer base with an online community like this fantasy game that seems to be thriving in that age group. Sometimes this kind of innovation comes easier with a youth market that's always hungry for something new, but I think high fashion could be well served by finding the right sorts of pairings themselves. What do you think?