“Color Forecast” is a trending site and app developed by Happiness, Brussels for fashion label Pimkie that will help young women (and men?) around the world to solve the ubiquitous … read morequestion “What shall I wear today?” in a totally unique way…www.pimkiecolorforecast.com shows the fashion colors trending live from Paris, Antwerp and Milan. The data is collected through high speed cameras, streamed live and converted by a bespoke software into a series of infographics available on the website, and shortly directly on iPhone too. The colours of the moment are directly linked to matched items of clothing from the Pimkie collections that consumers can buy online for home delivery or at one of the 756 Pimkie stores in Europe.Color Forecast is aimed at Pimkie’s core target audience of young women, but has a wider appeal to all fashion-conscious women and men. The campaign will be supported by seeding of emotive imagery and behind-the-scenes videos, an earned and social media outreach, an email marketing campaign and in-store materials in Pimkie’s flagship stores. There is zero paid media.The new colour tracking software was developed for Happiness by renowned Portuguese developer Pedro Miguel Cruz.
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