Hasta La Gadget!

It’s ended on Christmas, but as Harajuku fashion hub Laforet was celebrating a Laforet Christmas, mobile carrier NTT DoCoMo was featuring itself alongside styles and brands that compliment its handsets the best.

The promotion was quite large, lasting a month and taking up the entrance of the busy department store to visually demonstrate how DoCoMo phones can intersect directly with the needs of fashion-conscious youth.

Using twelve color variations of different Style Series handsets, twelve mannequins were fully dressed, incorporating one item from the designated brand to best accompany the gadgetry.

Part mannequin fashion show, part sales promotion, the pieces were then lined up and around the store through the staircases. They advertised both the phones and the fashions equally as compliments to each other, rather than phone as accessory to fashion or the other way around. The phone IS fashion in this case.

It’s a great promotion, but this perfectly illustrates Digital Lifestyle, and why we’ve put such a huge focus on it in our research and innovation projects within the Trendpool. Gadgets are no longer about what they can do, but what people ARE doing with them and how they intersect with our lifestyles in real ways. Surely we can’t match phones to every outfit (yet), but how can we get there? How can this ideal be achieved cross-industry, say in automotive or FMCG?