Rich & Skinny Takes the Drama Online
A party-hopping heiress, a gold-digging maid, a sexy pool boy and a hidden sex tape. No, these are not the plots of Paris Hilton’s latest exploits, but the Web serial playing out on Rich & Skinny Jeans’ new Web site, www.richandskinnyjeans.com.
The Los Angeles–based company has taken a unique approach to e-commerce by employing a viral and social-networking marketing campaign and digital video product line to sell its premium denim.
Rich & Skinny partnered with New York– and Los Angeles–based Web-development firm iNDELIBLE Media to create its vision of a “new online society,” according to Michael Glasser, co-founder of the denim brand.
Touting a Web 2.0 sensibility, the new Web site not only features an e-tail shop but also an episodic serial about an affluent, scandal-ridden family titled “Lifestyles of the Rich & Skinny,” a tongue-in-cheek take on celebrity-obsessed media culture.
“The online shopping experience has been catalog-orientated with a utilitarian approach and flat imagery,” said Ross Glick, chief executive officer of iNDELIBLE Media. “The Rich & Skinny site will be a fluid online shopping experience featuring content video that is fun and entertaining.”
The denim sold on the site will be shown in a live-action format featuring videos of models so consumers can get a feel for each style. “Women want to see how jeans move and see it on a body type so they can get a sense of what works for them,” Glick said.
Glick described the development of the new Web site as a collaborative effort between iNDELIBLE Media and Rich & Skinny founders Glasser and Joie Rucker to create an interactive, immersive experience. Forgoing a traditional marketing campaign, Rich & Skinny plans to implement a campaign on Facebook, MySpace and 13 different social networks as well as micro-blogging site Twitter and music site ReverbNation.
“We are using viral and social media to leverage content by pushing video out to various sites to promote the story line and the brand,” Glick said.
iNDELIBLE Media will continue to serve as the digital arm of Rich & Skinny and maintain and manage the site.
The developers plan to add a men’s collection to the site and continue the story line of the Web series. —Connie Cho
