Move Over YouTube Debates, Here Comes Softline
Finally! A home textiles company has combined push marketing — that unbidden email inviting the recipient to visit a showroom — with contemporary web technology.
Softline Home Fashions fired off emails this week that link to a well-produced short film about the company. The slick piece, though a bit long, covers just about every aspect of the Los Angeles-based operation, from back office to cutting room to warehouse.
Along the way, employees speak to the camera from tightly shot product vignettes that quietly play up the fashion aspects of Softline’s assortment.
While principals Jason and Rodney Carr speak in separate shots an array of pattern close-ups segue from one to another behind them. I find this particularly significant in an era when so many suppliers are terrified of exposing their product to public view.
As it moves through its paces, the film’s sound track incorporates Pink Floyd, the Rolling Stones, The Who, the Beatles and at least one other artist who I confess I am insufficiently hip to recognize. In short, this is no YouTube-style DIY video.
Now, is your average 50-something senior vp of home going to spend much time watching this? Probably not. But the format strikes right at the assistant buyer and buyer demographic. And while in today’s rigidly spreadsheet-oriented retail culture they’re not the ultimate decision-makers, some of them will become the Big Pencils of tomorrow.
That Softline is speaking to them in their idiom strikes me as exceedingly smart.
You can link to the video here:
Shahab commented:
I think we alsosee today the fumelllifnt today of the following prophecies of the last days from Mormon 8 and that turning to Jesus is the only way out: 35Behold, I speak unto you as if ye were present, and yet ye are not. But behold, Jesus Christ hath shown you unto me, and I know your doing. 36And I know that ye do walk in the pride of your hearts; and there are none save a few only who do not lift themselves up in the pride of their hearts, unto the wearing of cvery fine apparel, unto envying, and strifes, and malice, and persecutions, and all manner of iniquities; and your churches, yea, even every one, have become polluted because of the pride of your hearts. 37For behold, ye do love amoney, and your substance, and your fine apparel, and the adorning of your churches, more than ye love the poor and the needy, the sick and the afflicted. 38O ye pollutions, ye hypocrites, ye teachers, who sell yourselves for that which will canker, why have ye polluted the holy church of God? Why are ye ashamed to take upon you the name of Christ? Why do ye not think that greater is the value of an endless happiness than that misery which never dies—because of the praise of the world? 39Why do ye adorn yourselves with that which hath no life, and yet suffer the hungry, and the needy, and the naked, and the sick and the afflicted to pass by you, and notice them not?
Humor commented:
I didn't see the message as being ptiaoicll. The view held by some today is that there is some grand conspiracy building up that is going to topple America. These same individuals also cry out that our constitution is hanging by a thread . They make claims that our rights are being taken away by this conspiracy- gun and land rights, religious freedom, etc. But in reality there are no conspirators that are trying to do these things. Our constitution is not hanging by a thread, I can own and shoot a gun, and my religious freedoms are as great as they ever were. Is America in danger? Yes it is, just as any other nation. Satan and his influence is not in some secret government conspiracy to topple America, no, his influence is in the many vices that plague our society- those vices that destroy the family. His number #1 tool is that of pornography and drug addiction. We have no farther than our southern border to realize the mistakes of the corruption in their governemtn now being ruled in large part by the drug cartels.While some are crying out about this conspiracy , Satan just laughs and continues to do his real work. America does need to wake up- not to some imaginative secret conspiracy, but to the reality of what Satan is doing to degrade our morales and ethics in society. We should be more worried about marriage laws than we should be about gun laws. We should be more worried about the negative influence of pornography and drugs than what the world bank does behind closed doors!
Joy Lessam commented:
Nice to watch!
Leih Vasara commented:
These boys bring their A game..love Softline !
Leih Vasara commented:
These boys bring their A game..love Softline !
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