Y-3 Pre-Order
ADIDAS Y-3
Launch of the First Pre-Order
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During the SS16 Paris Fashion Show, Y-3 introduced its first shoppable fashion show, enabling customers to pre-order highlight pieces of the collection immediately after appearing on the runway. The limited edition of the Triple White Qasa and the signature pieces Shacho’s Poncho was delivered only 4 weeks after the show and 5 months before the season started. Based on this successful kick-off the pre-order functionality became a keystone for future fashion show activations. e.g. the limited Qasa 300 at the following AW16 show in Paris.
INSIGHT
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The goal was to elaborate on the “see now - buy now” trend to drive sales growth and high social media brand exposure of Y-3’s Paris fashion show and its collection. Y-3 decided to leverage on the innovation by testing the consumer demand with the offer to pre-ordering highlight pieces of the collection immediately after the show.
INNOVATION
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The pre-order activation started immediately after the livestream leading to a dedicated landing page on Y-3.com. The activation campaign included posting on social media and multiple teasers along the consumer journey on Y-3.com. A special sign-up newsletter campaign was leading up to the fashion show and followed up one day after the show reaching 100.000 Y-3 fans. Close-up shots for social media were taken from the highlight footwear products during the fashion show for the first time.
IMPACT
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This was a succesful adidas first – the first pre-order in adidas owned eCommerce worldwide. The Tripple White Qasa gained 80% pre-order sell trough within 24 hours, with the strongest buy deriving from the United States. The pre-order activation created more than 100 million potential reach and record engagement on social media.