The Natori Co. is launching its first viral campaign this week for the fall 2011 collection of lingerie, sleepwear, loungewear and foundations by Josie.
The campaign, which can be viewed at josiebynatori.com and the Josie tab on the Natori page on Facebook, will feature a stop-motion video featuring vignettes of a variety of Josie undergarments and fashion items that have a ready-to-wear flavor.
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See the Josie Fall 2011 Viral Campaign >>
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“A video has been distributed to an online community…as well as our key retailers,” said Josie Natori, chief executive officer of the family-owned company which will be celebrating its 35th anniversary next year.
Josie innerwear is carried at major stores such as Nordstrom, Saks Fifth Avenue and Bloomingdale’s.
Natori described the look of Josie innerwear as “young, hip and modern.”
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“Josie is designed to mix, match and layer for endless combinations. We call it ‘otherwear’ — pieces that can be worn anywhere and everywhere. Anything goes….It’s about reinventing your look with unexpected combinations of colors and fabrics. Dressed up or down, our effortless silhouettes create a bold statement,” said Natori.
“Our customer has an eclectic style and enjoys experimenting with fashion,” said Natori. “She’s the 25- to 35-year-old woman who likes to mix and match our playful prints with sleek silhouettes and feminine accents. She has a very specific sense of what she does and does not like, and she is always pushing the limits.”
Michael Herman, Natori’s senior vice president of sales, merchandising and production, said top-selling ideas are fashion colors teamed with different fabric combinations.
The theme for spring 2012 is Raider of Indochine, an Asian fusion of the colors, prints, textures, and cultural inspiration gleaned from Vietnam, said David Leung, Natori’s design director.
“It’s all very colorful and fun the way everything melds together,” said Leung.
Natori noted that inspiration was drawn from “roaring through the busy cities of Vietnam, among the crowds of color, rhythms, noises and smells of street life.”
Further adding to the depth of the brand’s image, Natori has created a fantasy Josie character as part of the brand’s inspiration for spring 2012.
The Josie character, she said, is “Fascinated by the lost valley of the Marble Mountain…and attempts to explore textures and mixes of patterns and fabrics of the ethnic minority of Northern Vietnam, as well as reveal the energy of the cradle of life along the Mekong River.”