Retail Top 100 2012, No. 12: Zappos

Jan. 24, 2013

Seeking to drive home the point that Zappos offers “more than shoes,” the online retailer last summer launched a uniquely interactive print ad campaign that invited consumers to dress naked models using QR codes. The ads depicted naked models (mostly women) doing outdoor activities, such as jogging or riding a scooter through Manhattan locations, with strategically placed censor bars emblazoned with the campaign’s tagline. The QR codes lead the user to a website where a video shows how the scenario depicted in the ad plays out. Consumers can then choose an outfit for the model and go to Zappos to buy it. While some Zappos brands declined to participate in the campaign, fearing the photos were too risqué, Nathalie Binda, marketing vice president for women’s active wear manufacturer of Lolë, did not hesitate to sign on, calling the campaign “gutsy” and “very Zapposesque.”

“If there’s one brand out there that can do it,” she said, “it’s Zappos.”

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Topics: Top 100 Retail

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