Fashion icons and pop stars have long enjoyed a symbiotic relationship—think Madonna and Jean Paul Gaultier or Run D.M.C. and Adidas—but liaisons between retail chains and music titans
are now on the rise as well. As brands try to replicate the multisensory environs of physical stores
online, many are using music to enhance both the shopping experience and their brand personalities.
, in an effort to liven up the mood for its online customers, recently inked a deal with iTunes
that will see the fast fashion retailer embedding music tracks into its product pages. Site visitors will be able to sample new artists while they browse, and even download single tracks or playlists. The music will correspond with Topshop’s latest trends and products, while some tunes may reflect the local weather of a specific market. The partnership aligns nicely with Topshop’s recent emphasis on fusing fashion, music and festivals
, an initiative which includes sponsoring the UK iTunes Festival
’s newest iOS app democratizes the selection of in-store music. Users can browse curated playlists
of Top 40 artists and vote on which songs they want to hear while shopping. Depending on the number of votes a song gets, it moves up on the playlist. A similar idea lives in the teen retailer’s new tech-packed concept stores,
which were redesigned with the goal of keeping shoppers in-store longer than it takes to, say, buy a pair of socks. Fitting rooms are equipped with iPad kiosks
, and shoppers are encouraged to vote for favorite songs while trying on clothes.
Though its reputation in the global fashion industry
is mixed, Brazil continues to be on the forefront of style trends, collaborations
and retail concepts
. Rio-based fast fashion company FARM, while not yet known in the US like fellow native brands Havaianas
, is earning points with the Gen Y fashion set via its digital presence. Rádio Farm
, a music destination integrated into the brand’s e-commerce site, allows shoppers to create customized shopping playlists or choose from preselected, themed versions with titles like “Until The Sunset” and “Rain, Rain.” Playlists and tracks are linked directly to a point of purchase via iTunes.