Bloomingdale's hops on emoji bandwagon for Spring campaign
US department store Bloomingdale's is the latest brand to jump on the emoji craze and base its spring campaign around the expressive images.
Dubbed 'Bloomoticons' the emojis are free to download in the app store from 1 March and throughout the season will make appearances on Bloomingdale's iconic Medium Brown Bag, and on special merchandise including an iPhone Little Brown Case, coffee mugs, and a Little Black Book notebook. Meanwhile stickers will be distributed in stores encouraging customers to share their favorite fashion moments via social media.
To kick off the campaign designers were asked to describe their Bloomingdale’s exclusive capsule collections using only emojis. Actress and Sex and the City star Sarah Jessica Parker chose a ribbon mimicking the grosgrain detailing she uses in her designs as well as a taxi symbolising her New York City inspiration.
In additon, each week, new Bloomingdale’s merchandise will be featured on a Spring Must-Haves wall where customers can vote for their favorite trend by placing a Bloomoticon sticker next to their style of choice.
The use of emojis has sparked mixed views of late: last month UK department store House of Fraser hosted an emoji 'takeover' of its social media channels, which saw the brand hijack trending topics such as Pep Guardiola's move to Manchester City and Harry Styles' birthday with a flurry of emoji-filled photoshops.