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Nine West pushes fall collection with 2D bar codes

September 1, 2010


Nine West is promoting a collection via a 2D bar code campaign featuring Joss Stone

Jones Apparel Group-owned Nine West has invested in 2D bar codes for the launch of its Fall 2010 Vintage America Collection featuring Joss Stone.

Nine West tapped Jagtag and has incorporated 2D bar codes on in-store signage, online, print and product packaging. Nine West’s Vintage America Collection campaign with Jagtag allows consumers to interact with singer-songwriter and style icon Joss Stone, who helped design the new product line, through email messages, free music downloads and digital videos.

“They asked us to help with a multifaceted campaign that includes Jagtags as part of in-store, online, microsite and on-packaging,” said Ed Jordan, CEO of Jagtag, Princeton, NJ. “This marks the first time that a Jagtag appears on product packaging, which in this case is the shoe box.

“The custom branded Jagtag acts as a means of starting a conversation with consumers, which is initiated when they take a picture of the tag and text it in,” Mr. Jordan said. “Consumers receive video content back, which is a really unique utilization of the tag.”

The collection
Joss Stone has been a hands-on partner with Nine West on all aspects of the design process for key looks in the fall 2010 Vintage America collection. 

Together, they have created a series of looks that showcase the laid back confidence and Bohemian style of the Nine West Vintage America Collection. 

There was a lot of inspiration from the singer’s personal tattoos and this influence is evident throughout the collection–from the footwear designs to the logo and packaging.

Users will also have the chance to enter a sweepstakes to win products from the Nine West Vintage America Collection. 

The specially branded Jagtag features Joss Stone’s signature flower tattoo design.

To use the Jagtag, consumers can take and send a photo of it with any camera phone and will receive multimedia content and automatically be entered into a sweepstakes to win Joss Stone’s Vintage America look, including shoes, clothing, jewelry and other accessories.

Those who participate in the sweepstakes will receive several text and video messages directly from Joss Stone including performance clips, behind the scenes footage from the Lucky photo shoot and how-to style tips.

Jagtag works on all camera phones and across all major wireless carriers in the United States without requiring users to download an application.

The Nine West campaign with Jagtag will run from Aug.16 – Oct. 31.

“The beauty of what’s going on here is Nine West has used existing physical assets and is making them digital,” Mr. Jordan said. “They are able to provide multimedia content and also use it as a CRM acquisition tool.”

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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