American Custom clothing Betabrand communication positioning has a coup, so that the real wisdom of women to the role of the protagonists

In the era of information flooding, new brands to get attention, and give users a deep impression, must play a clear banner, highlighting their unique personality and values.

Integrated BI and PSFK reported that Betabrand, the internet apparel retailer in San Francisco, used the "All women PhD" model to spread its position as "smart fashion" and to promote the new season spring.

Brand founder Chris Lindland says fashion photography has become more interesting than the "beauty of the profession", and since the season's "smart fashion", let really intelligent women come to the show.

Betabrand a female Ph. D. Through social media or a female doctoral candidate as a model, harvesting 60 candidates from 7 Spring models from Stanford, Berkeley and New York, Columbia and other prestigious schools.

Some of these women doctor came to Betabrand's headquarters to shoot fashion blockbuster, some inconvenient to come, then received Betabrand sent the sample clothes, on the spot in their work/study place to complete filming work.