Custom Programming Adds Depth to Diesel’s Promotional Merchandising Initiatives
REDMOND, Wash.–(BUSINESS WIRE)–July 5, 2006–PlayNetwork, Inc., a leading media entertainment provider for businesses worldwide, announced that for months it has collaborated with New York based cutting-edge clothing retailer Diesel and delivered highly customized in-store music that profiles the rich character of the Diesel brand.
“PlayNetwork has been the perfect partner in our effort to create the ever-evolving soundtrack to such a unique brand,” said Niall Maher, Director of Retail Merchandising for Diesel.
Diesel is recognized in the fashion retail industry for driving and setting modern men’s and women’s fashion trends. PlayNetwork leverages its proprietary music management database to create an atmosphere conducive to these trends with customized music playlists that create a uniquely branded store experience. PlayNetwork also incorporates the interests of Diesel’s demographic customer by including the creative input of Diesel employees in the selection and programming of music for their stores.
“There’s no doubt about it — before our relationship with PlayNetwork, it was a nightmare to manage our own in-store music needs,” noted Maher. “It’s one thing to mange the music played in four locations, but when we opened our 35th store, the inefficiencies were undeniable.”
“We were initially reluctant to turn over programming the music to anyone,” Maher continued. “Music is such a vital component to our brand, and a lot of the music we need programmed is just what we do personally. It’s part of who we are. PlayNetwork has more than proven itself in delivering what we need.”
At the leading edge of fashion trends, Diesel wanted to adjust its entertainment as promotions hit the stores. PlayNetwork’s Senior Music Programmer for Diesel, Sean Horton, ensures that PlayNetwork provides timely music to match the theme of Diesel’s merchandising promotions — “Early New York Punk,” “Old School Hip-Hop,” “Brazilian House,” or any other.
“We use a lot of independent music artists and labels that only PlayNetwork can get our hands on,” said Horton. “At each store, our music systems have playback features that really highlight these strengths.”
PlayNetwork and Diesel originally entered into their working relationship in July 2004. PlayNetwork now serves more than 50 Diesel-owned locations.
About PlayNetwork
PlayNetwork Inc. is the leading total media entertainment provider for businesses worldwide. PlayNetwork’s services include branded and licensed music and messaging, video media, promotional services and audio/video systems integration — all customized to turn on powerful experiences for customers to enjoy within and outside of retail, hospitality and other business establishments. Established in 1996, Redmond, Washington, based PlayNetwork services leading national brands such as: Abercrombie & Fitch, Brinker International, Chico’s, CompUSA, Houlihan’s, Petco Animal Supplies, Starbucks Coffee Company, Taco Cabana, TGI Friday’s and The Finish Line. More information is available at www.playnetwork.com.
Contacts
PlayNetwork Inc.
Ryan Risenmay, 425-497-8100 x712
marketing@playnetwork.com
