Gore-Tex soft-shells, 800-fill down jackets and thick thermal fleeces aren’t exactly sexy, but outdoor and trekking gear retailer Moosejaw has come up with an ingenious way to make its print and digital catalogs more revealing—by revealing what Moosejaw models are wearing under all those layers.
The free Moosejaw X-Ray App for iPhone, iPad and Android is an “augmented reality experience” designed to compliment the Moosejaw Winter Catalog and let you see models—men and women—”nearly naked.” The X-Ray App is just the latest in a long line of tongue-in-cheek marketing efforts designed to set Moosejaw apart in the crowded outerwear industry. As the company’s tag line says, “Love the madness.”
“Our goal at Moosejaw is to always create a unique and notable customer experience,” says Moosejaw Creative Director Gary Wohlfeill. “Something that everyone who shops with us will want to tell 10 friends about. The X-Ray catalog and X-Ray App are designed to create an incredibly cool, interactive and fun experience that breaks the barrier between our print and digital brand. It’s also very much about seeing people in their underwear, something we’re constantly prioritizing at Moosejaw.”
Customers can use the app with the print catalog, the digital catalog (MoosejawCatalogs.com) and store signage. For a print catalog, email your street address to request@moosejaw.com with “ASAP-Winter Catalog Mailing Request” as the subject. The Moosejaw X-Ray App is free and available from iPhone and Android app stores and by visiting moosejaw.com/xray.
