Magee's website was seldom updated and social media channels, such as Twitter or Facebook, were almost non-existent.
That isn't the case anymore.
Magee, which re-launched its website earlier this year, previewed its collection for spring/summer 2014 with a video on YouTube.
While the collection won't hit shelves of stockists for at least seven or eight months, the rather whimsical promotional film is something more brands, especially those with limited budgets for marketing and public relations, should do.
Not only does this build a brand's following, but it is an incredibly inexpensive form of advertising without an overt pitch to customers.