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Digital snippets: Ralph Lauren’s smart shirt, Apple’s fashion execs, fond farewell to DKNY and Oscar PR Girls

We hope you had a great summer break. Here’s what you might have missed over the past month surrounding all things fashion and tech…

RalphLauren

  • Ralph Lauren is bringing its sensory ‘smartshirt’ to market for $295 [Fashionista]
  • Why has Apple been poaching fashion execs? [BoF]
  • As DKNY PR Girl and Oscar PR Girl move on, one writer mourns the death of fashion Twitter [Yahoo! Style]
  • Why Target had the only ad in Vogue’s September issue with a digital edge [Digiday]
  • The world is not enough for Net-a-Porter [The Cut]
  • Zalando is making billions by tailoring its services to European stereotypes [Quartz]
  • Macy’s tests chutes, tablets in dressing rooms to repel Amazon [Bloomberg]
  • Matches Fashion’s stylish leap from touch to touch screen [NY Times]
  • How Neiman Marcus plans to digitise [Digiday]
  • The Dandy Lab: a new menswear concept store enhanced by technology [Grey Fox]
  • Sephora joins the beauty subscription box arena [PSFK]
  • 12 months after launch: how have John Lewis’ geo-location experiments with JLab winner Localz shaped up? [The Drum]
  • Alibaba lands Macy’s as the first US department store for its online portal [Fortune]
  • Why millions in China downloaded L’Oreal’s Makeup Genius app [AdAge]
  • How robots are ushering in a new era of retail customer service [Retail Dive]
  • Will luxury smartwatches work? [BoF]
  • This infographic reveals how social and mobile impact back-to-school shoppers [AdWeek]
  • Why fashion and beauty brands love Instagram [Digiday]
  • Periscope now has 10 million users who watch 21 million minutes a day [AdWeek]
  • Can Twitter turn around its story with buy buttons? [The Street]
  • Facebook tests a digital assistant for its messaging app [Bits]
  • Style.com lifts the veil on staffing, strategy ahead of launch [WWD]
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social media Uncategorized

Social media proves the new press release for DKNY in faux #UK2012 video

You’re opening a new store in London. What do you do… A) send out a press release, B) announce it via social media, or C) make a video that explains the fact there’s no need for A anymore by demonstrating it happening via B in a faux scenario, and by proxy achieving it via B in real life in anycase.

Still with me?

Check out this new video from DKNY (starring “socialmedialites” including @psimadethis, @cocorocha, @bagsnob and more) that plays on each of the above themes to promote the opening of the brand’s new Bond Street store in London this weekend. Fake hashtag: #UK20112, but given the fact we’re now all talking about it that’d be a real hashtag too.

As put by DKNY PR Girl herself: “#Socialmedia really is the new press release!”

 

 

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social media Uncategorized

Elle UK offers top tips for successful social media profiles

The latest issue of UK Elle magazine includes a guide to creating the perfect social media profile.

Featuring input from the likes of model Coca Rocha, DKNY PR Girl Aliza Licht, and photographer/blogger Garance Doré, along with numerous other fashion, media and digital experts from around the country, it offers a comprehensive breakdown of how to maintain a savvy personal online presence.

Elle’s editor-in-chief, Lorraine Candy, says: “99 per cent of the time, a winning way with social media is not luck. It’s a matter of forensic control over what you put online.”

Included are tips on everything from ideal photos to interesting content. As David Slijper, fashion and Elle cover photographer, suggests: “No one wants to see your laundry basket. To take the best profile picture, stand by the window. Switch off the flash and get someone else to take the picture.”

Licht of DKNY meanwhile, is all about personality in your posts: “Authenticity is producing a runway show and then going home to vacuum your apartment.  That’s real. Life is not 24/7 glam and I try to show [mine] in its true form. Every person has unique qualities and quirks and the little details you divulge make followers feel more connected.”

Similarly, Rosanna Falconer, social media manager for the British Fashion Council, comments: “Your style has to reflect you. If you enthuse over life day to day, keep that style in your online voice.”

The full article appears in the August issue of Elle, and as a digital edition available through Apple Newsstand.

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social media Uncategorized

DKNY PR Girl: fashion brands need to get out of Bedrock

Great quote from Aliza Licht, otherwise known as DKNY PR Girl, from a recent interview I did with her (and as featured on her Tumblr).

In a nutshell, it sums up what this blog is about too: brands that are jumping in, experimenting and not being afraid to let their consumers feedback on what’s working and what’s not.

Licht, as ever, is a great case study. Feel free to email me for the full article.

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social media Uncategorized

DKNY PR Girl revealed

Well what do you know, the infamous DKNY PR Girl has revealed herself: Aliza Licht, aka Donna Karan’s SVP of global communications.

DKNY PR Girl: Aliza Licht

A self-confessed Twitter and Tumblr-addict, Licht has built herself up to be one of the preeminent fashion stars in the digital space. It’ll be interesting to see how and if things change now the anonymous veil has been lifted.

Her “coming out” video below sees her talking about social media skills being a job requirement and demonstrates life dealing with the brand’s three shows during fashion week: