Categories
Campaigns Retail

American Eagle targets Gen Z with sneaker resale pop-up

American Eagle has teamed up with sneaker resale retailer Urban Necessities to host an in-store pop up in NYC in a bid to further engage with its Gen Z clientele and the new ways in which they shop.

The 1,900-square-foot pop up, which is located at an American Eagle Manhattan location, features a selection of streetwear merchandise which includes rare sneakers like the Nike MAG Back to the Future, which retails at $50,000. Other highlights include a Supreme-branded pinball machine and a claw machine, which will give customers the chance of to win $300-$500 worth of merchandise.

For the American Eagle brand this is more than just a temporary retail installation, however. The company has taken a stake in the hip Las Vegas-based retailer for an undisclosed sum, as it hopes to forge a longer-term relationship with the company and continue to tap into the younger consumer shopping behavior.

“Sneakers are about self-expression,” Chad Kessler, global brand president for the American Eagle brand, told Forbes. “Our brand is built on individual style. We are about self-expression. We have the second-largest (U.S.) jeans business (after Walmart). Jeans and sneakers are great pairs. … Urban Necessities has a loyal following and is able to get the most exciting sneakers out there.”

Kessler also said he hopes that eventually in the future, it will open more Urban Necessities stores inside other AE outposts.

The pop up is also part of a series of strategies the brand is developing to continue to attract its core demographic, which includes introducing alternative retail channels that reflect how they now shop more flexibly. Also this year, it announced Style Drop, a clothing subscription service that allows customers to rent up to three items at a time for a flat fee of $49.95 a month.

How are you thinking about retail innovation? We’re all about finding you the perfect partners to do so. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more. 

Categories
business product Retail sustainability technology

ICYMI: Fashion businesses behind bars, sustainable fashion tech, Stitch Fix reinventing retail

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Made on the inside, worn on the outside [NYT]
  • How can new technologies help make fashion more sustainable? [BoF]
  • Stitch Fix’s radical data-driven way to sell clothes–$1.2 billion last year–is reinventing retail [Fast Company]
TECHNOLOGY
  • This AI is so good at writing that its creators won’t let you use it [CNN]
  • Chinese state media’s latest innovation is an AI female news anchor [Quartz]
  • Future styles: Could virtual clothes reduce the damage of fast fashion? [Fashion Network]
  • The future is here, almost: virtual travel becomes more of a reality [NYT]
  • Are you being scanned? How facial recognition technology follows you, even as you shop [The Guardian]
SUSTAINABILITY & PURPOSE
  • Salvatore Ferragamo to unveil ‘Sustainable Thinking’ exhibition [WWD]
  • Workers making clothes for Australian brands can’t afford to eat, Oxfam reports [The Guardian]
  • Ikea’s new curtains purify the air inside your house [Fast Company]
  • Selfridges’ ‘Bright New Things’ promote sustainability, mindful consumption [WWD]
RETAIL & E-COMMERCE
  • American Eagle pilots subscription service [Retail Dive]
  • FedEx, Rent the Runway team up on ‘extra hours’ service [Retail Dive]
  • Has Everlane ushered in a brave new world of retail? [Vogue]
MARKETING & SOCIAL MEDIA
  • Nike is using Instagram’s IGTV to share the stories of four female athletes [AdWeek]
  • App makers are sharing sensitive personal information with Facebook but not telling users [The Verge]
PRODUCT
  • Vogue Italia and Yoox celebrate upcycling capsule [WWD]
  • Louis Vuitton “Drops” new sneaker collection on WeChat [Jing Daily]
BUSINESS
  • Payless shoes to shut all U.S. stores and wind down online operation [BoF]
  • Levi’s adds big data expert to C-suite [WWD]
  • Anna Wintour: a rare face-to-face with the most important woman in fashion [The Guardian]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more. 

Categories
film

American Eagle introduces London stores with Daisy Lowe launch film

AmericanEagleUK_daisylowe

British model Daisy Lowe fronted a short film from American Eagle Outfitters to signify its arrival in the UK last month.

Directed by Joshua Stocker, the 60-second clip features Lowe running through the streets at night, shedding her leather jacket and transforming into an eagle herself. The soundtrack is by Blonde Redhead.

A behind-the-scenes video accompanied (as below), showing certain moments from the film as it was created, including – like something from film Black Swan – the hundreds of feathers being applied to Lowe’s arms.

The campaign ran with the tagline “The Eagle has landed”, as the brand introduced three stores at Westfield London, Westfield Stratford and Bluewater.

American Eagle is also pushing regional versions of all its social channels. There’s @AEO_UK on Twitter and Instagram, as well as a dedicated UK Facebook page. The hashtag being pushed is #AEOStyleUK.

Categories
digital snippets e-commerce

Digital snippets: American Eagle, Rebecca Minkoff, Bonobos, L’Oréal, adidas

Here’s a highlight of other stories from around the web surrounding all things fashion and digital recently:

RebeccaMinkoff_fall2013

  • American Eagle unveils denim runway across America with “Rock Your Walk” seamless video project [WSJ]
  • Rebecca Minkoff goes digital with fall campaign (as pictured) [WWD]
  • Andy Dunn of Bonobos on building the Armani of the e-commerce era [BoF]
  • Reverse showrooming: Pinterest is driving people into stores [Business Insider]
  • L’Oréal, Walgreen’s look to measure effectiveness of mobile coupons [AdAge]
  • New adidas campaign stars Leo Messi in LED suit [BrandChannel]
  • Hanes is asking women to overshare on social media by telling the world the colour of their undies [AdWeek]
  • How do 15 top US fashion retailers handle email sign ups? [Econsultancy]
  • With $5m  in funding, Olapic targets fashion retail market [Mashable]
Categories
digital snippets film social media technology

Digital snippets: Peter Som, Bergdorfs, Prada, Jean Paul Gaultier, American Eagle

There’s been a lot happening in the fashion and technology space over the past couple of weeks, ranging from Proenza Schouler’s new site to Net-a-Porter moving into the beauty space. News of Pinterest’s new analytics platform and Facebook’s planned integration of the hashtag have also hit. Here are the rest of the highlights sourced from around the web…

Don’t forget to check out this wrap-up report from SXSW Interactive as it applies to the fashion industry too.

 

  • Behind Peter Som’s 3.3 million Pinterest followers [BoF]
  • Wes Anderson and Roman Coppola made a Prada film (as per above trailer) [Fashionista]
  • Jean Paul Gaultier launches responsive web design [Web&Luxe]
  • American Eagle spoof video pokes fun at skinny jeans trend [NY Daily News]
  • Neiman Marcus launches fashion contest on Pinterest [WWD]
  • Justin Bieber plays drums in adidas NEO interactive lookbook [MTV Style]
  • Puma seeks to celebrate individuality with Worn My Way lifestyle campaign [Marketing magazine]
  • 3D printing clothes at home could be reality by 2050 [PSFK]
  • Google Glass app identifies you by your fashion sense [NewScientist]
  • Zalando concept car spots fashions, transforms into changing room [Gizmag]
  • China entering e-commerce and mobile “golden age”. So why are fashion brands lagging? [Jing Daily]
  • What real-time branding means for luxury brands [Luxury Daily]
Categories
digital snippets mobile Uncategorized

Digital snippets: Uniqlo, Abercrombie, Louis Vuitton, Nike, J.Crew, Club Monaco, Tory Burch, adidas

I’m playing a massive round of catch-up post work and leisure travel… more on the former to follow, but in the meantime, here’s a look at some of the biggest stories surrounding all things fashion and digital from the past couple of weeks. Did I miss anything? Let me know in the comments below…

 

  • Uniqlo mesmerises Pinterest users with mass pinning for Dry Mesh Project [BrandChannel]
  • Abercrombie & Fitch models cover ‘Call me Maybe’, video goes viral (as above) [Abercrombie & Fitch]
  • Louis Vuitton’s new interactive site teaches you how to pack [FastCo.Create]
  • Nike becomes first UK company to have Twitter campaign banned [The Guardian]
  • J.Crew’s latest online venture, Hello World, invites Scott Schuman and Garance Doré to capture five global tastemakers [Refinery29]
  • Club Monaco launches Facebook Timeline app [Mashable]
  • Tory Burch resets with app, revised blog [WWD]
  • adidas athletes #takethestage in its biggest-ever marketing push [Campaign]
  • Fashion to embrace ‘social gaming’ [WWD]
  • Nasty Gal’s Sophia Amoruso: fashion’s new phenom [Forbes]
  • Pinterest has users, Fancy has a business model [AdWeek]
  • NYC and Mayor Bloomberg launch Project PopUp, a fashion tech start-up competition [BoF]
  • 10 fashion memes that took the internet by storm [Fashionista]
Categories
technology Uncategorized

Digital billboards in Times Square, New York

American Eagle and Forever 21’s digital billboards in New York might have been written about numerous times before, but seeing them firsthand is quite another experience, so I couldn’t help but get my camera out.

Forever 21's interactive billboard at Times Square

Forever 21’s is the epitome of interactive. Using high-tech surveillance equipment and computer vision technology, it plays on the notion of vanity (who doesn’t like to see themselves on a 61-foot screen) to form a real-time image of the crowd.

A super-sized virtual model can be seen taking a Polaroid photo of onlookers before showing it to them once developed; picking up an individual and either turning him into a frog by a kiss or dropping him into a shopping bag; or placing a magnifying glass over certain groups.

The campaign, created by interactive agency Space150, even picks up on the yellow of the Forever 21 bag, to specifically pick out those that have shopped in the store. Bearing in mind consumers look at billboards for an average of six seconds normally, this one definitely has people captured for a couple of minutes at a time – and that’s a whole year after it first launched.

Check out the video, below:

Meanwhile, American Eagle’s similarly taps into the “15 seconds of fame” idea. It’s been about for a little while longer (first trialled in November 2009), but continues to fare well. Anyone who buys something in store can opt to have both their photo and a message posted to the multiple giant screens, some 25-storeys high, outside.

It all happens within 15 minutes so there’s not too much hanging around in the meantime, but while you wait, there’s also conveniently a rotation of all the current campaign shots too.

Check out the below slideshow of examples:

And a couple of other related things I loved…

The fashion ads from Pepsi for its new skinny can, also in Times Square:

Clinique’s digital vending machines at JFK airport:

Categories
Uncategorized

Polyvore winners to feature on American Eagle billboard

A winning collage by lauren.y.b

The four winners of user-generated style site Polyvore’s Spring Break Style Contest are set to have their winning collages featured on the American Eagle billboard in Times Square, New York, from March 11-18.

Over 13,000 entires were submitted to the competition, a record for Polyvore. Each had to feature American Eagle merchandise.

A total of 40,000 “likes,” 3,000 comments and half a million impressions, followed.

Winners were Lauren.y.b, Kristelle Yokley, StelleM and nperu.

[Mashable]