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ICYMI: Macy’s buys Story, Gucci’s new flagship, AI and the future of fashion

Futuristic fashion by Tim Walker
Futuristic fashion by Tim Walker

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

TOP STORIES
  • Macy’s buys Story concept [RetailDive]
  • Gucci plants its flag in Soho [BoF]
  • How artificial intelligence will impact the future of fashion [Vogue]
TECHNOLOGY
  • Can AI and AR turn your prospects into customers? [Inc]
  • How beauty brands like Coty and Shiseido are using voice assistants [Glossy]
  • Ticketmaster to trial facial recognition technology at live venues [Venture]
  • Verisart brings blockchain certification to the global art auction market [TechCrunch]
SUSTAINABILITY
  • Fast fashion goes green with mushrooms, lumber scraps, and algae [Bloomberg]
  • Applied DNA Sciences confirms traceability of leather [WWD]
RETAIL & E-COMMERCE
  • Walmart.com redesigns as the anti-Amazon [Co.Design]
  • Farfetch partners with Stadium Goods on sneaker hub [WWD]
  • Brandless’ pop-up is focused on community engagement rather than selling products [AdWeek]
  • China’s live-streaming fashion boom changing the way Gen Z shops [SCMP]
MARKETING & SOCIAL MEDIA
  • Inside the bitter war to bring Tupac and Michael Jackson back to life [Wired]
  • Diet Prada unmasked [BoF]
  • Instagram quietly launches payments for commerce [TechCrunch]
PRODUCT
  • Amsterdam is solving its gum litter problem by making shoes out of recycled gum [AdWeek]
  • ElektroCouture: Inside the fashion house behind Swarovski’s $60,000 light-up dress [Forbes]
BUSINESS
  • Over 400 startups are trying to become the next Warby Parker. Inside the wild race to overthrow every consumer category [Inc]
  • Prada: Making the most of its moment [BoF]
  • Alibaba’s anti-counterfeit group now has 105 brand members, including L’Oréal and Bose [TheDrum]
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Diesel pop-up sells limited edition “fakes” as part of SS18 campaign

Deisel pop up from Diesel
The “Deisel” pop-up from Diesel

Diesel is looking to reinforce its authentic roots with a “fake” pop-up store during New York Fashion Week. As part of its latest campaign celebrating imperfection, the brand opened “Deisel” in NYC’s Chinatown – a neighbourhood known for touting knockoffs – selling seemingly fake goods.

The stunt was eventually revealed on social media, as Diesel shared a video depicting footage of the store. Inside, the pop-up space was set up to look improvised and blend in with its Canal Street neighbors, while shop assistants tried to convince confused passersby that the goods were real.

Once the secret was out, Diesel fans began to form long queues outside the store, trying to get their hands on the limited edition goods, which were also available for purchase in Europe online.

Speaking to reporters, Renzo Rosso, founder of Diesel and president of its parent company OTB Group, said the aim of the campaign is to play on the irony and sense of humor he believes the brand has always relied on, which has been lost over the past few years.

“Diesel is back,” he said. ”Diesel is modern. Diesel is a unique brand. Diesel is still alive with the real irony and with the real DNA that it used to have before.”

Andy Bird, chief creative officer at Diesel’s recently appointed agency Publicis, told Adweek: “I think a brand like Diesel has the balls and the right to talk like this. There aren’t many brands that would take a calculated risk like this, but because they kind of know that they already have the cachet with the past history of advertising, they’ve always been a bit more adventurous and it fits perfectly with their outlook.”

Moving forward, the brand believes social media and campaign stunts are becoming a major focus for engagement. According to Rosso, the next soon-to-be-released stunt will see an individual jump from atop St Marcus tower in Venice, Italy.

In our recent episode of TheCurrent Innovators podcast, Stefano Rosso, Diesel’s CEO of North America, talked in-depth about the brand’s approach to challenging conformity.

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business digital snippets e-commerce Editor's pick mobile social media Startups technology

What you missed: Blockchain in fashion, the dark side of digital luxury, Alibaba on tech’s future

Blockchain fashion
Blockchain in use at Shanghai Fashion Week

The role Blockchain will play in the fashion industry is our top story this week after it was documented from a storytelling and verification perspective at Shanghai Fashion Week by Babyghost and VeChain. The opportunity for the fashion industry at large to look to embrace it for anti-counterfeiting and provenance is brought to mind.

Meanwhile, the ongoing struggle of luxury brands has been strongly documented this past week, from the positive effect Brexit has had on the likes of Burberry to a new report from Bain/Altagamma on what’s ahead. That sits alongside insight from Luca Solca, head of luxury goods at BNP Exane Paribas, on the strategic threats of digital to luxury brands.

Also worth reading this week are predictions for the future of technology from Alibaba’s Jack Ma and an interview with Apple retail chief Angela Ahrendts on turning stores into town squares. Don’t forget to also sign up for our Snapchat Masterclass before the early bird rate ends on Oct 31.


TOP STORIES
  • Blockchain technology hit Shanghai Fashion Week [Bitcoin Magazine]
  • The dark side of digital [BoF]
  • Alibaba’s Jack Ma just predicted the next 30 years of technological change [Fortune]
  • Speed, transparency and efficiency lead Blockchain’s potential for disruption [Stores]

BUSINESS
  • If not for Brexit, Burberry would be in even bigger trouble [Quartz]
  • Luxury isn’t having a very good year [NY Times]
  • 8 experts predict the 2016 holiday shopping season [Retail Dive]
  • Is the new Style.com working? [BoF]
  • MPs unanimously back motion to strip Sir Philip Green of his knighthood [The Industry]

SOCIAL MEDIA
  • Why chat may be king of the new mobile landscape [Fast Company]
  • Fashion brand All Saints uses Instagram as a sales channel [Digiday]
  • Fendi extends life of Snapchat stories with international album [Luxury Daily]
  • Here’s how brands like Nordstrom are cashing in on Snapchat’s long-awaited API [AdWeek]
  • How Nike is beating brands like Apple and Adidas at Twitter customer care [AdWeek]

RETAIL
  • Apple retail chief Angela Ahrendts on turning stores into town squares [Fortune]
  • Everlane mulling brick and mortar efforts [Retail Dive]

TECHNOLOGY
  • YOOX Net-A-Porter unveils plans for new London technology hub [Vogue]
  • Why ‘Silicon Valley Fashion Week’ is not a joke [WWD]
  • Charlotte Tilbury’s new virtual ‘magic mirror’ serves as active make-up selling tool [Forbes]
  • Shiseido partnered with Microsoft to create a make-up filter for women who telecommute [Quartz]
  • Mirror scans your face and prints the perfect make-up [PSFK]
  • Brands are testing programmatic catalogues [Glossy]

START-UPS
  • Your brilliant Kickstarter idea could be on sale in China before you’ve even finished funding it [Quartz]

UPCOMING EVENTS