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What you missed: luxury data, Mr Porter and Apple TV, the store of the future

Mr Porter Apple TV fashion digital data
Mr Porter on Apple TV

On to Paris Fashion Week and things have certainly been quieter on the digital and technology front. The furore around bloggers and editors continues (yawn), while a little ray of hope shines through in Intel’s partnership with Hussein Chalayan.

On top of that this past week has been everything from why the store of the future doesn’t want to actually sell anything, the new Mr Porter x Apple TV app launch, and the fact even Chanel and Hermès are struggling in the current climate.


TOP STORIES
  • Private data is the ultimate luxury good [Motherboard]
  • Mr Porter launches ‘first of its kind’ shoppable Apple TV app [The Drum]
  • Intel brings wearable technology to Hussein Chalayan’s Paris Fashion Week show [Forbes]
  • Why the store of the future actually doesn’t want to sell you anything [LeanLuxe]

BUSINESS
  • Ralph Lauren maps out ‘way forward’ for global growth [BrandChannel]
  • Even Chanel and Hermès susceptible to current climate [BoF]
  • ASOS investigation claims to expose the ‘true cost’ of fast fashion [Huffington Post]

SOCIAL MEDIA
  • How Garance Doré and the street style revolution upended fashion with a camera and a blog [Wired]
  • This Snapchat game from Under Armour turns you into a NFL star [AdWeek]

ADVERTISING
  • Kevin Hart and David Beckham take a fun, disastrous road trip for H&M [AdWeek]

RETAIL
  • More than 50% of shoppers turn first to Amazon in product search [Bloomberg]
  • New York is full of shopkeepers who swear by cash registers that are little more than glorified adding machines [WSJ]
  • How marketing automation can help your omni-channel strategy [The Industry]

TECHNOLOGY
  • Every Fossil Group designer wearable launched in 2016 so far, including Michael Kors, Kate Spade and more [Wareable]
  • Long Tall Sally creates mannequin based on 3D scan of actual customer [The Industry]

START-UPS
  • Where to invest in fashion technology? [Luxury Daily]
  • Armarium and Net-a-Porter team to pair clothing rentals with purchases [Glossy]
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e-commerce Editor's pick social media

Shoppable content rules fashion week season, with Apple, Instagram and more as partners

Burberry Womenswear February 2016 Show Finale_002

The fashion industry is undergoing significant structural change; from the way it delivers its collections, to how it promotes them to both the industry and its consumers. Where traditionally there are big time lags between fashion week shows and the products then hitting the shop floor, increasingly there’s a race to get items into the hands of shoppers as fast as possible in order to capitalize on the hype the digital era has generated.

The whole debate is an intensely complex one, from the very nature of luxury down to how it affects multi-brand retailers, traditional buyers and more. From a logistical perspective it means big changes on the back-end in terms of manufacturing and supply chain timelines. While on the front end, it also means facilitating the purchases themselves in numerous new ways.

This consumer-facing part of the debate has so far been the one most explored. As brands including Burberry through to Rebecca Minkoff have announced their intentions to move to a real-time model, meaning you can see the collection in fashion week and buy it immediately (#seebuywear), they have introduced interesting tech-enabled initiatives to facilitate it. This is about more than just e-commerce pages made live in the moment after the show, or capsule collections hitting flagship stores (even if that does include newbies like Prada), and rather some valid digital partnerships that enhance the shopping experience.

The key thing here is the shift from designers putting budget into technology for the sake of it at fashion weeks, to rather spending on something that is going to impact the business from an ROI point of view. It’s about entertainment to drive conversions; not just engagement, likes and new followers.

There’s a lot for the industry to figure out in terms of making this a viable move across the board from the operational standpoint (and as yet little clarity as to how those who have said they’re doing it are structurally making that happen), but for now, there’s at least a willingness to experiment with what it looks like for consumers.

Head over to Forbes for an outline of those moves from the likes of Burberry, Rebecca Minkoff, Misha Nonoo and Temperley London.

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e-commerce Editor's pick film

Burberry show on Apple TV will celebrate united collection and shoppable plans

Burberry Womenswear February 2016 Show - Pre Show Imagery_001

Ahead of its move to an in-season show in order to meet consumer demand this September, Burberry is turning to Apple TV for an increasing focus on entertainment and conversions during London Fashion Week on Monday.

The British heritage brand will live stream its show on its Apple TV channel – as it did with its menswear show in January. This time however, it will also enable viewers to revisit and explore the collection using the Apple Remote thereafter, and use it to request a call from a dedicated customer service rep so as to pre-order select pieces.

Burberry_apple

The show will also mark the first time that Burberry presents its womenswear collection under its united “Burberry” label, following the announcement that its Prorsum, London and Brit lines would be merged in November 2015.

The intention is to simplify the presentation of Burberry’s full product range, though it also suggests wider price points, and thus more accessible pieces will be shown in order to appeal to the digital audience it is reaching.

Burberry Acoustic presents Jake Bugg Live at 121 Regent Street, London_001

Adding to the entertainment piece is British musician Jake Bugg, who will perform live during the show. The Burberry app for Apple TV also offers access to a back catalogue of Burberry Acoustic films from other British music talent, as well as highlights from previous runway shows and beauty tutorials with Burberry make-up consultant Wendy Rowe.

The new collection will then be on display in the brand’s Regent Street flagship store for a week following the show, before moving to the brand’s Faubourg Saint-Honoré store in Paris. Check out the trailer for the show, below:

Categories
digital snippets e-commerce social media Startups technology

Digital snippets: Diesel’s ads on Pornhub, Chanel’s Instagram battle, why the fashion world hates wearables

Your round-up of the latest stories related to fashion and technology…

diesel

  • Why you’ll soon be seeing Diesel ads on Grindr, Tinder and Pornhub [i-D]
  • Chanel may have just won a battle for the Chanel Instagram account [The Fashion Law]
  • Why the fashion world hates wearables [Co.Design]
  • High tech innovation wears well at Ralph Lauren [Forbes]
  • Burberry debuts on Apple TV with menswear fashion show [Mashable]
  • Misha Nonoo will skip fashion week to follow a consumer calendar [Fashionista]
  • Everlane’s starting a private Instagram account for new products [Digiday]
  • How Belstaff maintains a strong defense against counterfeiters [Stores]
  • How Urban Decay gets its 4.1 million Instagram followers to shop [Digiday]
  • Victoria’s Secret furthers organic storytelling mastery via Angel-endorsed Snapchat takeover [Mobile Marketer]
  • Crocs bows to critics, deletes David Bowie tribute tweet [Brand Republic]
  • Meet the female CEOs running fashion’s biggest brands [Fashionista]
  • What fashion needs to know about cyber security [BoF]
  • Shoppers are choosing experiences over stuff, and that’s bad news for retailers [The Washington Post]
  • Do ‘digital flagships’ deliver? [BoF]
  • The myth of the physical versus digital retail battle [WWD]
  • Why the social media ‘buy button’ is still there, even though most never use it [The Washington Post]
  • Inside the hidden world that handles your holiday returns [Wired]
  • Retail writes an obit on flash sale sites [Marketplace]
  • The blogosphere pays off more than ever [WWD]
  • What’s Grindr’s new agenda? [Dazed]
  • Instagram and the watch world [NY Times]
  • Why women aren’t buying smart watches [Racked]
  • Apple acquires Emotient, start-up that reads emotions from facial expressions [Fortune]
  • Why visual search will become a marketing obsession in the coming years [AdWeek]
  • These vibrating yoga pants will correct your downward dog [Fast Company]
  • 30 under 30 retail and e-commerce 2016: meet the millennials changing how we shop [Forbes]
Categories
digital snippets e-commerce mobile social media Startups technology

Digital snippets: Nike on 3D printing, HM x Balmain’s selfies, Diesel advertises on Tinder

Here’s a round-up of the latest stories to know about surrounding all things fashion and tech…

nike

  • Nike’s COO thinks we could soon 3D print Nike sneakers at home [Quartz]
  • H&M x Balmain:  wants to see your selfies [Vogue]
  • Tinder ads tease Diesel fashion models as possible ‘matches’ [Mashable]
  • Louis Vuitton’s spring 2016 show dives into Oculus Rift and virtual gaming [Fashionista]
  • Most fashion houses are baffled by social media. Here’s why old-school Chanel does it best [Washington Post]
  • London-based online fashion startup, Lyst, abandoned a $25 million business — and became huge anyway [Business Insider]
  • Diane von Furstenberg is tapping into millennial tastes to secure her brand’s legacy [AdWeek]
  • Why Burberry’s Snapchat Testino campaign is the best piece of marketing in 2015 [Marketing Magazine]
  • Sears shows how it uses data to build relationships [MediaPost]
  • Can Everlane really become the next J.Crew? [Racked]
  • WME-IMG debuts all-fashion network for Apple TV [BoF]
  • How Diesel talks to its mobile customers through 400 programmatic ads [Digiday]
  • Target’s Kristi Argyilan on what ‘in-house programmatic’ really means [AdAge]
  • China’s Alibaba readies for Singles Day online shopping festival on 11/11/15 [BrandChannel]
  • How Flipkart hopes to shut out rivals by going app-only in India [Tech in Asia]
  • Facebook to test ‘shopping’ section [WWD]
  • ‘In China you have to use it’: How WeChat is powering a mobile commerce boom [Digiday]
  • Why is Silicon Valley pouring millions of dollars into old clothes? [Bloomberg]
  • How (and why) ‘Who What Wear’ bet on commerce [Digiday]
  • The rise of drones [Not Just a Label]
  • A retail geek’s take on modern high-street shopping [The Future of Commerce]
  • What role do fashion runways play in the internet age? [The Globe and Mail]
  • We have not yet reached peak wearable [Re/code]
  • Say it with an emoji: 10 text-free phrases to describe spring 2016 [Vogue]
  • Can content really drive commerce? [Forrester]