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Kering’s sustainability strategy, 7-eleven bets on voice, NYFW scaled down

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

TOP STORIES
  • The not-so-grand reopening on retail (Retail Dive)
  • Why now is the right time to invest in luxury (Jing Daily)
  • What’s next for retail and luxury? (BoF)
SUSTAINABILITY & PURPOSE
RETAIL & COMMERCE
  • Why shopping centre owners remain hopeful for retail rebound (TheIndustry.Fashion)
  • Gen Z’s evolving retail priorities (BoF)
  • Why 7-Eleven is betting on voice commerce to keep customers loyal (PYMNTS)
  • Fit:Match bringing contactless apparel shopping experience to Brookfield Properties (WWD)
  • From same-day exchanges to style options: How retailers are bringing the in-store experience to homes (Glossy)
MARKETING & SOCIAL MEDIA
  • Gucci launches AR Snapchat lens allowing users to virtually try on shoes (TheIndustry.Fashion)
  • The clock is ticking for luxury brands post COVID-19 (Jing Daily)
  • The fashion, beauty and media brands pulling ads from Facebook (WWD)
  • How JW Anderson’s cardigan went viral on TikTok (Vogue Business)
PRODUCT
  • How will L’Oreal’s elimination of ‘whitening’ from products impact its China beauty market? (Jing Daily)
  • Neon Cowboys introduces light up face masks (WWD)
  • Gucci launches sustainable collection on Farfetch (TheIndustry.Fashion)
BUSINESS
  • Google, Gap, Inc. discuss navigating the ‘path forward’ (WWD)
  • LVMH expects pandemic to dampen sales for some time (Reuters)
  • New York Fashion Week is shortened to three days for Spring 2021 (Fashionista)
  • Diesel CEO seeks to revive 90s success with slimmed down brand (Bloomberg)
  • Why Microsoft is bailing on retail (Fortune)
CULTURE
  • ‘Discounting is not a luxury strategy’ – the voices behind an open letter to retail address fashion’s full price future (Vogue)
  • How haute couture comes together from quarantine (Fashionista)
  • “Brand Value” is still increasing in the luxury space despite COVID-19 (The Fashion Law)

 

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data digital snippets e-commerce Editor's pick mobile product Retail social media sustainability technology

Etsy and Snap bet on AR, Walmart and Shopify partner, retail sustainability commitments

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

TOP STORIES
  • Could the pandemic make retail better? (BoF)
  • Fashion was broken even before the pandemic. A reboot could be just what it needs (Washington Post)
  • Consumers mobilise to hold brand to account (Vogue Business)
SUSTAINABILITY & PURPOSE
  • Do brands still care about sustainability amid the pandemic? (Retail Dive)
  • Natura & Co unveils sustainability targets for the next 10 years (TheIndustry.Fashion)
  • Levi Stauss & Co. unveils diversity plans (Fast Company)
  • Farfetch launches fashion footprint tool (WWD)
RETAIL & COMMERCE
  • Retailers’ delicate opportunity to win e-commerce customer (Retail Dive)
  • Saks Fifth Avenue expedites its buying through technology (WWD)
  • What did retail’s long awaited reopening look like? (Draper’s)
  • Without tourists, luxury caters to England locals (Vogue Business)
  • Etsy unveils AR shopping tool for wall art (Retail Dive)
MARKETING & SOCIAL MEDIA
  • Why cross-category marketing works in China (Jing Daily)
  • Snapchat debuts AI-powered lenses, mini apps and real-time features (Mobile Marketer)
  • The rules of the media game in China (WWD)
  • Snapchat bets on augmented reality to win at social commerce (Vogue Business)
PRODUCT
  • Yoox collaborates with JW Anderson for gender-fluid collection (TheIndustry.Fashion)
  • Gucci launches Off The Grid sustainable collection (WWD)
  • Allbirds ventures in sustainable underwear market (TheIndustry.Fashion)
BUSINESS
  • Nordstrom’s recipe for tough times (WWD)
  • Michael Kors is the latest brand to depart from the fashion calendar (BoF)
  • Emma Watson joins kering board (Reuters)
  • Shopify advances after deal with Walmart expands reach (Bloomberg)
  • Chanel forecasts significant hit from COVID-19  (WWD)
CULTURE
  • Highsnobiety turns digital fashion week on its head (WWD)
  • Will European luxury collapse without Chinese tourists? (Jing Daily)
  • Brands eye China’s virtual models (Vogue Business)
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business data digital snippets e-commerce product Retail social media sustainability technology

COVID-19: The new ‘New Normal’, the live streaming boost, the industry resets

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

TOP STORIES
  • Digital Download: Liz Bacelar on the technologies that will shape fashion (WWD)
  • The pandemic is changing every aspect about shopping: from store layouts to how jeans are folded (Washington Post)
  • Fashion’s alternatives to the discounting trap (Vogue Business)
SUSTAINABILITY & PURPOSE
  • Conde Nast announces commitment to become carbon neutral 2030 (Fashionista)
  • Will fashion ever be good for the world? Its future may depend on it (BoF)
  • The fight to protect fashion’s artisans (Vogue Business)
  • Designers and the social set partake in Cartier’s “Over the Rainbow” challenge (Tatler)
RETAIL & COMMERCE
  • Paris reopens, reshapes real-life luxury shopping (Vogue Business)
  • Facebook launches ecommerce feature for small businesses (TheIndustry.Fashion)
  • North American shoppers slowly return to stores after lockdown (Bloomberg)
  • Former Stitch Fix COO launches AI-powered shopping app (RetailDive)
  • Tmall continues to acquire luxury partners (Jing Daily)
MARKETING & SOCIAL MEDIA
  • Nike aims phones at the sky in search for sneaker-shaped AR cloud (Mobile Marketer)
  • Influencer marketing is here to stay post-Covid-19 (Fashion United)
  • The coronavirus boost to streaming, by the numbers (Content Commerce Insider)
  • Instagram hustles to become global hub for digital fashion shows (BoF)
PRODUCT
  • Chipotle, American Eagle reimagine prom night (RetailDive)
  • This copper jacket is designed to kill viruses and bacteria (Fast Company)
  • This travel jumpsuit was designed for traveling in a pandemic (Fast Company)
  • Billie Eilish and Takashi Murakami collaborate for Uniqlo collection  (TheIndustry.Fashion)
BUSINESS
  • Retail’s slow steps toward a new normal (Vogue Business)
  • Retail is one of the biggest employers in the US and it desperately needs help (Quartz)
  • Richemont’s Rupert takes the long view (WWD)
  • Opening Ceremony says goodbye to its stores for good (Vogue)
  • Coronavirus crushes Asia’s garment industry (Reuters)
  • CFDA and BFC send reset message (WWD)
CULTURE
  • Is real time personalization the future of fashion retail? (Glossy)
  • What will post pandemic shopping patterns look like? (Drapers)
  • What is the millennial post-COVID-19 consumer sentiment? (Jing Daily)
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business digital snippets e-commerce product Retail sustainability technology

COVID-19: Digital Fashion Weeks, AR adoption accelerates, Retail plans for reopening

11-Cloud-fashion-week-shoot-catwalk_04032020

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

TOP STORIES
  • Envisioning retail of the post coronavirus era (WWD)
  • Retailers are reopening their doors, here’s how they’ll keep consumers safe  (AdWeek)
  • Is this the future of the fashion show? (NYT)
SUSTAINABILITY & PURPOSE
  • A new denim collection gives jeans a digital identity (Vogue Business)
  • Traditional Japanese T-Shirt brand Sunray Sportswear champions sustainability (Hypebeast)
  • Fashion’s sustainability goals threatened by the crisis (BoF)
  • Sustainable Denim is finding a home on the runway (Sourcing Journal)
RETAIL & COMMERCE
  • Why discounts are a dangerous overreaction to a crisis (Jing Daily)
  • Asos accelerates the use of augmented reality (TheIndustry.Fashion)
  • Texas says stores can reopen, but will they? Here’s how some brands are redesigning their spaces. (Fast Company)
  • Harrods to start “remote clienteling” VIP service ahead of lockdown lifting (TheIndustry.Fashion)
  • Kendra Scott introduces AR tool (Retail Dive)
MARKETING & SOCIAL MEDIA
  • Could the pandemic push influencer marketing deeper into the realm of CGI avatars? (Fashionista)
  • How can brands sensitively market products during COVID-19? (WWD)
  • With Gen Z in lockdown, DIY fashion takes off (Vogue Business)
  • Marc Jacobs and Valentino enter gaming with Animal Crossing outfits (TheIndustry.Fashion)
PRODUCT
  • Gap plans move into non-apparel categories (RetailWire)
  • This fashion-forward shield may land on faces soon (WWD)
  • Why Dior’s customizable bag fell flat (Jing Daily)
  • Barbour dips its toes into streetwear with Supreme collaboration (TheIndustry.Fashion)

BUSINESS

  • Bernard Arnault plans for LVMH rebound (Bloomberg)
  • Pandemic pushes Ferragamo into new territory (Vogue Business)
  • Brookfield plans $5 billion to prop up retailers after mall bet (Bloomberg)
  • Zalando predicts double digit growth (Drapers)
  • Can Neiman Marcus survive bankruptcy? (BoF)
  • Beauty and wellness brands see payoff from digital efforts (WWD)
CULTURE
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business data digital snippets e-commerce product Retail social media sustainability technology

Microsoft’s $1bn carbon reduction investment, ASOS’ AR tool, men’s makeup at John Lewis

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

Top Stories
  • Microsoft will invest $1 billion into carbon reduction and removal technologies (MIT Technology Review)
  • Asos trials augmented reality fit tool (Drapers)
  • War Paint and John Lewis launch first ever men’s makeup counter (Fashion Network)
Technology
  • The tech driving next-gen customer service (Vogue Business)
  • Revolve integrates Snap+Style technology for digital communication (Fashion United)
  • How luxury retail can become a tech accelerator (Jing Daily)
  • Google Cloud launches new solutions for retailers (TechCrunch)
  • How Starbucks uses AI to counter mobiles isolating effect (Mobile Marketer)
  • Walmart expands robots to 650 additional stores (Retail Dive)
  • Stein Mart introduces ‘smart button’ for BOPIS shoppers (Retail Dive)
  • Augmented reality contacts are real, and could be here sooner than you think (Mashable)
  • Robots are changing retail, but not where you can see them (Modern Retail)
  • Gaming dominates the $120bn spent on mobile apps in 2019 (Warc)
  • Amazon is reportedly developing a hand-scanning payment option (Adweek)
  • Walgreens is training staff in virtual reality (Charged Retail)
  • How digital garment printing answers the call for customization (Sourcing Journal)
Sustainability & Purpose
  • What’s your fashion footprint? ThredUp’s quiz will tell you (Adweek)
  • Stella McCartney introduces biodegradable stretch denim (Fashion United)
  • Walpole launches its British luxury sustainability manifesto (Retail Gazette)
  • Your e-commerce addiction means delivery emissions could increase 30% by 2030 (Fast Company)
  • H&M’s AI operation helps make its supply chain more sustainable (Supply Chain Dive)
  • Jacket Required dedicates third of show to sustainable brands (The Industry)
  • Dyehouses are cleaning up their act (Vogue Business)
  • Could fashion’s next major fabric brand be green? (BoF)
  • Fast Retailing signed the Fashion Industry Charter for Climate Action (Retail in Asia)
  • Quorn introduces carbon-footprint labelling (Stylus)
  • Lush’s Mark Constantine: the retail rebel fighting climate change before Great was born (Retail Week)
Retail & Commerce
  • Walmart opens cashierless store in Florida (Grocery Dive)
  • Shiseido opens ‘beauty innovation hub’ in Shanghai (Retail in Asia)
  • Bose is closing all of its retail stores (The Verge)
  • Dior, Rimowa take over Harrods (WWD)
  • Opening Ceremony to close all stores (Drapers)
Marketing & Social Media
  • Instagram begins hiding photoshopped images (Hypebeast)
  • Burberry launches online game to celebrate Lunar New Year (Fashion United)
  • Facebook rethinks plan to insert ads into WhatsApp (Campaign)
  • Segmentation is dead! (Retail Dive)
Product
  • Ugg launches monthly product drops (Drapers)
  • New Under Armour sneaker will offer connected coaching (Sourcing Journal)
  • Hermès launches beauty (Fashion United)
  • Nike’s Vaporfly marathon shoes face a potential ban from competition (Quartz)
  • Is 2020 the year men’s makeup will go mainstream? (Evening Standard)
Business
  • Louis Vuitton buys the second largest rough diamond in the world (Fashion United)
  • Old Navy will stay under Gap umbrella (Adweek)
  • Pitti Immagine CEO on the future of trade shows (BoF)
  • Casper files for IPO (Retail Dive)
  • Off-White operator acquires Opening Ceremony (Drapers)
  • Amazon ramps up counterfeit reporting (BoF)
  • Boohoo to surpass forecasts after 44% jump in quarterly revenues (Retail Gazette)
Culture
  • The idea of beauty is always shifting. Today, its more inclusive than ever (National Geographic)
  • How the gaming industry is changing across the world (Quartz)
  • Redefining plus size – dressing the ‘average’ woman in Europe (Fashion United)
  • Why this community of hypebeasts only buy fakes (Dazed)
  • Comme des Garçons accused of racism in AW20 menswear show (Fashion United)
  • A-COLD-WALL* isn’t making streetwear anymore (i-D)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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business Comment Retail Startups technology

Innovator Liz Bacelar on the intersection of fashion and technology

Thanks to Ruth O’Connor for permission to publish this piece, originally published in The Sunday Business Post, October 2019.

‘Pay attention. You’ll need to,” Liz Bacelar declares as she takes to the stage. “What I present to you here will not be the same as what I present to people next week. That’s how quickly this stuff moves.”

Inventor of the phrase “fashion tech”, Bacelar is an entrepreneur, journalist and a co-founder of Current Global, an innovation firm based in New York, London and Tokyo, which seeks to redefine how fashion and retail intersect with technology.

Established in 2013 with her co-founder Rachel Arthur, Current Global forges relationships between fashion retailers, the luxury sector, tech giants and start-ups. Put simply, Bacelar has put the tech intelligence into retail. She’s speaking today at Maven46’s ‘Be’ Summit 2019 at Dublin’s Richmond Education and Event Centre, and is offering a whirlwind trip through consumer beauty and fashion, augmented reality and the immersive reality of multiple platforms.

Prior to launching Current Global, Bacelar established Decoded Fashion – the world’s largest innovator community for consumer retail. The company launched in ten countries before she exited. “I wanted to be in the connection business, not the conference business,” she says.

She is also co-founder of Flow Journeys, which sees a handpicked group of thought leaders visit locations as diverse as Iceland and Cuba to build relationships and foster collaboration. It’s networking on another level.

She uses terms like “data-driven customer journeys”, “augmented worlds” and “a culture of purpose” – which sound like future jargon, but we’re already there. Think you’ve never used augmented reality? What about apps such as the Dulux Visualiser which allows you to try paint colours on your wall? Amazon App’s View in your Room function? Or the recent launch of Spark AR on Instagram allowing users to “try on” cosmetics or sunglasses from Nars Cosmetics and Ray-Ban?

Bacelar is frequently asked whether bricks-and-mortar stores are dead. She doesn’t believe so; she says that physical retail spaces remain important, but that innovative brands are leveraging those spaces differently and the customer has become more demanding.

“It’s about having a mixed-reality layer overlaid [on the mobile experience], so that when you go into a store today you know that there will be a mirror in which you can see the make-up on your face. In certain markets, this is becoming a consumer expectation. The customer does not want to have to try on the product physically – they want to try on the product virtually.”

Later when we talk, Bacelar says that we are living in an era of contradictory behaviours, a battle between the digital and the analogue. The desire for immediacy and convenience has become a way of life. “You can live in a rural setting and still want to receive things faster,” she says. “We all perceive that we have less time, yet we also have more things to do, so we need vendors to give us efficiency and speed. A lot of what’s driving implementation of these things is a chase for speed and free time.”

The more free time we have, however, the more we spend it in a digital vortex which sucks away our human experiences. “It’s a pendulum that keeps swinging from one side to the other,” Bacelar says. “Sometimes you do want to talk to somebody when you go to a store. So technology now is swinging towards personal connections.”

Think of when you first got a personalized email from a brand. It seemed cool and even intimate at the start, but not after the 300th time. “But what if the email is from Tanya, who you met at the store, and who logged you in to the loyalty system for the brand? It becomes harder to ignore that email when you know it was sent by a real person. Stores are rolling that out now, with the first touchpoint being a real person.”

Data-driven customer journeys can become skewed when those same customers supply incorrect information. Think of the child who uses a fake date of birth to set up a Gmail account in order set up an Instagram account because they’re under the age limit, or when you put in false details online for privacy reasons.

Liz Bacelar, co-founder & CEO of Current Global speaking at Maven46’s ‘Be’ Summit 2019

“The major platforms do have bad data,” says Bacelar. “A lot of brands over-rely on data from the social media giants and they don’t have their own way to create a deeper understanding of who their consumer is. There are a lot of start-ups that want brands to think outside of those major platforms by harnessing the data themselves to reach a place of accuracy.”

Since we spoke in Dublin, I’ve been anticipating the new Ken Loach and Paul Laverty film Sorry We Missed You, due for release in November. It’s a stark look at the zero-hour-contract gig economy and the appalling conditions in which the people who deliver our online shopping work because we demand immediacy through e-commerce. It raises the question of where the humanity lies in all of this.

Bacelar believes that the next big retail trend is the “trend of purpose”. Thanks to the “Greta effect” she believes that young people are becoming less interested in shopping from brands that lack purpose. “Kids are bouncing from digital to analogue at a very interesting pace and the way they are aggregating communities is very interesting. The sustainability and climate change effort does not belong to any specific social platform,” she says. “It is a globalization of mobilization – the ability to mobilize communities and groups from anywhere without being in one specific place.”

Bacelar says that we are living an “offline moment” through global climate change protests and that we are also living in an “exponential curve” – a period of change on a large scale at an accelerated pace. “The level of change we’ve seen in the past six months has been greater than in the past ten years when it comes to the subjects of sustainability, technology and data awareness. Change is happening very fast.”

If people in general are resistant to change, this is also the case in the corporate environment where she says many executives believe that innovation is gimmicky rather than “doing something in a new way to get different results”.

Bacelar adds that we, as consumers, have the power to shape the conversation. “I know of companies today who are only doing sustainability because you must show that you care,” she says.

“Companies like the Eileen Fisher womenswear brand have been doing this for many years and no one listened. It once looked stupid to take old clothes and remanufacture them. Now it sounds invigorating and inspiring to a consumer.

“If I were a luxury executive, I would be terrified of the ten-year-old kids today. Their futures depend on these executives and they are not aligned. These kids walking the streets with Greta Thunberg care about localization, activism, inclusivity, empowerment – everything that luxury hasn’t been.

“Luxury is trying to catch up. In eight years, these kids will be their consumers. They have eight years to change their ways.”

Ruth O’Connor is a journalist writing for Ireland’s top publications on fashion, design, craft, trends and business for the past 13 years. She graduated from University College Dublin in 1998 with a first class honours degree in English. She then studied pattern cutting and fashion design later going on to obtain a first class honours degree in journalism from Dublin City University in 2006 where her final thesis was an exploration of fashion in Ireland. @ruthoconnorsays

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Campaigns Comment digital snippets e-commerce product Retail social media sustainability technology

Vivienne Westwood calls to ban land ownership, Shiseido acquires Drunk Elephant, Hong Kong protests hit luxury

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

Top Stories
  • The ‘only way to save the world’ is to ban land ownership, says Vivienne Westwood (Dezeen)
  • Why Shiseido bought Drunk Elephant for $845million (BoF)
  • Hong Kong protests could hit Burberry sales by up to £100million (Quartz)
Technology
  • Adidas 1st to sell shoes via Snapchat game (Mobile Marketer)
  • 5G smartphone sales will top 1B by 2025 (Mobile Marketer)
  • Unicef now accepting donations through bitcoin and ether (The Guardian)
  • 3D-printed smart textiles consume less energy, water & chemicals (Sourcing Journal)
  • GOAT showcases world’s rarest sneakers with AR try-ons (Mobile Marketer)
  • Personal stylists are using data to strengthen relationships (Vogue Business)
  • O2 launches ‘worlds first live ad’ powered by 5G (Campaign)
Sustainability & Purpose
  • California bans animal fur products (Drapers)
  • Kat von D launches vegan footwear line from apple ‘leather’ (Sourcing Journal)
  • Farfetch partners with Thrift+, a second hand donation platform (Retail Gazette)
  • Chloe forges three-year partnership with UNICEF (WWD)
  • Forget carbon neutral, Patagonia wants to be ‘carbon positive’ (Sourcing Journal)
  • Little Mistress launches sustainable packaging (Fashion United)
  • John Lewis launches sustainable ‘buyback’ trial (Retail Gazette)
Retail & Commerce
  • Stance opens Carnaby Street flagship store (Retail Gazette)
  • Morphe launches in-store Youtube studios to drive foot traffic (Glossy)
  • H&M outlet brand Afound shifts focus towards online (BoF)
  • Rental service HURR Collective to stage pop-up shop (The Industry)
  • Vans brings new boutique concept to Covent Garden (Fashion United)
  • Givenchy unveils US e-commerce site (WWD)
  • HMV launches Europe’s largest music store (Retail Week)
Business
  • Ganni’s guerrilla approach to global growth (BoF)
  • New CEO at Stella McCartney (Drapers)
  • Race to buy Barneys heats up (WWD)
  • Toys R Us relaunches website amid Target partnership (Charged Retail)
  • Victoria’s Secret store exec departs (Retail Dive)
  • LVMH luxury venture fund invests in streetwear brand Madhappy (Fashion Law)
Marketing & Social Media
  • Instagram launches Threads, a close friend chat app with auto-status (TechCrunch)
  • The next generation of menswear designers might be on Youtube (Fashionista)
  • Teens choose Youtube over Netflix for the first time (CNBC)
  • Abercrombie & Fitch, Hollister launch Instagram checkout (Retail Dive)
Product
  • Mens beauty grooming retailer Beast Inks deal for U.K rollout (WWD)
  • SprezzaBox and Esquire team up to launch subscription box (Fashion United)
  • Everlane launches ReCashmere sweater collection (Dezeen)
Culture
  • Adidas teams up with Universal Standard for a truly size-inclusive collaboration (Adweek)
  • Why 5,000-year-old fashion is making a comeback (BoF)
  • Lululemon partners with United Nations Foundation (Fashion United)
  • Kellogg’s autism-sensitive packaging for kids (Stylus)
  • Victoria’s Secret hires first plus-size model (Fashion United)
  • Havas and CALM team up to create self-care labelling for Topshop and Topman (Campaign)
  • The business of casting queer models (BoF)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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business Campaigns Editor's pick product Retail social media technology

5 brands tapping virtual storefronts to drive engagement and push conversion.

Brands are using virtual experiences in physical locations to provide shoppers with the benefit of an interactive in-person experience without needing to carry inventory.

These “invisible” or virtual storefronts – usually in the form of augmented reality content visible via smartphones – are being used to drive sales, collect data and boost branding efforts. At a time when physical retail is struggling, such mobile initiatives aren’t just eye-catching, they’re more convenient by providing curated products that can then be delivered on demand. 

To date, we’ve seen brands doing everything from collaborating with artists and social media platforms to creating personalized assortments using such virtual setups. Shoppability is key. Here’s a highlight of some of the more recent success stories…

Havaianas
Havaianas’s boardwalk virtual store

Early this summer, footwear brand Havaianas launched a virtual storefront focused on driving sales for one day only. Located on the Venice Beach boardwalk in Los Angeles, shoppers passing by a colorful mural discovered it was actually a virtual pop-up store. Snapping a photo of the designs they liked directed them to a shoppable microsite at  StepIntoSummer.com, revealing a curated style guide with various tips on what to buy. 

The concept was powered by Google’s Cloud Vision AI platform, which helped Havaianas pair merchandise with colors from the mural – a big step up from QR codes. The brand collaborated with street artist Buff Monster on the mural and featured fashion tips from stylist Tara Swennen.

Lego
Lego’s augmented reality store

To promote its first limited-edition clothing line for adults, Lego opened a pop-up shop with a twist in February: the store was entirely empty. Shoppers in London’s Soho neighbourhood arrived to find a Snapcode (a QR code for Snapchat) displayed on a pedestal. Scanning the code with their phones then surrounded them with a virtual storefront in AR. 

Customers could choose between three different types of merchandise – sweatshirts, caps and t-shirts – and view them on a Lego character. The pieces then sold through an integrated “Shop Now” feature on Snapchat, which led shoppers through to a dedicated e-commerce page that displayed the products on a real-life model, enabling them to choose their size before completing purchase.

Macy’s
Macy’s Santa Monica Pier displays

Macy’s partnered with Pinterest to display scannable Pincodes at vibrant gathering spots in the US, such as Central Park in New York and the Santa Monica Pier in LA. Scanning a code took shoppers to a Pinterest board curated with ideal summer looks for their location with links to the online store. 

Unlike most immersive retail experiences that are fixed to a specific location, or indeed online only, this campaign was designed to inspire customers with virtual catalogs that meet them where they are. 

Nike
The Nike Air Jordan III “Tinker” sold out on Snapchat

Nike is another that has been experimenting with the idea of using specific virtual spaces to release new products. In 2018 it also used Snapchat, this time to release its Air Jordan III “Tinker” for those in attendance at the NBA All-Star after-party only.

 Achieved via a partnership between Nike, Snap, Darkstore and Shopify, users could scan exclusive Snap codes to buy and receive the shoes by 10:30pm that same night. All of them sold out within 23 minutes.

Outdoor Voices
Outdoor Voices augmented reality experience

Austin-based activewear brand Outdoor Voices launched an augmented reality app experience at SXSW in 2018 that encouraged fans to get outdoors to find particular virtual products in the middle of the park. Once discovered, users could explore them in 360-degrees, find out more information as well as click to purchase.

How are you thinking about new technology? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Each of the rules referenced above is matched by one of our products and services. Interested in how? Get in touch to learn more.

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business digital snippets product Retail social media sustainability technology

Amazon 10 years ahead of UN Paris agreement, Nike’s first hijab ambassador, Facebook’s AI styling

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

Top Stories
  • Amazon plans to meet UN Paris agreement 10 years early (CNBC)
  • First Nike hijab ambassador on breaking barriers for women in fitness (Evening Standard)
  • Facebook experiments with AI-powered styling program (Vogue Business)
Technology
  • Google and Jennifer Lopez reinvent the Versace dress that created Google Images (The Verge)
  • L’Oreal’s Color&Co adds AR hair color try-ons (Mobile Marketer)
  • The quiet robot revolution that can unlock a trillion dollars in retail efficiencies (Forbes)
  • Starbuck taps Alibaba’s Tmall Genie for voice ordering (The Drum)
  • Facebook teams up with Ray-Ban on smart glasses (Mobile Marketer)
  • Google opens a new AI research centre in India (The Next Web)
Sustainability & Purpose
  • Moncler tops Dow Jones Sustainability Index (Drapers)
  • Waste2Wear presents world’s first collection of ocean plastics verified with Blockchain (Fashion United)
  • Ikea invests in solar farms (Fast Company)
  • Nike opens distribution center fully powered by renewable energy (Highsnobiety)
  • Toast launches clothes-swap scheme (Drapers)
  • Salesforce is building an app to gauge a company’s sustainability progress (Tech Crunch)
  • Green money: AmEx joins fight against plastic waste (Stylus)
  • Avery Dennison teams up with plastic bank to further the circular economy (Sourcing Journal)
Retail & E-commerce
  • Body Shop opens refillable concept store (The Guardian)
  • Sandro opens first US flagship store in New York (Fashion United)
  • Psyche launches standalone childrenswear site (Drapers)
  • Quinn Harper opens first store on the King’s Road (TheIndustry)
  • Pandora unveils new store concept in Birmingham (Fashion United)
Business
  • Ocado and M&S’ new joint venture enjoys double digit growth (Charged Retail)
  • H&M to test selling external brands in strategy shift (BoF)
  • Thomas Cook collapse leaves thousands stranded as bailout fails (Bloomberg)
  • Burberry appoints non-executive director (Drapers)
  • In London, fashion takes a break from Brexit (BoF)
  • Toby Bateman steps down from Mr Porter (Retail Gazette)
  • Bluemercury founders depart Macy’s (Retail Dive)
Marketing & Social Media
  • The danger for luxury brands that fail at story telling (Jing Daily)
  • Urban Decay dishes out makeup samples to Bumble app users (Mobile Marketer)
  • As Gucci trips up on social media, sales fall (WSJ)
  • Louis Vuitton launces LVTV (Fashion United)
Product
  • Caspar jumps on the CBD bandwagon with sleep gummies (Retail Dive)
  • HP debut first computer made with ocean-bound plastics (Adweek)
  • Victoria Beckham launches beauty line at LFW (Fashion United)
  • Italy’s Opera Campi to launch stretch hemp apparel (Sourcing Journal)
Culture
  • Instagram adds new restrictions on weight-loss products and cosmetic procedures (Adweek)
  • Banana Republic looks to skin tone and size inclusivity for turnaround (BoF)
  • Refinery29 and Eloquii team up to create a crowdsourced plus-size collection (Adweek)
  • Gucci faces backlash for straightjackets at Milan show (BoF)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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business Campaigns digital snippets e-commerce product Retail sustainability technology

Shopify’s $6.6m sustainability fund, TikTok’s global rise, the new lure of the mall

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

TOP STORIES
  • Shopify looks to fight climate change, commits $6.6 million to new sustainability fund (BetaKit)
  • The strategy behind TikTok’s global rise (Harvard Business Review)
  • Can rollercoasters and a bunny garden lure shoppers back to the mall? (BoF)
  • Germany unveils Green Button: what you need to know about the worlds first sustainable textile label (Fashion United)
TECHNOLOGY
  • Pentland brands trials AR app (Drapers)
  • How technologies like RFID elevate the customer experience (Fashion United)
  • Luxury retailers are ladling on perks to please ultra-rich clients (Wired)
  • Coca-Cola cans activate animated stories in AR (Mobile Marketer)
  • Entrupy is an app that helps authenticate your grails (Highsnobiety)
  • McDonald’s uses AI for ordering at drive-throughs (BBC News)
SUSTAINABILITY & PURPOSE
  • How designers are trying to make NYFW more sustainable (Nylon)
  • Gucci vies to be even greener (NYT)
  • Stella McCartney pens an urgent letter to the fashion industry (The Times)
  • Biodegradable clothes may fix fashion’s huge waste problem (Wired)
  • Second-hand fashion hits £187m on eBay (Fashion United)
  • Harvey Nichols dips a toe into the circular economy (Vogue Business)
  • H&M announces initiative to increase e-commerce sustainability (Fashion United)
  • Sainsbury vows to halve plastic packaging by 2025 (Retail Gazette)
RETAIL & E-COMMERCE
BUSINESS
  • Philip Green’s Topshop & Topman report £505m loss (The Guardian)
  • New York’s Fashion Week revamp: did it work? (BoF)
  • New MD at Net-a-Porter (Drapers)
  • C&A files to begin IPO Process in Brazil (BoF)
  • Q&A with Mark Parker, CEO of Nike (Fast Company)
MARKETING & SOCIAL MEDIA
  • ‘We’re doing an evolution’: Inside Playboy’s extreme makeover (Digiday)
  • In London, is Extinction Rebellion out-marketing fashion? (BoF)
PRODUCT
  • Kim Kardashian’s Skims solutionwear launches online (Fashion United)
  • Duchess of Sussex’s new charity workwear collection (Vogue Business)
CULTURE
  • James Scully calls out ‘distressing’ treatment of models at NYFW (Dazed)
  • Macy’s announces 5-point plan to promote diversity and inclusion (Fashion United)
  • How to prevent your company from cultural appropriation (Forbes)
  • How cancel culture is affecting brands (Digiday)
  • PrettyLittleThing champions diversity at NYFW (Fashion United)
  • CurvyCon proves the future of fashion is fat (Fashionista)
  • M&S presents sunflower lanyards to support customer with disabilities (Retail Gazette)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.