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Converse launches GIF campaign for back-to-school season

Millie Bobby Brown in Converse's First Day Feels back-to-school campaign
Millie Bobby Brown in Converse’s First Day Feels back-to-school campaign

Converse is focusing in on the butterflies kids (and adults) get before their first day for the back-to-school season, with a GIF-laden campaign called First Day Feels.

Starring Stranger Things’ Millie Bobby Brown, the 32 GIFs are designed to represent all manner of different emotions that might be felt – a visual language if you will. From excitement to disgust, surprise, boredom, hysterics and more, there’s something for everyone to share.


The campaign was created with Big Spaceship, with the GIFs appearing on Giphy and Tenor as well as the brand’s own social channels. The aim is to place them where they’re easily discoverable by the teen target market.

In doing so, Converse is hoping to resonate with its audience in a more authentic way than a straightforward anthem video spot, according to The Drum.

There are also 60 and 30-second videos that combine all of the GIFs and will appear as paid media on the likes of Buzzfeed and Teen Vogue.

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business digital snippets e-commerce film social media Startups sustainability technology

What you missed: Robotics in retail, biotech’s luxury nod, Amazon launches Spark

The rise of robotics in retail
The rise of robotics in retail

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


TOP STORIES
  • ‘We’re at the onset of an industrial revolution’: The rise of robotics in retail [Glossy]
  • Biotech gets the luxury nod with Bolt Threads x Stella McCartney tie-up [Forbes]
  • Amazon launches Spark, a shoppable feed of stories and photos aimed at Prime members [TechCrunch]

BUSINESS
  • Will the death of US retail be the next big short? [FT]
  • 10 major retailers that could go bankrupt in 2017 [RetailDive]
  • Miroslava Duma on the biggest sustainability problems facing the fashion industry [Marie Claire]

SOCIAL MEDIA
  • Instagram encroaches on Snapchat’s turf of social media influencers, winning their hearts, minds and posts [CNBC]
  • Snapchat’s e-commerce boss says World Lenses could transform how brands convert online shoppers [The Drum]
  • Nordstrom hones Snapchat strategy for annual anniversary sale [MarketingDive]

MARKETING
  • Adidas debuts lifestyle app All Day [Fashion United]
  • Pharrell Williams powers Old Navy’s 2017 back to school musical [BrandChannel]
  • Valentino integrates shoppable video for exclusive AW17 pre-launch on Mytheresa [Fashion United]

RETAIL & E-COMMERCE
  • Legacy retailers define strategy in competitive terms. Retail upstarts define it in terms of their customer [LeanLuxe]
  • Everlane to open first flagship store [RetailDive]
  • LLBean rebrands to be more digital, less direct-mail [AdAge]
  • CEO Matt Kaness on the future of ModCloth, post-Walmart [Glossy]

TECHNOLOGY
  • The permanent future of conversational commerce: eBay’s RJ Pittman on AI and chatbots [Forbes]
  • Researchers develop green method for artificial spider silk [Fashion United]

START-UPS
  • Modern Meadow to unveil its creative materials platform at fall exhibition [Modern Meadow]
  • NewStore raises $50 million for mobile commerce [TechCrunch]
  • Meet Shopshops, an interactive, online retail experience for fashion-savvy Chinese consumers [Fashionista]
  • Syte.ai, a visual search startup just for fashion, closes $8M Series A [TechCrunch]
Categories
business digital snippets e-commerce film social media Startups technology

What you missed: Snapchat’s spectacles, driving see-now buy-now sales, Cartier’s sponsored content

Snapchat spectacles
Snapchat spectacles

It might have been Milan Fashion Week, but the majority of musing worth knowing about in the digital space this past week surrounds the launch of Snapchat’s (now Snap Inc’s) new camera glasses. On top of that has been everything from whether see-now, buy-now fashion week shows are actually driving sales, the fact McQueen and Chanel top a new CoolBrands list, and why LVMH’s digital drive is taking time despite its big Apple hire. Read on for a breakdown of everything you need to know…


TOP STORIES
  • Why Snapchat’s spectacles can succeed where Google Glass failed [AdAge]
  • Are ‘see now, buy now’ shows driving sales? [BoF]
  • Neiman Marcus is encouraging brands to adopt ‘see-now, buy-now’ strategy [Fashionista]
  • Alexander McQueen and Chanel make top 20 global CoolBrands list [The Industry]
  • Inside Cartier’s sponsored content strategy [Glossy]

BUSINESS
  • LVMH’s digital drive takes time despite Apple hire [Reuters]
  • Adidas and Under Armour are challenging Nike like never before [Business Insider]
  • Tiffany proposes growth through engagement in the digital age [BrandChannel]

SOCIAL MEDIA
  • YSL Beauté reveals first ever UK Snapchat lens [The Industry]
  • Adidas claims retention on Snapchat is ‘insane’ compared to YouTube [The Drum]
  • Teens talk Instagram beauty influencers and what makes them buy [Racked]
  • Here’s how much engagement brands got from back-to-school social posts [AdWeek]
  • Google launches messaging app with chatbot [Campaign]
  • Branded emojis coming to messaging apps [WSJ]

MARKETING
  • Gap teams up with Mr Black to raise awareness for denim care [Fashion United]
  • Bobbi Brown initiates mobile makeovers with Uber [WWD]

RETAIL
  • How designer Rebecca Minkoff uses technology to create a better shopping experience [The Street]
  • BHS to launch online a month after last store closed [Guardian]
  • Zara fashions an expanded online growth strategy [BrandChannel]

TECHNOLOGY
  • The secret lab where Nike invented the power-lacing shoe of our dreams [Wired]
  • No. 21 Sends shoes that glow in the dark down the Milan Fashion Week runway [Footwear News]

START-UPS
  • Carmen Busquets, fashion e-commerce’s fairy godmother [NY Times]
  • Where is the Uber of fashion? [Forbes]
Categories
social media

Hollister turns to personal teen moments in back-to-school social campaign

Hollister #HCoJeansMovement
Hollister’s #HCoJeansMovement campaign

Teen retailer Hollister is enlisting 30 of its customers to share personal thoughts for its latest social media campaign.

Referred to as a “celebration of uniqueness”, the #HCoJeansMovement initiative is a bid to drive engagement around denim ahead of the all-important back-to-school season.

As Michael Scheiner, VP of marketing and communications at parent company Abercrombie & Fitch Co, told WWD: “What brings all of these people together is their love of jeans. Jeans have always been a key part of our brand, especially during back-to-school.” Each of the models/customers in the campaign are indeed wearing Hollister jeans.

They do so in both stills and video format – holding up signs that express something that’s special about themselves, or something they believe in. In one, a teenage girl says: “I’m graduating early to pursue my dreams.” In another: “Dyslexia didn’t stop me from reading. It challenged me to be more well read.”

Others include: “Singing sparks my soul. All I need in life is a crowd and a mic.” Plus: “Nerd is my favourite label.” And: “I never let my friend group define me. I define myself.”

The assets will appear via e-mail and across Instagram, YouTube, Snapchat, Facebook, Hulu, Twitter and Spotify.

Categories
digital snippets e-commerce social media Startups technology

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]
Categories
digital snippets e-commerce film mobile social media Startups technology

Digital snippets: Asos launches podcast, Burberry’s success on Periscope, Jet hits $1m in first-day sales

A round-up of the latest stories to know about surrounding all things fashion and tech…

asos

  • Asos launches weekly podcast in customer engagement push [Retail Week]
  • Burberry’s Snapchat and Periscope campaigns deliver a record 100m impressions [The Drum]
  • Jet, the new Amazon competitor, hits $1 million in sales on launch day [re/code]
  • Forever 21 launches Instagram-powered thread screen [DigitalBuzzBlog]
  • Nordstrom is making it simple to buy via text message [NRF]
  • Birchbox’s monthly deliveries will give virtual reality a fascinating test run [AdWeek]
  • Katy Perry, Coty launch perfume line with Twitter pop-up shop [AdAge]
  • Victoria’s Secret chatting app ensures instantaneous customer satisfaction [PSFK]
  • LVMH to launch Apple Watch rival [Reuters]
  • Amazon will be the number one US clothing retailer very soon [Bloomberg]
  • Old Navy follows viral hit with another back-to-school music video [AdAge]
  • Rakuten buys virtual fitting room start-up Fits.Me in a fashion commerce play [TechCrunch]
  • E-commerce start-up Tinker Tailor shuts down operations [Fashion Times]
  • Personal shopping app Scratch launches with $3.6 million in funding [Fashionista]
  • Battle of the buy buttons: What does the social commerce hybrid mean for retail brands? [The Drum]
  • The surprising way smartphones are changing the way we shop [The Washington Post]
  • Malte Huffmann of Dafiti on cracking fashion e-commerce in Latin America [BoF]
  • Fashion’s biological future is now [Huffington Post]
  • Programmable clothes are going commercial [Co.design]
  • Apple Watch sales: what we know (and don’t know) [WSJ]
  • Pebble boss: ‘one day, people will not be able to live without their smartwatch’ [The Guardian]
  • Does Ringly have a place in an Apple Watch world? [TechCrunch]
  • Vogue launches Alexa Chung fashion documentary series, crowdsources questions [Vogue]
  • 10 retailer blogs that are genuinely worth reading [Econsultancy]
Categories
business digital snippets e-commerce film mobile Startups technology

Digital snippets: Condé Nast, Gap, Hermès, Rag & Bone, John Lewis and more

A round-up of the latest stories to know about surrounding all things fashion and tech…

gap_normcore_ZosiaMamet

  • Condé Nast to sell Fairchild Fashion Media, including WWD, for $100 million [NY Times]
  • Gap’s fall campaign is an ode to normcore trend, Zosia Mamet (as pictured), Elisabeth Moss, Anjelica Huston among stars [Racked]
  • Hermès creates quirky app to promote men’s A/W 2014 accessories [Creativity]
  • Rag & Bone autumn/winter collection stylised in dance performance [PSFK]
  • Hawes & Curtis, House of Fraser and Bentalls install beacon-enabled mannequins [The Drum]
  • However, John Lewis to seek ‘romance’ in beacon technology before committing [The Drum]
  • Topshop and Miss Selfridge in online push into China, launching on ShangPin.com website [FT]
  • Condé Nast’s Lucky magazine merging with online retailer BeachMint [WSJ]
  • Will Apple’s ‘iWatch’ rattle luxury watchmakers? [BoF]
  • A girl faces her monstrous fears in Old Navy’s back-to-school musical, generates five million views to date [AdWeek]
  • Six takeaways from Gap and Old Navy about brand-building in China [AdAge]
  • New shopping app, Spring, makes the mall obsolete [Wired]
  • Rise of shoppable content will change the face of advertising [The Guardian]
  • Fashion start-ups bring style to Silicon Roundabout [FT]
  • Can technology solve the fit problem in fashion e-commerce? [BoF]
  • Omote real-time projection mapping demoed with make-up on model’s face [DigitalBuzzBlog]
Categories
digital snippets e-commerce mobile social media Startups technology

Digital snippets: Amazon 3D printing, Zappos digital assistant, Target In a Snap app, and more

A round-up of the latest stories to know about surrounding all things fashion and tech…

Jeff Bezos, Amazon 2012

  • What Amazon’s foray into 3D printing means for the industry [Fortune]
  • Zappos tests digital assistant that helps you track down any fashion item [CNET]
  • Target snaps up mobile shopping innovation with image recognition app [BrandChannel]
  • L’Oréal make-up goes virtual for selfie age [FT]
  • Yoox Group teams with messaging service WeChat [WWD]
  • Marie Claire’s innovative interactive magazine covers are breaking new ground in advertising real estate [BoF]
  • This Nike vending machine accepts only FuelBand points [Creativity]
  • Virtual reality: advertising’s next big thing? [AdAge]
  • Forever 21, Urban Outfitters among most popular retailers on Pinterest, relative newbie, Modcloth, tops list [Forbes]
  • 8 start-ups trying to help you find clothing that fits [Fashionista]
  • The new bazaar: in India, online stores catch on with buyers [NY Times]
  • New York Fashion Tech Lab program debuts at Hearst Tower [PSFK]
Categories
film

Another win for Kmart – Yo Mama

Kmart is killing it with its ad campaigns at the moment, check out this latest one for the 2013 back-to-school season: