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Aerie pushes empowerment with new product, campaign and experience

Aerie - "Bras make you feel real good"
Aerie

Aerie is launching a 360-degree campaign that aims to create a positive environment for women to shop and feel good about themselves.

The initiative, titled “Bras make you feel real good”, includes advertising, a new bra collection and a reinvented shopping experience, all of which aid the brand’s mission to promoting female empowerment and inclusivity.

Speaking of the brand’s overarching message of empowerment in January, Jennifer Foyle, Aerie’s global brand president, said: “At Aerie, we believe in authentic, real beauty and never airbrush our models.” Adding: “Now, more than ever, we want to encourage women everywhere to feel empowered to embrace their own unique qualities and beautiful REAL selves.”

The unretouched print campaign features a cast of 57 real women, which includes contest winners such as a cancer survivor, a woman with a colostomy bag and a woman with an insulin pump, as well as Olympic gymnast and sexual abuse survivor Aly Raisman.

In-store, the experience translates into two new consumer-facing features: a new bra fitting process titled Best Fit Finder (BFF) that provides a less invasive tool to finding the perfect bra fit; and in the fitting room, encouraging consumers to leave sticky note affirmations behind for the next woman to see, not too dissimilar from an experience found at mirrors in their Soho, New York flagship.

Moreover, the initiative also includes staff training: the brand has implemented a body confidence training campaign for its store team in partnership with the National Eating Disorders Association (NEDA), which is designed to create a judgement-free zone during the shopping experience.

To accompany the #AerieReal campaign, the American Eagle-owned brand is launching a new bra collection that includes products such as The Real Happy™, Real Me™ and Real Power™. All styles feature enhanced details such as softer fabric, removable padding and j-hooks for easy adjustments.

Appealing to real women both in its communication strategy and in-store experience, has worked in the Pittsburgh-based brand’s favor, as it announced a same-store sales growth of 38% in the first quarter of 2018, adding to a 25% increase in 2017.

The success reflects a clear appetite for realistic messaging, one which brands such as Victoria’s Secret have failed to swiftly respond to – in comparison, L Brands’ (the group that owns the lingerie company) stock has fallen by more than 45% in 2018.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. TheCurrent 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.

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

What you missed: Burberry’s ARkit, AI transforming Shop Direct, Stella McCartney and The RealReal

Burberry's new ARkit integration
Burberry’s new ARkit integration

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


TOP STORIES
  • Burberry turns to Apple for augmented-reality fashion app [Bloomberg]
  • AI will transform every retailer, says Shop Direct boss [Drapers]
  • Stella McCartney wants you to resell her goods in new partnership with The RealReal [Fashionista]
  • Could kelp be the future of sustainable fashion? [Observer]

BUSINESS
  • Direct to consumer brands vs commodities: who will prevail? [LooseThreads]
  • Decoding Chanel’s Gen-Z strategy [BoF]
  • More luxury stores closed in China over the last year than in any other country [Jing Daily]

SOCIAL MEDIA
  • Target will begin incorporating Pinterest’s Lens visual search technology [AdWeek]
  • John Lewis pioneers Facebook’s 360 shoppable ad [Campaign]
  • Dior debuts Weibo story, stays in lead with Chinese millennials [Jing Daily]
  • Inside Birchbox’s 40-person social media war room [Glossy]
  • Snapchat debuts Sponsored 3D World Lenses at Advertising Week New York [The Drum]

MARKETING
  • Gant to launch ‘Couple Thinkers’ TV show on YouTube [Fashion Network]
  • Nas brings street cred to effortlessly cool animated ads for Timberland [AdWeek]
  • Why United Colors of Benetton is parting with catwalk convention to showcase its brand DNA [The Drum]
  • Fashion brands still succumbing to the high-priced artsy film [Glossy]

RETAIL & E-COMMERCE
  • Patagonia has launched its own online thrift store [PSFK]
  • New Macy’s loyalty program nudges customers to spend more [Retail Dive]
  • Uniqlo’s retail empire embarks on a digital revolution [Nikkei]

TECHNOLOGY
  • AR is now a must-have in retail [Business Insider]
  • A way to repeatedly recycle polyester has just been discovered [Eco-Business]
  • These high-tech knitting machines will soon be making car parts [Bloomberg]
  • Fashion’s future may rest on an old technology: glue [Fast Company]
  • Modiface is becoming the go-to provider of augmented reality to beauty brands [Glossy]

PRODUCT
  • Google and Levi’s ‘connected’ jacket is now on sale [TechCrunch]
  • To make a new kind of shoe, adidas had to change everything [Wired]
  • How these female engineers reinvented the bra [Fast Company]

START-UPS
  • With lab-grown leather, Modern Meadow is engineering a fashion revolution [BoF]
  • Amazon has acquired 3D body model startup, Body Labs, for $50M-$70M [TechCrunch]
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digital snippets technology

Digital snippets: all the wearable tech news from #CES

under-armour-hb-2

Trawling the halls of the Las Vegas Convention Center during CES is the equivalent of perusing 38 football fields of shoulder-to-shoulder booths featuring endless displays of new technology.

The great news about the internet: you don’t have to actually do that hard work yourself. So here’s a round-up of all the fashion-related and wearable technology news that came out of the week, as written by other people all over the web (I too gave it a miss this year!)…

  • How Under Armour plans to turn your clothes into gadgets [Wired]
  • Under Armour’s Gemini 2 sneakers are fitness trackers for your feet (as pictured) [Mashable]
  • Misfit’s wearables hide their tech behind cool minimalism [Wired]
  • Fitbit Blaze launches as $200 Apple Watch competitor [TechRepublic]
  • Samsung unveils ‘Smart Suit’ as part of family of wearables [Mashable]
  • Samsung made a smart belt that doesn’t suck [The Verge]
  • Fossil to roll out 100 wearables [WWD]
  • OMbra biometric smart sports bra woos women [BrandChannel]
  • L’Oréal patch measures UV exposure [TrendWalk]
  • Fashion icon Iris Apfel debuts luxury smart bracelets that track health [MedicalDaily]
  • Mira’s new smart jewellery combines tech and high fashion [DigitalTrends]
  • Futuristic sneakers tighten automatically, warm your feet and are controlled by an app [MailOnline]
  • Casio maps out smartwatch territory in cyclists and hikers [FT]
  • SCOTTeVEST’s new jacket lets users cleverly store a laptop inside their clothing [iDigitalTimes]
  • Clothes at the CES fashion show actually looked pretty normal [CNET]
  • A look at some of the wackiest wearables on show [Wareable]

Image via Mashable

Categories
Editor's pick film

Triumph pushes bra-fitting services in animated musical film

Triumph_findtheone

Triumph has transformed model Hannah Ferguson into an animated character as part of a campaign designed to promote its bra fitting service.

The two-minute musical spot celebrates the magic of finding the perfectly fitting bra. It follows the tale of Hannah, her two friends, a fairy godmother in the shape of a dress form, and a companion called Fred the Frog on the quest for “the one”.

The aim in using animation, according to Triumph, was to provide women with a character that is relatable rather than aspirational, removing any pressure to look a certain way.

Eszter Szijarto, head of brand marketing at Triumph said: “It is really important for us to find new ways of bringing to life the bra finding journey so that we continue to inspire customers to go for a bra fitting. By transforming our model, Hannah, into a cartoon we are treading new ground and by doing so, we aim to create a compelling visual experience that captures the magical feeling of finding the right bra that transforms your life – ‘The One’.”

The campaign features a musical score composed by Tony award-winner Jason Robert Brown. The vocal was performed by three acclaimed Broadway singers, and the accompaniment by Prague’s Filmharmonic Orchestra.

It will air on television in the UK, Germany and Italy from today until mid-May, while edited versions will be viewable online.

Accompanying it is a contest called Animate Me, which calls for fans to answer questions related to “The One” via Facebook and Twitter as well as the Find the One Hub (where bra fitting appointments can also be made). Winners will receive an animated illustration of themselves in the same style as the film.

This post first appeared on WGSN.com/blogs

Categories
data digital snippets e-commerce film social media technology

Digital snippets: Bloomingdale’s, Banana Republic, Liberty London, Chanel, Brandy Melville

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

instagram

  • Bloomingdale’s launches interactive, shoppable Instagram gift guides [Luxury Daily]
  • Shyp partners with Banana Republic to help procrastinating shoppers [TechCrunch]
  • Liberty London turns Instagram likes into loyalty perks [PSFK]
  • Watch Cara Delevingne and Pharrell sing in Chanel’s latest short film [Fashionista]
  • Brandy Melville: Instagram’s first retail success [Business Week]
  • Very.co.uk leverages real-time OOH for Christmas advent calendar campaign [The Drum]
  • Luxottica and Intel take the fashion/tech hookup to a whole new level [NY Times]
  • Lady Gaga is a 1940s diva in showstopper for H&M [Creativity Online]
  • Van Cleef & Arpels creates interactive microsite for winter [Luxury Daily]
  • J.Crew goes back to Instagram for design inspiration – meet Mayhem, age 4 [BrandChannel]
  • Inspiration meets social media [NY Times]
  • How fashion retailers are using data to deliver personalised customer experiences [BoF]
  • Google want to launch a ‘Buy’ button to hurt Amazon [Business Insider]
  • How a fashion e-retailer uses Apple’s iBeacon technology to reach shoppers in Brazil [Internet Retailer]
  • ‘Bionic Bra’ could revolutionise the brassiere as we know it [Mashable]
  • Infographic: Here’s how sizing varies at different retailers [Business Insider]
  • Selfies are huge in Asia, and brands are having fun with them [AdAge]
  • WeChat reigns as top social influencer for China’s luxury shoppers [Jing Daily]
  • What is holding back fashion on YouTube? [L2 The Daily]
Categories
digital snippets e-commerce social media

Digital snippets: Michael Kors, Banana Republic, Macy’s, Kate Spade, John Lewis, L’Oréal, Juicy Couture, Sephora

A short break here means there’s a stack of content to catch up on. Below are the top links for stories surrounding fashion and digital during my recent fortnight of travels. Hours of fun…

MichaelKors_Instagram

  • Michael Kors’ widely hated Instagram ad was actually a massive success; received almost four times as many likes as the average post [Business Insider
  • John Lewis 2013 Christmas ad beats 2012 ad total YouTube views within days of release [The Drum]
  • Banana Republic, CNNMoney and CNBC among top Twitter accounts during TWTR IPO [TechCrunch]
  • Like what you see? Kate Spade video ad designed for instant shopping [Mashable]
  • L’Oréal Paris launches make-up vending machines in NYC subway [Fashionista
  • Juicy Couture to be first brand to advertise using Snapchat Stories [The Drum]
  • At Sephora, mobile-first means ‘connecting’ the customer’s experiences [eMarketer]
  • Neiman Marcus teams up with Shapeways to offer 3D printed holiday capsule collection [PSFK] 
  • Printemps sets e-commerce strategy [WWD
  • Cartier North America CEO stresses importance of carefully curated digital presence [Luxury Daily]
  • How can retailers make it easier to buy jeans online? [Econsultancy]
  • On the same theme: This app can find your true bra size by taking two selfies of your breasts [Business Insider
  • Vanessa Traina launches new curated e-commerce venture The Line [BoF]
  • Fashion bloggers see a missed opportunity to monetise Instagram posts – why aren’t links allowed? [AdWeek