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Digital snippets: Alexander Wang’s future, Louis Vuitton wins Instagram battle, new Kenzo film

Alexander Wang - fashion and technology

A round-up of everything you might have missed in fashion and technology news (and beyond) over the past fortnight or so. Read on for Alexander Wang’s views on Amazon, insight on how Kit and Ace overhauled its e-commerce, and detail on Tencent and L’Oréal’s zany branded content experiment in China…


  • Alexander Wang talks about the future of fashion – including Amazon (as pictured) [Racked]

  • On Instagram, Louis Vuitton’s resort show comes out on top [Fashionista]

  • Kenzo just released a Japanese all-girl biker gang film [Dazed]

  • How Kit and Ace overhauled its e-commerce [Glossy]

  • Selfridges unveils iOS app with ‘shoppable’ Instagram feed [Econsultancy]

  • Condé Nast partners with Gucci on branded content [The Industry]

  • Inside Tencent and L’Oréal’s zany branded content experiment in China [AdAge]

  • Sephora uncaps new mobile revenue stream via shoppable Snapchats [Mobile Commerce Daily]

  • Adidas on Snapchat leaks its latest collection [PSFK]

  • Nike reveals Euro 2016 ad starring a body-swapping Cristiano Ronaldo [The Drum]

  • Visa introduces NFC-enabled payment ring for Rio 2016 Olympic Games [Brandchannel]

  • How online models are chosen to influence the way you shop [Telegraph]

  • Pinterest’s real-world Pins let in-store shoppers save real items to virtual boards [AdWeek]

  • Snapchat passes Twitter in daily usage [Bloomberg]

  • Smartzer seeks to carve niche in shoppable video realm [Glossy]

  • Welcome to a cashless future where retailers recognise our faces [The Guardian]

  • Refinery29, focused on global expansion, hits Germany [AdAge]

  • Fashion’s fraught relationship with 3D printing and sustainability [Glossy]

  • Line’s beauty and fashion portal rolls out its Persian carpet [TechCrunch]

  • Why is futuristic fashion still retro? [Slate]
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Editor's pick film

Nike extends #betterforit campaign with scripted YouTube series

margotlily_nikebetterforit

Nike is upping the storytelling ante as part of its #betterforit women’s campaign and taking to YouTube with an eight-part scripted series. A direct bid to reach millennial women, the branded content follows two sisters involved in a bet to make more friends on the one hand, and get fit on the other.

Margot vs. Lily as it’s called, was created by Wieden & Kennedy Portland in collaboration with the team behind the indie film Me and Earl and the Dying Girl.

It speaks to the success being seen in long-form video content elsewhere on the web – from the very existence of Netflix down to extended plays across platforms including YouTube of course, as well as Facebook (thanks largely to that autoplay feature).

It’s on that note the brand has tapped into the notion of narrative – creating something for viewers to invest in and want to come back to. As Kerri Hoyt-Pack, VP of Nike Women’s brand marketing globally, told AdWeek: “We wanted to surprise and inspire her through story, and we knew that longer form would give us something where we could get a little richer in bringing the story to life. It’s also a format that clearly women around the world today value. Connecting to this longer-form original programming just made sense for where she is.”

In terms of the tale itself, Hoyt-Pack said the key focus was to make it relatable and therefore authentic to the audience. “[The series is] about strength and power and confidence, and I think you see that in both characters. But it’s also about vulnerability and uncertainty… As a brand, that’s something we’re really proud to showcase, to invite our consumer into that experience, to be relatable. But it’s also just an expectation of this generation today. It’s a deeper, richer meaning that obviously resonated really well with [last year’s “Better for It” ads], and it’s something we’ve just put more depth in here,” she added.

This is a branded series all the same, so expect to see Nike merchandise throughout, but it’s not a heavy sales pitch, which helps. The accompanying Nike.com/betterforit site is where that part of the campaign sits, pulling in specific Nike+ workouts from the show, as well as directing to product.

The first episode hits YouTube today, Monday February 1. You can watch the trailer above.

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Armani launches fashion-themed discussions over Twitter – #ArmaniTweetTalks

Giorgio Armani is launching a series of live discussions surrounding the fashion industry entirely over Twitter.

Through #ArmaniTweetTalks, the Q&A sessions will feature notable guests chosen for their expertise as well as their number of followers on the platform. Each discussion will focus on a specific topic, with questions submitted in by Twitter users around the globe.

The first will take place on June 1 as part of the Armani One Night Only in Beijing event. Moderated by editor and author Peter Howarth, it will focus on China, and discuss “how this country is rapidly shaping up to be the most influential fashion market of the twenty-first century”.

Panellists include Angelica Cheung, editor-in-chief of Vogue China; Hung Huang, publisher, blogger and TV commentator; Godfrey Deeny, fashion critic; Federico Marchetti, founder and CEO of YOOX Group; Susanna Lau of stylebubble.co.uk; and Tommy Ton of jakandjil.com.

The entire series will also be accessible via Armani.com/tweettalks, where profiles of each of the participants also exist.

Consumers can also follow the action, tweet by tweet, via Armani’s Tweetwall.