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film social media

Nordstrom: Can Olivia Palermo & multimedia ads reach a younger market?

olivia-palermo-nordstrom

Share prices may be tanking globally and department store shares are suffering. But Nordstrom’s shares rose nearly 6% Monday after it unveiled a new collection with Olivia Palermo and a new ad campaign.

Its exclusive Olivia Palermo + Chelsea28 collection features 32 different separates with roots in American sportswear staples, as well as dresses. Nordstrom is hoping it can get to a younger customer with this launch.

Prices are lower than you might expect for Nordstrom ($448 for a suede trench dress, $98 for a striped wool and cashmere sweater, $148 for a denim blazer). Will the people who might actually wear the clothes take to it as much as the people who buy the firm’s shares have done? That remains to be seen.

Meanwhile the See Anew campaign that also launched yesterday is another part of the high-end store’s effort to reach a younger customer. With that in mind, it has opted for a short film with models dancing through a kaleidoscope of mirrors.

It’s all about summing up spring and its fresh, optimistic mood while also showing the clothes off to their best advantage.

VP of creative projects, Olivia Kim, led the project with experimental filmmakers Tell No One of Good Egg, who created the kaleidoscope set.

The campaign includes print in the usual glossies (of course) plus TV, digital, video and social media. The latter will include sponsored posts across Nordstrom’s social platforms taking in Instagram, Facebook, Twitter and special programmes with SnapChat and Pinterest. See what you think of the campaign:

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

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Comment Editor's pick social media

The risk of Generation Z: let’s talk about fashion’s obsession with teen-endorsed Snapchat campaigns

BrookylnBechham

There’s a shift happening with social media campaigns from luxury fashion brands of late – they’re increasingly skewing younger. In a bid to drive engagement with Generation Z (those born beginning in the late ‘90s to early-2000s), they’re turning to platforms like Snapchat and influencers ranging from Kendall Jenner to Brooklyn Beckham.

The aim is to seem “cool” (NB: not a Gen-Z word) and to resonate with those in their teenage years.

Head on over to Forbes where I talk about why such moves – including the new Burberry campaign shot by 16-year-old Brooklyn – are at risk of damaging the relationships mass luxury brands built up with “older” digital Millennials on social media initially.

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digital snippets e-commerce social media Startups technology

Digital snippets: Tommy Hilfiger’s #Instapit, Amazon’s growing fashion offer, Burberry’s Brooklyn Beckham nepotism controversy

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

tommy

  • Tommy Hilfiger to host first ‘Instapit’ for Instagram content creators at women’s show [WWD]
  • Amazon’s clothing selection is now bigger than 250 Walmart supercenters combined [Re/code]
  • Brooklyn Beckham, Burberry and the new celebrity aristocracy [The Guardian]
  • House of Fraser baffles Twitter with off-the-wall Valentine’s Day #emojinal campaign [Marketing]
  • Dolce & Gabbana’s male models were glued to their ipads on the runway [Yahoo! Style]
  • John Lewis introduces ‘Shazam for clothes’ [Independent]
  • Zalando: the fashion platform looking to China for great customer experience [Econsultancy]
  • How The North Face uses AI to create natural conversations with online shoppers [Medium]
  • Inside three retail innovation labs: Sephora, Kohl’s, and Sears [RetailDive]
  • Social media influencers star in Boohoo #WeAreUs campaign [WWD]
  • 4 influencers break away from a dystopian future in adidas’ edgy new campaign [AdWeek]
  • Fashion and beauty brands are investing more in influencer marketing than ever [Fashionista]
  • Here’s how much celebrities make in the Instagram product placement machine [Jezebel]
  • Uber will now deliver your fancy Nordstrom clothes and flowers too [Mashable]
  • At retail’s ‘Big Show,’ a look at the tech merchants hope will keep them relevant [The Washington Post]
  • Shoppers love click and collect more than any other retail tech [Marketing]
  • Fixing the fitting room [Bloomberg]
  • The latest in so-called ‘beauty tech’ [Racked]
  • A growing internet ecosystem is breeding a radically new generation of fashion-forward men [Quartz]
  • Global luxury: how to win when you’re everywhere [BoF]
  • What worries retailers about their digital transformation [Digiday]
  • Here’s the problem with trendy e-commerce businesses [Fortune]
  • The future of e-commerce: bricks and mortar [The Guardian]
  • This ex-Googler’s fashion aggregation site is pioneering age of digital personalisation [Forbes]
  • New platform Launchmetrics can help fashion publicists track the ‘influence’ of front row guests [Fashionista]
  • Meet the 25-year-old Swedish woman using 3d scanning to make shoes fit perfectly [Forbes]
Categories
Editor's pick social media

Kendall Jenner and Justin Bieber drive top tier engagement for new #MyCalvins campaign

Kendall_mycalvins

Proving the power of today’s social media celebrities, Kendall Jenner managed to rack up over 3.5 million likes for a handful of Calvin Klein images on her Instagram feed this week in little over 24-hours.

Justin Bieber meanwhile gained 1.5 million for one of his posts for the brand. All of them were part of Calvin Klein’s new spring/summer 2016 #mycalvins campaign – a refresh of a user-generated content initiative that has driven social media sharing for the brand around the world.

On this occasion, investing in influencers has once again helped get the word out. The provocative poses are accompanied by a tagline of “I ___ in #mycalvins”, encouraging other people to indicate what they indeed do in theirs.

It’s also the first time that each of the Calvin Klein brands – Calvin Klein Collection, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear – have been presented together. The campaign also features other well-known names such as hip hop artist Kendrick Lamar, singer FKA Twigs, actress Klara Kristin, cult skateboarder Mark Gonzales, British artist Shantell Martin and The Wire actor Tristan Wilds.

Photographer and filmmaker Tyrone Lebon is the mastermind behind the images, with the answers to what all these familiar faces do in their Calvins rounded up into a 90-second video as well.

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social media

Condé Nast social campaign showcases “creativity selfies”

condenast1

Condé Nast has flexed it celebrity muscle and pulled in influencers ranging from Kendall Jenner to Reese Witherspoon to contribute to a new social media campaign focused on creativity.

Referred to as “creativity selfies”, the “Create. Connect. Condé Nast” campaign in the US, sees familiar faces appearing across social channels in short videos talking about what creativity means to them. Joining Jenner and Witherspoon are the likes of Jordan Spieth, Ronda Rousey, Hilary Rhoda, Lily Aldridge, Kerry Washington, and some 100 of the media company’s own employees.

Condé Nast secured 37 influencers in total, some of which, including Justin Bieber, helped promote the videos on their social media channels, using the hashtag #CreativityIs.

The idea for the project was born last summer when the company’s CEO Bob Sauerberg asked CMO Edward Menicheschi to come up with a way to tell the story of who Condé Nast is today, reports Advertising Age. Menicheschi worked with artistic director Anna Wintour and corporate creative director Raul Martinez, alongside in-house branded content studio 23 Stories, to transform the concept into reality.

There are three 60-second campaign videos, as well as a 15-second version for each publication (some of which can be seen from the tweets below). They are being pushed out via Condé Nast’s suite of social media accounts (a combined total of 120 million followers), not to mention to the millions of additional consumers via the celebrities mentioned. An out-of-home campaign will follow.

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data social media

Rihanna + brand = license to print money, thanks to the fans

rihanna

Who’s the biggest celebrity in the world? No, let me ask that again… who’s the most marketable celebrity in the world? Move over Gigi, Kendall, Gisele, Kim, Jennifer, Justin, Harry and all those other celebs I can’t bring myself to list. Step forward Rihanna.

Her fans have more distinctive brand preferences than those of any other big-name celebrity in any genre (including athletes, actors, musicians, and others), according to data from researcher The NPD Group.

NPD’s new BrandLink database identifies the brand preferences of fans to help marketers identify the celebrities with which brand users are most likely to engage.

But do celebs really influence our product choices? Interestingly, I used to work in a job where we regularly published celeb style reports and subscribers always denied being interested in them – but the hit rates were always through the roof.

The fact is that fame sells but, as this report shows, not all fame is equal. It all depends on the fans.

According to NPD, a celebrity is considered to be a strong endorsement opportunity for a brand if the fans of that celebrity are at least 50% more likely to use the brand. The endorsement score shown below reflects the relative marketability of big-name celebrities, based on the total number of brands for whom they would be a strong endorser. RiRi’s index score of 367 means that she has almost 3.7 times as many strong brand endorsement opportunities as the average big-name celebrity. Besides those shown in the chart below, Rihanna outranks other well-known celebrities including Angelina Jolie, Tim McGraw, Coldplay, and Stephen Curry.

npd-celebrity-brand-endorsement-scores

One of the many brands that drove Rihanna’s top endorsement score was Jeep, which means that her fans show a distinct preference for Jeep. On the surface, if Jeep were considering a celebrity endorsement, it might think that Rihanna and Beyonce are equally good choices. Both are chart-topping female R&B stars with very similar fan bases. However, BrandLink shows that Rihanna’s fans are much more likely to choose that vehicle because of her links with it.

“Celebrities are media properties in their own right, with audiences that have nuanced brand preferences,” said Barbara Zack, NPD vice-president. “In the same way that every sitcom is not equally valuable to a particular brand, neither is every celebrity equally valuable to a particular brand.”

Although this analysis is focused on big-name celebrities (those with over 10 million big fans), the database includes lesser known talent as well. Smaller celebrities with a high number of brand endorsement opportunities include talent as diverse as M.I.A. (rap/hip-hop), Michelle Phan (YouTube), and Luis Suárez (soccer).

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

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social media

Instagram likes: Kendall Jenner, Taylor Swift take 2015 prize

instagram-board

It’s a very shallow world and it’s also one that’s celebrity-obsessed. That’s pretty obvious from the list of Instagram posts that got the most likes this year.

Was it a triumph of inspirational imagery? Not exactly. The unstoppable Kendall Jenner and Taylor Swift were the influencers who rocked this most visual of social media channels.

Kendall’s sister Kylie also got in on the act and last year’s most liked Instagrammer, Beyoncé, was still there (but at number five this year). Taylor Swift had the most entries in the top 10, however – six of them in fact.

Come on own up, are you responsible for one of the combined 12.9m likes these five posts received?

1-kendall-jenner

2-taylor-swift

3-taylor-swift

4-kylie-jenner

5-beyonce

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

Categories
digital snippets e-commerce film social media technology

Digital snippets: Calvin Klein, Tommy Hilfiger, Net-a-Porter, ModCloth, Nasty Gal, Dove

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

calvinklein_bieber

  • Justin Bieber drives 3.6m+ new social followers for Calvin Klein [WWD]
  • Tommy Hilfiger becomes digital showroom pioneer [Pursuitist]
  • Net-a-Porter hints at launch of new social commerce experience [The Drum]
  • What changes at ModCloth and Nasty Gal mean for e-commerce [TechCrunch]
  • Dove’s latest film encourages girls to love their curls [AdWeek]
  • Footwear brand Merrell invites Sundance attendees to virtual reality hike [PSFK]
  • Op-ed: A picture is worth a million likes [BoF]
  • Why celebrity casting is spring’s biggest campaign trend [Fashionista]
  • Microsoft’s HoloLens presents a bold near-future for augmented reality [WGSN/blogs]
  • Are magic mirrors the next big thing? [Retailing Today]
  • Ringly has raised $5.1 million to make cocktail rings that light up when you get a notification [Business Insider]
Categories
social media

Marc Jacobs releases archive content for 30-year celebrations

mj30_1

Marc Jacobs is celebrating its 30-year anniversary with an online gallery of never-before seen imagery.

The content dates back to 1984 when the partnership between Marc Jacobs and Robert Duffy began, and so far features everyone from Sarah Jessica Parker and Winona Ryder, to Christy Turlington.

Reads one of the posts on the site: “Robert Duffy created 10 original company guidelines to help ensure the success of Marc Jacobs Intl. He reminds us that we must always foster an environment that encourages risk taking, maintain irreverance, and most of all, always have fun!”

The content can also be found collated across social sites under the hashtag #MJ30. The designer has released two exclusive items alongside the campaign – the Timeline Tee and 1984 Tee.

mj30_5 mj30_3mj30_4

Categories
digital snippets e-commerce film social media Startups

Digital snippets: Fabergé, Dior, Gucci, Marc by Marc Jacobs, H&M, J.Crew and Kate Spade

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

 

  • Fabergé’s NYC Easter egg hunt marks the largest Beacon deployment ever in the US [Fashionista]
  • Dior explores global flower sourcing with interactive map [Luxury Daily]
  • James Franco directs video for Gucci (as above) [WWD]
  • Marc by Marc Jacobs line crowdsources models with #castmemarc campaign on social [Vogue.co.uk]
  • YouTube fashion viral: Miranda Kerr is selfie obsessed in H&M’s spring 2014 campaign [Fashionotes]
  • J.Crew and Kate Spade to foster the next big fashion tech start-ups through new accelerator program [Co.Design]
  • IMG Fashion’s partnership with Tencent aims to boost Fashion Week China exposure  [JingDaily] bit.ly/1ltgJFZ
  • Fashion in the age of Instagram [NY Times]
  • How iBeacon and similar technology will change retail [eMarketer]
  • Five examples of how marketers are using iBeacons [Econsultancy]
  • ‘Showrooming’ hits luxury fashion – lack of e-commerce presence means clients buying elsewhere online [WSJ]
  • Luxury brands are stupid to snub the internet [BusinessWeek]
  • Decoded Fashion founder: ‘Designers need to launch like start-ups’ [The Guardian]
  • New app, Think Dirty, tracks the nasty chemicals in the beauty products you put on your face [Co.Exist]
  • The camera-wielding boyfriends behind fashion’s most famous bloggers [Fashionista]
  • How LiketoKnow.it is changing Instagram by monetising your photos [Pinetop Group]
  • Op-ed: The companies with the best software will lead fashion [BoF]