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Harvey Nichols introduces shoppable choir visits via Instagram

Harvey Nichols' Harvey's Angels
Harvey Nichols’ Harvey’s Angels

Ahead of the holiday season, British department store Harvey Nichols has introduced a charitable shopping experience discoverable via a real-life choir whose looks are available via Instagram.

The initiative benefits women going into the job’s market through the Smart Works charity.

The Harvey’s Angels, as the choir is called, were sent to offices across London – from Google to Estée Lauder – last week, donning partywear available to shop from the retailer, by designers such as Roland Mouret and Peter Pilotto. All looks could be purchased directly through its Instagram account via shoppable posts.

Additionally over four days, 10% of all purchases made at Harvey Nichols’ Knightsbridge location or online using the code “HNAngels” went to Smart Works.

“At Smart Works we are lucky enough to witness every day the impact that great clothes and good advice can have on a women’s life. We believe that fashion can be used as a force for good, and that is why we are thrilled to be working with Harvey Nichols on this exciting Christmas shopping experience,” says Kate Stephens, CEO of Smart Works. “Every shopper at Harvey Nichols who uses the dedicated code HNangels online or in store over the next three days will be helping a women to be her best.” The charity gives women across the country the tools to enter the job’s market, including clothing and self-belief and practical tools required to succeed.

For Harvey Nichols, the campaign ties to the company’s history as well as its continuous support of women in the workplace – at present, seven out of nine people of the company’s board are women.

“Our partnership with Smart Works is a natural extension of our values. Christmas is the fashion season, because it’s also party season. But we know that our customers are rushed off their feet,” said Deb Bee, group marketing and creative director at Harvey Nichols. “So we have partnered with Smart Works to raise awareness of this partnership and help busy women in London find a party outfit even if they can’t take time out of work. This will be delivered in the most Christmassy way we know; with a fun, glamorous, party-song-singing, shoppable Christmas choir.”

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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Campaigns Editor's pick film

Human rights foundation highlights modern slavery with unboxing video stunt

Unboxing the Truth - Thomson Reuters Foundation
Unboxing the Truth – Thomson Reuters Foundation

The Thomson Reuters Foundation (TRF), which works with journalists and organizations to bring to light human rights abuses and corruption, is tapping into the millennial behaviour of unboxing videos to highlight one of its causes.

To do so, the foundation teamed up with Jacques Slade, a YouTube personality known for videos where he unboxes sneakers to a 851,000-strong audience, to highlight the plight of modern slavery.

Slade’s video begins with a disclaimer explaning that he was sent a mystery box and viewers should stick around to learn a really important message. He then proceeds to open the package, to reveal a high-end shoe box where the word “Humanmade” is replaced by “Slavemade” once it is fully opened. As the pair of shoes is revealed so are stats about modern slavery, which can be found on the shoe’s tongue, laces and soles.

Stats disclose that slavery still exists in 161 countries and counting, while also highlighting that less than 2% of slaves will ever be rescued. Slade then shows the shoe’s dust bag, in which a printed letter addressed to him and his viewers explains that they do not expect people to stop buying sneakers, but rather to stop and ask themselves: “What is the human price of the products you buy?”

Slade, whose core audience is men aged 13-24, explains that he was initially contacted by a creative agency on behalf of an “unspecified nonprofit organization” to take part in a video about forced labour, and that was the extent of what he knew prior to recording the video.

The stunt aimed to tap into an audience who is highly engaged about their passion, which in this case is owning and cherishing limited-edition footwear by the likes of Nike and adidas.

As part of the campaign, the organization is asking for donations towards its fight against slavery and human trafficking. Donations will go towards funding media coverage, training and mentoring journalists in specific geographies with a high prevalence of slavery, and bringing frontline activists to the Trust Conference where they would learn new skills.

Unboxing the Truth - Thomson Reuters Foundation
Unboxing the Truth – Thomson Reuters Foundation
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Campaigns Editor's pick

The North Face celebrates female explorers with campaign to inspire future generations

The North Face "Moves Mountains"
The North Face “Moves Mountains”

The North Face has launched its first-ever campaign focusing on women and celebrating the achievements of female explorers around the world.

Move Mountains is an initiative that aims to empower the next generation of explorers by highlighting the stories of courageous and adventurous women, and by partnering on a multi-year outdoor adventure collaboration with Girl Scouts of the USA (GSUSA).

The campaign features a series of short videos telling the stories of trailblazing women including alpinist Hilaree Nelson, climbers Ashima Shiraishi and Margo Hayes, and ultrarunner and activist Fernanda Maciel. The North Face is also featuring women who are paving the way in their respective fields including NASA scientist Tierra Guinn Fletcher, musician and activist Madame Gandhi and women’s rights advocate, America Ferrera.

According to Tom Herbst, global vice president of marketing at The North Face, the theory behind Move Mountains was simple: if women and girls could see female explorers represented more widely, it will create a new generation of female role models.

As part of the initiative, The North Face has made a commitment to represent women equally in all advertising, social media and content moving forward.

The Move Mountains initiative is also being applied to the internal business with increased investment in women’s product design, a renewed focus on employee development and an ensured closure of the gender pay gap on the athlete team. The brand will also be expanding their Explore Fund grants to $750,000 with a new program focused on enabling female exploration.

Inspiring a new generation of explorers is a cornerstone of the campaign and The North Face is collaborating with GSUSA to enable women to further push the boundaries. The collaboration includes the creation of 12 new Girl Scouts outdoor adventure badges, with skills ranging from mountaineering, backpacking, hiking and trail running.

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Editor's pick product

Lacoste replaces famous crocodile logo with endangered species

Lacoste x Save Our Species
Lacoste x Save Our Species

Lacoste has replaced its iconic crocodile logo with endangered species in an exclusive collection of 10 polo shirts in partnership with the International Union for Conservation of Nature.

The Lacoste x Save Our Species line sees embroidered appliques of the Anegada Ground Iguana (only 450 left in the wild), the Sumatran Tiger (350), the Saola (250), the California Condor (231), the Cao-vit Gibbon (150), the Kakapo (157), the Javan Rhino (67), the Northern Sportive Lemur (50), the Burmese Roofed Turtle (40) and the Vaquita (30).

The quantity of shirts available to buy corresponds to the numbers of how many of each breed remains in the wild. All proceeds of the sale of the shirts will benefit conservation efforts for the species worldwide accordingly.

Lacoste x Save Our Species
Lacoste x Save Our Species

The collection, which was developed with creative agency BETC Paris, launched alongside the brand’s runway show at Paris Fashion Week yesterday, which also referenced a tree development project first established by Rene Lacoste and his wife at the start of World War II.

The initiative protected a dozen forestry workers in France from being sent to labor camps during the German occupation, and saw 50,000 trees being planted. That served as inspiration for the new season’s main collection, as well as the endangered species polo shirts.

As the brand’s current designer Felipe Oliveira Baptista said: “This is our way of planting trees in 2018.” It marks the start of a three-year partnership between Lacoste and the International Union for Conservation of Nature.

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sustainability

New Patagonia microsite connects hyper local activists

Patagonia Action Works
Patagonia Action Works

As part of its continued focus on the environment, Patagonia has launched Patagonia Action Works, a microsite intended to facilitate interactions between like-minded activists.

In a video announcing the initiative, Yvon Chouinard, the company’s founder, compared the venture to a dating site, for the way in which it links customers with worthy organizations and events.

Users can select their location and the causes they care about, including biodiversity, climate, communities, land and water. The website then generates a list of relevant organizations divided by grantees that have received support from the brand, related events nearby and skilled-volunteering and petition opportunities. The platform also enables organizations themselves to apply for grants.

Patagonia Action Works
Patagonia Action Works

Adding to the sense of urgency to take charge of the planet, which is at the core of Patagonia’s communication strategy, Chouinard explains: “If you’ve been paying attention, you’ll know that things aren’t going very well for the planet. It’s pretty easy to get depressed about it.”

He adds a call to action: “I’ve always known the cure for depression is action. Patagonia’s reason for existence is to force government and corporations to take action in solving our environmental problems.”

Patagonia Action Works is part of the company’s 1% for the Planet program, which has donated almost $90 million to grassroots organizations over the past 35 years. To activate the launch, the company is hosting a series of events, including a panel discussion in Santa Monica, California on Friday, February 8.

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business digital snippets e-commerce social media Startups technology

What you missed: Blockchain, a lack of omnichannel leaders, fashion week immediacy

Blockchain in use at Shanghai Fashion Week
Blockchain in use at Shanghai Fashion Week

Despite the holiday countdown being truly underway, the past week’s top stories are less about the festivities and more to do with a look forward – whether it’s the launch of more tech-enabled stores or significant developments with the likes of drones and blockchain.

Also worth checking out is a view on fashion immediacy from Burberry and Tommy Hilfiger, some further uptake of chatbots and an overview on this year’s major fashion and beauty mergers.


TOP STORIES
  • Blockchain is being adopted beyond Bitcoin, from fashion to finance [JWT Intelligence]
  • Report: Few retailers are omnichannel ‘leaders’ [Retail Dive]
  • Burberry and Tommy Hilfiger: Lessons in fashion immediacy [BoF]
  • Why retailers stop selling online: the hidden cost of e-commerce [The Guardian]
  • Move over Singles’ Day: Alipay’s ’12.12’ event breaks records [Jing Daily]
  • Luxury and charity are like oil and water – they don’t mix well [LeanLuxe]

BUSINESS
  • Harvey Nichols profits tumble on aggressive revamp [The Telegraph]
  • Young, quick and very hip: Missguided and Pretty Little Thing hit the big time [The Guardian]
  • The year in major fashion and beauty mergers [Glossy]

SOCIAL MEDIA
  • Dove flips #MannequinChallenge in extension of Real Beauty campaign [The Drum]
  • How Stuart Weitzman is using WeChat to expand its Asian footprint [Glossy]
  • New Nordstrom mobile chatbot is ready to help shoppers find the perfect holiday gift [GeekWire]

RETAIL
  • How sporting giants Nike and Adidas are pushing the future of retail [Fortune]
  • L’Occitane ups technology in New York City flagship [Chain Store Age]
  • Victoria’s Secret invaded China’s digital space but is moving cautiously on retail [AdAge]

TECHNOLOGY
  • In major step for drone delivery, Amazon flies package to customer in England [NY Times]
  • Why AR will be bigger than VR [Venture Beat]
  • Bot until you drop: How artificial intelligence is changing the way we do our Christmas shopping [The Independent]
  • Fashion’s future, printed to order [NY Times]
  • Under Armour expands connected footwear line-up [Retail Dive]

START-UPS
  • The inside story behind Pebble’s demise [Backchannel]
  • How True & Co. modernised the bra shopping experience [Racked]
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film Uncategorized

Burberry holiday film gives Regent Street store an animated festive spin

 

Burberry is wishing its fans a”magical festive season” with the release of a short animated film set atop London’s snowy rooftops.

“A festive night at Burberry 121 Regent Street”, as it’s called, sees a silhouetted couple travel by umbrella to the doorstep of the new flagship store where a party awaits.

Accompanied by the soundtrack “Goodbye England (Covered In Snow)” by Laura Marling, it sees them dancing on the second floor while a fox and an owl, both central to Burberry’s autumn/winter 2012/13 collection, dart across the screen. Even the Burberry festive van pulls up, before the couple depart, catching a giftbag floating down on a balloon as they do that opens up to a coat for the woman to wear home.

Housed on holiday.burberry.com, the film ends with the closing of the greetings card, social icons to encourage fans to share and the festive message that it’s celebrating the season by donating to the Burberry Foundation, which helps young people realise their full potential through the power of their creativity.

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social media Uncategorized

Ralph Lauren advertises for charity on Tumblr Radar

Nice use of the Tumblr Radar by Ralph Lauren today. The US designer has teamed up with the blogging platform to post a bold pink GIF that invites users to “join the fight against cancer”.

It appears in the right-hand box on users’ dashboards that usually highlights popular images from across the network, but was opened up to advertisers in May.

For every note (like or reblog) on that post throughout the month of October, Ralph Lauren Corporation will donate $1 to the Pink Pony Fund, part of the Polo Ralph Lauren Foundation.

At time of publication, there were 12,682 notes – Ralph Lauren will donate up to a total of $25,000.

To add some context, the average Tumblr post gets nine notes; the three prior posts from Ralph Lauren have received 27, 112 and 37.

Packages for Radar advertising reportedly start at $25,000 (though it is presumed this wasn’t a paid-for deal by Ralph Lauren) and significantly boost a brand’s following. GIFs have proved the most successful image types.

To learn more about the Pink Pony Fund visit RalphLauren.com/PinkPony.