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business e-commerce Editor's pick product Retail social media sustainability technology

Analytics reshaping fashion, the lucrative world of sneaker resells, Snapchat’s return

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

TOP STORIES
  • Analytics are reshaping fashion’s old-school instincts (Vogue Business)
  • Inside the wild, shockingly lucrative world of sneaker reselling (GQ)
  • Snapchat is back in fashion (BoF)
  • Dr Martens’ profits up 70% with success of new ‘vegan’ range (The Guardian)
TECHNOLOGY
  • Facebook latest tech giant to admit to using human review of user audio conversations (Campaign)
  • What Deepfakes actually are (Gizmodo)
SUSTAINABILITY & PURPOSE
  • Stand out brands in The RealReal’s annual resale report (Fashion Law)
  • How Econyl became fashion’s favorite eco-friendly material (Vogue Business)
  • Microplastics are airborne, polluted artic snow reveals (Earther)
  • There’s never been a better time to buy used clothes (Quartzy)
  • Luxury goes back home: Giants strengthen their sourcing proximity (MDS)
RETAIL & E-COMMERCE
  • Nike launches subscription service that targets kids (AdWeek)
  • Online retailers are transforming warehouse construction (Construction Drive)
  • As customers begin to shop through voice assistants, what can brands do to stand out? (Harvard Business Review)
BUSINESS
  • Markets tumble in light of trade wars and poor retail results (BoF)
  • Alibaba results beat estimates on cloud, e-commerce growth (Reuters)
  • Steve Madden acquires DTC sneaker brand Greats (Glossy)
MARKETING & SOCIAL MEDIA
  • Instagram now allows users to create their own AR filters (Hypebeast)
  • Youtube’s AR beauty try-on goes live (Forbes)
  • Luxury brands use video games to speak to China’s Millennials (Jing Daily)
PRODUCT
  • The Farm Bill’s effect on CBD beauty (Glossy)
  • Stuart Weitzman releases limited edition customizable sneakers (Marie Claire)
  • Volcom launches ‘water aware’ denim collection (Fashion United)
CULTURE
  • Nike got called out for discriminating against pregnant athletes. Now it’s changing its policy (Fast Company)

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Categories
Campaigns mobile

Kids retailer Gymboree brings clothes to life with AR

Gymboree “Made You Smile”

US childrenswear brand Gymboree has developed “Made You Smile”, an app that activates an interactive layer of augmented reality and brings to life its graphic t-shirts.

Once parents have unlocked the app’s AR feature on their smartphones, children can interact with the functionality by playing with different brushes and colours atop the graphics.

The app also features a ‘smile generator’ which allows customers to create emoji faces that adapt to facial expressions as well as decorate photos with digital stickers.

The final feature is triggered when parents enter select newly-refurbished Gymboree stores across the country, where they are notified that they can enter a draw to win a range of prizes.

“We have spent the past year building the team and laying the foundation to meet the expectations of the modern parent and to begin providing a relevant experience in today’s retail environment,” says Daniel Griesemer, president and CEO of Gymboree. “We have taken the time to learn exactly what parents want and kids are looking for and have used these learnings to create the products and experiences that will resonate.”

The app is part of a larger campaign that aims to communicate the complete overhaul of the San Francisco-based brand as it fights to bounce back after filing for bankruptcy in 2017. In order to stay relevant, it is aiming to reposition itself and better reflect the values of Millennial parents and their tech-savvy children. This includes launching a range of digital initiatives and partnerships, as well as several new in-store features.

The mindset of reflecting customers’ values is further emphasized by a video campaign in which children lip sync to Rick Astley’s “Never Gonna Give You Up”, targeting parents who most likely grew up listening to the song – thus adding an element of nostalgia.

Categories
digital snippets film mobile

Digital snippets: Juicy Couture, Gap, Harrods, Fendi

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • Juicy Couture launching short shoppable film for holiday campaign (as pictured) [WWD]
  • Gap Inc restructures brand leadership for global, digital growth [BrandChannel]
  • Harrods partners with Stardoll to set up online store selling virtual copies of designer childrenswear [Marketing Magazine]
  • Fendi flaunts fall handbag line via Rome-set spy flick [Luxury Daily]
  • Bloggers on fashion’s front row [FT]
  • Sally Singer named creative director of digital at US Vogue [Fashionista]
  • Condé Nast UK expects digital to account for 30% of total revenues in 2014 [Media Week]
  • Pinfluencer brings Pinterest contests to brands’ sites, Facebook pages [AdWeek]
Categories
e-commerce Uncategorized

The RL Gang – cute and clever

Ralph Lauren Childrenswear’s shoppable online storybook is not only adorable, but it ticks the boxes for winning ideas in digital retail at present.

Interactive, check. Entertaining, check. Integrated with commerce, check.

The RL Gang: A Magically Magnificent School Adventure, as it’s called, provides users with the ability to both interact with the content through exploration, and shop directly from it, all the while bundled up with a creative narrative from award-winning actress Uma Thurman.

The second in its series, it showcases 17 new looks from the brand’s spring/summer 2011 collection. Each character featured can then be clicked on, leading through to a “virtual closet” of similar looks for discovery.

“Click to purchase” capabilities then allow consumers to purchase pieces directly from Ralph Lauren, Bloomingdales and The Bay websites.

David Lauren, executive vice president of advertising, marketing and corporate communications, said the aim was to be engaging, informative and entertaining.

“The experience was really [conceived] as a shoppable story book, but we didn’t want them to just shop by template. Beyond being able to shop the video while the story is going on, you can also go into the closet of any character,” he said.

“I love the concept of the gang. I love the friendship and spirit, the diversity of the clothing, the eclecticness of Ralph Lauren style. It shows that boys and girls can dress up or down, they can be sporty or elegant.”

The initiative follows in the footsteps of the brand’s other digital launches including its 4D sensory experience last November. Read more here: The ultimate collision