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Balmain to host public music concerts around menswear show

Balmain is adding a musical element to its spring/summer 2020 menswear runway show in Paris, with a series of live concerts that will follow the close of the catwalk.

In the spirit of Balmain creative director Olivier Rousteing’s ambition to “democratize and modernize fashion”, the events will also be accessible to the public. A total of 1,500 free tickets will be made available on the Balmain website.

The show’s musical elements tie into the annual Fête De La Musique, a celebration that takes place on the same day, June 21, throughout the French capital.

For the activation, Balmain is set to take over the Jardin des Plantes, erecting a temporary space for its audience. The runway show’s soundtrack will be provided by French DJ Gesaffelstein, whom Balmain dressed for his show at Coachella.

Olivier Rousteing has in the past already championed his ambition to democratize customer’s access to the brand’s universe. In January he launched a dedicated app that allowed fans to see the houses couture live on their phone, as well as play with augmented reality content. In 2015, the French luxury brand also collaborated with fast-fashion retailer H&M on a capsule collection at affordable prices.

This menswear show also encompasses a philanthropic element, supporting the fight against AIDS through the RED organization. All revenue made from food and drink served at the event, alongside merchandise of limited-edition products, will be donated to the fund.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more

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digital snippets Retail sustainability technology

ICYMI: Puma’s sustainable material goals, retailers team up to improve AR/VR, guide to ethical certifications

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

TOP STORIES
  • Puma aims for 90% of materials to be sustainable sourced by 2020 [Fashion Network]
  • Retailers, tech companies team up to improve AR/VR [Retail Dive]
  • Fashionista’s complete beginner’s guide to ethical fashion certifications [Fashionista]
TECHNOLOGY
  • Retailers are tracking where you shop—and where you sleep [Bloomberg]
  • How Amazon automatically tracks and fires warehouse workers for ‘productivity’ [The Verge]
  • Japanese taxis are using facial recognition to target ads to riders [Futurism]
  • AI could replace 42% of UK wholesale and retail jobs [Drapers]
  • IBM, FIT to train future designers on AI [WWD]
SUSTAINABILITY & PURPOSE
  • Levi Strauss launches denim recycling program [Fashion Network]
  • UK retailers might have to pay all their packaging waste costs [WWD]
  • Can cheap fashion ever be ethical? [Quartz]
  • T-shirt recycling is here, and it could transform fashion [Fast Company]
  • True blue: Denim has to change to save the planet [Retail Dive]
  • Packaging is killing the planet—these start-ups offer luxe, sustainable solutions [Vogue]
RETAIL & E-COMMERCE
  • Alibaba’s Tmall chief establishes ambitious 3-Year plan [Bloomberg]
  • The rise of live-streamer style [NYT]
MARKETING & SOCIAL MEDIA
PRODUCT
  • Zozo’s experiment in customized clothing was too early [Quartz]
  • Lululemon bets on product innovation, expansion for 5-year growth plan [Fashion Network]
BUSINESS
  • Shares of US retailers drop following Amazon’s one-day delivery announcement [BoF]
  • Goldman Sachs says dragged-out Brexit is doing deeper damage to UK economy [Fashion Network]
  • Puma enjoys ‘best ever’ quarter as it ramps up stocks [Reuters]
  • Debenhams names 22 stores to close [BBC]
CULTURE
  • Patagonia has only 4 percent employee turnover because they value this 1 thing so much [Inc]
  • Tapping the men’s wellness opportunity [BoF]
  • How a niche designer brand won Coachella [BoF]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. Current Global 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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Editor's pick Retail

Adidas uses AirDrop to gift sneaker collab to Coachella festival goers

Adidas used Apple’s AirDrop feature to gift lucky attendees at Coachella Valley Music Festival this weekend with a new shoe collaboration with musician Donald Glover (also known as Childish Gambino).

A randomly selected number of people who were attending the festival were sent an image of the shoe, dubbed “Nizzas”, via AirDrop. Those who accepted the image then had one hour to pick up a free pair of the kicks at a designated area.

Inside the shoe box, a small note outlined certain “responsibilities” that came with receiving the shoe. New owners of the coveted “Nizzas” were encouraged to take three actions at the festival to promote the shoes: wear them, keep them on all weekend and lastly, watch the Childish Gambino performance.

Also at the festival, Childish Gambino collaborated with Google to launch “Brighter in the Dark”, a custom tech and music installation where attendees could take photographs in the dark and explore the musician’s creative world. This was part of a larger collaboration between Childish Gambino and Google which started in February, where the musician joined the tech giant’s camera feature “Playground” as Playmoji (an AR avatar) that users can interact with.

Meanwhile for adidas, this experience is another clever activation that adds an element of excitement and surprise to the consumer when they are least expecting it. For example at last year’s ComplexCon, the brand dropped new sneakers by asking users to scan giant cubes located across the venue at designated time slots.

How are you thinking about product innovation? We’re all about finding you the perfect partners for your innovation strategy. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

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Editor's pick product technology

Bose and Coachella team up on audio augmented reality festival experience

Festival-goers at Coachella Valley Music and Arts Festival this weekend will be able to access exclusive audio content via Bose’s new audio augmented reality sunglasses.

The audio company has worked with Goldenvoice, the creators of the festival’s app, to enhance the platform with audio features that only work once paired with the smart glasses.

“We’re proud to see this exclusive content made available through Bose AR at Coachella,” said Crystal MacKenzie, head of marketing for Bose AR. “Fans who pair their Bose Frames with the app while attending the show will be able to spend more time looking up and seeing what’s going on around them, while accessing information that will help make their experience even better.”

The Bose AR sunglasses feature small speakers integrated into its frame, which for this experience will push real-time updates on the festival’s schedule, as well as notify wearers of when their favorite act is about to perform.

The smart frames will be available to buy at the festival grounds and Bose’s ecommerce website, for those who wish to purchase it beforehand.

This marks the first time that Bose’s new smart glasses and audio augmented reality technology will be featured fully operating in a consumer-facing scenario. At this year’s SXSW festival, the company introduced the glasses for the first time alongside a host of apps that have its technology plugged in. The aim was to showcase the many different applications the smart feature has, such as a tool for the blind, or enabling golfers to know the next hole information without having to check their phones.

Recently Huawei and Gentle Monster also announced their take on smart glasses, which allow for phone calls and voice assistant interaction. Tech giants like Google, Apple and Microsoft are also all said to be working on their own versions.

Additional reporting by Camilla Rydzek.

How are you thinking about product innovation? We’re all about finding you the perfect partners for your innovation strategy. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

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Retail social media

Revolve to launch branded suite and store at Vegas hotel

Revolve at Palms Casino Resort
Revolve at Palms Casino Resort

Online retailer Revolve has announced it will open a branded suite and retail store at the Palms Casino Resort in Las Vegas next year.

In the past, Revolve has done similar hospitality takeovers during Coachella Valley Music & Arts Festival, where it rebranded existing hotel properties into the Hotel Revolve and invited VIP guests to stay throughout the duration of the music festival. The permanent branded suite, however, aims to withstand time, versus “a moment in time”, co-CEO and co-founder Michael Mente told WWD.

The suite will become a way for the company’s roster of influencers, as well as the general public, to further experience the brand’s universe whenever in town.

Moreover the 1,000-square-foot store, which is only the second physical store by Revolve after its invite-only Social Club flagship in Los Angeles, will have merchandise that reflects the ritual of getting glammed up to go out in the city. Additionally it will also be an opportunity to grow the retailer’s booming swimwear category.

“Those are segments where we feel our brand really resonates with that female Millennial so I think that’s a perfect location,” Mente added. “Every aspect of the fun life that you would live in Vegas, Revolve is very strong in and has the right merchandising mix for the consumer.”

Since launching in 2012, Revolves strategy has centered around supporting the lifestyle of young women who travel and experience life to its fullest. Consequently, the brand’s approach to influencers, as well as popping up in timely events such as Coachella, has become an increasingly important tool for engagement.

“We think that with the Palms it’s the perfect partnership and perfect location for us because the clientele they are seeking to attract and develop and the clientele that the brand attracts are similar,” adds Mente. “That alignment on the same focus and the same consumer was a natural fit.”

Revolve will be joining Palms Casino Resort as it undergoes a $620m renovation, which includes the opening of many new retail and food establishments. For the hotel, the brand’s presence represents an opportunity to further tap into a new audience, and attract more of its top clientele, which hails from Los Angeles.

How are you thinking about retail innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

Categories
business Campaigns digital snippets e-commerce product Retail sustainability technology

ICYMI: Fashion embracing AI, how Apple is using AR, breaking down Gucci’s innovation model

AI in fashion - artificial intellgence
AI in fashion

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

TOP STORIES
  • How fashion should (and shouldn’t) embrace artificial intelligence [BoF]
  • How Apple will use AR to reinvent the human-computer interface [Fast Company]
  • Breaking down the Gucci-inspired ‘innovation model’ that’s taking over Kering [Glossy]
  • In fashion’s hype-driven era, Hermès is doing its own thing [Dazed]
TECHNOLOGY
  • Blockchain, Internet of Things and AI: What the newest luxury startup accelerators are investing in [Glossy]
SUSTAINABILITY
  • What really goes into a fashion sustainability ranking & how brands game the system [TheFashionLaw]
  • Millennials say they care about sustainability. So, why don’t they shop this way? [BoF]
  • Report: Levi’s is ‘all talk and no action’ on sustainability [Glossy]
  • Beauty brands are finding innovative ways to reduce packaging waste [Fashionista]
  • The young designers pioneering a sustainable fashion revolution [Vogue]
  • TheRealReal, Stella McCartney flaunt high-fashion recycling [MediaPost]
RETAIL & E-COMMERCE
  • Is video the future of online shopping? [BoF]
  • Amazon will now deliver packages to the trunk of your car [TheVerge]
  • Fast fashion’s biggest threat is faster fashion [BoF]
MARKETING & SOCIAL MEDIA
  • Outdoor Voices uses AR to launch OV Trail Shop running collection [FashionNetwork]
  • Oakley forgives you (even if others don’t) in this lovely ode to athletic obsession [AdWeek]
  • Adidas Originals traded pieces from Alexander Wang’s new collection to get to Coachella [AdWeek]
PRODUCT
  • Disney made a jacket to simulate physical experiences, like a snake slithering across your body [TheVerge]
  • Adidas is testing how to mass-produce custom shoes like those it makes for elite athletes [Quartz]
BUSINESS
  • Balenciaga issues second apology after claims of discrimination against Chinese shoppers [Reuters]
  • Sephora’s lawsuit with obsessive compulsive cosmetics is a staggering case study in how beauty products are sold [Racked]
Categories
Editor's pick mobile technology

Why it matters: Eminem enhances Coachella set with augmented reality

Eminem AR experience at Coachella
Eminem AR experience at Coachella

The new ‘Why it matters’ content series from TheCurrent Daily highlights cross-industry innovations and analyses why they are relevant to the fashion and retail space. 

Eminem may not be a name that first springs to mind when considering innovation, but during his headline slot at this year’s Coachella music festival, the rapper used augmented reality to enhance the live music experience.

Coachella goers could download the Eminem Augmented app and throughout the set see visuals surrounding the stage that will be present during Eminem’s upcoming US and European tours.

Footage of the show highlights just how powerful adding a digital layer to live experiences can be, and accordingly the potential this could present to fashion and retail brands.

Given the growth of e-commerce and the increasingly connected expectations of today’s younger consumer, it has become vital for brands to develop engagement strategies around enhancing the physical world with a digital layer – from the new role of a flagship store to creating consumer-friendly immersive experiences.

While we have seen the likes of Zara, Outdoor Voices and Gucci experiment with AR technology to trigger small experiences on mobile, Eminem’s larger than life feature shows an unforeseen layer of immersion suitable for a group setting.

Unlike virtual reality, which isolates the user to a new alternate reality, AR is by its very nature a more communal, sociable technology because of the way it layers on top of the existing world around you.

The music industry is frequently vocal against fans viewing gigs through their mobile phone screens, but in Eminem’s case comes a certain sense of not just accepting this as standard but innovating on it accordingly.

As the CEO of his record label, Def Jam’s Paul Rosenberg, said: “We figured, if the phones are going to be there and people are going to be putting them up in the air and looking at them anyway, why don’t we provide a way to maybe change the way they’re perceiving the show.”

The Coachella experience was time-stamped and geo-tagged to ensure that the visuals were exclusively available to attendees and could only be seen within a few hundred yards from the stage.

The app also provided access to some other exclusive AR content, including a humorous ‘Mom’s Spaghetti’ interface that used image recognition to identify the festival’s universal food containers and layered graphics over it.

According to Rich Lee, creative director of Drive Studios who developed the experience, the app is an initial step that could signify a new portal to connect with music fans.

Categories
Editor's pick mobile Retail technology

American Express brings shoppable AR feature to Coachella

Coachella
Coachella

American Express has integrated a shoppable augmented reality feature to the official app of the Coachella music festival, spanning two weekends in Palm Springs this month.

The payment company’s AR experience allows its cardholders to buy select merchandise by using an AR camera feature when at the festival’s grounds.

Within the Coachella app, Amex cardholders can tap a dedicated Amex tab that will enable the AR experience, as well as give them a series of other benefits and rewards. Clicking the “shop” feature and waving their phones will trigger an AR image of exclusive merchandise, which can be purchased on the spot.

Other cardholder benefits at the festival include entrance into a club area, access to an Uber priority lane and free Ferris wheel rides, while Platinum card members get access to a dedicated house that hosts exercise classes and music performances.

The AR app from American Express at Coachella
The AR app from American Express at Coachella

Amex has been increasingly experimenting with AR technology in order to enable tech-enhanced, real-world experiences that blend discovery and commerce to its cardholders.

It has recently collaborated with Justin Timberlake to launch an experience to promote his new album, titled “Man of the Woods”, within the American Express Music app. The “Outside In” AR camera experience sees Timberlake himself guide users through a Montana setting while he shares details of how his “Breeze Off the Pond” track came together. Users can also shop for exclusive merchandise while partaking in the experience.

Justin Timberlake and American Express
Justin Timberlake and American Express

Brands are upping the ante when it comes to striking the right balance in providing immersive mobile experiences that eventually convert into sales. By its nature, AR technology needs to be deployed in-situ, meaning there is also scope to play with the element of scarcity by making the experience geo-fenced, as seen with the Coachella feature.

Most recently, Nike teamed up with Snapchat to offer early access to a new shoe at a basketball game that could only be purchased by scanning Snapcodes; meanwhile at SXSW this year, hip activewear brand Outdoor Voices encouraged Austin locals and visitors to go outside by creating an AR experience that surfaced particular products depending on location.

Categories
digital snippets e-commerce social media Startups technology

Digital snippets: Balmain’s see now / buy now plans, debating virtual reality, the #IoT got fashionable

balmain

As the designer churn continues apace, it’s no surprise to see lots of this week’s coverage surrounding what the future of the industry might look like on that basis, as well as whether this whole see now, buy now concept will work. Read on for an outline of Balmain’s plans, as well as other fashion and tech stories you need to know from the likes of LVMH, H&M, Gap and more. Dare we say ad blocking gets a mention too…


  • Balmain’s Olivier Rousteing announces ‘see now, buy now’ plans [Fashionista]

  • ‘VR isn’t scalable’: Bursting the in-store digital tech bubble [Digiday]

  • 10 billion items of connected clothing: the Internet of Things just became a lot more fashionable [Forbes]

  • Yoox Net-a-Porter sells stake to Middle East retail giant [NY Times]

  • LVMH puts might behind digital start-up showcase [WWD]

  • H&M ramps up Coachella presence with on-site interactive digital experience [Mobile Marketer]


  • Instagram’s Eva Chen: ‘It’s not a numbers game’ [BoF]

  • Pinterest reinvents itself to prove it’s really worth billions [Wired]


  • The future of fashion is 3D printing clothes at home [Bloomberg]

  • ShopStyle launches Liketoknow.it competitor to help influencers monetise Instagram [Fashionista]

  • One in four people forecast to use ad-blockers by 2017 [Brand Republic]

  • Meet Eros & Psyche: a start-up using smart textiles to create a waterproof and stain resistant skirt [ThirdWaveFashion]
Categories
e-commerce Editor's pick product social media

#ICYMI: Alice + Olivia to live stream “see now, buy now” Coachella show

aliceandolivia_coachella

Hot on the heels of brands like Burberry, Tom Ford and Rebecca Minkoff, comes further news in the “see now, buy now” stakes, and this time not tied to fashion weeks.

New York brand Alice + Olivia is launching a shoppable runway show attached to the behemoth of the US festival season, Coachella.

Held in collaboration with Neiman Marcus, it will run just two short days before the highly anticipated opening weekend of the Californian music festival.

Aptly, the brand’s spring 2016 collection favours a bohemian aesthetic. Though a selection of those pieces were presented at New York Fashion Week back in September 2015, a fresh capsule collection inspired by Grateful Dead will be presented as well.

We’re yet to discover if tie-dye and roughed-up rocker roses will replace creative director and CEO Stacey Bendet’s customary geo prints and ditzy florals, but several sneak-peaks on the brand’s Instagram account point to the expected teddy motif so related to Grateful Dead. The reception by fans has been one of extreme yearning, with the first collection video pushing 15k views in just one day.


T – 1 week til my @gratefuldead capsule hits stores! ? #AOxGratefulDead

A video posted by alice + olivia by StaceyBendet (@aliceandolivia) on


Said Bendet: “A ‘See Now, Buy Now’ runway show is something I have been wanting to do for a few seasons but it took time to feel out when and where felt right. I wanted what I showed on that runway to be relevant to what consumers actually want to wear, now. I came up with the idea to have the show around Coachella and have the runway looks be based upon things that every girl would want to wear to a music festival.”

The entire production will be live streamed on the social media accounts of both Alice + Olivia and Neiman Marcus from its NeueHouse Hollywood venue in LA on April 13. Immediately following the presentation, 12 exclusive items will be available for purchase online giving last minute ticket-holders an opportunity to clinch a less-predictable festival look.