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business data e-commerce product Retail technology

Rent the Runway launches data-driven clothing line

Luxury clothing rental platform Rent the Runway is leveraging years worth of consumer feedback to launch a range of new clothing lines driven by data.

The “Designer Collective” lines will feature 10-15 items of clothing and be developed alongside prominent US-based designers, such as Jason Wu, Derek Lam and Prabal Gurung, with prices averaging on $350.

Rent the Runway’s business model allows customers to rent expensive designer pieces for a fraction of the retail value. Once clothing is returned, customers are asked to fill out surveys about their fit and style preferences.

“We have millions of data points that our customers provide about wear rate, where they’re wearing the clothes, fit by style and sizes, demand by hem line, sleeve length, demand by geo region etc, and all the feedback is funnelled to our designers,” a spokesperson for the company told FashionUnited.

For designers, this means access to an entirely new audience. “A reality of our business is that we sit at a luxury price point, which isn’t accessible for everyone. Partnering with RTR allows us to connect with a younger customer,” designer Prabal Gurung told BoF. “We’re able to start a relationship with this client … and when she does rent the piece that really resonates with her, that she can’t bring herself to return, we’ve seen it convert, and that’s a beautiful success.”

While some designs will be developed from scratch, others will simply feature adjustments exclusive to the platform’s customers. For example, Gurung’s first line will be entirely based on his main collection, but in colors and prints that respond to RTR’s customer feedback.

Speaking at NRF’s Big Show earlier this month, Jennifer Hyman, Rent the Runway’s co-founder and CEO, said: “Data is such a fundamental piece of what we do. We’re exchanging a massive amount of it [with designers] on how their products are being worn, what events they’re being worn to, and how their products or dresses last over time,” she says, adding that this helps brands iterate their designs to better suit customer wants and needs. “The data we have in renting clothing over time is so important to the manufacturing of clothes.”

How are you thinking about innovation? We’re all about finding you the perfect partners to do so.TheCurrent 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. 

Categories
film social media

Lane Bryant-Prabal Gurung collab to see social media blitz led by webisodes

prabal gurung
Prabal Gurung, resort 2017

There was a time when a retailer launched a limited edition collection with a big name designer, advertised it then watched it (hopefully) sell out.

But this is a new age and social media is where it’s at, so the process of letting people know about your hot new collaboration is much more complicated. Nonetheless, the first step is putting the news out there, which is where stories and blog posts like this come in.

Plus size specialist Lane Bryant revealed yesterday that it’s linking up with Prabal Gurung next March for a limited edition Prabal Gurung Exclusively for Lane Bryant label.

It’ll be Lane Bryamt’s fifth collaboration after its deals with Christian Siriano, Lela Rose, Sophie Theallet and Isabel Toledo. So far, so straightforward.

But this time it’s different because, for the first time, the company will document the process from the design studio until the time it merchandises in-store through a series of ‘taped’ webisodes that will be available on all Lane Bryant social media.

It’s a big move for the retailer, which has previously Tweeted, Instagrammed, and Facebooked its designer link-ups like crazy, but hasn’t shown the ‘insider view’ in quite such depth.

It’s a sign of the times of course. Designer collabs are hardly the rarity they once were and buzz, these days, is created not just by the fact of their existence but by an ‘insider’ insight into the creative and practical process of turning designer inspiration into affordable fashion.

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

Categories
Editor's pick film

Wang teases H&M collaboration with badass video campaign

This post first appeared on WGSN.com/blogs

wang_anchor

H&M is marking the launch of its Alexander Wang designer collaboration with the release of an interactive campaign film dedicated to the activewear-inspired line.

The two-minute spot opens on Wang himself setting the timer on what looks like a miniature fortress within a control centre. He places a flag on the top of the rotating stand before the camera spins to a futuristic-inspired locker room. Inside, football star Andy Carroll appears alongside models including Natasha Poly, Isabeli Fontana, Raquel Zimmermann and Joan Smalls, while a voiceover counts down to zero revving the contestants up for their challenges ahead.

Filmed in an underground theatre in Islington, London, the spot has the aesthetic of movie Divergent, with the narrative tied to something out of The Hunger Games. Each of the stars begin to prove their fighting spirit in a series of athletic moves – scaling walls like Parkour runners, back flipping like a gymnast, riding a wooden snowboard through a blizzard, whizzing away on a motorcycle, somersaulting through a brick wall and more.

“We wanted to find a way of representing those performance-wear functionalities in the film by putting our cast in extreme conditions and by making it appear easy and graceful for them to take on something that seems like a challenge,” said Wang.

Every now and again the camera switches to a first person perspective as though placing the viewer in the middle of an interactive video game. The real interaction however comes on the HM.com site, where individual looks in the video can be explored in more depth. A symbol hovers over certain frames in the film enabling the user to click for a close-up moving image of the model in question. Each time a new look appears on the screen, a small box bottom right also pops up from which a still of the model and details of the garments can be seen (as pictured below).

The video follows a presentation of the collection in New York last week that included a fully-fledged catwalk show complete with acrobatic performances.

The collection will be available on November 6, 2014.

Wang_natasha

Categories
social media

Banana Republic surprises New Yorkers with #sharehappy deliveries

Banana Republic brought happiness to New Yorkers today – literally – with a social-media-meets-real-world campaign that saw surprise deliveries sent all around Manhattan.

Tied to the promotion of its new Marimekko collaboration collection (launching online and in stores on Thursday, May 22), the US retailer invited its following to tweet with the hashtag #sharehappy to be in with the chance of sending a special treat to a friend. Users were directed to Sharehappyny.com to fill out a short form with their own name, email address (nice data collection there) and the address of their buddy.

All over Manhattan deliveries of cupcakes from Baked by Melissa and balloons were then made, accompanied by a little notecard saying: “Here’s a little something to make you smile.” Recipients were also encouraged to tweet and share the love with a “pay it forward to someone you love” call to action.

The likes of Olivia Palermo and Eva Chen also got involved, sending back snaps of themselves with their goodies. Check out some of the content below, including a Wear Happy video for the Marimekko line at the bottom…

Sharehappy_bananarepublicSharehappy_bananarepublic1sharehappy_bananarepublic_bikes

Categories
digital snippets e-commerce film Uncategorized

Digital snippets: Isaac Mizrahi, Lanvin, Helmut Lang, Lady Gaga, Vogue

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

 

  • Isaac Mizrahi to sell fashion line exclusively on LivingSocial [Mashable]
  • Lanvin reveals new campaign film starring real models from print ads (as above) [Fashionista]
  • Helmut Lang launches guest blogging series [WWD]
  • How to make a perfume ad go viral: just be Lady Gaga [AdAge]
  • Product videos nudge apparel shoppers toward register [eMarketer]
  • Vogue mines intel from 2,000 fashion-focused females with virtual focus group, Style Society [AdWeek]
  • Le Book selects fashion videos for New York Film Festival next spring [Vogue.co.uk]
  • Infographic: for brand engagament, visuals rule [Mashable]
Categories
film Uncategorized

Chloë Sevigny stars in new short for Opening Ceremony

 

Opening Ceremony has released another short film starring Chloë Sevigny, this time called “Where’s Bambi?”

Created by William Strobeck, it’s a retro-looking clip featuring the actress and fashion icon trying on numerous pieces from the Chloë Sevigny for Opening Ceremony archive collection.

It is set to the track “Fly the Sky” by Colony Farm.

Categories
digital snippets e-commerce Uncategorized

Digital snippets: adidas, Garance Doré and Kate Spade, Bergdorf’s, Hipstamatic

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

  • adidas builds on Olympic success with ‘Don’t Stop Me Now’ Team GB video (as above) [The Drum]
  • Super blogger Garance Doré launches collaborative collection with Kate Spade [Vogue.co.uk]
  • Bergdorf Goodman’s online push [WWD]
  • adidas creates sneakers that display real-time tweets [PSFK]
  • W magazine partners with iPhone photography app Hipstamatic [Mashable]
  • Faces of NYFW aggregates real-time data from fashion week [Fashion Notes]
  • The potential of e-commerce in China [MaoSuit]
Categories
Uncategorized

Teaser videos: Maison Martin Margiela for H&M

By now, you will have all heard H&M has confirmed the rumours Maison Martin Margiela is the next designer set to collaborate with the store. It’s perhaps an unlikely pairing, as reported by Fashionista, but one H&M’s creative advisor, Margareta van den Bosch, expects to be a “great and memorable fashion moment”.

The collection doesn’t launch until November 15, but in the meantime, there were also a couple of very cute teaser videos revealed today, one for womenswear and one for menswear showing sketches of a darted sweater, and a car coat respectively. Check them out below:

 

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Uncategorized

Video: Anna Dello Russo announces H&M collection

This is a great video interview with fashion icon Anna Dello Russo in conjunction with today’s announcement of her forthcoming accessories collection for H&M.

Set in her private home, it simultaneously provides an intimate look at her own enormous collection of clothes and accessories (which she refers to as her “fashion bibliothèque”), and amusingly touches on her self-opinion as a fashion victim.

 

The H&M line will include jewellery, sunglasses, shoes and bags, and launch on October 4.

“I am excited by this collaboration: this is the first time H&M involves a fashion director in a special project. This is the sign of an important evolution in fashion, and I am both thrilled and humbled to be the one chosen to lead it. I wanted to create precious accessories that are impossible to find.  As a stylist I know accessorization is essential: it is the personal touch to any outfit. With these pieces everybody can have fun, turning an ordinary day into a fantastic fashion day,” she said.

Categories
digital snippets Uncategorized

Digital snippets: Jean Paul Gaultier, Barneys, Neiman Marcus, Cartier

I’ve just arrived at SXSW in Austin, Texas, for a few days, where I’m very excited to see there looks set to be more fashion-related content than ever before. Stay tuned for coverage on that, and please excuse the hiatus otherwise throughout it.

In the meantime, here’s a look at a few more stories surrounding all things fashion and digital over the past week:

 

  • Jean Paul Gaultier releases first film of three-part mini series in new role as creative director of Diet Coke (as above) [Fashionista]
  • Barneys launches shoppable video for spring CO-OP campaign [The Window]
  • Neiman Marcus tests new customer service app [WWD]
  • Cartier embarks on multi-channel Odyssey campaign [L2 Think Tank]
  • Leading Pinterest user to ‘Live Pin’ for fashion label Calypso St. Barth [Mashable]
  • Online fashion outlet Nasty Gal raises $9m from Index Ventures [TechCrunch]