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ICYMI: LVMH’s digital strategy, feathers in fashion, the McQueen documentary

Proenza Schouler
Proenza Schouler

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

TOP STORIES
  • Decoding LVMH’s digital strategy [BoF]
  • Is the use of feathers in fashion any more ethical than fur? [Fashionista]
  • The McQueen documentary tells the story of the people who carry his legacy [Vogue]
TECHNOLOGY
  • Why Nordstrom is betting on high-touch tech [Fortune]
  • Avery Dennison and SoftWear Automation to create digital supply chain for manufacturers [SupplyChainDigital]
SUSTAINABILITY
RETAIL & E-COMMERCE
  • How Sephora built a beauty empire to survive the retail apocalypse [CBInsights]
  • This is how a brick-and-mortar store can thrive in the age of Amazon [NYMag]
  • Urban Outfitters launches third-party marketplace, tests self-checkout [RetailDive]
MARKETING & SOCIAL MEDIA
  • Nike sells out of Facebook Messenger sneaker drop in less than an hour [RetailDive]
  • Givenchy and Stella McCartney score on Instagram at Royal Wedding [WWD]
  • Victoria’s Secret is still advertising to women like it’s 1999 [Bloomberg]
  • Esprit’s Instagram posts are now shoppable [FashionUnited]
  • This Ikea print ad is designed to put you to sleep [CreativityOnline]
  • Do influencers need regulating? [BoF]
BUSINESS
  • Balenciaga is now the fastest-growing label at Kering? [Harper’s Bazaar]
  • LVMH invests $60 million into fashion platform Lyst [HypeBeast]
  • Richemont clinches takeover of Yoox Net-A-Porter [Reuters]
  • Can the Model Alliance Respect program make a difference? [Vogue]
Categories
film social media

Omega releases Starmen moon landing film with George Clooney and Buzz Aldrin

George Clooney and Buzz Aldrin in Omega's Starmen film
George Clooney and Buzz Aldrin in Omega’s Starmen film

Omega is celebrating Moon Day with a short documentary called Starmen, which sees brand ambassador and actor George Clooney meeting astronaut Buzz Aldrin.

In the six-minute film the duo relive the infamous landing of 1969, by watching the original Apollo 11 footage – recalling an eight-year-old Clooney witnessing Aldrin become one of the first men to walk on the moon.

He tells his boyhood hero: “We looked through the telescope [that we’d bought] and I explained to my parents that I could see you guys walking on the moon at that point – which of course was impossible.”

He goes on to talk about the idea of everyone being obsessed with the space programme at that point and for the optimism it brought. “Everything was about the possibility of the imagination,” he notes.

The film also marks the 60-year anniversary of the Omega Speedmaster Professional Chronograph, the only watch used in all of NASA’s piloted space missions. Buzz Aldrin was wearing it when he landed on the moon nearly 50 years ago, which is what gave it its nickname as the Moonwatch.

Further celebrating that fact is a campaign called #speedmasterfans, which sees more of the watch’s famous fans posing for portraits while wearing their timepiece. Consumers are also invited to upload theirs to social media using the hashtag.

The 60-year anniversary of the Omega Speedmaster,the only watch used in all of NASA’s piloted space missions
The 60-year anniversary of the Omega Speedmaster,the only watch used in all of NASA’s piloted space missions

 

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film mobile social media

Hollister targets Gen Z via documentary series on AwesomenessTV

Hollister's This is Summer series on AwesomenessTV
Hollister’s This is Summer series on AwesomenessTV

US teen retailer Hollister is targeting its Gen Z customer base with a new docuseries via AwesomenessTV’s YouTube channel.

The duo have teamed up to create 24 episodes – launching May 20 – following a group of seven high school juniors and seniors in San Francisco. In “This is Summer”, as the series is called, the teenagers are seen travelling, playing music, meeting friends, and exploring ‘what’s next?’.

Each episode is 8-10 minutes in length, and shot and optimised for mobile viewing.

“At Hollister, we aim to create rich brand experiences for our teen customer. Awesomeness has incredible reach with Gen Z offering Hollister a great opportunity to engage with customers in a new and authentic way,” said Kristin Scott, brand president of Hollister Co. “We are confident that our content will resonate with our customers and create additional brand relevancy across the teen market.”

The integrated campaign will also see Hollister and AwesomenessTV release songs and music videos inspired by the show, featuring original and cover songs from the cast and Awesomeness talent. The soundtrack will be available to stream on Spotify and will play in Hollister stores later this year.

Unsurprisingly, all of the cast will be dressed in Hollister, with the looks promoted via the brand’s social channels throughout.

Categories
digital snippets e-commerce film mobile social media Startups technology

Digital snippets: Asos launches podcast, Burberry’s success on Periscope, Jet hits $1m in first-day sales

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

asos

  • Asos launches weekly podcast in customer engagement push [Retail Week]
  • Burberry’s Snapchat and Periscope campaigns deliver a record 100m impressions [The Drum]
  • Jet, the new Amazon competitor, hits $1 million in sales on launch day [re/code]
  • Forever 21 launches Instagram-powered thread screen [DigitalBuzzBlog]
  • Nordstrom is making it simple to buy via text message [NRF]
  • Birchbox’s monthly deliveries will give virtual reality a fascinating test run [AdWeek]
  • Katy Perry, Coty launch perfume line with Twitter pop-up shop [AdAge]
  • Victoria’s Secret chatting app ensures instantaneous customer satisfaction [PSFK]
  • LVMH to launch Apple Watch rival [Reuters]
  • Amazon will be the number one US clothing retailer very soon [Bloomberg]
  • Old Navy follows viral hit with another back-to-school music video [AdAge]
  • Rakuten buys virtual fitting room start-up Fits.Me in a fashion commerce play [TechCrunch]
  • E-commerce start-up Tinker Tailor shuts down operations [Fashion Times]
  • Personal shopping app Scratch launches with $3.6 million in funding [Fashionista]
  • Battle of the buy buttons: What does the social commerce hybrid mean for retail brands? [The Drum]
  • The surprising way smartphones are changing the way we shop [The Washington Post]
  • Malte Huffmann of Dafiti on cracking fashion e-commerce in Latin America [BoF]
  • Fashion’s biological future is now [Huffington Post]
  • Programmable clothes are going commercial [Co.design]
  • Apple Watch sales: what we know (and don’t know) [WSJ]
  • Pebble boss: ‘one day, people will not be able to live without their smartwatch’ [The Guardian]
  • Does Ringly have a place in an Apple Watch world? [TechCrunch]
  • Vogue launches Alexa Chung fashion documentary series, crowdsources questions [Vogue]
  • 10 retailer blogs that are genuinely worth reading [Econsultancy]
Categories
Blocks film technology

New documentary The Next Black explores the future of fashion

studioxo3

Home appliance manufacturer AEG has launched a 45-minute documentary called The Next Black focused on the future of clothing, with the goal to anticipate what washing needs are likely to look like down the road.

Featuring interviews with representatives from heavyweight brands such as adidas through to Patagonia, the film looks to understand what people will be wearing and washing totay and tomorrow, and how the industry can become more sustainable in doing so. It was produced together with production company House of Radon.

It also stars tech-clothing company, Studio XO; Biocouture, a consultancy exploring living organisms to grow clothing and accessories, and Yeh Group, which is pioneering a new way to dye clothes using zero water.

“We talked to designers, innovators and leaders from around the globe – people who are rethinking the way we use clothes. They have a fresh look for the future and are using their passions to fuel change. It’s not just about what we will be wearing but how we produce clothes, how we interact with them and how we care for them,” reads the write-up from AEG.

The content touches on such developments as Lady Gaga’s bubble dress; monitoring an athlete’s performance via their clothing in real-time; and materials grown in a bath tub out of bacteria.

Nancy Tilbury of Studio XO refers to her work during the interview as design engineering that just happens to be dressed up as fashion. “Philosophically as a project we’re really keen to tell people about this transformation in textiles,” she says, demonstrating how coding is being combined with clothing to bring about a fun, playful and curious result that is tranforming the way we dress.

Suzanne Lee of BioCouture meanwhile looks at how the most radical of future innovations could be organic, outlining her process for creating textiles as much closer to brewing beer or making food. The next step, she says, is taking such ideas and concepts from the lab to the market.

Imagining the future is exactly what this film sets out to do, check it out below…

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film Uncategorized

Diana Vreeland documentary can teach the fashion industry something about marketing too

In the new Diana Vreeland documentary, The Eye Has to Travel, designer Diane von Furstenberg refers to the memos written by the late editor and museum curator, as being like a blog. “[Vreeland] was, in fact, the first blogger,” she jokes.

The wit, precision and bite-sized content of those memos however, makes that idea, albeit in analog form, not too hard to imagine playing out successfully online.

Vreeland wasn’t of course around to witness the explosion of the social web, but had she been a part of it, she most definitely would have done it better than anyone else.

The film itself, is truly incredible. As the write-up reads: “Diana Vreeland: The Eye Has to Travel is an intimate portrait and a vibrant celebration of one of the most influential women of the twentieth century, an enduring icon who has had a strong influence on the course of fashion, beauty, publishing and culture.”

It continues: “During her fifty year reign as the “Empress of Fashion”… [she invited] us to join her on a voyage of perpetual reinvention and take part in the adventure of life. Through her trained and diligent eye, she opened the door of our minds and gave us the freedom to imagine. Her images and accomplishments are as fresh and relevant now as they were then, and her spirit is just as vibrant and relevant today.”

Part way through the film, one of the many high profile old colleagues, friends and family members (from Richard Avedon and Lauren Bacall to Hubert de Givenchy) featured, says: “She was about ideas, the magic of fashion.”

And it’s that that resonates.

It reminds us once again why the fashion industry can be so incredibly good at marketing: it’s all about storytelling and imagination. Or as Vreeland so aptly says in the film: “We live through our dreams and our imagination. That’s the only reality we ever really know…”

Most definitely something there to be learnt in how to approach digital strategy.

Go watch the film.

 

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digital snippets e-commerce film Uncategorized

Digital snippets: Burberry, Dior, Dolce & Gabbana, Ralph Lauren, Proenza Schouler

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

  • Burberry opens digitally integrated store in London (as pictured) [Mashable]
  • Marie Claire claims UK first with Dolce & Gabbana video ad in October issue [Media Week]
  • Ralph Lauren previews SS13 accessories collection on Instagram [WWD]
  • Proenza Schouler’s spring collection was inspired by Tumblr [Refinery 29]
  • Uniqlo promotes San Fran store with interactive experience starring YouTube cat Maru [TheInspirationRoom]
  • Zappos crunches Pinterest data to suggest tailored purchase recommendations [Contagious]
  • New York Fashion Week street style is often a billboard for brands [NY Times]
  • These virtual models could be the future of online shopping [Business Insider]
Categories
film Uncategorized

Dior teases Marion Cotillard web documentary

 

Dior is set to launch a seven-part web documentary starring the face of its Lady Dior handbag line, Marion Cotillard.

Announced via the teaser spot shown above, the series will see the French actress giving sneak glimpses into life at the famed fashion house. A new episode will be unveiled every two weeks.

The teaser opens with an an animated feature of two silhouetted characters unzipping a black evening dress. Another jumps for joy before the film cuts to real-life footage of New York traffic, iPhone sketches, camera snapping and measurements in an atelier.

At one point Cotillard is seen posing in the same look as that of her campaign set in the Oscar Niemeyer-designed Communist Party HQ in Paris from earlier this year (as shown below), suggesting the series will feature much behind-the-scenes footage from her other work with the brand.

Later, she appears having her “last fitting” for “look B”. The spot ends with a knock at the door…

Categories
film Uncategorized

James Bond exhibition kicks off with online documentary focused on tailoring and style

 

The Barbican Centre in London has released a short documentary looking at the tailoring and styling of James Bond in celebration of the 50th anniversary of the iconic character.

The spot was created to accompany an exhibition showcasing the design and craft behind the movie series. “Designing 007 – Fifty Years of Bond Style“, is a multi-sensory experience opening on July 6, documenting everything from the costumes, set and production design, to the automobiles, gadgets, weapons and special effects.

The film (as shown above) sees Oscar-winning costume designer Lindy Hemming alongside tailors such as David Mason, creative director at Anthony Sinclair, and Ritchie Charlton, managing director of Douglas Hayward, looking at the varying styles of Sean Connery, Roger Moore, Pierce Brosnan and Daniel Craig.

Says Hemming: “Bond is a British icon, but he’s a world citizen, and he’s beloved all over the world and he’s iconic all over the world, so what he looks like has to not just suit England and Britain but it has to actually be acceptable to the world.”

The spot also describes details such as the silk turned-back cuff worn by Connery in the first film as a sartorial nod to author Ian Fleming’s own style.

The exhibition has been created in collaboration with EON Productions, with unprecedented access to their archives. It was designed by Ab Rogers and curated by the Barbican alongside fashion historian Bronwyn Cosgrave and costume designer Hemming.

There is also another short film available that focuses on the design and craft of the sets, vehicles and accessories.