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New label Fall Risk launches collection through dedicated telephone hotline

New York-based streetwear label, Fall Risk, has released its very first collection via a digital showroom, but its only shoppable by calling a dedicated hotline.

The phone line (+1 212.982.7475) is highlighted on the brand’s website alongside a tagline that reads “CALL TO ORDER”. Befitting the overall retro atmosphere of the site, this is written out in green pixelated letters on a black background, reminiscent of early years computer screens.

Once a customer calls, the designer himself – John Targon (a former employee of Marc Jacobs, Celine and Burberry) – or one of his team will pick up the phone to discuss the purchase.

“The idea of personal connection is the biggest driving force for me right now,” the designer shared in an interview with CR Fashionbook. “I wanted to connect directly with the people who are interested in buying Fall Risk. There was no better way for me to get the true feeling of what is resonating other than by directly listening to my potential customers. Also, it’s fun to listen and talk to them since you can understand what people already own and what they need.”

The collection itself invites references of the 70s and 90s fashion eras, featuring unisex knitwear clothing and accessories. Only 50 items have been produced of each style, which explains why they all sold out after launching only yesterday.

A campaign image of newly launched NY fashion label Fall Risk

Fall Risk is cleverly tapping into the successful marketing strategies of streetwear brands, garnering hype around limited edition collection “drops”. For example on the top of the digital showroom website, a small tab to the left shows a timer that counts down to the brand’s next drop. Currently, it is set for 00:00:00, but items such as that shown in the ad above have not yet been released, suggesting another range of styles is not far off.

In the future, the designer has outlined his ambitions to introduce a membership program that will allow members to preorder items and participate in exclusive events.

Fall Risks’ retro approach to selling its merchandise is one of the latest examples of how streetwear is tapping into consumers’ need for newness. Adidas, for example, gifted their newest sneaker collaboration with Childish Gambino via Apple’s AirDrop feature to lucky festival-goers at Coachella this year.

How are you thinking about e-commerce innovation? We’re all about finding you the perfect partners to do so. The 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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ICYMI: Alibaba smashes Singles’ Day record, 2018 as the year of Virgil Abloh and Meghan Markle, holiday catalogs

Singles' Day 200 billion yuan sales figure
Singles’ Day 200 billion yuan sales figure

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

  • Alibaba sets Singles’ Day record with $31 billion in sales [Bloomberg]
  • Ebay declares 2018 the year of Virgil Abloh, logos and the Markle Effect [FashionNetwork]
  • Why catalogs still have a hold on holiday marketing [RetailDive]
  • Sephora and Google partner on hands-free experience [WWD]
  • China is now using gait recognition to identify people [FastCompany]
  • AI news anchor makes debut in China [NPR]
  • AI bots are awkwardly learning how to dress themselves [Dazed]
  • Is sustainability incompatible with fashion? [i-D]
  • The suddenly surging business of recycled plastic puffer jackets [Fashionista]
  • Glossier opens first NYC flagship [Fashion Network]
  • Zalando looks to Alibaba for connected retail inspiration [Fashion United]
  • Amazon to inaugurate first pop-up shop in Italy [WWD]
  • Dollar Shave Club plans vending machines in high-traffic areas [Retail Dive]
  • competes for luxury partners with high-tech and white gloves [Jing Daily]
  • WeChat reaches 1m mini programs, half the size of Apple’s app store [TechCrunch]
  • Anya Hindmarch gets down to business, helping procrastinators and the scatterbrained [WWD]
  • Black Friday 2018: Consumers are eager, more digital, and willing to spend [McKinsey]
  • Betting on Richemont’s future [BoF]
  • This size-inclusive lingerie show just put the Victoria’s Secret runway to shame [Teen Vogue]
  • Saint Laurent launches art project with Daido Moriyama exhibition [WWD]
  • Why fashion’s future will be shaped by male consumerism [Highsnobiety]
  • Hedi Slimane and the art of the ‘drop’ [BoF]

How are you thinking about innovation? 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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Nike is dropping a new Air Jordan 1 sneaker everyday this week

Nike's "The Week of The Ones"
Nike’s “The Week of The Ones”

Nike UK will be releasing different iterations of its iconic Air Jordan 1 sneaker everyday this week as part of an event series it is calling “The Week of The Ones”.

The aim is to “celebrate the icon” of the Air Jordan 1 sneaker, which was first released in 1984 and has since cemented its status as “sneaker royalty, forever associated with streetwear, style and His Airness himself”, according to the brand.

The exclusive sneakers are available for European customers, and can only be purchased through the brand’s SNKRS UK app.

Upon opening the app, a GIF on an all-white design of the coveted sneaker will flash up in different colorways to reveal the editions available throughout the week.

The first two styles have already been confirmed at this point, called the “PSG” and “Not For Resale”.

Such a move from Nike comes at a time when we’re seeing an increase in retailers capitalizing on the hype around the streetwear inspired drop-culture. Barneys New York and Neiman Marcus recently embraced limited releases in their respective department stores in June of this year, and the newly opened store in London is investing in refreshing its product assortment every two weeks.

Luxury brands have also been embracing this model, with Burberry as one example introducing monthly-recurring product drops of exclusive merchandise under the supervision of its new creative director Riccardo Tisci.

The phenomenon of streetwear culture and its impact on luxury specifically is analyzed in more depth on an episode of the Innovators podcast by TheCurrent, where we interviewed Ferdinando Verderi, co-founder and creative director of NY-based agency Johannes Leonardo, and the man responsible for much of the work between Adidas and Alexander Wang.

How are you thinking about 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.