Categories
sustainability

Elle UK publishes sustainability-focused September issue

Elle UK's September issue
Elle UK’s September issue

Elle UK has dedicated its entire September issue to sustainability, hoping to encourage the fashion industry to follow suit by teaming up with several important voices in the field.

It is also proposing its own manifesto to encourage meaningful change internally.

The issue, which is printed on 100% recycled paper, features conversations with important designers, authors and experts within the sustainability field, such as designer Stella McCartney, actress and activist Pamela Anderson, and author and climate change advocate Naomi Klein.

“The fashion industry has been using the same 10 materials for the past 200 to 300 years — come on guys: the food industry is changing, the fashion industry is doing the same old stuff, and getting away with it,” says McCartney.

Another contributor is Livia Firth, founder and creative director of Eco Age and executive producer of The True Cost, a documentary exploring the impact of fashion in its supply chain.

“When you look at the #MeToo campaign and the concept of feminism, you think, ‘How can we just be feminists in our little world?’ When you are a feminist, you have to consider women everywhere,” says Firth. “When you get dressed, you are wearing the story of another woman who is getting exploited. If you are a true feminist, #MeToo also has to apply to them. You have to make the connection and remember those stories.”

In this issue, the publication is also proposing a series of changes in order to be more ethical. This includes working with suppliers to improve its practices; using its multi-media platform to raise awareness to climate issues; highlighting campaigners and designers who are worth paying attention to or shopping from; and from a day-to-day perspective, using recycled set props as much as possible and eliminating single use plastics both on photo shoots and at the office.

For this initiative, Elle UK conducted research to better understand attitudes and awareness of sustainability in fashion among young women in the country. It uncovered findings such as that 90% of women want to know more about sustainability in the industry, while 51% want to know what they can do to become more sustainable.

The education piece is also key, as 62% of those surveyed were unaware that the fashion industry is one of the world’s biggest polluters. Additionally, 55% found it important or very important to know where the clothes they buy come from and whether they are ethically made.

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.

Categories
business data digital snippets e-commerce film mobile technology

What you missed: Luxury on Amazon, understanding data, Nike’s Mark Parker

Luxury is resistant to selling on Amazon
Luxury is resistant to selling on Amazon

The big news this week surrounds the ongoing resistance from luxury to sell on Amazon. Jean-Jacques Guiony, CFO of LVMH, said last week, there is “no way” it would do business with Amazon. “We believe that the existing business of Amazon… doesn’t fit our luxury, full stop, but also doesn’t fit with our brands,” he explained.

Quartz writer Marc Bain has a great overview on this. As he starts his story: “Next year [Amazon is] expected to become the biggest apparel seller in the US, and it boasts an enviable customer base for higher-end brands”. Yet of course, it also presents the problem of being too accessible and not reflective of the high quality customer experience luxury brands are aiming for online – many of them only recently.

Meanwhile, also worth reading this week is a piece on Nike’s Mark Parker and his view on imagination, innovation and art, another on how tech hubs are helping luxury brands return to their roots, and one on the way in which artificial intelligence is changing retail forever. If that wasn’t enough, be sure to also check out new campaigns from Abercrombie & Fitch through to Patagonia.


TOP STORIES
  • Is it even possible to sell “luxury” on Amazon? [QZ]
  • Fashion marketing is failing to understand data [Glossy]
  • Nike’s Mark Parker on imagination, innovation and art [Another]
  • How Silicon Valley (and other global tech hubs) are helping luxury return to its roots [LeanLuxe]
  • Number of Europeans using mobile payments triples, Visa study finds [Internet Retailing]

BUSINESS
  • How Brexit is set to affect how we shop [Daily Telegraph]
  • How do you sell a $6,000 bag your customer can’t touch? [QZ]
  • In stagnant luxury market, luggage brands roll on [BoF]

ADVERTISING
  • Abercrombie & Fitch tries on a new attitude: friendly [WSJ]
  • New Patagonia short film shows how fair trade shopping is good for business [Co.Create]
  • In REI’s tearjerker, people carry out a fellow hiker’s lifelong dream in tribute to his life [AdWeek]
  • Longchamp takes virtual stroll through Paris to mark boutique renovation [Luxury Daily]
  • Avon calling: #BeautyBoss campaign reboots brand [BrandChannel]

RETAIL
  • How artificial intelligence is changing online retail forever [TechCrunch]
  • Karen Millen launches B2B-only tech concept store [Decoded Fashion]
  • British Telecom launches connected store concept [Decoded Fashion]

TECHNOLOGY
  • We’re getting closer to clothing made entirely by robots [QZ]
  • How mobile is transforming product search — and why voice may be next [Retail Dive]
  • Alibaba’s new payment system lets virtual reality shoppers pay by nodding [Reuters]
  • VR is where my fashion dreams can become reality [The Verge]
  • Silkworms spin super-silk after eating carbon nanotubes and graphene [Scientific American]
  • Elle’s augmented reality experiment: fad or future of media? [WWD]

UPCOMING EVENTS
Categories
social media Uncategorized

Elle UK offers top tips for successful social media profiles

The latest issue of UK Elle magazine includes a guide to creating the perfect social media profile.

Featuring input from the likes of model Coca Rocha, DKNY PR Girl Aliza Licht, and photographer/blogger Garance Doré, along with numerous other fashion, media and digital experts from around the country, it offers a comprehensive breakdown of how to maintain a savvy personal online presence.

Elle’s editor-in-chief, Lorraine Candy, says: “99 per cent of the time, a winning way with social media is not luck. It’s a matter of forensic control over what you put online.”

Included are tips on everything from ideal photos to interesting content. As David Slijper, fashion and Elle cover photographer, suggests: “No one wants to see your laundry basket. To take the best profile picture, stand by the window. Switch off the flash and get someone else to take the picture.”

Licht of DKNY meanwhile, is all about personality in your posts: “Authenticity is producing a runway show and then going home to vacuum your apartment.  That’s real. Life is not 24/7 glam and I try to show [mine] in its true form. Every person has unique qualities and quirks and the little details you divulge make followers feel more connected.”

Similarly, Rosanna Falconer, social media manager for the British Fashion Council, comments: “Your style has to reflect you. If you enthuse over life day to day, keep that style in your online voice.”

The full article appears in the August issue of Elle, and as a digital edition available through Apple Newsstand.

Categories
digital snippets e-commerce Uncategorized

Digital snippets: Oscar de la Renta, Victoria Beckham, Kate Spade, Bloomingdale’s, Nike

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

  • Oscar de la Renta live pins bridal show (as pictured) [The Cut]
  • Victoria Beckham’s social whirl [WWD]
  • Bloomingdale’s virtual reality windows let shoppers try on shades [NY Daily News]
  • Nike creates new Twitter RSVP system to facilitate shoe releases [Stupid Dope]
  • New Balance Boston’s digital community board gives real-time running updates [PSFK]
  • LVMH on managing its brands on Facebook [WSJ]
  • US Elle tries Facebook commerce, launches shoppable trend guide [Mashable]
  • Fancy hits 500,000 users, 1,000 merchants [Gigaom]
Categories
Uncategorized

Elle UK live tweets Beckham cover shoot

UK Elle magazine provided its Twitter and Facebook fans with exclusive behind-the-scenes access to its July 2012 cover shoot with David Beckham in Los Angeles yesterday.

The initiative followed the success of a similar one with Twilight actress Kristen Stewart last month (she will cover the June issue). This however marks the first time the mag has had a solo male appear, which provided the editorial team with a wealth of opportunity to build hype around the event before Beckham’s name was revealed. A poll was cast on the website, alongside a series of teaser stories.

The live tweets began last night following the official announcement yesterday morning. Although full shots of Beckham weren’t ever shown, the editors set the scene with descriptions and snaps of everything from their lunch to the clothes rail being selected from. There was even a close-up on the football player’s tattoos – proof if it was ever needed. Followers were also invited to send in their own questions to @ELLEuk and through its #BeckhamElle hashtag.

The move is an interesting one for a magazine; tapping into the all-important notion of ‘real-time’ in today’s social media world by opening up the one part of its publication that tends to remain under wraps until it hits the shelves. On each occasion Elle has done it just enough to grab attention amid the “noise”, and yet not so much so as to damage levels of interest when the issue is actually printed. It’ll be interesting to see newsstand sales and subscription growth in relation for both.

The choice of Beckham is said to be a nod to the 2012 Olympic Games this summer. Elle’s editor-in-chief Lorraine Candy, said: “David Beckham is a national hero, so we saw an opportunity to shoot a celebratory cover to support an historical and patriotic year. He is an icon and Elle is known for featuring icons on its cover.”

The issue will be available from May 30. View more of the behind-the-scenes pics, here.

Categories
digital snippets e-commerce technology Uncategorized

Digital snippets: Burberry, Nike, ShoeDazzle, Macy’s, Elle, Trendabl

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

 

  • Burberry releases sneak preview of its forthcoming eyewear campaign (as above) [YouTube]
  • Nike continues tech offensive, launches e-commerce football app [The Next Web]
  • ShoeDazzle scraps monthly subscription model, adds lingerie and dress lines [Fast Company]
  • Macy’s looks to capitalise on tech-savvy generation [Brand Channel]
  • Elle UK boosts magazine subscriptions following live stream of Kristen Stewart cover shoot on Twitter [Media Week]
  • My-Wardrobe co-founder launches LoveHats.com, incorporates virtual try-on service [WGSN Tumblr]
Categories
Uncategorized

Elle Collections launches iPad app

A preview of the latest issue of biannual catwalk title Elle Collections has been released as an interactive iPad app.

Launching this week it offers an insider’s guide to the top 10 shows of the spring/summer 2011 season, as well as a detailed image gallery of the collections and a round-up of the best accessories.

Video footage from backstage is also offered, alongside films of the Elle team commenting on the shows and providing insights into the key looks of the season.

Elle editor Lorraine Candy said: “For the first time we talk readers through the top shows, take them back stage and into the world of the catwalk, giving them access in a way no other magazine could. We wanted to give readers an understanding of what inspired the designers and an idea of what they’ll be wearing this spring/summer. The iPad gives us the tool to do this in a truly, interactive, tactile way that we’re sure our readers will love.”

The app also offers an interactive front row feature where users can click on individual personalities to find out who they are and then opt to read their blog or follow them on Twitter.

Download it from iTunes here.