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e-commerce Editor's pick product

Amazon Fashion takes a leaf out of streetwear’s game with The Drop

Amazon has teased a new fashion line called The Drop, which will see limited edition collections launching for 30 hours at a time.

The e-commerce giant unveiled the news this week, referring to it as “limited-edition street style, designed by global influencers”.

Those influencers include Paola Alberdi, Sierra Furtado, Patricia Bright, Leonie Hanne and Emi Suzuki, all of whom will be involved in creating looks for the exclusive drops, which will be released every few weeks.

Users are invited to submit their phone number to receive text updates when the latest drop comes in.

The company also promises a sustainability play in all this, highlighting how the initiative will mean less waste because of the fact things are only made to order. Alongside the limited edition pieces released will also be a handful of “staples” in order to complete each look.

The website of The Drop reads: “Trends move fast. The Drop does, too. Each collection is live for 30 hours or less because fabrics are limited. Then we make each style only when you order it to reduce waste.”

Amazon is of course jumping on the bandwagon of streetwear’s drop collection game, looking to emulate the scarcity and hype factor that has seen such huge success stories as Supreme and others. Broader fashion and luxury brands have also been exploring such opportunities, from Burberry to Ralph Lauren, through a combination of new business models and collaborations.

The idea of made-to-order however is also something Amazon has been hinting at for sometime. It filed a patent in 2017 for an on-demand clothing manufacturing process, which does indeed suggest speed as well as volume.

How are you thinking about retail and product 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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e-commerce Editor's pick film technology

Yoox launches ephemeral and exclusive shoppable videos on YouTube

Yoox's ephemeral pre-roll ads on YouTube
Yoox’s ephemeral pre-roll ads on YouTube

Yoox is running an innovative marketing campaign on YouTube for the holiday season, which sees pre-roll ads featuring exclusive yet disappearing products.

Created in partnership with Google and Stink Studios, the 15-second ads showcase “The World’s Most Exclusive Collection” through shoppable fashion items that are only available for the timeframe of the video. Once the spot is over, the customer viewing won’t be able to watch it again nor will they be able to find the piece in question on the Yoox site.

The products featured are referred to as the “endangered protagonists” of the short movies, with shoppers given the chance to “save” them by buying them. If the occasion is lost, the item will be destroyed by a series of surreal animated 3D mechanisms, and the next person gets the opportunity instead.

The aim is to not only play with the pre-roll format, but with the concept of luxury desirability and urgency to buy in an on-brand, whimsical and pop animated way, reads the write-up.

“The aesthetics and the concept of the animations reminds that of childhood cartoons, in which the narration is deployed very rapidly and the climax immediately reached. However, behind the simplicity of the video is an innovative technology which we have explored together with Google, which allowed us to obtain a truly captivating format”, said Filippo Vezzali, creative director at YOOX.

“This campaign is proving that it is possible to run a branding campaign with performance tools, thus integrating a full funnel strategy which appeals to both awareness and purchase intent. It is brandformance at its best,” added Simone Zucca, fashion and retail sector leader for Google Italy.

Technically, the ads have been developed by using RITA, Stink Studios’ proprietary real time video cloud rendering platform. Each item is seamlessly integrated into the animated video in real-time, as the viewer is watching, making each shoppable pre-roll ad completely unique.

The ads are running in the US, Italy, Japan and South Korea until mid December and across cyber weekend.

This post first appeared on Forbes.

Categories
social media technology

#NYFW digital highlight: Tommy Hilfiger’s social concierge

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Tommy Hilfiger brought a sense of digital personalisation to those in attendance at his California-themed New York Fashion Week show this season; offering up a service that delivered assets – pictures through to collection information – upon request in real-time.

The “social concierge”, as it was called, saw a dedicated team of 30 responding to emails sent in from showgoers – either providing them with what they were after from a cloud-based library, or directing a team member on-site to capture the request directly. Mashable experimented with this 30-minutes in advance to see what was possible, asking for an image of the designer with a model doing a thumbs up, and got the exact shot back just before the show began, as shown above.

Meanwhile, I requested one of the first looks, a finale shot and an image from behind-the-scenes while the collection walk was in action, all of which I received within 15 minutes of it ending. Mine (included below) were evidently shot on an iPhone, though the service did also incorporate higher quality photography and reportedly a team of digital technicians to instantly edit the shots.

The concept is of course tied to social media sharing. Said the company: “[It] allows the industry to curate and share a new layer of exclusive, customized content on their own digital platforms for their followers during the show.” It added that the aim was to further “emphasise the approachable and inclusive DNA of the brand”.

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That access to exclusive content for attendees also continued with the brand’s “Runway Newsroom”, an online portal that opened immediately following the show, once again intended largely for press and buyers. This included everything from a full collection statement to high res images of the line, behind-the-scenes activities and even set design. So too were there sketches from the designer and detailed photographs of the fabrics.

As Avery Baker, CMO at Tommy, told WWD: “There is increased pressure on media and influencers to communicate immediately to their followers. We felt this program would help facilitate and streamline the process for them.”

Two further pieces of digital content were also created for the season:

The first was the result of the brand providing bloggers including Scott Schuman and Susie Bubble with Lytro cameras. These light field cameras allow photos to be refocused after they are taken. In other words, viewers can focus in on the model in the foreground or switch to the crowd behind her just by tapping the screen (see below).

And secondly, it partnered with artist Meagan Cignoli to capture moments in the lead-up to and during its show using Vine and Instagram video (see this one for instance). A separate series of 30-second videos were created by the brand focused on details like the beauty looks, the accessories in the collection and its beach-themed set up.

As with last season, “The Conversation” of the show was captured on a live social media feed displayed in the entrance-way to the venue on 90ft screens.

TH SP14 collection first look 24TH SP14 Collection Detail 6sketches TH SP14 collection conversation 08

Categories
digital snippets e-commerce film social media

Digital snippets: Facebook, 3D printing, Weibo, Topshop, Calvin Klein, Anthropologie

It’s likely to be a little quieter here over the space of the next week as I head to Austin, Texas, for this year’s SXSW. Meanwhile, therefore, here’s a quick round-up of some of the best fashion and digital stories from around the web these last few days:

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  • Facebook redesigns news feed: what’s in it for brands [Inc]
  • Dita Von Teese debuts 3D-printed dress (as pictured) [Mashable]
  • Dior, Prada, Marchesa, Elie Saab and Giorgio Armani top Sina Weibo’s most buzzed about brands from Oscars red carpet [WWD]
  • Topshop is fashion’s most social high street brand [The Wall Blog]
  • Calvin Klein launches Dark Obsession fragrance ad starring model Matthew Terry [The Cut]
  • Content marketing with Instagram: five lessons from Anthropologie [The Bureau]
  • Dove Canada’s Photoshop ‘hack’ reverts airbrushed, edited photos [Huffington Post]
  • Five brands that reaped rewards after adopting responsive design [Econsultancy]
  • One e-commerce winner, one loser; two lessons – Farfetch vs Luxup [Material World, FT]
Categories
e-commerce film Uncategorized

Net-a-Porter teases Choupette Lagerfeld video

 

“She’s white, fluffy and quite possibly the best-dressed cat on the planet,” reads the copy on Net-a-Porter’s latest video uploaded to YouTube. “Oh, and did we mention she’s a Lagerfeld?”

The luxury online store has released a teaser (as above) featuring Karl Lagerfeld’s now infamous feline friend, Choupette, who just celebrated her first birthday.

A full-length exclusive video with the “oh so chic” cat, is slated to follow, presumably to tie in with the release of Lagerfeld’s second Karl collection on Net-a-Porter from today.

Got to love it when fashion doesn’t take itself quite so seriously…

Categories
e-commerce Uncategorized

Cheap Monday allows fans to unlock and shop new collection before Stockholm fashion show

Swedish brand Cheap Monday is providing Facebook fans with exclusive access to its spring/summer 2013 collection ahead of its show at Stockholm Fashion Week next week.

Launched in partnership with e-commerce start-up Tictail, the “Sneak Peek Shop” allows consumers to purchase a limited number of key items ahead of time including shirts, jeans and jewellery.

Essentially a digital pop-up shop, it is unlockable via a code, which is only accessible to those who like the brand’s Facebook page.

“Our fans and customers all over the world are the fundament of Cheap Monday. We strive to find new ways to build our relationship with them and offer exciting products and services. We hope that making it possible to purchase our SS-13 Collection before everyone else through our partnership with Tictail is just as exciting for our customers as it is for us,” says Håkan Ström, COO at Cheap Monday.

The initiative premiers Tictail’s “Exclusive Access” feature, which allows retailers to limit store access through a login service, making it possible to offer special treatment for chosen customers. “In this case, Cheap Monday turns fashion logic upside down by selling items from the new collection before it even hits the catwalk and uses the feature to give Facebook fans early access to the shop through a code,” reads the write-up.

Carl Waldekranz, co-founder and CEO of Tictail, which is named one of Wired magazine’s hottest 100 European start-ups in its September 2012 issue, adds: “We aim to empower all types of businesses, and help erase borders between them and their customers. It’s great to see smaller retailers using Tictail to sell directly to customers, and now to see a global innovative brand like Cheap Monday using it to fit their needs.”

The Cheap Monday shop opens today, ahead of Tuesday’s show (when it then becomes available to everyone), and will remain accessible until September 2. All purchases will be delivered during 2012, before they hit stores in 2013.

The show is being live-streamed online on Tuesday at 9.30pm CET at www.cheapmonday.com/show.

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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.