social media technology

ThingLink’s interactive images expand to Facebook, again key for fashion


You might remember this piece about ThingLink – a tool that lets you tag any image, with any content, making it instantly interactive. I wrote about its potential relevance to the fashion industry when it launched embeds in Twitter, demonstrating it in action with a Burberry image (as above in a non-interactive format) that to this day is still getting regular “hovers” over it week to week according to my email alerts.

News now has arrived of its integration with Facebook. When you share a ThingLink-enabled image to your Timeline, much like with how it worked on Twitter already, fans are able to experience the content inside the image without leaving the page.

An example has been released from Médecins Sans Frontières to demonstrate it. But this once again this has enormous application for fashion brands trying to share more than just a still shot of their collections. Their videos, show music, e-commerce pages and more.

As referenced previously from Mashable: “That single photo, in essence, just became a platform of its own.” Armani is an example of one designer officially using it, and already doing so on Facebook.

On a similar note, TechCrunch has just reported on rival tool Stipple’s new social commerce element called Stipple Shopping. This allows photos to be placed on Facebook and Twitter that users can explore, compare and now actually buy from too, likewise without leaving the image. Single photos that instantly become stores therefore.

It’ll be interesting to see what cut-through these tools might have. While increasing interaction and engagement is a worthy aim, whether they can actually impact commerce is another question.

Check out the video below…

data digital snippets e-commerce technology Uncategorized

Digital snippets: adidas, Nars, Hermès, Cole Haan, Wall Street Journal, F-commerce

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

  • adidas gives Facebook users personalised version of Ebenezer Snoop holiday campaign [PSFK]
  • Nars creates a digital journey into the world of Andy Warhol [L2 Think Tank]
  • Hermès launches on Tumblr and Pinterest [Hermès]
  • Tumblr unveils accessories spotlight section sponsored by Cole Haan [Mashable]
  • Wall Street Journal launches shoppable holiday gift guide [AdAge]
  • F-commerce ‘too soon’ for retailers, says Facebook’s retail director [Marketing Magazine]
  • The end of the smartphone era is coming thanks to computerised glasses [BusinessInsider]
  • EyeSee store mannequins gather intelligence on shoppers [Gizmag]
  • Ready to download your next pair of shoes? How 3D printing is turning bits into atoms [BusinessInsider]
  • Facebook aims for luxury brands with study into how the rich use social [Econsultancy]
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]
digital snippets e-commerce film social media technology Uncategorized

Digital snippets: NYFW, F-commerce, Christian Louboutin, Louis Vuitton, Marni, Nike

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

  • Jason Wu, Diane von Furstenberg, Marc Jacobs and Michael Kors prove most “talked” about in online space during NYFW [WWD]
  • Retailers shut their Facebook stores; is this the end of F-commerce? [Mashable]
  • Neiman Marcus launches social media challenge for Christian Louboutin’s 20th anniversary [Luxury Daily]
  • Louis Vuitton sets short film series on major cities, starting with Hong Kong (as pictured) [WWD]
  • Nike introduces Nike+ basketball sneaker with high-tech sensors [AllThingsD]
  • Sølve Sundsbø’s The Ever Changing Face of Beauty installation becomes interactive iPad App [The Business of Fashion]
  • Google to start selling glasses that will project information, entertainment and ads onto the lenses [NYTimes]
e-commerce mobile Uncategorized

Topshop sees 8% of online sales from mobile

There’s an interesting Q&A with Kate Walmsley, head of e-commerce at Topshop over at New Media Age this week.

In it she outlines the fact 8% of online sales are now coming from mobile, despite the fact the brand doesn’t yet have an optimised site, nor a transactional app (both are soon to launch). This figure is particularly significant when compared to other UK retailers;  according to retail trade body IMRG, on average 3-4% of total e-commerce sales from mobile among its membership.

“Something like 8% of online sales are coming through mobile, if you include iPad in there, which is three or four times more than it was last year. It is pretty strong growth and recognises that it is a really important channel for us,” said Walmsley.

She also explains how she sees mobile as an opportunity to bring everything the brand does together.

“We think we have a good online proposition and get a lot of engagement and interest among a wide base, who are enthusiastic and passionate about the brand. We want to connect that to the in-store experience, which is also really distinct and unique.

“A lot of people talk about really having a multichannel business, which is really important for us, but mobile is really the first real step towards that for us. It is not just about being in every channel or being able to transact in every channel but finding what the best experience for that channel and finding the best routes in.”

Her thoughts on f-commerce are also interesting: “Facebook is a likely place to be for us as we have a lot of folks there engaged with our brand. It makes sense for us to export it as a possibility but we don’t see the value in porting everything we do on .com and porting it over to Facebook. Then it is just replicating the experience and it ends up being clunky and not something that takes advantage of that environment. We’d rather do something that is a curated shop within that environment that is seasonal or event driven.”

Watch this space then.


Oscar de la Renta launches exclusive fragrance ring via f-commerce

Oscar de la Renta has turned to f-commerce with the launch of a limited edition cocktail ring featuring a solid concentration of its Esprit d’Oscar fragrance, available exclusively for Facebook fans from today.

Thanks to technology provided by social commerce company 8thBridge, the initiative allows users to shop the product end to end, therefore without leaving their Facebook feed.  (All you have to do is “like” ODLR to access the offer).

According to Erika Bearman, vice president of communications, aka Oscar PR Girl, this marks the beginning of a number of f-commerce exclusives that will follow from the brand, each one designed with its fans in mind.

It also demonstrates Oscar’s continuing dedication to social media, and belief that when it comes to sales, its various platforms (Twitter, Tumblr and Facebook) are particularly suited to its fragrance business. The company won back its fragrance licence just last year, and launched Esprit d’Oscar via a Facebook campaign in April 2011.

digital snippets Uncategorized

Digital snippets: Olsens and Anna Wintour, Vogue, Guess, Sephora, NYFW

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

  • The Olsen twins and Anna Wintour feature in QR code artwork (as pictured) [Mashable]
  • Vogue launches social media panel of 1,000 “influential” women as platform for advertisers [AdWeek]
  • Guess among brands adopting new technology that allows integration of own consumer information with Facebook’s ‘social graph’ user database [Brand Republic]
  • New York Fashion Week documentary premieres [Racked]