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Microsoft’s $1bn carbon reduction investment, ASOS’ AR tool, men’s makeup at John Lewis

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

Top Stories
  • Microsoft will invest $1 billion into carbon reduction and removal technologies (MIT Technology Review)
  • Asos trials augmented reality fit tool (Drapers)
  • War Paint and John Lewis launch first ever men’s makeup counter (Fashion Network)
Technology
  • The tech driving next-gen customer service (Vogue Business)
  • Revolve integrates Snap+Style technology for digital communication (Fashion United)
  • How luxury retail can become a tech accelerator (Jing Daily)
  • Google Cloud launches new solutions for retailers (TechCrunch)
  • How Starbucks uses AI to counter mobiles isolating effect (Mobile Marketer)
  • Walmart expands robots to 650 additional stores (Retail Dive)
  • Stein Mart introduces ‘smart button’ for BOPIS shoppers (Retail Dive)
  • Augmented reality contacts are real, and could be here sooner than you think (Mashable)
  • Robots are changing retail, but not where you can see them (Modern Retail)
  • Gaming dominates the $120bn spent on mobile apps in 2019 (Warc)
  • Amazon is reportedly developing a hand-scanning payment option (Adweek)
  • Walgreens is training staff in virtual reality (Charged Retail)
  • How digital garment printing answers the call for customization (Sourcing Journal)
Sustainability & Purpose
  • What’s your fashion footprint? ThredUp’s quiz will tell you (Adweek)
  • Stella McCartney introduces biodegradable stretch denim (Fashion United)
  • Walpole launches its British luxury sustainability manifesto (Retail Gazette)
  • Your e-commerce addiction means delivery emissions could increase 30% by 2030 (Fast Company)
  • H&M’s AI operation helps make its supply chain more sustainable (Supply Chain Dive)
  • Jacket Required dedicates third of show to sustainable brands (The Industry)
  • Dyehouses are cleaning up their act (Vogue Business)
  • Could fashion’s next major fabric brand be green? (BoF)
  • Fast Retailing signed the Fashion Industry Charter for Climate Action (Retail in Asia)
  • Quorn introduces carbon-footprint labelling (Stylus)
  • Lush’s Mark Constantine: the retail rebel fighting climate change before Great was born (Retail Week)
Retail & Commerce
  • Walmart opens cashierless store in Florida (Grocery Dive)
  • Shiseido opens ‘beauty innovation hub’ in Shanghai (Retail in Asia)
  • Bose is closing all of its retail stores (The Verge)
  • Dior, Rimowa take over Harrods (WWD)
  • Opening Ceremony to close all stores (Drapers)
Marketing & Social Media
  • Instagram begins hiding photoshopped images (Hypebeast)
  • Burberry launches online game to celebrate Lunar New Year (Fashion United)
  • Facebook rethinks plan to insert ads into WhatsApp (Campaign)
  • Segmentation is dead! (Retail Dive)
Product
  • Ugg launches monthly product drops (Drapers)
  • New Under Armour sneaker will offer connected coaching (Sourcing Journal)
  • Hermès launches beauty (Fashion United)
  • Nike’s Vaporfly marathon shoes face a potential ban from competition (Quartz)
  • Is 2020 the year men’s makeup will go mainstream? (Evening Standard)
Business
  • Louis Vuitton buys the second largest rough diamond in the world (Fashion United)
  • Old Navy will stay under Gap umbrella (Adweek)
  • Pitti Immagine CEO on the future of trade shows (BoF)
  • Casper files for IPO (Retail Dive)
  • Off-White operator acquires Opening Ceremony (Drapers)
  • Amazon ramps up counterfeit reporting (BoF)
  • Boohoo to surpass forecasts after 44% jump in quarterly revenues (Retail Gazette)
Culture
  • The idea of beauty is always shifting. Today, its more inclusive than ever (National Geographic)
  • How the gaming industry is changing across the world (Quartz)
  • Redefining plus size – dressing the ‘average’ woman in Europe (Fashion United)
  • Why this community of hypebeasts only buy fakes (Dazed)
  • Comme des Garçons accused of racism in AW20 menswear show (Fashion United)
  • A-COLD-WALL* isn’t making streetwear anymore (i-D)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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Campaigns digital snippets e-commerce mobile product Retail social media sustainability technology

Kering commits to carbon neutrality, retail surveillance, Instagram supports drop model

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

Top Stories
  • Kering commits to carbon neutrality (Drapers)
  • The new ways retailers are watching you shop (BoF)
  • Instagram launches ‘reminders’ to support product drops (Vogue Business)
Technology
  • Boston Dynamics robot dog Spot is going on sale for the first time (MIT Technology Review)
  • Cryptocurrency’s huge potential in China’s luxury retail (Jing Daily)
  • Kraft Heinz brings mobile-activated packaging to Walmart (Mobile Marketer)
  • Oculus eclipses $100million in VR content sales (TechCrunch)
  • Amazon to launch smart home inventory sensors (Retail Dive)
SUSTAINABILITY & PURPOSE
  • Burt’s Bees and National Geographic partner for climate campaign (Fashion Network)
  • Can Stella McCartney make faux fur sustainable? (Vogue)
  • M&S and Tesco take top spots in climate change report ranking (Retail Gazette)
  • Taylor Stitch garment restored in Restitch’s workwear capsule (Sourcing Journal)
  • LVMH gets competitive about sustainability (BoF)
  • UK government moves to end ‘vague and misleading’ bioplastic terminology (Dezeen)
  • Clean jeans are the future of denim (Vogue Business)
  • Peta launches campaign to get Farfetch to ban angora (Fashion Network)
  • DPD inks sustainable contract with Asos (Drapers)
  • ‘No planet, no sports’ says Nike Sustainability Chief (Sourcing Journal)
RETAIL & E-COMMERCE
BUSINESS
  • Forever 21 files for Bankruptcy (Bloomberg)
  • Ebay CEO steps down (Retail Dive)
  • Rent the Runway executive steps down after delivery failures (BoF)
  • Marks & Spencer’s director of supply chain & logistics departs (Drapers)
  • Boohoo interim revenues up by 43% as annual sales break £1bn (The Industry)
  • Calvin Klein names Nadege Winter SVP brand experience (Fashion Network)
  • Boohoo appoints Missguided brand boss as MissPap CEO (Drapers)
  • British manufacturing: back in fashion (The Guardian)
MARKETING & SOCIAL MEDIA
  • MAC Cosmetics targets gamers with TwitchCon sponsorship (Glossy)
  • Walmart challenges TikTok users to share dance moves (Mobile Marketer)
  • Honda debuts animated comic book on social media (Mobile Marketer)
  • Oculus introduces social virtual reality world Facebook horizon (Adweek)
  • Facebook tries hiding like counts to fight envy (TechCrunch)
PRODUCT
  • Reebok and Adidas collaborate to launch Instapump fury boost (Fashion Network)
  • Amazon expands Alexa with voice-powered wearable (Mobile Marketer)
  • Amazon fashion teams with Puma on new athleisure brand (BoF)
  • Selfridges partners with British CBD body and wellness start-up Grass & Co (Fashion Network)
  • Nestle launches luxury KitKat bars in direct-to-consumer move (Campaign)
  • Diesel partners Coca-Cola for eco-savvy clothing range (Campaign)
  • Amazon pushes further into healthcare with Amazon Care (Adweek)
CULTURE
  • Indian women are Youtube-ing their way out of gender stereotypes (Quartzy)
  • Rebecca Minkoff on the business of representation (Glossy)
  • Mattel release line of gender-neutral world dolls (Adweek)
  • Avon can’t escape lawsuit accusing it of discriminating against pregnant women (Fashion Law)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

Categories
business digital snippets product Retail social media sustainability technology

Amazon 10 years ahead of UN Paris agreement, Nike’s first hijab ambassador, Facebook’s AI styling

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

Top Stories
  • Amazon plans to meet UN Paris agreement 10 years early (CNBC)
  • First Nike hijab ambassador on breaking barriers for women in fitness (Evening Standard)
  • Facebook experiments with AI-powered styling program (Vogue Business)
Technology
  • Google and Jennifer Lopez reinvent the Versace dress that created Google Images (The Verge)
  • L’Oreal’s Color&Co adds AR hair color try-ons (Mobile Marketer)
  • The quiet robot revolution that can unlock a trillion dollars in retail efficiencies (Forbes)
  • Starbuck taps Alibaba’s Tmall Genie for voice ordering (The Drum)
  • Facebook teams up with Ray-Ban on smart glasses (Mobile Marketer)
  • Google opens a new AI research centre in India (The Next Web)
Sustainability & Purpose
  • Moncler tops Dow Jones Sustainability Index (Drapers)
  • Waste2Wear presents world’s first collection of ocean plastics verified with Blockchain (Fashion United)
  • Ikea invests in solar farms (Fast Company)
  • Nike opens distribution center fully powered by renewable energy (Highsnobiety)
  • Toast launches clothes-swap scheme (Drapers)
  • Salesforce is building an app to gauge a company’s sustainability progress (Tech Crunch)
  • Green money: AmEx joins fight against plastic waste (Stylus)
  • Avery Dennison teams up with plastic bank to further the circular economy (Sourcing Journal)
Retail & E-commerce
  • Body Shop opens refillable concept store (The Guardian)
  • Sandro opens first US flagship store in New York (Fashion United)
  • Psyche launches standalone childrenswear site (Drapers)
  • Quinn Harper opens first store on the King’s Road (TheIndustry)
  • Pandora unveils new store concept in Birmingham (Fashion United)
Business
  • Ocado and M&S’ new joint venture enjoys double digit growth (Charged Retail)
  • H&M to test selling external brands in strategy shift (BoF)
  • Thomas Cook collapse leaves thousands stranded as bailout fails (Bloomberg)
  • Burberry appoints non-executive director (Drapers)
  • In London, fashion takes a break from Brexit (BoF)
  • Toby Bateman steps down from Mr Porter (Retail Gazette)
  • Bluemercury founders depart Macy’s (Retail Dive)
Marketing & Social Media
  • The danger for luxury brands that fail at story telling (Jing Daily)
  • Urban Decay dishes out makeup samples to Bumble app users (Mobile Marketer)
  • As Gucci trips up on social media, sales fall (WSJ)
  • Louis Vuitton launces LVTV (Fashion United)
Product
  • Caspar jumps on the CBD bandwagon with sleep gummies (Retail Dive)
  • HP debut first computer made with ocean-bound plastics (Adweek)
  • Victoria Beckham launches beauty line at LFW (Fashion United)
  • Italy’s Opera Campi to launch stretch hemp apparel (Sourcing Journal)
Culture
  • Instagram adds new restrictions on weight-loss products and cosmetic procedures (Adweek)
  • Banana Republic looks to skin tone and size inclusivity for turnaround (BoF)
  • Refinery29 and Eloquii team up to create a crowdsourced plus-size collection (Adweek)
  • Gucci faces backlash for straightjackets at Milan show (BoF)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

Categories
business e-commerce Editor's pick product Retail social media sustainability technology

Analytics reshaping fashion, the lucrative world of sneaker resells, Snapchat’s return

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

TOP STORIES
  • Analytics are reshaping fashion’s old-school instincts (Vogue Business)
  • Inside the wild, shockingly lucrative world of sneaker reselling (GQ)
  • Snapchat is back in fashion (BoF)
  • Dr Martens’ profits up 70% with success of new ‘vegan’ range (The Guardian)
TECHNOLOGY
  • Facebook latest tech giant to admit to using human review of user audio conversations (Campaign)
  • What Deepfakes actually are (Gizmodo)
SUSTAINABILITY & PURPOSE
  • Stand out brands in The RealReal’s annual resale report (Fashion Law)
  • How Econyl became fashion’s favorite eco-friendly material (Vogue Business)
  • Microplastics are airborne, polluted artic snow reveals (Earther)
  • There’s never been a better time to buy used clothes (Quartzy)
  • Luxury goes back home: Giants strengthen their sourcing proximity (MDS)
RETAIL & E-COMMERCE
  • Nike launches subscription service that targets kids (AdWeek)
  • Online retailers are transforming warehouse construction (Construction Drive)
  • As customers begin to shop through voice assistants, what can brands do to stand out? (Harvard Business Review)
BUSINESS
  • Markets tumble in light of trade wars and poor retail results (BoF)
  • Alibaba results beat estimates on cloud, e-commerce growth (Reuters)
  • Steve Madden acquires DTC sneaker brand Greats (Glossy)
MARKETING & SOCIAL MEDIA
  • Instagram now allows users to create their own AR filters (Hypebeast)
  • Youtube’s AR beauty try-on goes live (Forbes)
  • Luxury brands use video games to speak to China’s Millennials (Jing Daily)
PRODUCT
  • The Farm Bill’s effect on CBD beauty (Glossy)
  • Stuart Weitzman releases limited edition customizable sneakers (Marie Claire)
  • Volcom launches ‘water aware’ denim collection (Fashion United)
CULTURE
  • Nike got called out for discriminating against pregnant athletes. Now it’s changing its policy (Fast Company)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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e-commerce Editor's pick technology

Farfetch backs blockchain platform for luxury fashion

Farfetch is betting on blockchain as part of the future of luxury with the announcement of its role as a founding member of new platform, Libra Association.

It is joining forces with companies including Facebook, Andreessen Horowitz, Ebay, Spotify and Uber for the fashion-focused platform, which will launch at the beginning of 2020.

It will include a digital currency designed to ensure efficient and secure cross-border payments, as well as a focus on product authentication and transparency.

The move will see Farfetch add digital identities, such as QR codes on labels, to its inventory of 600,000 items, according to Vogue Business. It will be working with Eon, a startup from its Dream Assembly accelerator that creates digital profiles of physical products, to do so.

Farfetch CEO José Neves says he especially wants to use the technology for its resell business, which it is currently piloting under the “Second Life” header. This lets users trade designer handbags for Farfetch credit. The value of blockchain here will sit particularly in that product authenticity and provenance area – showing where an item comes from and that it is indeed real.

“Blockchain is still in its relative infancy, but we think it holds a lot of promise with regards to how it could assist the luxury fashion industry scale solutions to these consumer expectations,” Neves said. “Having data intelligence around the life cycle of a product is what really empowers the circular economy.”

Farfetch’s strategy for the blockchain platform will be developed by its new chief data officer, Kshitij Kumar.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. The Current Global 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. 

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business digital snippets e-commerce product Retail social media sustainability technology

ICYMI: Sephora’s inclusion training, Farfetch teams with Gucci, fashion’s child labor risks

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

TOP STORIES
  • Sephora to close US stores for inclusion training June 5 [Retail Dive]
  • Farfetch teams with Gucci for ‘communities’ initiative [BoF]
  • The fashion supply chain is still high risk for child labor [BoF]
  • L’Oréal is launching a new skin-care brand with paper packaging [Allure]
TECHNOLOGY
  • Forget digital versus physical: The future is programmable [Vogue Business]
  • Robocrop: World’s first raspberry-picking robot set to work [The Guardian]
  • Sephora Spain is investing AI mirrors to mimic Amazon’s recommendation engine [Glossy]
  • I watched the NBA Playoffs in VR, and it’s going to change how you watch sports [Fast Company]
  • Facebook plans to launch crypto-currency [BBC]
  • What happened when I let algorithms run my life for a week [Wired]
  • The British companies pioneering AI that reads your emotions – and will revolutionise everything from shopping to sport [Telegraph]
SUSTAINABILITY & PURPOSE
  • Amazon employees are pressuring the company to become a leader on climate [The Star]
  • Vegan beauty: How conscious consumers are driving innovation in ethical cosmetics [Marketing Week]
  • Formula One champion Nico Rosberg launches new sustainable tech festival [Tech Radar]
  • This hedge fund superstar thinks climate change will impact all your investments—and soon [Forbes]
  • The cult of Eileen Fisher is recruiting millennials [Vogue]
RETAIL & E-COMMERCE
  • How Japan mastered the art of experiential retailing [Fashion United]
  • Lessons about the Chinese shopper from the country’s largest discount app [Vogue Business]
  • Retailers cash in on a ‘captive’ college campus market [Retail Dive]
MARKETING & SOCIAL MEDIA
  • Instagram Shopping used by 39% of UK Gen Zers, study finds [Mobile Marketer]
  • The North Face apologizes for Wikipedia marketing stunt [Highsnobiety]
PRODUCT
  • Nike’s new product drop has ‘Fortnite’ characters sporting signature kicks [Mobile Marketer]
  • The world’s most beautiful headphones are here, and they’re made of fungus [Fast Company]
BUSINESS
  • Revolve sets IPO range, sees $1.2B valuation [WWD]
  • Arcadia faces angry creditors in battle to stave off bankruptcy [The Guardian]
  • Canada Goose stock drops 30.9% [WWD]
  • 3 ways Millennials and Gen-Z consumers are radically transforming the luxury market [Forbes]
CULTURE
  • Nike and Virgil Abloh are opening a mentorship center in Chicago [Highsnobiety]
  • How music stars became fashion’s most bankable collaborators [Vogue]
  • Hunter celebrates Pride with special edition PLAY boot [Fashion United]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. 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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business Campaigns digital snippets e-commerce Retail social media Startups sustainability technology

ICYMI: The tech-driven age of the sneaker drop, Adidas’ Airdrop campaign, the weight of holiday returns

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

TOP STORIES
  • The new, tech-driven age of the sneaker drop [Engadget]
  • Adidas pushes new Ultraboost 19 shoe via guerrilla Airdrop campaign [NY Times]
  • Amazon returns video draws 11 million views [WWD]
TECHNOLOGY
  • Samsung patents phone display that projects Star Wars-like holograms [Tom’s Guide]
  • As Facebook raised a privacy wall, it carved an opening for tech giants [NY Times]
SUSTAINABILITY & PURPOSE
  • 8 things Patagonia says fashion can do to get greener [WWD]
  • 5 years after pay pledge, H&M still isn’t paying laborers a “living wage” [TheFashionLaw]
  • Consumers are ready for full sustainability, brands aren’t [WWD]
RETAIL & E-COMMERCE
  • How Bonobos is growing up under Walmart’s wing [RetailDive]
MARKETING & SOCIAL MEDIA
  • Rihanna’s Fenty Beauty, Amazon lead social media mentions for holiday gift shopping, study says [Mobile Marketer]
BUSINESS
  • Victoria Beckham firm’s losses deepen [BBC]
  • Raf Simons Is out at Calvin Klein [GQ]
  • Burberry turnaround? Analysts aren’t buying it [Bloomberg]
CULTURE
  • Why everyone wants a piece of the K-beauty pie [SCMP]
  • Young luxury shoppers explain why they’re willing to pay $500 for sneakers [QZ]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. TheCurrent 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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Editor's pick Retail technology

ASOS launches voice-enabled shopping guide via Google Assistant 

ASOS

ASOS has introduced a Google Assistant experience that gives shoppers the ability to discover new styles using voice technology.

The initiative is an extension of the “Fashionbot” the e-commerce company launched on Facebook Messenger earlier this year, but this time taps into the burgeoning voice interface, which is expected to be worth $40 billion by 2022 in terms of shopping, according to OC&C Strategy Consultants.

Enki, as the ASOS shopping guide is called, gives users access to designs across six of the website’s top womenswear and menswear categories, making them then viewable on smartphones for full exploration and purchase.

All the user has to do to initiate the conversation is say “HeyGoogle, Talk To ASOS” to their Google Home smart speaker or Google Assistant app on Android or iOS. The aim is to help consumers in the US and UK edit down the vast array of products ASOS has available.

Jason Gregory, senior product manager at the company, said: “With 85,000 products on site at any one time, and on average 5,000 new items added each week, it’s more important than ever to make it easy for our customers to stay on top of what’s new on ASOS. With the launch of Enki on Facebook Messenger and now Google Assistant, we’re exploring ways that conversational commerce can help us make the ASOS shopping experience as easy and intuitive as possible.”

On Facebook Messenger, Enki also includes features such as Your Edit, a weekly drop of curated items; Style Match, which enables customers to search using images from the web or captured on their smartphone; and You Might Also Like, which recommends other styles. All are built on machine learning.

This is the first time ASOS has stepped into the voice tech space. Others brands from fashion and beauty, including Perry Ellis and Estée Lauder, have experimented with it ahead of them.

ASOS says it will be using customer feedback from the initial launch to explore ways to refine and enhance the experience over the coming months.

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 product Retail social media sustainability technology

ICYMI: Inside Magic Leap, no one buys through Alexa, Supreme’s covetable newspaper ad

Magic Leap
Magic Leap

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

TOP STORIES
  • Inside Magic Leap’s quest to remake itself as an ordinary company (with a real product) [Wired]
  • Surprise, no one buys things via Alexa [TechCrunch]
  • New York Post Supreme ad turns tabloid into impossible to find commodity [NY Times]
  • Adidas has a clever plan for staying relevant: withholding its biggest hits [QZ]
  • Toward a different language of size [NY Times]
TECHNOLOGY
  • How fashion retailer H&M is betting on artificial intelligence and big data to regain profitability [Forbes]
  • Wayfair unleashes mixed-reality shopping [RetailDive]
  • Starbucks may let customers pay with bitcoin [CNN]
  • Red Bull, Swarovski test Kik’s cryptocurrency rewards app [MobileMarketer]
SUSTAINABILITY & PURPOSE
  • Could rental fashion help us become more sustainable? [Harper’s Bazaar]
  • Walmart tried to make sustainability affordable. Here’s what happened [QZ]
  • Esprit and IndustriALL collaborate to improve workers’ rights [FashionUnited]
RETAIL & E-COMMERCE
  • Online retailers are using empty mall spaces to test products [Digiday]
  • Are retail stores now museums too? New beauty shop charges you to enter [Observer]
  • 9 tips for mastering the in-store experience [BoF]
  • Most consumers abandon online shopping carts due to lengthy checkouts [WWD]
  • Casper to open 200 stores across North America [RetailDive]
  • Levi’s unveils Project F.L.X. customization studio in Downtown LA [WWD]
  • Why isn’t Zara on every street corner? [Forbes]
  • Debenhams begins roll-out of in-store gyms [TheIndustry]
  • Store, café or art gallery? The rise and rise of the concept store [FashionUnited]
MARKETING & SOCIAL MEDIA
  • L’Oréal brings AR makeup sampling to Facebook [MobileMarketer]
  • How the #VanLife movement is influencing car design [FastCompany]
  • ‘Stories’ was Instagram’s smartest move yet [Recode]
  • Snapchat expands Shoppable AR to its top creators [Digiday]
  • How Poshmark’s sellers made $1B off the ‘social mall’ [RetailDive]
  • You are not original or creative on Instagram [QZ]
PRODUCT
  • Walmart is reportedly launching an Everlane-like clothing brand [QZ]
  • Vans aims to inspire and educate with its Van Gogh museum collection [AdWeek]
  • Are fashion brands pivoting to focus on cosmetics and fragrance? [Fashionista]
  • Amphibio is a 3D-printed shirt that lets you breathe underwater [FastCompany]
BUSINESS
  • Wrangler owner VF plans to spin off jeans business [WSJ]
  • How Benefit Cosmetics stays young [BoF]
  • Is Burberry’s simple new logo catnip to copycats? [Jing Daily]
  • Black designers have to work twice as hard – & are still ‘emerging’ [Refinery29]
CULTURE
  • Community, the missing ingredient in luxury’s streetwear pivot [BoF]
  • Bad taste is the best thing to happen to fashion [Vogue]
  • Black women are dominating the September issues [Evening Standard]

 

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.

Categories
Editor's pick social media technology

Facebook introduces augmented reality ads to user’s feed

Facebook AR ads

Facebook is testing augmented reality ads that will allow users to try on products virtually directly from their news feeds, in another competitive move with Snapchat.

Announced at a Facebook holiday shopping event in New York on Tuesday (July 10), this is an indication that the social media platform is further investigating tools to harness the user’s smartphone camera.

“Better marketing equals better shopping,” said Ty Ahmad-Taylor, VP of product marketing at Facebook. “You connect with [customers] in a way that’s unusual and new, and you can deliver messages to them in a format they want to accept.”

Currently trialling in the US throughout the summer, brands such as Michael Kors, Bobbi Brown, Wayfair and Sephora are already on board. The Michael Kors advert, for example, allows users to tap a visual to virtually try on sunglasses; meanwhile, homewares brand Wayfair allows the user to tap to visualize a piece of furniture in their home.

In May, Facebook announced an augmented reality capability on Messenger that allows brands to speak to users in a more experiential manner. Nike, for instance, trialled the feature via its SNKRS chatbot to unlock an AR experience where users could buy limited edition shoes. The launch of AR-enabled advertising is a natural progression for the platform, who in 2016 bought AR face filter app MSQRD.

Meanwhile, other social media platforms where visuals are a pivotal part of the user experience, have also been quick to harness the potential of AR. Snapchat has recently also teamed up with Nike to offer an AR experience that was geo-fenced and allowed users to buy limited edition shoes (which sold out in 23 minutes).

Instagram however is evolving its booming Stories feature – which as of May 2018 had 150m daily active users – to allow brands that are advertising to add stickers that click through to e-commerce pages. As users migrate from Snapchat‘s ephemeral experience to the very similar functionality found on Instagram Stories, AR will undoubtedly play a very important role in how the popular feature evolves.

As technologies such as augmented reality and image recognition mature, social media platforms are going to continue to fight for an ever bigger slice of its users’ mobile behaviors – in this case, the smartphone camera.