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Editor's pick film technology

Virtual reality and robots head for Stockholm in latest fashion week technology integration

IdaKlamborn

Virtual reality is the latest plaything of the fashion set, with designers from Tommy Hilfiger to Dior, Rebecca Minkoff and Jean-Pierre Braganza all experimenting with it.

Now, it’s Swedish designer Ida Klamborn’s turn. Where most of her contemporaries have taken VR and applied it as an immersive film experience shot during fashion week and delivered a few months later in time with their collection hitting the shop floor, Klamborn is offering up a real-time initiative live from her front row. Read the full story, including detail of where the robots come in, via Forbes.

Categories
data social media

Rihanna + brand = license to print money, thanks to the fans

rihanna

Who’s the biggest celebrity in the world? No, let me ask that again… who’s the most marketable celebrity in the world? Move over Gigi, Kendall, Gisele, Kim, Jennifer, Justin, Harry and all those other celebs I can’t bring myself to list. Step forward Rihanna.

Her fans have more distinctive brand preferences than those of any other big-name celebrity in any genre (including athletes, actors, musicians, and others), according to data from researcher The NPD Group.

NPD’s new BrandLink database identifies the brand preferences of fans to help marketers identify the celebrities with which brand users are most likely to engage.

But do celebs really influence our product choices? Interestingly, I used to work in a job where we regularly published celeb style reports and subscribers always denied being interested in them – but the hit rates were always through the roof.

The fact is that fame sells but, as this report shows, not all fame is equal. It all depends on the fans.

According to NPD, a celebrity is considered to be a strong endorsement opportunity for a brand if the fans of that celebrity are at least 50% more likely to use the brand. The endorsement score shown below reflects the relative marketability of big-name celebrities, based on the total number of brands for whom they would be a strong endorser. RiRi’s index score of 367 means that she has almost 3.7 times as many strong brand endorsement opportunities as the average big-name celebrity. Besides those shown in the chart below, Rihanna outranks other well-known celebrities including Angelina Jolie, Tim McGraw, Coldplay, and Stephen Curry.

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One of the many brands that drove Rihanna’s top endorsement score was Jeep, which means that her fans show a distinct preference for Jeep. On the surface, if Jeep were considering a celebrity endorsement, it might think that Rihanna and Beyonce are equally good choices. Both are chart-topping female R&B stars with very similar fan bases. However, BrandLink shows that Rihanna’s fans are much more likely to choose that vehicle because of her links with it.

“Celebrities are media properties in their own right, with audiences that have nuanced brand preferences,” said Barbara Zack, NPD vice-president. “In the same way that every sitcom is not equally valuable to a particular brand, neither is every celebrity equally valuable to a particular brand.”

Although this analysis is focused on big-name celebrities (those with over 10 million big fans), the database includes lesser known talent as well. Smaller celebrities with a high number of brand endorsement opportunities include talent as diverse as M.I.A. (rap/hip-hop), Michelle Phan (YouTube), and Luis Suárez (soccer).

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

Categories
social media

Instagram likes: Kendall Jenner, Taylor Swift take 2015 prize

instagram-board

It’s a very shallow world and it’s also one that’s celebrity-obsessed. That’s pretty obvious from the list of Instagram posts that got the most likes this year.

Was it a triumph of inspirational imagery? Not exactly. The unstoppable Kendall Jenner and Taylor Swift were the influencers who rocked this most visual of social media channels.

Kendall’s sister Kylie also got in on the act and last year’s most liked Instagrammer, Beyoncé, was still there (but at number five this year). Taylor Swift had the most entries in the top 10, however – six of them in fact.

Come on own up, are you responsible for one of the combined 12.9m likes these five posts received?

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2-taylor-swift

3-taylor-swift

4-kylie-jenner

5-beyonce

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

Categories
Editor's pick social media

Calvin Klein expands #mycalvins campaign to incorporate denim

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The #mycalvins social media campaign from Calvin Klein Underwear, which encouraged followers to upload photos of themselves wearing their branded smalls on Instagram, Twitter or Vine, has been going strong since February 2014.

According to the company, “thousands” of posts (we heard circa 7,000 to be precise) have engaged over six million fans and reached over 200 million of them from more than 23 countries.

Now, that same initiative has been expanded to denim. For autumn/winter 2014/15, the Calvin Klein Underwear and Calvin Klein Jeans campaigns have been brought together, featuring the familiar faces of Lara Stone and Matt Terry. Shot by Mert Alas and Marcus Piggott, the duo are portrayed in black and white, with the #mycalvins hashtag also featured, highlighting how intrinsic it has become to the campaign.

Indeed the hashtag will be pushed prominently across print, digital, and outdoor advertising executions as well as in-store, on hang tags and at point of sale. Furthermore at retail, the campaign is set to expand with the call-to-action: “Put it on. take it off. show yours. #mycalvins”

As with the original launch for underwear, a series of celebrities and digital influencers are continuing to be engaged, posting their own shots with the hashtag too.

Also worth checking out: the recent #CKmeforme campaign via Snapchat and Tumblr.

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Categories
digital snippets e-commerce social media technology

Digital snippets: Nike, Bloomingdale’s, Michael Kors, Marc Jacobs, Armani, Sephora

A round-up of stories from around the web surrounding all things fashion and digital over the past week:

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  • Holographic ad gives live demo of Nike shoes on the street [PSFK]
  • Bloomingdale’s installs body scanners to help you find jeans that fit (as pictured) [Mashable]
  • Michael Kors releases limited edition sneakers to celebrate reaching 500 million fans on Facebook [Web & Luxe]
  • Marc Jacobs to dress famous Japanese holograph, Hatsune Miku [Fashionista]
  • Armani touts brand personality in latest Frames of Life eyewear campaign [Luxury Daily]
  • How Sephora differentiates in digital [Digiday]
  • The Business of Fashion is nominated for a Webby Award [BoF]
  • This Bond No. 9 ‘digital fragrance’ is only sold via QR code [Styleite]
  • Tavi Gevinson creator of The Style Rookie is the next big media mogul [AdWeek]
  • Menswear e-tailer FreshCotton creates drug cookbook to promote Stüssy’s spring line [Campaign]
  • Fashion e-commerce flowers in the Middle East [BoF]
  • Japanese luxury market evolves to keep up with digital generation [Japan Daily Press]
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social media Uncategorized

British Vogue hits one million followers on Twitter

BritishVogue_Twitter

The @BritishVogue Twitter handle has just reached one million followers after a period of significant growth off the back of its Vogue.co.uk site relaunch in September 2012.

The magazine added 250,000 followers in the past four months to hit the milestone, a fact it attributes to the “enhanced level of engagement that [its] users now have across platforms”.

“Social media is becoming ever more important and apparent in our users’ lives.  Our aim is to ensure that our Twitter feed remains relevant and entertaining, providing our core followers with up to the minute fashion news and authoritative fashion insight,” said Jamie Jouning, digital director of Condé Nast.

In comparison, @VogueMagazine (US Vogue) has 2.1m followers, @VogueParis has a similar following of just over 1m, @Vogue_Italia has nearly 275,000, and @styledotcom has just shy of 500,000. Alexandra Shulman herself has 11,000.

British Vogue has also just achieved 250,000 followers on Facebook and 10,000 followers on both Pinterest and Instagram.

Categories
social media technology Uncategorized

Facebook Graph Search will prove key for local retailers

Facebook Graph Search in action, as seen on Mashable

The web is abuzz today with discussion around Facebook’s Graph Search, its new in-built social search system based on the data it’s been able to gather from all us users over the past eight years.

Safe to say, it marks an interesting move for the platform, and one that’s likely to impact significantly on all businesses alike, but particularly such consumer-facing ones as fashion brands and retailers.

If you’re a local boutique for instance, there’s no time like the present to make sure all your info is up-to-date, you’re doing everything you can to increase your following, and you’re thinking more than ever about how to stand out from the competition. It seems those who interact and engage with their fans the most, will be the ones that appear at the top of search results.

Here’s a good synopsis of what it’s about from Mashable: Facebook Graph Search could be its greatest innovation

And some nice comments from various industry experts over at Econsultancy: Facebook’s Graph Search: what does it mean for marketers?

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social media Uncategorized

eBay UK throws festive pop-up party for one of its one million Facebook fans

 

Before the spring/summer 2013 campaigns sweep us away, and the forthcoming autumn/winter 2013/14 shows creep up on us, there’s one last holiday initiative I wanted to share.

eBay recently celebrated the fact it reached one million fans on its UK Facebook page by running a competition that offered one fan the chance to win a winter wonderland-themed party.

The “1 in a Million” contest saw 1,300 entries over three days, with a mother of two called Helen (an eBay buyer and seller of course) selected as the winner. She received a pop-up celebration in her local village just before Christmas that included a horse-drawn carriage, dancers, elves and circus performers.

The video above captures the scene. As Helen said: “The whole experience was really fun and totally unexpected… When a giant elf knocked on my front door it was all a little bit surreal. We all had a great time and we’ll not forget this day.”

A great example of personal, real-world social marketing.

Categories
film Uncategorized

Burberry holiday film gives Regent Street store an animated festive spin

 

Burberry is wishing its fans a”magical festive season” with the release of a short animated film set atop London’s snowy rooftops.

“A festive night at Burberry 121 Regent Street”, as it’s called, sees a silhouetted couple travel by umbrella to the doorstep of the new flagship store where a party awaits.

Accompanied by the soundtrack “Goodbye England (Covered In Snow)” by Laura Marling, it sees them dancing on the second floor while a fox and an owl, both central to Burberry’s autumn/winter 2012/13 collection, dart across the screen. Even the Burberry festive van pulls up, before the couple depart, catching a giftbag floating down on a balloon as they do that opens up to a coat for the woman to wear home.

Housed on holiday.burberry.com, the film ends with the closing of the greetings card, social icons to encourage fans to share and the festive message that it’s celebrating the season by donating to the Burberry Foundation, which helps young people realise their full potential through the power of their creativity.

Categories
film social media Uncategorized

Topshop teases holiday film with social game of celebrity guess who – #whosthatgirl

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Given the fact online films now pop-up left, right and centre from fashion brands and retailers, it’s always fun to see those who go the extra mile to make sure their fans are fully engaged ahead of launch, almost securing the spot’s virality before it does so.

Kudos then to Topshop, who has made its first holiday campaign an altogether more significant affair by using social media to tease who its star is.

“Winter Wonderland” will premier tomorrow on YouTube, fronted by a Hollywood A-lister. Accordingly, Topshop has been using Twitter, Facebook, YouTube, Google+, Tumblr, Pinterest and Instagram to build anticipation as to who she is.

 

Five teaser trailers reveal shots of her from the neck down, pictures on Instagram capture her in London over the weekend from behind, and comments on Twitter provide clues into where she’s from and what she likes doing. A board on Pinterest houses everything together in one space.

All of it is accompanied with the hashtag #whosthatgirl encouraging consumers to guess for the chance to win a £500/$1000 shopping spree at the store.

Justin Cooke, CMO at Topshop, said: “We are very excited about the launch of our first Christmas movie, its a true 360 degree campaign with some surprise elements that you will see tomorrow! We wanted to create real anticipation before it premiered and it looks likes its working with over 100,000 people watching 10 second teasers and an incredible number of posts and tweets across all platforms.”

Some of the clues have included:

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This one is particularly fabulous:

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And the guesses have been flying in. “From Elizabeth Olsen & Georgia May Jagger to Whitney Port & Diane Kruger…” tweeted Topshop on Saturday, December 1. So too have there been suggestions such as Cara Delevingne, Kate Bosworth, Chloë Grace Moretz, Emma Stone and more.

Fans themselves have been saying things like: “@Topshop’s #whosthatgirl competition is so addictive, keep trying to guess who it is, I really haven’t got a clue!”

And: “@Topshop #whosthatgirl can’t wait til Tuesday to find out if I’m correct, most fun game I’ve played in a long time, feel like a detective!”

And: “Tortured by @Topshop’s #whosthatgirl campaign. Talk about brilliant social media marketing. Can’t wait to find out who she is tomorrow!”

As for the film itself, Topshop says its inspired by The Fabulous Baker Boys – the film that made Michelle Pfeiffer famous. Until tomorrow then… (and some more pics below in the meantime).

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