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e-commerce Editor's pick social media

Levi’s teams up with Disney for AR Snapchat shopping

Levi's x Disney on Snapchat
Levi’s x Disney on Snapchat

Levi’s is launching an exclusive product with Disney with a shoppable Snapchat experience only available at the brand’s store in Walt Disney World’s Disney Springs complex in Florida.

The limited edition Levi’s x Mickey Mouse cap can only be purchased once the user scans a Snapcode at the store, and triggers a special lens to try it on. The lens includes a ‘shop now’ functionality powered by Shopify to complete purchase, with Darkstore handling fulfilment. Users can also screenshot the Snapcode to allow their friends and family who are not at the location to buy the exclusive item.

“One of the ways we pursue innovation is by creating unique and immersive experiences with consumers,” said Brady Stewart, SVP of LSA Digital at Levi Strauss & Co. “What was important to us was to be able to marry the physical, the digital and the social side of things into one experience as a company.”

Speaking to Adweek, Stewart explained that the goal of the concept was to bring alive the viral element of the experience and the hat itself, for its nature of being a limited edition item.

As Snapchat’s daily user base continues to decline, the social media company continues to push forward its social commerce strategy to bank on its highly engaged audience. Earlier this year, it teamed up with Nike to sell exclusive Air Jordan shoes at a basketball match, which sold out within minutes. Most recently, it worked with Adidas to sell an exclusive shoe through Snapchat original video content on its Discover feature.

How are you thinking about retail 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.

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Editor's pick mobile social media

Gucci launches new geo-based content campaign for cultural locations tied to the house

Chatsworth House in England is the first location in the Gucci Places campaign
Chatsworth House in England is the first location in the Gucci Places campaign

Gucci has unveiled a new content campaign dedicated to exploring the locations around the world that have inspired the brand over the years.

Gucci Places, as it’s called, promises to reveal a line-up of “special locations that hold a cultural connection to Gucci, revealing extraordinary beauty and spellbinding stories”.

At the heart of that is a new section on the brand’s app that features content of each venue, including text, images and videos, as well as detail of any upcoming events. Users will also receive a notification when they are in proximity of a Gucci Place, giving them the opportunity to “check in” to win an associated badge.

First up is English stately home, Chatsworth, home to the Duke and Duchess of Devonshire, where Gucci is currently sponsoring an exhibition curated by Vogue’s Hamish Bowles, which showcases clothing from the past 500 years belonging to the family.

“Fascinated with British culture, from punks to English gardens, creative director Alessandro Michele cites ‘a British attitude’ in his work – and after shooting the Cruise 2017 campaign in the House and grounds, identified Chatsworth as a natural partner for Gucci,” reads the write-up.

The house was revealed via an illustrated short video on social media (as above), driving users to the app and brand website to explore it further. That creative work is also representative of a series of exclusive products created as part of the Gucci Places initiative. Each piece features Chatsworth and Gucci Places patches and will be on sale only at the Chatsworth store, and Gucci’s Sloane Street store in London.

Gucci Places
Gucci Places
Categories
e-commerce mobile social media

The digital trends expected to drive shopping this Holiday season

holidayretail

Video content, social commerce and geo-targeted campaigns are among the digital trends expected to drive retail strategy in the US this coming Holiday shopping season.

Annual predictions from global analytics and insights firm Blueocean Market Intelligence, also point to mobile commerce, free shipping offers and in-store pickup promotions, and a focus on consumers shopping early.

Anees Merchant, senior vice president of digital, for Blueocean Market Intelligence, says retailers will be challenged by a vast number of strategic choices and digital tactics this year. “Considering the number of social platforms that have mushroomed in recent years, retailers can’t just hop on Facebook with a ‘me too’ strategy. They have to make informed decisions about which networks to invest their resources in to achieve the greatest impact. Social media is no longer about following the mass; it’s about following and converting target audiences,” he says.

Blueocean Market Intelligence bases its findings on an ongoing analysis of the social media efforts of 100 top retailers (as defined by the NRF) with its Social Media Effectiveness Index for Retailers. Here’s a complete breakdown of the predictions:

  • Visual content and interactions will play an important role in holiday campaigns. Retailers across industries will entice their customers with high quality audio and video. Video and image sharing will be dominant on Twitter, Facebook, Google+, Instagram, Pinterest, and of course, YouTube
  • Social shopping becomes a reality. With the introduction of Twitter’s “buy” button and Facebook’s e-commerce integration, there will be a big push with social shopping. Many e-commerce giants are already piloting programs – a sign that mainstream adoption isn’t far away
  • Retailers will spend more on social- and geo-targeted campaigns. Retailers will direct a significantly greater portion of their marketing budgets toward social, and especially around geo-targeting customers. Consumers can expect different offers by state and city
  • Consumers will shop early. Customers don’t want to wait or only visit stores on select days, so they will take advantage of early offers that retailers push in October. As a result, retailers may eventually opt for guaranteed delivery cutoff dates closer to mid-December, rather than waiting until Christmas Eve
  • Mobile commerce will experience a big turnaround. Mobile visits to e-commerce sites have boomed in recent years, and Blueocean Market Intelligence’s SEI for Retailers has confirmed major retailers are making a great effort to push mobile apps
  • Online retailers will use free shipping and in-store pickup incentives to drive more sales. A 2014 survey by UPS and ComScore found 81% of online shoppers believe free shipping is important. Complimentary in-store pickup, too, has been found to be an effective promotion in recent years. Companies that actively communicate theses incentives via social and digital platforms have the potential to drive more sales this holiday.

Image via Bloomberg

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Editor's pick film mobile social media

Hunter to partner with tech start-up Grabyo for real-time #LFW show

Hunter Original AW14 Look 1

Live and localised are two key phrases you can associate with the Hunter Original show due to be held at London Fashion Week next Saturday, September 13.

The British-based wellington boot brand, in its second ever season showing on the runway, is set to partner with real-time video start-up Grabyo in order to deliver up to 10 instantaneous highlights from the catwalk to its fans via Twitter.

Key moments as they unfold will be available for followers in 10-45 second clips, whether at a desktop or viewing via their smartphones (which is where the majority of traffic inevitably tends to be seen based on Grabyo’s past experience).

Better yet, said content will also be geo-targeted on Twitter so the type of items shown from the collection are reflective of the user’s particular region and climate.

Read the full story at Forbes.com.