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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
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Digital snippets: Ralph Lauren’s connected fitting room, IBM Watson predicts holiday shopping, Burberry customers can star in new campaign

Here’s a round-up of the latest stories to know about surrounding all things fashion and tech…

A Polo Ralph Lauren associate trying out the interactive fitting

  • Ralph Lauren and Oak Labs debut interactive fitting rooms [WWD]
  • IBM Watson trend app predicts hot holiday shopping items [AdAge]
  • Burberry makes customers the star of their own fashion campaign [Brand Republic]
  • Sephora’s new retail stores will take cues from YouTube [Digiday]
  • New Balance will sell 3D-printed shoes in Boston starting next year [Beta Boston]
  • Target’s big digital holiday campaign combines Snapchat, Facebook and Instagram [AdWeek]
  • J Crew and American Girl embrace social commerce ads for the holidays [AdWeek]
  • Andy Dunn’s plans to build a digital native brand empire with Bonobos [Redef]
  • Burberry receives top ranking in L2 digital index [Yahoo]
  • Macy’s imagines the shop of the future in time for Black Friday [PSFK]
  • What’s behind the exodus from Rent the Runway? [Fortune]
  • Amazon touts new drone prototype [WSJ]
  • Brooklyn’s Catbird prioritises digital over brick-and-mortar expansion [Fashionista]
  • Is there still hope for fashion crowdfunding? [BoF]
  • Can artificial intelligence sell shoes? [WSJ]
  • Three ways data is transforming fashion retail [WGSN]
  • Instant messaging will change the way brands talk to customers, says Tictail [Wired]
  • The potential of geolocation for revolutionising retail [HBR]
  • Retail enters third phase of digital evolution [FT]
  • Will social selling work in fashion? [BoF]
  • Hands-on with Facebook’s haphazard shopping feed [TechCrunch]
  • The future of shopping is… Second Life on acid? Imagining a virual reality mega mall [Co.Design]
  • Stitch Fix creates an army of brand advocates, one social share at a time [The Future of Commerce]