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digital snippets e-commerce social media technology

Digital snippets: DKNY, Chanel, Mary Meeker, Karl Lagerfeld, Jaeger, Lululemon

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

DKNY_timessquare

  • DKNY campaign combines art with augmented reality (as pictured) [Mashable]
  • Mary Meeker’s annual internet trends report highlights mobile momentum, wearables and digital China [BOF]
  • Karl Lagerfeld opens concept store complete with social media dressing rooms and wearable cash registers [PSFK]
  • Jaeger’s relaunched e-commerce site deconstructed [Econsultancy]
  • Lululemon uses digital to build local communities [L2 Think Tank]
  • Zegna group Tumblr bows [WWD]
  • Sears turning old department stores into data centres [Fast Company]
  • China e-commerce: Why Tmall works [BoF]
  • Six brands that have been busy experimenting with Google Hangouts, including Asos, Glamour [Econsultancy]
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Vine scores big with #NYFW crowd

If there’s one thing to note this New York Fashion Week it’s the enormous number of posts being shared on Twitter’s new video-sharing app, Vine.

Brands, media houses and industry personalities alike are getting into the habit, capturing six-second scenes from around the venues, backstage at the shows and of the collections on the catwalks themselves. Some of the big names include Victoria Beckham, Marc Jacobs, Oscar de la Renta, DKNY, Bergdorf Goodman, the CFDA, KCD, Glamour, Lucky, Elizabeth Holmes of the WSJ, Nina Garcia, Coco Rocha, Man Repeller and the list goes on…

It’s an obvious move for an industry that trades predominantly on visuals. Both Instagram and animated GIFs have been huge for exactly that reason, but the former was static and the latter too complicated to quickly create. Add them roughly together however and the result is something that shows fashion in all its glory – with movement and in real, raw detail. Better yet of course with Vine, in an instantly shareable format too.

“Vine is a big idea, yet it is a simple one—the two basic ingredients for a successful emerging technology recipe,” Raman Kia, Condé Nast Media’s executive director of digital strategy told Fashionista. “It is no wonder that some brands are quick to jump in and experiment with it. This is especially true of fashion brands which have often been amongst the first to experiment with emerging social media platforms.”

On Twitter, Amy Odell of Buzzfeed asked at the beginning of fashion week: “Are runway photos even worth tweeting anymore?? (Kimberly Ovitz) #nyfw pic.twitter.com/VS1wLOfv.” Model Coco Rocha replied: “@amyodell the only worthwhile means of sharing the runway this season is Vine.”

It’s still early days however, with certain refinements including sound, zoom and drafts needed on the platform. There are likely developments to come on what people opt to post too – the endless finale shots from fashion week have become somewhat repetitive for instance, albeit successful when from a good angle. (Note my attempt at better quality by cheating with the live-stream of marc by Marc Jacobs above).

Either way, expect to see a lot more in this space. In the meantime, here are a handful of the highlight Vines from #NYFW so far:

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Digital snippets: Dior, Instagram, Pinterest, Gilt Groupe, BCBG, Harrods

A big day for the fashion industry with news of both Raf Simons appointment  at Dior, and the sale of Instagram to Facebook for $1bn (undoubtedly impactful).

In the meantime, here’s a look at some of the other fashion and digital stories from the past week; Pinterest heavy it seems:

  • Gilt Groupe samples group buying model on Pinterest [Mashable]
  • Harrods builds loyalists through royalty-themed Pinterest contest [Luxury Daily]
  • Google tests new augmented reality glasses [NY Times]
  • Fab.com teams with Glamour for virtual pop-up shop [WWD]
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Glamour mag offers virtual shopping wall for beauty products in NY

US Glamour magazine has set up a virtual beauty shopping wall in New York that lets users scan 2-D barcodes on their phones and have products sent directly to their homes.

It was inspired by the Tesco Homplus subway initiative in South Korea last summer. “We thought ‘how can we bring that here?’ We’re not about supermarkets, but we are about beauty products,” Bill Wackermann, exec VP-publishing director at the magazine told Advertising Age.

The wall features products from brands such as John Frieda, Elizabeth Arden, Clearasil and Versace, many of whom are longstanding advertising partners with Glamour.

It is based opposite the Standard Hotel in Manhattan’s Meatpacking District, and will be on display until Tuesday, February 21.