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What you missed: Fashion-tech education, Burberry’s see-now buy-now plans, Dior bags on WeChat

Burberry see-now buy-now fashion
Burberry’s first see-now buy-now campaign

One of the most interesting things about taking a decent summer break, and particularly one in August, is observing what happens during that time. Traditionally still the month that most of Europe closes down, it is also the time just before fashion weeks begin again and therefore the perfect opportunity for quiet on the news front full stop. We’ve certainly noticed that with regards to digital campaigns or tech stories over the past six years that Fashion & Mash has been running. And yet, not so much this year…

August 2016 proved busier than ever in terms of news in this space, ranging from Burberry’s new see-now buy-now campaign to Kate Spade’s wearables launch, Dior’s WeChat moves and various new high-tech store openings. What that does of course is continue to prove the relevancy of this world to the industry’s growth and success.

Read on for a full breakdown of what you might have missed…

PS. We’ve rebranded our regular “Digital Snippets” series to this “What you missed” feature in a bid to bring you a broader range of relevant stories, as well as a breakdown by category to make your consumption that much easier. Note: this version includes a month’s worth of links – normal weekly service will now resume. 

PPS. A new must-read site/newsletter in this space is LeanLuxe – edited by Paul Munford, and providing “stories, analysis, and opinion on the world of modern luxury business”.


TOP STORIES
  • Fashion needs a more robust approach to technology education [BoF]
  • Burberry reveals campaign it hopes will woo shoppers to first ‘straight-to-consumer’ collection [The Drum]
  • Dior in first with luxury WeChat handbags [China Daily]
  • Consumers prefer see now, buy now, wear now model, says Verdict [The Industry]

BUSINESS
  • Luxury armageddon: Even Chanel takes a hit as sales and profits plunge [Trendwalk]
  • Gucci among world’s hottest fashion brands, while Prada cools [BoF]
  • Prada sales slide as weak demand weighs on luxury-goods maker [Bloomberg]
  • Macy’s to shutter 100 stores as online players pressure brick-and-mortar [WWD]
  • How Demna Gvasalia is revolutionising Balenciaga from the inside out [Vogue]

SOCIAL MEDIA
  • Burberry sponsors Snapchat Lens for My Burberry Black launch [The Industry]
  • For Kit and Ace, Snapchat doubles as a TV channel and customer service assistant [Digiday]
  • Nike and others dive into Instagram Stories: why marketers already like it better than Snapchat [AdAge]
  • While some retailers ignore Snapchat, others are killing it with lens and geofilter ads [AdWeek]
  • Snapchat found a way to bring its ads to the real world [QZ]
  • Burberry becomes first luxury brand to personalise on Pinterest [Marketing Week]
  • Grindr officially gets into the menswear game [Fashionista]
  • Chatbots are thriving on the Kik chat app [Business Insider]

RETAIL
  • Westfield’s new World Trade Center mall puts in-store tech centre stage [Glossy]
  • Sephora’s Chicago store has new, high-tech look [Chicago Tribune]
  • After digital spree, retailers spending on stores again [WWD]
  • Malls aren’t dying. They’re changing [Racked]
  • Retailers look to high tech to engage visitors to their store [Journal Sentinel]
  • London is getting the first YouTube store, where online video stars can sell merchandise to the public [PSFK]
  • Retailers like J Crew are obsessed with data. (And it’s killing your shopping experience.) [LeanLuxe]
  • Neiman Marcus launches high-tech sunglass try-on mirror [WWD]

ADVERTISING
  • Watch Spike Jonze’s electrifying short film for Kenzo [Dazed]
  • Kate Hudson makes her new Fabletics spot ‘feel like you’re scrolling through her Instagram feed’ [AdWeek]
  • Cotton Inc.’s interactive video ad lets viewers determine how a day plays out [AdWeek]
  • L’Oreal celebrates diversity and targets men with new ‘Truly Yours’ positioning [The Drum]

TECHNOLOGY
  • Fashion’s fourth industrial revolution [BoF]
  • Kate Spade’s new wearable tech collection is fun and full of personality [Wareable]
  • Wearable technology: Amazon’s next big step? [Trendwalk]
  • Adidas ups athleisure-technology ante with Atlanta Speedfactory announcement [Trendwalk]
  • What 3D printing means for fashion [BoF]
  • Why STEM subjects and fashion design go hand in hand [The Conversation]
  • Athleta goes beyond wicking with new technical fabric [Glossy]
  • Cotton Inc. bonds with Nanotex on Dry Inside technology [WWD]
  • The MIT lab that’s quietly pioneering fashion for everyone [Co.Design]

START-UPS
  • Ignored by LVMH, Richemont, and Kering, modern luxury upstarts gain traction with Silicon Valley [LeanLuxe]
  • Eureka! John Lewis’ TrueStart deal to boost brave new tech world [Trendwalk]
  • This New York-based start-up accelerator is supporting the next generation of retail disruptors [Fashionista]
  • Topshop throws its weight behind wearables [Co.Design]
  • Start-ups in Target’s Techstars accelerator race to finish line [Star Tribune]
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data e-commerce Events mobile social media Startups technology

Snapchat, Burberry and Grindr win big at Fashion Futures Awards

decoded_fashionfutures

There was a healthy dose of optimism in London last night as the industry’s leading fashion and tech names gathered to celebrate this year’s Fashion Futures Awards.

“What fashion and tech have in common is they’re both about the future,” said host Angela Scanlon, as she opened the Decoded Fashion evening in partnership with the British Fashion Council.

Big winners during the night included Snapchat, which walked away with the tech visionary award for the fact it’s giving fashion brands new ways to infuse storytelling into their marketing. And Grindr, which picked up the Beyond the Runway title, for its collaboration with JW Anderson in January 2016, which saw it live stream the brand’s menswear show to its audience of predominantly gay men. The judges crowned the collaboration’s “out of the box thinking” and focus on brilliantly connecting consumers in the moments that matter.

Burberry was also celebrated – winning the fashion visionary award for the way in which it has helped make the idea of “disruption” more of a norm in the industry. That came in spite of the fact it’s operating in increasingly tough market conditions; announcing adjusted pre-tax profits were down 10% for the year to March 31, just yesterday morning.

Other brands with prizes included ASOS in the Killer Experience category for its new A-list loyalty programme, and Sephora in Bytes and Bricks, for its high-tech concept Flash store in Paris.

The awards are as much about those daring to innovate on the brand side, as it is about the tech founders that have created the best new tools that allow them to do so. On that basis, digital knitwear start-up Unmade won for its collaboration with designer Christopher Raeburn, for instance, while personal stylist site Thread won in the Real-Time Innovator category for its application of artificial intelligence alongside human insight to provide a particularly unique and forward-thinking proposition for menswear.

Meanwhile, delivery start-up Parcel for Me walked away with two awards – one for being the Master of Mobile and the other as this year’s Game Changer: the entrant considered most likely to disrupt fashion and retail in the future.

Other winners in the start-up space included Semaine, a content meets commerce platform taking home the New e-Store on the Block title, and custom footwear line Myswear, which scooped up the Big Idea award.

Categories
data digital snippets e-commerce mobile social media technology

Digital snippets: all about chatbots, Burberry’s ‘Snapcode’ products, Ralph Lauren’s connected fitting rooms

chatbots-illo-hed-2016

If there’s one story dominating tech titles at present, it’s the role of chatbots in our messaging apps. That was especially the case following Facebook’s F8 developer conference Tuesday, but is also reflected through numerous other recent stories focused on brand uptake across messaging channels. Read on for your round-up of all that, as well as other latest fashion and technology stories to know about…


  • Shopping start-up Spring launches one of first bots on Facebook Messenger [Forbes]

  • Kik launches a ‘Bot Shop’ because bot shops are the new app stores [Fortune]

  • Why brands from Barbie to Uber are so hot on chatbots [AdWeek]

  • Sephora launches chatbot on messaging app Kik [Forbes]

  • WTF is all the fuss with chatbots? [Digiday]

  • Chat bots, conversation and AI as an interface [Benedict Evans]

  • Snapchat takes on Facebook with huge new upgrade – messaging is the focus [Vanity Fair]

  • Data alone can’t decode the fashion consumer [BoF]

  • Is fashion ready for the AI revolution? [BoF]

  • Burberry first to create a ‘Snapcode’ on their products to nudge shoppers onto Snapchat Discover [The Drum]

  • Inside Ralph Lauren’s connected fitting rooms [Digiday]

  • Express leverages Snapchat with in-store checklist campaign [Mobile Commerce Daily]

  • Snapchat is ‘increasingly important’ for Asos customers [Marketing magazine]

  • Your ad here: why Grindr, Pornhub and YouPorn are fashion’s new billboards [It’s Nice That]

  • Even in a mobile world, retailers aren’t convinced social media can sell [AdWeek]

  • Facebook said to face decline in people posting personal content [AdAge]

  • Pinterest opens up Promoted Pins for UK advertisers, with John Lewis and Made.com among launch partners [The Drum]

  • Flush with tech wealth, San Francisco warms to fashion [BoF]

  • Manufacture NY and FIT partner to bring revolutionary textile innovation to New York [Manufacture NY]
Categories
digital snippets e-commerce social media Startups technology

Digital snippets: Diesel’s ads on Pornhub, Chanel’s Instagram battle, why the fashion world hates wearables

Your round-up of the latest stories related to fashion and technology…

diesel

  • Why you’ll soon be seeing Diesel ads on Grindr, Tinder and Pornhub [i-D]
  • Chanel may have just won a battle for the Chanel Instagram account [The Fashion Law]
  • Why the fashion world hates wearables [Co.Design]
  • High tech innovation wears well at Ralph Lauren [Forbes]
  • Burberry debuts on Apple TV with menswear fashion show [Mashable]
  • Misha Nonoo will skip fashion week to follow a consumer calendar [Fashionista]
  • Everlane’s starting a private Instagram account for new products [Digiday]
  • How Belstaff maintains a strong defense against counterfeiters [Stores]
  • How Urban Decay gets its 4.1 million Instagram followers to shop [Digiday]
  • Victoria’s Secret furthers organic storytelling mastery via Angel-endorsed Snapchat takeover [Mobile Marketer]
  • Crocs bows to critics, deletes David Bowie tribute tweet [Brand Republic]
  • Meet the female CEOs running fashion’s biggest brands [Fashionista]
  • What fashion needs to know about cyber security [BoF]
  • Shoppers are choosing experiences over stuff, and that’s bad news for retailers [The Washington Post]
  • Do ‘digital flagships’ deliver? [BoF]
  • The myth of the physical versus digital retail battle [WWD]
  • Why the social media ‘buy button’ is still there, even though most never use it [The Washington Post]
  • Inside the hidden world that handles your holiday returns [Wired]
  • Retail writes an obit on flash sale sites [Marketplace]
  • The blogosphere pays off more than ever [WWD]
  • What’s Grindr’s new agenda? [Dazed]
  • Instagram and the watch world [NY Times]
  • Why women aren’t buying smart watches [Racked]
  • Apple acquires Emotient, start-up that reads emotions from facial expressions [Fortune]
  • Why visual search will become a marketing obsession in the coming years [AdWeek]
  • These vibrating yoga pants will correct your downward dog [Fast Company]
  • 30 under 30 retail and e-commerce 2016: meet the millennials changing how we shop [Forbes]
Categories
Editor's pick mobile social media

ICYMI: JW Anderson’s menswear show will live-stream on Grindr this weekend

grindr_jwanderson
Yes, you read that right. JW Anderson is turning to gay dating app, Grindr, to stream its autumn/winter 2016/17 menswear show during London Collections: Men this Sunday.

The London-based designer will take to the platform – otherwise known as a location-based hook-up tool for men in cities around the world – in a bid to demonstrate fashion’s “sexy” side, he said.

“I think fashion is a sexy platform as well, ultimately,” he told The New York Times. “We’re all humans, so we all have to be somewhat sexually attractive to someone. That’s the name of the game, with clothing.” He referred to the collaboration as a “no brainer”, and Grindr, which claims one million active users every minute, as an “incredibly modern platform”.

Grindr will be the only place that consumers can access the live video. Users will be sent a secret code, which will then direct them to the stream within phone and tablet browsers (it won’t play within the app itself).

The move comes following Grindr hiring PR Consulting as its new publicity agency – a company usually associated with, well, fashion. And one that does, of course, also represent Anderson.