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business Campaigns digital snippets product Retail sustainability technology

ICYMI: Chanel announces successor, Amazon scraps Dash buttons, Ted Baker boss steps down

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Virginie Viard to fill Karl Lagerfeld’s brash boots at Chanel [The Times]
  • Amazon stops selling Dash buttons, goofy forerunners of the connected home [CNET]
  • Ted Baker boss Ray Kelvin quits after ‘forced hugging’ claims [The Guardian]
  • Gap to spin off Old Navy into separate public company [Retail Dive]
TECHNOLOGY
  • Apple is releasing a foldable iPhone, and it’s not only about all those patents [Tom’s Guide]
SUSTAINABILITY & PURPOSE
  • New York City launches project to promote fashion recycling [Fashion United]
  • Launch of Australasian Circular Textiles Association (ACTA) means business for sustainable fashion [Fashion United]
RETAIL & E-COMMERCE
  • Harrods targets online growth with Farfetch partnership [The Industry]
  • Ted Baker launches monthly product drops [Fashion United]
  • Pinterest expands the ability to shop on its platform [PYMNTS]
  • J.C. Penney pulls plug on clothing subscription service [BoF]
  • QVC UK introduces social commerce for ‘discovery-led’ shopping [Fashion United]
MARKETING & SOCIAL MEDIA
  • New Balance pub only accepts miles ran as currency [TheCurrent Daily]
  • Louis Vuitton unveils digital ‘Postcard’ window displays [WWD]
  • Rebecca Minkoff partners with Yelp to support businesswomen [Fashion United]
  • Ralph Lauren opens Ralph’s Café on Boulevard Saint-Germain in Paris [Fashion Network]
PRODUCT
  • Meet Glossier Play, the new high impact makeup brand from Glossier [WWD]
  • Net-a-Porter teams up with prominent female designers for international women’s day capsule [Fashion United]
  • Bonobos to unveil first women’s capsule [WWD]
  • Target is the latest retailer to take on Victoria’s Secret [Quartz]
BUSINESS
  • Swarovski, CFDA part ways for Fashion Awards [WWD]
  • LVMH plans London hotel and new flagship in experiential push [BoF]
  • Anya Hindmarch to split with partner Mayhoola for investments [WWD]
  • Burberry launches staff training plan after ‘noose’ hoodie row [The Guardian]
  • L Brands to shutter 53 Victoria’s Secret stores [Retail Dive]
  • Puma signs mega global deal with Manchester City owner, its biggest deal ever [Fashion Network]
  • Macy’s new restructuring to cut 100 senior positions, save $100 million annually [Fashion Network]
CULTURE
  • Sesame Street’s turning 50, and InStyle dressed our favorite characters for the party [InStyle]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. The Current Global 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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business data digital snippets e-commerce mobile social media sustainability technology

What you missed: Gap’s AR dressing room app, smart hairbrushes, Brexit’s impact on fashion

Gap's AR dressing room app with Google
Gap’s AR dressing room app with Google

Happy New Year and welcome to 2017… may it be a fortuitous one for all of us; the industry at large included. On that note, here’s a wrap up of everything you might have missed over the holidays and this past week, from new tech at CES to lots of thoughts on what to expect in the market throughout this year.

Also worth checking out is an interview on sustainability with Kering’s François-Henri Pinault, a deep-dive on all things WeChat (seriously a must-read), and an exploration of the worker robots hitting Japan. If you haven’t seen it, don’t forget to also check out our list of the 8 tech trends that will shape fashion and luxury retail in 2017.


TOP STORIES
  • Google moves into augmented reality shopping with BMW and Gap [Bloomberg]
  • L’Oréal launches smart hairbrush at CES: a bargain at $189? [AdAge]
  • How Brexit will impact fashion in 2017 [BoF]
  • The future of fashion is mushroom leather – Kering’s François-Henri Pinault on sustainability [Bloomberg]
  • Why Alexander Wang’s Adidas collection was sold in unmarked trucks and trash bags [Co.Create]
  • Selfridges unveils new plan to promote sustainable fashion [Dazed]

BUSINESS
  • In 2017’s “new normal,” luxury brands will have to work a lot harder to sell their pricey goods [QZ]
  • For the Trumps, ‘Made in USA’ may be a tricky label to stitch [NY Times]
  • Macy’s to cut more than 10,000 jobs and close 68 stores [AP]
  • Carolina Herrera is suing Oscar de la Renta over hiring of Monse designer [Hollywood Reporter]
  • Expect more store closings despite big holiday sales [USA Today]

SOCIAL MEDIA
  • How social cash made WeChat the app for everything [Fast Company]
  • Snapchat, Facebook or Instagram: who is winning the social media shopping race? [BoF]
  • #Prada365: The brand’s new social, advertising strategy [TheFashionLaw]
  • 5 ways Snapchat Spectacles will affect influencer marketing in 2017 [AdWeek]
  • How fashion publishers are experimenting with Instagram Live [Glossy]
  • Here’s a timeline showing Instagram and Snapchat’s 2016 war over the best features [AdWeek]
  • Infographic: How millennials and baby boomers consume user-generated content [AdWeek]

RETAIL
  • Here come ‘smart stores’ with robots, interactive shelves [AP]
  • How tech drove retailer turnaround efforts in 2016 [Retail Dive]
  • Harrods incorporates in-store navigation tool in latest app update [LuxuryDaily]
  • The internet goes IRL at ModCloth’s new store [Racked]
  • What everyone will be buzzing about at NRF Retail’s BIG Show 2017 [IBM]

TECHNOLOGY
  • Japanese white-collar workers are already being replaced by artificial intelligence [QZ]
  • Amazon patent reveals its drone-deploying flying warehouse plan [Engadget]
  • Cross-border payment technology creates global opportunities [WWD]
  • Wearables gradually move beyond the wrist, and into hearts and minds (literally) [CNBC]
  • Shiseido Group invests in beauty technologies to maintain competitive edge [LuxuryDaily]
Categories
Editor's pick film

The best of the rest of this year’s festive film campaigns

Christmas holiday festive film fashion
Warehouse’s #TheGirlsRoom Christmas campaign

The holiday season has become a big opportunity for retailers and brands to create a deeper emotional connection with their customers at a pivotal time of year for spend. 2016 continues much in the same way, powered by big launches including a message of female empowerment from M&S with Mrs Claus, another iconic nod from John Lewis with Buster the Boxer, and a big cinematic piece from Burberry.

Whether the intention is to encourage happy tears or just have your audience laugh, brands are stepping up to the challenge of showing a strong sense of self, and conveying a powerful message in the process, all in a bid, of course, to drive some of that all-important Q4 revenue in their direction.

Read on for our pick of the best campaigns across the fashion and retail space in Europe and US this year (beyond those already mentioned), as well as a bevvy of further ones to know about below…


Mulberry: It’s What’s Inside That Counts

Mulberry tugs at the heartstrings for the holiday season with an endearing story of love and acceptance played by child actors pretending to be grown-ups. The two-part film, which was shot in the British countryside in Surrey, tells the story of a traditional Christmas where three siblings return to their childhood home to spend the holidays with their difficult mother. As the story unravels, secrets and problems come to light. At the end of Part I, in an act of generosity, one sibling gifts her sister her much loved new Bayswater bag, in a realisation that “it’s what’s inside that counts”.

Directed by Albert Moya and written by Hugo Guinness (The Grand Budapest Hotel), it explores a deeper meaning of accepting each other for who they are. As Johnny Coca, the label’s creative director, explains: “When I was a kid, all that I wanted to do was to be grown up so I could be like my dad. Now that I am an adult, I just want to be a kid again! Christmas brings out the kid in all of us, and this is what I love about using children to tell our story this year.” The second and final version, which shows the family coming to terms with each others’ faults and weaknesses, premieres later this month.


Macy’s: The #SantaProject

The tagline for Macy’s holiday campaigns has long been about the idea of “Believe”. For 2016, they’ve turned that into an exploration of whether children today do indeed believe in Santa Claus. Cue a series of seriously cute clips featuring young kids sharing their thoughts on the miracle of Christmas, before a reminder message of the sort of realities they’re faced with when turning to the internet to search out the truth instead. It’s a positive note revolving really around kindness with what we post online, which let’s face it, can be applied to all parts of life, especially after this rocky year.


Rebecca Minkoff: Holiday My Way With @arielle

Rebecca Minkoff teams up with Vine star Arielle Vandenberg to tell the story of an independent woman trying to navigate the holidays by herself as she decides to stay in the city for the first time, and not go home to see her family. Each video, or chapter, focuses on a different achievement as the main character stumbles into adulthood, from decorating the apartment, to hosting a Friendsgiving, alluding to Thanksgiving as well.

Rebecca Minkoff, the designer herself, makes a cameo as a friend disappointed with the (clumsily wrapped) gift she receives from the main character. On other platforms, the #holidaymyway hashtag is being used to promote a Christmas gift guide and additional marketing content.


Harrods: A Very British Bear Tale

Seemingly inspired by Disney’s Frozen, Harrods tells an animated tale of a young teddy bear serving as the only (snuggly) survivor when an ice storm takes over the palace thanks to a mischievous elf. Hugh, as he’s called, comes to the rescue by climbing to the rooftop in order to signal help from Father Christmas in the North Pole. As the narrated story continues, the spell is broken and Hugh ends up crowned a prince thanks to his courage.

In addition from Harrods this season, is A Very British Fairy Tale in partnership with Burberry; a stop motion short made from paper cutouts.


Coach: A Holiday Film Starring #RexyTheCoachDino

Coach continues its good-humoured approach to luxury with a holiday film starring its now beloved mascot, Rexy the Coach Dino. The film shows what happens at the label’s New York City workshop after hours, when one rogue Rexy leather dinosaur comes to life. Aiming to wreak havoc, the dinosaur runs free pushing over boxes, breaking baubles and generally creating a mess, all while dancing – by herself – to the soundtrack of Billy Idol’s “Dancing with Myself”, as sung by The Donnas. As the sun rises, Rexy spots an open window and sets herself free, roaming the streets of the city independently.


Kate Spade: Make Magic Happen

Kate Spade’s short but sweet spot, starring model Jourdan Dunn and stylist Catherine Baba, features a small cameo by the iconic Miss Piggy. Shouting over the spot in a possessive manner, “Mine! Mine! Mine!”, the fabulous Muppets’ character attempts to keep all handbags to herself. The campaign also promotes the designer’s latest collaboration, with Miss Piggy herself. The holiday line includes wallets, phone cases, and accessories with the character’s “Who, moi?” catchphrase.

Speaking to WWD, Miss Piggy talked of her excitement to join the great group of women associated with the brand: “Moi was already a big fan of Kate Spade New York’s Miss Adventure’s series. I mean you see all these fabulous and incredibly strong and wonderful women like Anna Kendrick and Zosia Mamet having fun. So, I thought: I’m fabulous, incredibly strong and wonderful, I need to be part of this. When I discovered they wanted to create product inspired by moi: Well, it was a done deal.”


Target: The Toycracker

Target is betting big on its holiday campaign with an eight-minute musical titled The Toycracker, a cheeky take on the Nutcracker classic that reimagines the Tchaikovsky soundtrack as a modern hip hop track. Developed by ad agency 72AndSunny, the spot stars singer John Legend as the Rat King, his wife, model Chrissy Teigen, as the Nutcracker and Isabella Russo (The School of Rock) as Clara. This year’s popular toys, such as Trolls and Teenage Ninja Mutant Turtles, have replaced classic characters such as the Sugar Plum Fairy and toy soldiers, while the play’s famous sword fight scene will be told as a rap battle.

The full musical will air in two four-minute spots during ABC’s network premiere of the film Frozen on December 11 in the US. Meanwhile, the brand has launched behind-the-scenes footage of the night of the musical in the shape of a trailer, starring the Bullseye dog and a young girl, Marisol, as well as toys that have come to life to work on the production. The campaign will be supported by further marketing activity that includes a Snapchat filter and a “10 Days of Deals” promotion.


Farfetch: The Holiday Remix

For this Christmas season, Farfetch is presenting a remix of all things festive with a shoppable video that takes on a modern twist of the Nutcracker story. The e-tailer worked with choreographer Dana Foglia, of Beyonce’s Formation fame, to create a modern-day version of Dance of the Sugar-Plum Fairy, with dancers donning this season’s best partywear.

When watched on Farfetch.com, the video allows customers to shop by displaying circles over certain garments, thanks to a partnership with touchable video platform Cinematique. Clicking the circles will showcase more information about the outfit, and allow users to add to a basket and checkout at the end.


Warehouse: #TheGirlsRoom

Warehouse continues its ‘Resolutely British’ reinvention, under the helm of newly appointed creative director Emma Cook, with a video campaign that celebrates what happens in the girl’s room, or the ladies’ room at public spaces, from nightclubs to bars. The short video shows women touching up their make-up, socialising and generally letting their guard down, in a space where “strangers become allies, the compliments are free and the drama is left on the dancefloor”.


Topshop: The Anti-Cliché Christmas

Topshop appeals to its young and trendy demographic with a call to express individuality. The spot showcases models of all different styles, from modern sportswear to grungy, walking as cuts outs in front of backgrounds including cityscapes and the beachside, emphasising the idea of party dressing “without the one-size-fits-all approach” in order to represent an anti-cliché sort of Christmas.

To celebrate the sentiment, Topshop has also launched its still image campaign presenting its next generation of rising fashion stars, which are models Stella Maxwell, Londone Myers, Cami Morrone, Jing Wen, Kiki Willems, Marjan Jonkman, Damaris Goddrie, Caitie Green and Lottie Moss, Kate Moss’ youngest sister. Explaining the campaign, Kate Phelan, the retailer’s creative director, says: “This season is about the individual spirit of a woman – she no longer wants to be part of a tribe, she has her own style.”


House of Fraser: Christmas is Coming for You

British retailer House of Fraser is aiming to convey the excitement and anticipation that precedes the season with a modern dance spot, in the same vein as Farfetch. Teaming up with choreographer Suzette Brissett, the spot showcases dancers going through a whirlwind of settings, including an opulent dining table and a forest where trees are filled with presents. The upbeat soundtrack is courtesy of British songstress Laura Mvula, who reinterprets The Fugees’ classic Ready or Not track.


And more…

Additional ones to check out below include Cartier, Very.co.uk, Louis Vuitton, Dior, Harvey Nichols, Jack Wills, Boohoo.com, Debenhams, New Look, Tiffany & Co, Gap and Banana Republic. As a bonus: also tugging our heart strings outside the fashion space, is Sainsbury’s The Greatest Gift.

Additional reporting by Siena Hoggianto

Categories
Editor's pick sustainability technology

Tech-enabled jacket from Will.i.am’s Ekocycle and Ada+Nik documents your life through daily photos

adanik_narrative

The latest designer product from Will.i.am’s and Coca-Cola’s recycling-focused brand Ekocycle, is a jacket featuring a camera on the left-hand breast that takes photos as you go about daily life.

The Narrative Jacket, as it’s called, was designed by London-based, emerging menswear brand Ada + Nik. Stocked in Harrods, it is created from a hybrid of Italian lamb nappa leather and a subtle herringbone pattern made from recycled PET (or 15 plastic bottles). It retails for £800 ($1150). “Narrative” refers to the company that supplies the discreet camera on the front. It takes two photos every minute until it hits its 8,000-picture capacity, or you switch it off. You can then share images from an accompanying app.

Creepy connotations aside, the aim is to help consumers document their daily activity without losing the enjoyment of the actual experience. Head over to Forbes to read my full interview with Nik Thakkar from Ada + Nik.

Categories
Blocks mobile

Harrods moves from stilettos to sneakers in new gaming launch

Harrods

Harrods has returned to the world of gaming with the launch of a new challenge called Sneaker Wars featured in the September issue of its magazine, within its app.

Following hot on the heels (ho ho!) of Stiletto Wars launched in 2014, the game is a Candy Crush-style format, with players aiming to score as many points as possible in three minutes by aligning three or more pairs of the designer sneakers included.

A £250 prize will be awarded each week to the highest scorer, with the overall winner at the end of the tournament receiving a £1,000 Harrods gift card.

For Harrods of course, the game is a ripe opportunity to acquire new customers through downloads of its app. According to the write-up, the game will enable an “additional level of immersive magic”, engaging new audiences and expanding international reach. Stiletto Wars did much the same when it launched in September 2014, generating nearly half a million gameplays and 36,000 app downloads since.

Sneaker Wars ties neatly to the evolving favour of sneakers over heels in today’s fashion trends. It launches as part of the luxury department store’s Catch Me If You Can campaign, which celebrates the first anniversary of Harrods Shoe Heaven, a dedicated shoe-shopping destination on its fifth floor.

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digital snippets e-commerce mobile social media Startups technology

Digital snippets: wearables, Net-a-Porter and Yoox, Facebook messenger, live-streaming apps

A round-up of the latest stories to know about surrounding all things fashion and tech…

wristwatches

  • The wearables road ahead: a race to the bottom? [TechCrunch]
  • Net-a-Porter, Yoox merger creates online fashion powerhouse [WGSN.com/blogs]
  • You can now pay your friends through Facebook Messenger [Mashable]
  • Will new live-streaming apps change the way we see fashion week? [Style.com]
  • Marketers weigh in on Periscope vs Meerkat [AdWeek]
  • LVMH’s Tag Heuer surfs wave of smartwatch partnerships [Reuters]
  • Kenneth Cole reveals Connect smartwatch line [BrandChannel]
  • Harrods takes its green-clad doorman global with Instagram contest [Luxury Daily]
  • Inside Balmain’s digital revolution [BoF]
  • Why Sephora’s digital boss joined Stitch Fix, the personal stylist startup that’s growing like mad [re/code]
  • Banana Republic harnesses photographed ‘Hot Dudes Reading’ in Instagram campaign [PSFK]
  • The North Face hopes to rope you in with virtual-reality rock climbing [Chicago Tribune]
  • L’Oreal’s chief digital officer on programmatic plans, start-ups and org charts [AdAge]
  • Meet Betabrand, the company that’s using viral humour and uncensored crowdsourcing to create the future of fashion [Medium]
  • Will personalised pricing take e-commerce back to the bazaar? [BoF]
  • Social media’s elusive goal: return on investment [WWD]
  • How beauty and fashion brands can win on Instagram [Fashionista]
  • Online fashion retail in India may touch $35 billion by 2020 [The Economic Times]
  • Are ‘smart’ clothes the wearables of the future? [re/code]
Categories
digital snippets e-commerce film social media technology

Digital snippets: eBay, Westfield, Harrods, wearables, Macy’s, Uggs, Mercedes-Benz, adidas

A round-up of the latest stories to know about surrounding all things fashion and tech…

ebay_ninewest

  • eBay unveils retail platform: all about omni [WWD]
  • Kevin McKenzie, global chief digital officer at Westfield Group, on the mall of the future [BoF]
  • Harrods to focus on gamification after being ‘undeterred’ by mixed results [Retail Week]
  • The 7 best pieces of wearable tech we saw at CES [Fashionista]
  • Macy’s restructures to boost digital marketing, mulls off-price plans [MediaPost]
  • Uggs tests RFID in a bid to close the online-offline gap [Retail Week]
  • Mercedes-Benz just made a great fashion ad, and it’s a total piss-take [The Drum]
  • adidas launches Superstar campaign video featuring Rita Ora, David Beckham and Pharrell Williams [The Independent]
  • Lady Gaga has turned her Instagram selfies into ads for Japanese beauty brand Shiseido [Business Insider]
  • Max Factor puts a twist on the no-makeup selfie with #GlamJan campaign [Creativity Online]
  • Moncler creates fake snow app for online fun [Luxury Daily]
  • Montblanc announces a smart bracelet for your fancy watch [TechCrunch]
  • From robots to beacons, the future of retail is at hand [BrandChannel]
  • Snapchat wins hearts and minds on Madison Avenue [Digiday]
  • How Snapchat can help retailers kill ‘showrooming’ [AdAge]
  • As Pinterest pitches ads, brands flock to ‘Pinfluencers’ [WSJ]
  • Google stops selling Google Glass [Marketing Magazine]
  • How jewellery makers (not a tech company) finally cracked the battery problem for wearables [Forbes]
  • Cuff raises $5 million Series A and partners with Richline to bring smart jewellery to the mainstream [TechCrunch]
  • Materials science is the new black: 3D and 4D printing the future [Apparel]
  • Disney and McLaren to fund wearable tech competition for start-ups [The Drum]
  • “Back To The Future” power laces herald quantum wave of shoe tech at Nike [PSFK]
  • The patented Nike shirt that could track your heart rate and blood pressure while you exercise [Quartz]
Categories
digital snippets e-commerce film mobile social media technology

Digital snippets: Alibaba, Rebecca Minkoff, Kate Spade, Marc Jacobs, John Lewis, Urban Outfitters, Mulberry

A round-up of the latest stories to know about surrounding all things fashion and tech…

rebeccaminkoff

  • Alibaba’s ‘Singles Day’ sales top $9 billion, bigger than Black Friday [MarketWatch]
  • Why Rebecca Minkoff and eBay are betting on smart dressing rooms [Fast Company]
  • Anna Kendrick makes something out of nothing in Kate Spade’s holiday ad [AdWeek]
  • Marc Jacobs built an in-house app for shopping on Instagram [Bostinno]
  • John Lewis and Microsoft unite to create tech-driven in-store experience around Christmas ad campaign with ‘Monty’s Magical Toy Machine’ [The Drum]
  • Urban Outfitters using beacons, tries pinging your phone in the fitting room [AdWeek]
  • Mulberry ‘wins Christmas’ with gifting ad [Campaign Live]
  • Harrods launches animated festive film [The Independent]
  • Burberry and Printemps promise a magical Christmas with interactive experience [Pursuitist]
  • Ralph Lauren and Harrods partner for mobile-enabled display [Mobile Marketing]
  • Behind Zegna’s Big Bet on Film [BoF]
  • Shoppable video: more retailers looking at film as direct sales channel [Digiday]
  • What’s trending in China’s digital luxury marketing [JingDaily]
  • Ballet shoe records specific dancer movements [PSFK]
  • Native advertising and style bloggers: is the party over? [Fashionista]
  • These jeans come in 400 sizes [Co.Design]
  • Amazon plans Prime Air delivery drone tests in the UK [TNW]
Categories
Blocks mobile

Harrods enters gaming space with shoe-based app challenge

Harrods_stilettowars

Harrods is celebrating the opening of its new luxury shoe salon with the launch of a mobile game called Stiletto Wars.

Introduced as part of the Harrods magazine app, which has been downloaded over 100,000 times worldwide, the game challenges users to form as many rows of three of more designer shoes against a timer. Scores can be sent to a leaderboard where prizes are up for grabs including gift cards and VIP shopping experiences with the department store.

“We are delighted to be adding this fashionably fun game to our ever-evolving app. Every secret geeky pleasure needs a stylish outlet – and Stiletto Wars brings together the fun of game playing, the luxury of designer shoes and the possibility of winning prizes – a perfect combination,” says Harrods’ director of creative marketing, Deborah Bee.

A giant interactive version of the game will also be in the store’s windows on Brompton Road from August 27 – September 22.

Categories
social media technology

Fabergé fans to create digital portrait animations at Harrods

Fabergé Cinescope - Firebird in Cage

Fabergé is set to host a heritage-inspired digital installation in Harrods as part of its Easter-themed pop-up from April 1 – 21.

The ‘Fabergé Cinescope’ will enable visitors to try on jewellery via a digital mirror and then create a one-of-a-kind animated portrait of themselves that can be shared across social media.

These portraits are based on a Victorian novelty concept – the trompe-l’oeil optical effect created by placing two images on either side of a disk and rotating them quickly to make them look like one (as per the video below).

Fabergé says marrying innovation with tradition is always its aim, and in this case its “transforming a period toy into a digital-age concept”.

The initiative is being run in collaboration with Russian style icon Miroslava Duma. It will also see the story of the Fabergé jewellery house retold via the Harrods windows, and an ‘Egg Bar’ showcasing the iconic precious egg pendants. An exhibition space will present other historic pieces from the brand, including the original 1901 Fabergé Apple Blossom Egg never seen before in the UK.