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business Campaigns digital snippets e-commerce product Retail sustainability technology

Shopify’s $6.6m sustainability fund, TikTok’s global rise, the new lure of the mall

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

TOP STORIES
  • Shopify looks to fight climate change, commits $6.6 million to new sustainability fund (BetaKit)
  • The strategy behind TikTok’s global rise (Harvard Business Review)
  • Can rollercoasters and a bunny garden lure shoppers back to the mall? (BoF)
  • Germany unveils Green Button: what you need to know about the worlds first sustainable textile label (Fashion United)
TECHNOLOGY
  • Pentland brands trials AR app (Drapers)
  • How technologies like RFID elevate the customer experience (Fashion United)
  • Luxury retailers are ladling on perks to please ultra-rich clients (Wired)
  • Coca-Cola cans activate animated stories in AR (Mobile Marketer)
  • Entrupy is an app that helps authenticate your grails (Highsnobiety)
  • McDonald’s uses AI for ordering at drive-throughs (BBC News)
SUSTAINABILITY & PURPOSE
  • How designers are trying to make NYFW more sustainable (Nylon)
  • Gucci vies to be even greener (NYT)
  • Stella McCartney pens an urgent letter to the fashion industry (The Times)
  • Biodegradable clothes may fix fashion’s huge waste problem (Wired)
  • Second-hand fashion hits £187m on eBay (Fashion United)
  • Harvey Nichols dips a toe into the circular economy (Vogue Business)
  • H&M announces initiative to increase e-commerce sustainability (Fashion United)
  • Sainsbury vows to halve plastic packaging by 2025 (Retail Gazette)
RETAIL & E-COMMERCE
BUSINESS
  • Philip Green’s Topshop & Topman report £505m loss (The Guardian)
  • New York’s Fashion Week revamp: did it work? (BoF)
  • New MD at Net-a-Porter (Drapers)
  • C&A files to begin IPO Process in Brazil (BoF)
  • Q&A with Mark Parker, CEO of Nike (Fast Company)
MARKETING & SOCIAL MEDIA
  • ‘We’re doing an evolution’: Inside Playboy’s extreme makeover (Digiday)
  • In London, is Extinction Rebellion out-marketing fashion? (BoF)
PRODUCT
  • Kim Kardashian’s Skims solutionwear launches online (Fashion United)
  • Duchess of Sussex’s new charity workwear collection (Vogue Business)
CULTURE
  • James Scully calls out ‘distressing’ treatment of models at NYFW (Dazed)
  • Macy’s announces 5-point plan to promote diversity and inclusion (Fashion United)
  • How to prevent your company from cultural appropriation (Forbes)
  • How cancel culture is affecting brands (Digiday)
  • PrettyLittleThing champions diversity at NYFW (Fashion United)
  • CurvyCon proves the future of fashion is fat (Fashionista)
  • M&S presents sunflower lanyards to support customer with disabilities (Retail Gazette)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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Campaigns e-commerce Retail technology

Fred Segal launches online virtual shopping experience

Fred Segal partners with Mastercard and Refinery29
Fred Segal at Refinery29’s 29Rooms

Fred Segal has teamed up with Mastercard to introduce a virtual shopping experience that will launch exclusively from Refinery29’s 29Rooms concept in Los Angeles.

The initiative allows shoppers to explore the three-dimensional physical store as if they are there in person, through any online browser. This enables them to navigate the space as they would in real life, rather than by using search terms and category breakdowns to scroll through product pages, as well as interact with different brands and engage with digital content curated by the retailer.

“Fred Segal has always been at the forefront of experiential retail. From our inception, our curated offerings made the store a must-shop destination in Los Angeles,” said John Frierson, president of Fred Segal. “Having an online presence is of course an essential part of business, however at Fred Segal we rarely do things the traditional way. We’re thrilled to be the first major retailer to create a truly experiential online shopping destination.”

The experience is backed by Mastercard and Next Retail Concepts. It also allows frictionless, secure payments to occur through the same environment by integrating with the merchant’s existing e-commerce platform.

“At Mastercard, we’re using our products and services to create solutions for retailers that allow them to meet the ever-growing expectations for a frictionless, customized experience, across any channel or connected device,” said Sherri Haymond, executive vice president of digital partnerships at Mastercard.

The companies have curated an exclusive collection of holiday gifts shoppable only online. The experience at 29Rooms will otherwise come to life in Los Angeles from December 5-9.

Retailers have been exploring the use of 3D simulations for retail for some time. In 2015, Harvey Nichols in the UK created a virtual version of their new store, allowing anyone to take a tour of the space themselves at home. Others including Macy’s and Walmart have been experimenting with virtual reality for retail, trialling initiatives that allow for immersive experiences facilitated by VR headsets. A successful example of both experience and conversion rates remains to be seen.

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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Campaigns e-commerce Editor's pick social media

Harvey Nichols introduces shoppable choir visits via Instagram

Harvey Nichols' Harvey's Angels
Harvey Nichols’ Harvey’s Angels

Ahead of the holiday season, British department store Harvey Nichols has introduced a charitable shopping experience discoverable via a real-life choir whose looks are available via Instagram.

The initiative benefits women going into the job’s market through the Smart Works charity.

The Harvey’s Angels, as the choir is called, were sent to offices across London – from Google to Estée Lauder – last week, donning partywear available to shop from the retailer, by designers such as Roland Mouret and Peter Pilotto. All looks could be purchased directly through its Instagram account via shoppable posts.

Additionally over four days, 10% of all purchases made at Harvey Nichols’ Knightsbridge location or online using the code “HNAngels” went to Smart Works.

“At Smart Works we are lucky enough to witness every day the impact that great clothes and good advice can have on a women’s life. We believe that fashion can be used as a force for good, and that is why we are thrilled to be working with Harvey Nichols on this exciting Christmas shopping experience,” says Kate Stephens, CEO of Smart Works. “Every shopper at Harvey Nichols who uses the dedicated code HNangels online or in store over the next three days will be helping a women to be her best.” The charity gives women across the country the tools to enter the job’s market, including clothing and self-belief and practical tools required to succeed.

For Harvey Nichols, the campaign ties to the company’s history as well as its continuous support of women in the workplace – at present, seven out of nine people of the company’s board are women.

“Our partnership with Smart Works is a natural extension of our values. Christmas is the fashion season, because it’s also party season. But we know that our customers are rushed off their feet,” said Deb Bee, group marketing and creative director at Harvey Nichols. “So we have partnered with Smart Works to raise awareness of this partnership and help busy women in London find a party outfit even if they can’t take time out of work. This will be delivered in the most Christmassy way we know; with a fun, glamorous, party-song-singing, shoppable Christmas choir.”

Are you thinking innovatively enough in your brand messaging? 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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business Campaigns digital snippets e-commerce product Retail social media sustainability technology

ICYMI: Farfetch’s Neves as the Bezos of fashion, DTC physical stores driving online sales

Farfetch
Farfetch

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

TOP STORIES
  • Is Farfetch founder Neves the Jeff Bezos of fashion? [Forbes]
  • ‘Shoppable billboards’: DTC retailers say physical stores are driving online sales [Digiday]
  • Amazon reportedly plans to open 3,000 cashier-less stores by 2021 [The Next Web]
  • Is renting designer fashion the future? [FT]
TECHNOLOGY
  • Walmart to put 1M workers in Oculus Go VR headsets [WWD]
  • Ikea’s think tank envisions self-driving cars as rooms on wheels [Quartzy]
  • Forget the new iPhones: Apple’s best product is now privacy [FastCompany]
  • Cryptocurrency is coming for the beauty industry [Fashionista]
  • Amazon launches Scout, a machine learning-powered visual shopping tool [TechCrunch]
  • RFID technology addresses consumer woes over out-of-stocks [WWD]
  • Six AI innovations that could change skincare and beauty [Dazed]
  • US and South Korea just performed the world’s first live 3D hologram call over 5G [IBTimes]
  • Teaching robots to predict the future [The Next Web]
SUSTAINABILITY & PURPOSE
  • The environment’s new clothes: biodegradable textiles grown from live organisms [Scientific American]
  • More than ever, our clothes are made of plastic. Just washing them can pollute the oceans [Vox]
  • Skechers delivers 15,000 pairs of shoes to children still in need in Puerto Rico [Businesswire]
  • Where Burberry waste goes now label isn’t burning clothes any more [SCMP]
  • Is certification the answer to fashion’s ethical issues? [LS:N Global]
  • New study shows that Gen Z will strengthen sustainability trend [FashionUnited]
RETAIL & E-COMMERCE
  • Amazon Storefronts is a new retail hub exclusively for US small businesses [TheVerge]
  • Container Store tracks appointments with voice tech [RetailDive]
  • Italy’s first Starbucks serves cocktails, ice cream, and a side of augmented reality [Mashable]
  • The future of airport retail is hyper-personalization [LS:N Global]
MARKETING & SOCIAL MEDIA
  • Victoria’s Secret’s Pink revamps loyalty with mobile app [RetailDive]
  • Gucci’s surprise new Instagram account truly revitalizes its beauty offering [i-D]
  • How Nordstrom reinvented its retail loyalty program [Digiday]
  • The epic ‘Game of Go’: a real-time experience showcasing Nike’s latest React technology [TheDrum]
PRODUCT
  • Bespoke tailoring in the athleisure age: how China changed Savile Row [SCMP]
  • How De Beers learned to love lab-grown diamonds [BoF]
BUSINESS
  • Walmart is borrowing luxury’s playbook to gain an edge on Amazon in fashion [Quartz]
  • Store investment pays off as Harvey Nichols profits soar [TheIndustry]

How are you thinking about 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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film Retail Startups technology

Harvey Nichols unveils in-store shoppable video screens

Harvey Nichols

British department store, Harvey Nichols, is introducing shoppable videos via in-store touch screens.

The full-length installations feature a variety of films through brand collaborations with the likes of Calvin Klein. Customers can simply tap on the touch screen to bring up more information about individual products, and then add them to their basket for immediate checkout. They can also connect to their phone through a QR code.

Created by shoppable video startup Smartzer, the experience follows a successful trial online. The Calvin Klein launch also extends to the Harvey Nichols website and social channels.

Peter Howroyd, head of CRM and digital marketing at Harvey Nichols, said: “We are always looking to bring our customers closer to our product in a unique and innovative way. Smartzer’s technology has enabled us to do just that and bring the digital experience to our customers, not only online but in our stores as well.”

Harvey Nichols

This initiative comes at a time when brands are increasingly trying to not only balance their creative work with driving conversions, but also looking at how to encourage new levels of engagement in store. Touch screens and interactive mirrors aren’t new to the retail space, but this example shows a different way of combining storytelling with an endless aisle play.

According to Smartzer, initial results show an average engagement rate of 48.3% and a click-through rate of 15.7%. CEO Karoline Gross says interaction rates the company sees across the board tend to be on average 20 times higher than that of standard video ad formats. The platform provides such video performance metrics, as well as click maps to show which part of the videos have generated the highest interaction.

Smartzer has previously worked with other brands in the fashion and retail space including Burberry, Galeries Lafayette, Adidas, Emilio Pucci and more.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

Categories
business digital snippets e-commerce Retail social media sustainability technology

ICYMI: Virgil on arriving at Louis Vuitton, Amazon’s treasure truck, The North Face releases renewed apparel

Virgil Abloh
Virgil Abloh

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

TOP STORIES
  • Virgil Abloh on the movement that brought him to Louis Vuitton [HypeBeast]
  • Who’s that selling steaks, seafood and toys in a parking lot? It’s Amazon’s Treasure Truck [USAToday]
  • The North Face kicks off pilot program for renewed apparel [WWD]
  • Fashion got woke. But at what cost? [BoF]
  • The power of Kate Spade’s ‘colorful, bold, cheerful’ brand [AdAge]
TECHNOLOGY
  • Waymo announces 7 million miles of self-driving car testing, putting it far ahead of rivals [ArsTechnica]
SUSTAINABILITY
  • Circularity: Sustainable fashion’s holy grail or greenwashing? [BoF]
RETAIL & E-COMMERCE
  • Stella McCartney brings meditation to Galeries Lafayette [WWD]
  • Why 2018 is the year of modernization for Target [RetailDive]
  • Club Monaco turns to in-store pop-up shops to diversify its retail experience [Glossy]
  • Harvey Nichols partners with Hero to offer “Live Shopping” online [TheIndustry]
  • House of Fraser to close 31 stores [BBC]
  • It’s not retail that’s dying. It’s our imagination [BoF]
  • Rent the Runway extends logistics tools to luxury fashion brands [FastCompany]
  • A mall in China put in a traffic lane just for people staring at their phones [FastCompany]
MARKETING & SOCIAL MEDIA
  • Adidas and the World Cup: Mass appeal or awkward deal? [BoF]
  • Instagram’s new shopping bag icon adds e-commerce element to advertisers’ Stories [MarketingLand]
  • Welcome to China’s KOL clone factories [BoF]
BUSINESS
  • Decoding the Dries Van Noten x Puig deal [BoF]
  • The future of fashion hiring is fast, digital and diverse [WWD]
  • Revolve could be on the brink of an IPO [SourcingJournal]
Categories
business digital snippets e-commerce product Retail social media sustainability technology

ICYMI: embracing AR, Artefact accepts crypto payments, why AI for retail is all wrong

Ikea AR augmented reality
Ikea

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

TOP STORIES
  • Brands are finally embracing augmented reality, but not without speed bumps [AdWeek]
  • Artefact London becomes world’s first tailor to accept crypto payments [TheIndustry]
  • Why retail’s artificial intelligence bet is all wrong [QZ]
  • Who is most vulnerable to Amazon’s inexorable rise? [BoF]
  • Hubert de Givenchy dies at 91; Fashion pillar of romantic elegance [NY Times]
TECHNOLOGY
  • Macy’s advancing mobile checkout in innovation agenda [WWD]
  • Bose’s augmented reality glasses use sound instead of sight [TheVerge]
  • Nordstrom is investing in technology to support personalization and customer service [Glossy]
  • ‘People are never going to want to buy something via voice’: Alexa hasn’t caught on for fashion brands [Glossy]
  • Buying stuff with Bitcoin could get way easier courtesy of PayPal [TrustedReviews]
SUSTAINABILITY
  • H&M on why collective industry ambition is crucial for a sustainable fashion future [Forbes]
  • Sustainability is not about designing less, but designing better [Wallpaper]
RETAIL & E-COMMERCE
  • John Lewis CIO: forget incremental updates, retailers need a total tech reset to survive [Campaign]
  • Harvey Nichols joins Farfetch in a first for both companies [WWD]
MARKETING & SOCIAL MEDIA
  • Instagram could soon be launching voice and video calling [DigitalTrends]
  • The world’s first digital supermodel has arrived, here’s what you need to know [HighSnobiety]
PRODUCT
  • This designer bag is made from Burberry’s leftover leather scraps [Wired]
  • The soles of these shoes are made from recycled gum [Fast Company]
  • Allbirds wants your next sneaker to come from eucalyptus trees [BoF]
BUSINESS
  • Prada sees growth ahead despite profit drop [Reuters]
  • The running list of 2018 retail bankruptcies [RetailDive]
  • Is Dior ready for a revolution? [BoF]
  • Tommy Hilfiger’s bet on instant gratification is paying off [Bloomberg]
Categories
business data digital snippets e-commerce film social media Startups sustainability technology

What you missed: Browns’ new tech store, Gucci’s millennial advisors, Amazon’s fashion gap

The new Browns concept store in east London
The new Browns concept store in east London

A round-up of everything you might have missed in relevant fashion business, digital comms and tech industry news over the past fortnight.


TOP STORIES
  • Browns opens a nomadic concept (tech) store in London’s Shoreditch [Wallpaper]
  • Gucci has a “shadow committee” of millennial advisors [QZ]
  • Amazon ‘still has a long way to go’ in conquering fashion market, says report [BoF]
  • Alibaba’s 11.11 shopping festival is ready for its biggest global event [BrandChannel]
  • Opinion: What’s wrong with fashion’s sustainability strategy [Glossy]
  • ‘Terry Richardson is just the tip of the iceberg’ [NY Times]

BUSINESS
  • Hilfiger says making clothes in America remains unrealistic [Bloomberg]
  • H&M denies burning good, unsold product [Racked]
  • Greenpeace on why fashion is at a crossroads [FashionUnited]
  • Vogue and Vice are starting a new website together [Jezebel]

SOCIAL MEDIA
  • You can now PayPal friends in Messenger and get help via chat [TechCrunch]
  • WeChat is becoming a sales tool for luxury brand sales associates [Jing Daily]
  • Snap’s misfire on Spectacles [The Information]

MARKETING
  • Sephora cast its own store employees for its most diverse campaign yet [Racked]
  • Selena Gomez is party-ready in Coach’s glitzy holiday ad campaign [Fashionista]
  • Net-a-Porter and Mr Porter unveil “Party with the Porters” holiday campaign [TheIndustry]
  • The land of Fenty: The Rihanna masterclass in brand-building [BrandChannel]
  • Why visceral storytelling is the next brand-building territory [LeanLuxe]

RETAIL & E-COMMERCE
  • Take a look at Apple’s first ‘Town Square,’ its most beautiful retail store yet [TechCrunch]
  • Now Amazon wants to leave a package inside your house [Marketplace]
  • The most successful e-commerce brands build for mainstream America, not Silicon Valley [Recode]
  • Hudson’s Bay to sell Lord & Taylor Fifth Avenue store to WeWork [RetailDive]

TECHNOLOGY
  • Target.com rolls out augmented reality experience for smartphones [StarTribune]
  • The Under Armour ArmourBox: Subscription gear handpicked by an AI [BrandChannel]
  • Walmart’s Store No. 8 showcases the future of VR [RetailDive]
  • Nike’s focus on robotics threatens Asia’s low-cost workforce [CNBC]
  • Wal-Mart’s new robots scan shelves to restock items faster [Reuters]

START-UPS
  • How Stitch Fix’s data-driven styling could boost its IPO value [Bloomberg]
  • Harvey Nichols partners with Bink on “Payment Linked Loyalty” [TheIndustry]
Categories
business digital snippets e-commerce social media Startups technology

What you missed: Blockchain, a lack of omnichannel leaders, fashion week immediacy

Blockchain in use at Shanghai Fashion Week
Blockchain in use at Shanghai Fashion Week

Despite the holiday countdown being truly underway, the past week’s top stories are less about the festivities and more to do with a look forward – whether it’s the launch of more tech-enabled stores or significant developments with the likes of drones and blockchain.

Also worth checking out is a view on fashion immediacy from Burberry and Tommy Hilfiger, some further uptake of chatbots and an overview on this year’s major fashion and beauty mergers.


TOP STORIES
  • Blockchain is being adopted beyond Bitcoin, from fashion to finance [JWT Intelligence]
  • Report: Few retailers are omnichannel ‘leaders’ [Retail Dive]
  • Burberry and Tommy Hilfiger: Lessons in fashion immediacy [BoF]
  • Why retailers stop selling online: the hidden cost of e-commerce [The Guardian]
  • Move over Singles’ Day: Alipay’s ’12.12’ event breaks records [Jing Daily]
  • Luxury and charity are like oil and water – they don’t mix well [LeanLuxe]

BUSINESS
  • Harvey Nichols profits tumble on aggressive revamp [The Telegraph]
  • Young, quick and very hip: Missguided and Pretty Little Thing hit the big time [The Guardian]
  • The year in major fashion and beauty mergers [Glossy]

SOCIAL MEDIA
  • Dove flips #MannequinChallenge in extension of Real Beauty campaign [The Drum]
  • How Stuart Weitzman is using WeChat to expand its Asian footprint [Glossy]
  • New Nordstrom mobile chatbot is ready to help shoppers find the perfect holiday gift [GeekWire]

RETAIL
  • How sporting giants Nike and Adidas are pushing the future of retail [Fortune]
  • L’Occitane ups technology in New York City flagship [Chain Store Age]
  • Victoria’s Secret invaded China’s digital space but is moving cautiously on retail [AdAge]

TECHNOLOGY
  • In major step for drone delivery, Amazon flies package to customer in England [NY Times]
  • Why AR will be bigger than VR [Venture Beat]
  • Bot until you drop: How artificial intelligence is changing the way we do our Christmas shopping [The Independent]
  • Fashion’s future, printed to order [NY Times]
  • Under Armour expands connected footwear line-up [Retail Dive]

START-UPS
  • The inside story behind Pebble’s demise [Backchannel]
  • How True & Co. modernised the bra shopping experience [Racked]
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