Categories
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.

Categories
Editor's pick Retail technology

Macy’s celebrates the holidays with plethora of interactive experiences

Macy's new holiday campaign, Space Station
Macy’s new holiday campaign, Space Station

Macy’s is deploying technology and personalization to celebrate the holiday season, allowing consumers to find their perfect gifts through online tools and offline experiences.

On Instagram, the American department store is creating personalized gift guides in the form of Instagram carousels targeting specific recipients, such as a user’s friend or family member. To join they will have to answer questions about their interests and price range, for the Instant Gift Guide to generate a list they can swipe through, with the final frame being shoppable.

Meanwhile on Pinterest, Macy’s is creating a 360-degree tool that allows users to experience being inside a miniature snow globe that alludes to an element of its holiday commercial, Space Station. The globe will be filled with colorful holiday decor and enable users to pan around to find gifts and inspiration hidden within the scene. Customers will be able to shop their finds as well as share wish lists and send items to themselves.

The use of technology will expand online, as the retailer promotes new ways to trial beauty and visualize furniture. In approximately 50 stores nationwide, the beauty department will introduce an augmented reality mirror for instant try-ons, which will also showcase more than 250 beauty products. The mirror experience will be triggered when the consumer looks into a camera, allowing them to try on different shades from eye shadow to lipstick.

The beauty department at Macy’s most icon store, at Herald Square in New York, is also getting a makeover with the Instagram consumer in mind: the retailer has launched a 270-square-foot space that allows shoppers to discover brands in new ways and snap and share. The space is anchored around revolving themes, with the current one, titled “Beauty on Display”, being set up as a luxury boudoir where visitors can snap photos near a claw foot bathtub as well as shop for products.

As for furniture, Macy’s is following many home goods retailers and deploying virtual reality to enable store visitors to visualize furniture in their homes. The “See Your Space IRL” experience, available in select stores, lets shoppers virtually design their living spaces and place Macy’s furniture within it. Through VR headsets, they can then step into the virtual spaces to help them make more informed decisions.

Small business showcase by Facebook and Macy's
Small business showcase by Facebook and Macy’s

Lastly, the updated Macy’s app will serve as a connected hub so customers can get their goods seamlessly. For instance, it will allow shoppers to scan items while they shop and check out through self-serve machines, thus avoiding the holiday crowds.

The retailer is also diversifying its merchandise offering in order to tap into a broader and more connected consumer. For example at its now year-old The Market @ Macy’s space at selected stores, it is teaming up with Facebook to provide small businesses and e-commerce brands the opportunity to sell in real life during the holidays.

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.

Categories
product Retail social media Uncategorized

JCPenney unveils Instagram-inspired private label

JCPenny’s Peyton and Parker

JCPenney has announced it will launch a private label at the end of October inspired by and dedicated to picturesque Instagram moments.

Peyton and Parker, as it’s called, is specifically targeted at women who take on the responsibility of dressing not only themselves, but also their families and their home, according to the retailer.

“We were inspired to create a line that made it easy for mom to dress her family and decorate her home, creating a picture-perfect moment for all of her social media channels,” says Val Harris, senior vice president of product development and design for JCPenney.

She adds: “The holidays are a critical shopping period and by introducing new brands, such as Peyton and Parker, we will drive traffic and invite new and loyal customers to discover what JCPenney has to offer this season.”

Fittingly, the company will launch a social media campaign on Instagram featuring “savvy mom influencers” to promote the launch of the label. Given the struggles JCPenney has been facing, the hope, inevitably, is that customers will similarly share their own looks back through the same channel.

JCPenny

JCPennyThe merchandise will be released in limited-edition capsule collections available seasonally, with the first set for October 19 for the holiday period. The collection will focus on matching apparel, accessories, shoes, as well as home items.

Prices will be in-line with the retailer’s budget-friendly merchandising approach, with a $30 price tag for a women’s top and $11 for a cable-knit stocking.

This move comes as Instagram is becoming an ever more important distribution channel for the fashion industry, recently expanding its focus to include more vendor-friendly outlets with a dedicated shopping “Discover” channel and shopping tags in its Stories.

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
social media

Primark fortuneteller to send personalised Christmas messages via Twitter

mystic_primark

Primark is celebrating all-things Christmas jumpers with a Twitter campaign this Friday that will see fortunes told via customised videos and animated GIFs.

The value-based fashion retailer, which has recently opened its first two stores in the US as well as one in Spain, will introduce “Mystic Mother Christmas” in order to send personalised responses to its social media fans.

Consumers are invited to post Christmas jumper selfies (Friday is “officially” National Christmas Jumper Day in the UK) with the hashtag #mysticmotherchristmas to get their festive custom responses.

Created with agency ODD and supported by the teams at Twitter and Giphy, the aim, said Primark, is to have a little fun and to give something back to its 7m followers (127,000 of which are on Twitter).

“Christmas is the time for giving and we’re giving you one of the greatest gifts of all, a smile (and a personalised message from Primark of course). We’ve found our very own Mystic Mother Christmas to help make Christmas Jumper Day even more exciting. No complex ways of entering or joining in, just tweet with the hashtag #mysticmotherchristmas and we’ll bring the party to your Twitter feed. If you make a real effort we’ll return the favour and give you an extra special video message,” says Olly Rzysko, head of digital communications at Primark.

Mystic Mother Christmas herself, otherwise known as Shelagh, is a little nod to films including Advanced Style and Iris (about fashion icon Iris Apfel), but inspiration also came from the A Very Murray Christmas Netflix special, Rzysko added.

The initiative celebrates the brand’s partnership with Unicef Ireland and the UK’s ITV Text Santa campaign supporting Make A Wish, Save the Children and Macmillan Cancer Support. €2 and £1.50 respectively from every Christmas jumper sale at Primark goes to the funds.

Some of the best videos from the day will appear on the Primark YouTube channel as well as via Giphy.

mystic_primark2