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Hollister hosts Twitch live stream in-store to celebrate video game launch

Hollister is taking to live streaming video gaming platform Twitch to celebrate the launch of a new videogame in its Los Cerritos store in California tomorrow.

The teen fashion brand is inviting two Twitch streamers called Fuslie and J.D. Witherspoon, to play the new Crash™ Team Racing Nitro-Fueled (or CTR for short) video game live in-store at 5pm. The game comes from Activision, which also created popular titles such as Call of Duty.

Shoppers will be able to watch them online via Twitch or in real-life at the Los Ceritos store. A series of activations are also taking place across three Hollister locations including Los Angeles, Chicago and New York, all of which will host gaming lounges and PS4 systems connected to video screens to create a more immersive experience for customers.

The last part of the activation has Hollister influencers, including Adelaine Morin, supporting the launch of the video game by appearing at one of the three stores to host a friendly game competition and interact with shoppers.

“We’re constantly seeking opportunities to provide authentic engagement with our customers that align with their interests. We’re looking forward to bringing this unique experience to our customers,” said Michael Scheiner, SVP of marketing at Hollister. “These events will create a collaborative, inclusive group activity for all customers to connect with our brand, and each other.”

For those that can’t make it to any of the locations, Hollister will make the the CTR game available to download in an additional 100 US-based stores, as well as online.

As the boundaries between physical and digital spaces are blurring, the world of gaming is becoming increasingly important to the fashion industry. The video game Fortnite, for example, made headlines in February when 10 million people tuned in for a live stream from DJ Marshmello. Meanwhile, in April, fashion label Moschino partnered with The Sims for a digitally-inspired capsule collection.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. 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 Campaigns digital snippets e-commerce product Retail Startups sustainability technology

ICYMI: Chinese moguls rebooting fashion, biotech shaping the industry, smart checkouts rising

China’s internet moguls are rebooting fashion
China’s internet moguls are rebooting fashion

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

TOP STORIES
  • How China’s internet moguls are rebooting fashion [BoF]
  • How biotechnology is reshaping fashion [BoF]
  • Smart checkouts will process $45B in transactions by 2023, study says [MobileMarketer]
  • 5 tech innovations we’re talking about from fashion week season [TheCurrentDaily]
TECHNOLOGY
  • When it comes to technology, fashion is still a laggard [BoF]
  • How Diageo is using Amazon Echo and Google Home [Digiday]
SUSTAINABILITY & PURPOSE
  • John Lewis invests in plastic reduction [Drapers]
  • Why does so much ethical fashion look the same? [Fashionista]
RETAIL & E-COMMERCE
  • Express is the latest retailer to launch a clothing rental service [CNBC]
  • Fruit of the Loom celebrates Seek No Further with interactive shopping experience [FashionUnited]
  • Forever 21 invests in online styling service DailyLook [RetailDive]
  • Is the future of online deliveries allowing drivers access to your home? [TheIndustry]
MARKETING & SOCIAL MEDIA
  • Hollister partners with Sit With Us [WWD]
PRODUCT
  • Why mainstream brands are embracing modest fashion [CNN]
BUSINESS
  • Revolve officially files for IPO [Fashionista]
  • Walmart buys Eloquii for undisclosed amount [RetailDive]
  • Anya Hindmarch losses mount to £28.2m [Drapers]
  • Payments startup Klarna raises $20M from H&M, its second backer from the fashion world [TechCrunch]
CULTURE
  • The London Underground is getting vending machines to clean all your dirty clothes [Wired]
  • Meet the robotic museum guide that will turn art into sound for the visually impaired [FastCompany]

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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Campaigns mobile social media

Hollister launches Bitmoji outfits for Snapchat inspired by spring collection

Hollister Bitmoji
Hollister Bitmoji

US teen apparel label Hollister is promoting the launch of its spring collection by creating 12 corresponding outfits for Bitmoji characters, available to post on Snapchat.

At present, users can create their own avatars through a standalone Bitmoji app, which generates the ‘mini me’ characters in a variety of situations, such as showcasing emotions or sending the recipient greetings.

The Hollister launch aims to create a unique experience for Snapchat users and propel the brand back into the forefront of the teen shopper’s mind. For the Bitmoji experience, outfits include items that feature in their newest collection such as t-shirts with the brand’s iconic eagle logo and a men’s camo sweater.

As Michael Schneider, VP of marketing, told WWD: “At Hollister, we aim to create emotional and engaging brand experiences where we know our customers are spending their time.“

This focus on the consumer and the brand experience can also be seen to have positively influenced the last quarter of the brand’s sales period, with a quarterly comparable sales gain of 11%.

This is not the first time Hollister has spearheaded digital experiences on the Snapchat platform in order to engage with the Gen Z audience that is at the core of the brand. In 2015, it launched geo-tagged filters available at thousands of high schools in the US and Canada. In 2017, it launched a retro video game available through Snapcodes.

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mobile social media

Hollister launches 16-bit skateboarding game for jeans season

Hollister's 16-bit skateboarding game with TreSensa
Hollister’s 16-bit skateboarding game with TreSensa

US teen retailer Hollister has launched a retro, 16-bit game for mobile in partnership with TreSensa to promote its new denim line.

The skateboarding-themed interaction sees two characters, Waxer and Betty, making their way around various parts of Venice in California on their boards, including the pier, the boardwalk and the bike path.

As they go, they have to navigate over and around various obstacles such as lifeguards, traffic cones and hotdog vendors, all the while collecting coins for points and denim items for super powers.

On completion, users can share it with friends via social media, opt to play again, and be in with the chance of winning prizes.

This game follows the success of an earlier surfing-themed one launched by the brand in March. Designed to live in ad space, it gained 27.6 million impressions during that month alone. Users spent an average of 43 seconds playing it, compared with a benchmark of eight seconds for interface with a mobile video ad. Furthermore, a video or display ad interaction rate is usually 5% and the Hollister game saw a 42% average game start.

Said Will Smith, chief marketing officer at the company, at the launch of that first iteration: ” It keeps the brand breaking through in new and unique ways and helps us maintain our relevance day to day. This comes at the customer in an unconventional way and that’s part of our brand ethos of not being staid and traditional—we want to be young, credible and authentic.”

The new game will again live in the ad space, distributed via the TreSensa engagement platform, which has a global reach of over a billion devices. It will also be promoted via Snapchat, Instagram and Facebook.

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film mobile social media

Hollister targets Gen Z via documentary series on AwesomenessTV

Hollister's This is Summer series on AwesomenessTV
Hollister’s This is Summer series on AwesomenessTV

US teen retailer Hollister is targeting its Gen Z customer base with a new docuseries via AwesomenessTV’s YouTube channel.

The duo have teamed up to create 24 episodes – launching May 20 – following a group of seven high school juniors and seniors in San Francisco. In “This is Summer”, as the series is called, the teenagers are seen travelling, playing music, meeting friends, and exploring ‘what’s next?’.

Each episode is 8-10 minutes in length, and shot and optimised for mobile viewing.

“At Hollister, we aim to create rich brand experiences for our teen customer. Awesomeness has incredible reach with Gen Z offering Hollister a great opportunity to engage with customers in a new and authentic way,” said Kristin Scott, brand president of Hollister Co. “We are confident that our content will resonate with our customers and create additional brand relevancy across the teen market.”

The integrated campaign will also see Hollister and AwesomenessTV release songs and music videos inspired by the show, featuring original and cover songs from the cast and Awesomeness talent. The soundtrack will be available to stream on Spotify and will play in Hollister stores later this year.

Unsurprisingly, all of the cast will be dressed in Hollister, with the looks promoted via the brand’s social channels throughout.

Categories
social media

Hollister turns to personal teen moments in back-to-school social campaign

Hollister #HCoJeansMovement
Hollister’s #HCoJeansMovement campaign

Teen retailer Hollister is enlisting 30 of its customers to share personal thoughts for its latest social media campaign.

Referred to as a “celebration of uniqueness”, the #HCoJeansMovement initiative is a bid to drive engagement around denim ahead of the all-important back-to-school season.

As Michael Scheiner, VP of marketing and communications at parent company Abercrombie & Fitch Co, told WWD: “What brings all of these people together is their love of jeans. Jeans have always been a key part of our brand, especially during back-to-school.” Each of the models/customers in the campaign are indeed wearing Hollister jeans.

They do so in both stills and video format – holding up signs that express something that’s special about themselves, or something they believe in. In one, a teenage girl says: “I’m graduating early to pursue my dreams.” In another: “Dyslexia didn’t stop me from reading. It challenged me to be more well read.”

Others include: “Singing sparks my soul. All I need in life is a crowd and a mic.” Plus: “Nerd is my favourite label.” And: “I never let my friend group define me. I define myself.”

The assets will appear via e-mail and across Instagram, YouTube, Snapchat, Facebook, Hulu, Twitter and Spotify.

Categories
digital snippets e-commerce mobile social media

Digital snippets: Holiday retail round-up special

Given it’s the day before Thanksgiving in the US – meaning retailers are about to go all out on heavy promotions – here’s a special round-up of all the ways they’re using social and digital to help lure the seasonal shopper and start converting those all-important Holiday sales…

ebayinc_digitalstorefront_rm4 (2)

  • eBay debuts shoppable touchscreens and digital storefronts for Sony, Toms And Rebecca Minkoff in San Francisco (as pictured) [TechCrunch]
  • Target launches “most digitally enabled campaign” in its history, pins hopes on Pinterest this holiday season [Co.Create]
  • Topshop partners with Pinterest for online and offline Holiday campaign [Fashion&Mash]
  • JC Penney launches first Holiday campaign under new marketing head, includes crowdsourcing initiative inviting users to upload videos of themselves singing ‘Silent Night’ [AdAge]
  • ‘Reserve in Store’ service rolling out to all Banana Republic stores across the US, 200 Gap [CNBC]
  • Jingle all the way at Kmart with #showyourjoe Christmas ad [Fashion&Mash]
  • Kohl’s adds emotional brand spots to Holiday mix [AdAge]
  • Hollister teases Black Friday deals on YouTube [ClickZ]
  • All the interactive elements accompanying John Lewis’ #bearandhare Christmas ad [Fashion&Mash]
  • Cath Kidston, Bauble Bar driving traffic with Christmas treasure hunt campaigns [Fashion&Mash]
  • Michaels offers interactive Holiday help with live elf available through streaming video [Chain Store Age]
  • M&S teases Christmas #magicandsparkle campaign over social [Fashion&Mash]
  • Louis Vuitton highlights gift ideas on interactive goose game [Luxury Daily]
  • Tillys runs ugly Christmas sweater contest over Instagram [Tillys]
  • Neiman Marcus teams up with Shapeways to offer 3D printed holiday capsule collection [PSFK]