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Retail technology

MAC targets Chinese Gen Z with interactive store concept

 

MAC Cosmetics is targeting Gen Z consumers in Shanghai, China with the Experience Center, an interactive store that aims to bridge the gap between physical and digital with a host of interactive experiences.

According to the Estée Lauder-owned brand, the store is a result of six months of consumer behavior research into the MAC consumer, including cognitive walkthroughs, focus groups and exit interviews with customers. Results then helped shape the design and experience of the store, including all tech elements that give visitors a more personalized experience.

For example at the store’s entrance, stationary digital screens invite customers to scan their phones to check into MAC’s WeChat mini-program. The program then triggers a variety of functions during the experience, such as instant checkout and product pick up.

Meanwhile in the lipstick section, a smart mirror enables customers to virtually try on 18 different shades in under 30 seconds through augmented reality. Customers can also choose from six eye shadow palettes and customize it to their tastes through the WeChat platform, which is then 3D printed for them. Lastly, an infrared touchscreen interface can scan a shopper’s face and recommend a foundation shade.

Beauty companies are leading the conversation in creating retail concepts where tech plays a major role in allowing consumers an increasingly personalized experience. Last year, brands from Bourjois to CoverGirl unveiled concepts where the try-on experience was further enhanced by tech fixtures, while Sephora often experiments with such features in its many store concepts across the globe.

How are you thinking about retail innovation? 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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Digital snippets: Inside the Vogue x Apple relationship, Gucci’s digital strategy, Farfetch raises $110m

Gucci

It probably goes without saying you’re well and truly over the plethora of stories covering the cyber-themed Met Gala looks (including the true wearable tech pieces), but if you haven’t read Racked’s piece on the relationship between Vogue and Apple in the build-up to the event – as below – then do take the time. Also buzzing in fashion and tech news over the past couple of weeks is everything from further advertising plans on Snapchat to Gucci’s digital strategy and the wearable revolution taking place in Brooklyn. Read on for a complete rundown…


  • Unravelling Vogue and Apple’s self-serving relationship [Racked]

  • The digital strategy driving Gucci’s growth (as pictured) [Glossy]

  • Farfetch raises $110 million in ‘strategic’ move [BoF]

  • William Gibson and Andrew Bolton on the future of fashion and technology [Document Journal]

  • Decoding ‘Manus x Machina’ [BoF]

  • Westfield launches room service retail with interactive mirror [Retail Gazette]

  • Target and Lancôme produce Snapchat’s first e-commerce ads [AdWeek]

  • Old Navy ad with interracial couple sparks a social media firestorm [BrandChannel]

  • Louis Vuitton and Snapchat team up to bring live coverage of world class sailing event [The Drum]

  • Lyst inspires post-work shopping therapy with subway placements [Luxury Daily]

  • If you don’t get social media-only brand ‘Obsessee,’ you probably aren’t its target audience [Fashionista]

  • Bushy eyebrows and $50k per day on Facebook ads: How a small beauty brand blew up [Forbes]

  • How Snapchat won the Met Gala [WGSN Insider]

  • 10 of the best brands on Snapchat right now (and why they’re so great) [Hubspot]

  • How to build a brand on Instagram [Fashionista]

  • Brooklyn’s wearable revolution [NY Times]

  • Why Silicon Valley VC firms fund online retailers like Dollar Shave Club [Seattle Times]

  • Is Flipkart turning into the perfect example of what a tech startup must not do? [Quartz]

  • The future of shopping: trapping you in a club you didn’t know you joined [Bloomberg]

  • The future of the fashion show, according to MatchesFashion.com’s Ruth and Tom Chapman [Vogue]

  • This new tool wants to make the off-price clothing business easier [Fast Company]

  • Digiday launches new fashion and luxury publication, Glossy [Digiday]

  • Heated coats and Kate Moss holograms: the key moments fashion and technology have collided [Daily Telegraph]

  • This video of Anna Wintour introducing the @Voguemagazine app is oddly threatening [Fashionista]

  • The sneakerhead bot problem is getting worse and Nike has the only answer (so far) [HighSnobiety]

  • What fashion brands can learn from Beyoncé’s Lemonade [BoF]