Categories
product Retail

Benetton launches Selfridges line featuring 109 colorways

United Colors of Benetton
United Colors of Benetton

United Colors of Benetton is teaming up with Selfridges on an exclusive capsule collection that will feature items in 109 different colors.

The collection will draw from the Italian brand’s archives and aims to reiterate its colorful history, with a modern British twist. Meanwhile, the vast color choice aims to pay an homage to Selfridges itself: the department store’s iconic yellow is number 109 on the Pantone palette. Shades will vary from bright pop hues to more pastel tones.

“It’s our first collaboration with a department store and it is an exciting new line that celebrates the colorful look, history and Italian ethos of the brand,” said Tommaso Bruso, chief operating officer of the Benetton Group. “It’s a confirmation of the brand’s history. From the Sixties to today there have been social and cultural revolutions and this has become the essence of the brand.”

The unisex collection, which will launch as a pop-up at Selfridges this Friday (September 14) to coincide with London Fashion Week, will feature sweaters, co-ords and accessories such as caps and duffel bags. Prices will range from £10 to £180.

In line with the nostalgia trend that has pervaded fashion for the past few years, sportswear and 90s favorites such as Benetton are increasingly coming back into the spotlight and joining the cultural conversation with collaborations with contemporary brands or retailers.

Sportwear label Champion is another example, teaming up with the likes of Danish cult label Wood Wood and Japanese streetwear retailer BEAMS on exclusively collaborations; meanwhile this month, Polaroid celebrated its 80th anniversary by releasing a limited edition sneaker with Puma that features its iconic rainbow stripe; and from a luxury standpoint, subversive French label Vetements has been responsible for resurrecting a few old favorites on its runways season after season, such as Juicy Couture, Eastpack and Umbro.

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
Campaigns

Juicy Couture’s latest campaign pokes fun at influencers

@charlenealmarvez for Juicy Couture

Juicy Couture’s newly launched campaign for fall 2018 nods to influencer behaviour on social media by satirizing sponsored posts.

Using the hashtag #JUICYAD, all photos feature the headline “Paid Partnership with Juicy Couture”, which is also the exact phrase that appears on influencers’ branded posts on Instagram. The campaign also stars influencers themselves, who chose to be in on the joke and create commentary around increasingly stricter social media standards.

As for casting, the brand worked with Winston, a proprietary influencer software, developed by ABG, the owner of Juicy Couture. The software identifies, recruits and manages influencer campaigns and connections such as this ad.

The cast includes seven social media influencers recruited from different parts of the globe, with the aim to express individuality. They include Devon Carlson (@devonleecarlson), Tanya Kizko (@tanyakizko), Issa Lish (@issalien) and Charlene Almarvez (@charlenealmarvez).  Each influencer worked with stylist Daniel Packar to showcase the pieces in a way that corresponds to their personal styles.

To further amplify the collection, Juicy Couture will activate the #JUICYAD hashtag throughout the season, as well as launch a content series on social media. #COUTURECHRONICLES will highlight specific influencer’s lifestyles and how the brand impacts their lives.

Juicy Couture has been undergoing a major revamp over the past few years. A growing nostalgia for 00s fashion and pop culture has given the brand a much needed boost. In 2017, it released a version of its iconic velour tracksuits with what was then the buzziest brand in the industry, Vetements. This year, it held its first ever New York Fashion Week show for the Fall 2018 season in February.

@nissapouncey for Juicy Couture

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
digital snippets e-commerce social media

Digital snippets: Michael Kors, Banana Republic, Macy’s, Kate Spade, John Lewis, L’Oréal, Juicy Couture, Sephora

A short break here means there’s a stack of content to catch up on. Below are the top links for stories surrounding fashion and digital during my recent fortnight of travels. Hours of fun…

MichaelKors_Instagram

  • Michael Kors’ widely hated Instagram ad was actually a massive success; received almost four times as many likes as the average post [Business Insider
  • John Lewis 2013 Christmas ad beats 2012 ad total YouTube views within days of release [The Drum]
  • Banana Republic, CNNMoney and CNBC among top Twitter accounts during TWTR IPO [TechCrunch]
  • Like what you see? Kate Spade video ad designed for instant shopping [Mashable]
  • L’Oréal Paris launches make-up vending machines in NYC subway [Fashionista
  • Juicy Couture to be first brand to advertise using Snapchat Stories [The Drum]
  • At Sephora, mobile-first means ‘connecting’ the customer’s experiences [eMarketer]
  • Neiman Marcus teams up with Shapeways to offer 3D printed holiday capsule collection [PSFK] 
  • Printemps sets e-commerce strategy [WWD
  • Cartier North America CEO stresses importance of carefully curated digital presence [Luxury Daily]
  • How can retailers make it easier to buy jeans online? [Econsultancy]
  • On the same theme: This app can find your true bra size by taking two selfies of your breasts [Business Insider
  • Vanessa Traina launches new curated e-commerce venture The Line [BoF]
  • Fashion bloggers see a missed opportunity to monetise Instagram posts – why aren’t links allowed? [AdWeek
Categories
film technology

Shoppable films: fad or future?

Fallingforyou

You might remember I posted a comment piece from Marketing Magazine about shoppable videos last week. Well, the extended piece was published on The Huffington Post UK’s tech pages today. Here it is in full:

If there’s one keyword at the centre of the burgeoning fashion and tech scene at the moment, it’s ‘shoppable’. Just as retailers and brands get a grasp on how to handle content, it’s commerce that begins to drive the sector forward again – undoubtedly the effect of greater need for ROI within the social space.

What’s resulted is a lot of experimentation with multiple great ideas, numerous not so good ones, and a handful of indications as to what the future might bring.

Video has proved one of the most thought-provoking and headline grabbing methods; click-to-buy moving images, as the industry tries to cash in on the increasing appetite for highly creative and beautiful films.

ASOS did so imaginatively with a campaign called Urban Tour last year that pulled together street artists from around the world to drive men towards its site. And Danish denim brand Only Jeans did so as well with what it called a “fashion catalogue, movie, game, music video, and the world’s first on demand, online, video, retail environment”. Both won awards at Cannes Lions this year.

The stats were impressive too – ASOS saw 14% of viewers purchase within seven minutes. Accordingly, it’s launched another series, this time for women for the holiday season under the #BestNightEver tagline. Starring hip-hop artist Azealia Banks, model Charlotte Free and singer Ellie Goulding, it’s sure to be another runaway success.

And yet, despite that, I remain to be convinced these highly interactive, not to mention big budget options, are the best answer if we’re talking about scaled commerce.

As pointed out by Lauren Sherman, executive digital editor of US Condé Nast shopping title, Lucky Mag recently, most consumers actually don’t want to watch videos (especially those any longer than 30-60 seconds) if they’re trying to get something out of it – in this case items to buy. There’s a disconnect between viewing for entertainment and for purpose as yet.

Yes today’s tweens are growing up on video, but equally expecting them to sit through lengthy creative film work is not so suited to their on-the-go, real-time behaviour. There are brand identity pieces and then there’s the type designed to encourage consumers to buy. The first often inspires the second, but trying to make them one and the same is a big ask.

Case in point: a luxury brand (that shall remain nameless) attempted a similar interactive film last year, but the functionality proved so poor you couldn’t move your cursor to the item being advertised in time before the frame changed.

Juicy Couture meanwhile just launched a new initiative thanks to YouTube’s beta external annotations technology (as reported by AdAge). It works wonderfully, but to view the items featured you’re pulled away to another tab on your browser. Do that a few times and you’ve lost the point of the narrative – a Terry Richardson-directed tale about supermodel Candice Swanepoel and her Juicy Couture-fuelled dream sequence.

Not a great case for engagement you could argue.

And that for now is where the main issue lies. Shoppable content aims to capture consumers at the point of inspiration and the moment of intent, but to do so, it has to work, and more intuitively so.

Target’s new short film series, Falling For You, perhaps provides a better example by merely hinting at the idea of shopping with a column running alongside the content featuring items from its new collection as they hit the screen. As you watch, you can “heart” things that pop up; a digital update on product placement if you will.

It’s that idea that seems more exciting, applicable across media and likelier to scale. But even then, the process to buy consists of several, almost clunky, click throughs.

Video undoubtedly plays an enormous role in driving consumers to websites, but shopping from them directly still needs some work. As Darrell Whitelaw, executive creative director at IPG Media Lab, told Fast Company: “This is the Sony Walkman of ecommerce and video. The thinking is spot-on, but the execution is just awful.”

Which is why I return to the ASOS holiday example. Although it likewise uses the new YouTube technology, it recognises the fact there remains a gap for consumers between entertainment (in this case, music videos) and commerce (it’s transactional site). It has therefore tried to fill it by placing additional content around the campaign. Yes you can click on items Ellie Goulding is wearing as you watch her sing, but so too can you see behind-the-scenes images, the whole collection on one page and an interview with the star. You can even win certain pieces by connecting via other social media platforms.

It’s not about the technology in that case, it’s about the content. Yet so too is it ultimately about the product.

With the concept of shoppable film still novel, there are column inches to be gained in encouraging consumers to interact, but in the long run it has to be fast, seamless and closer to the nature of online user behaviour for it to have true and lasting cut through.

Categories
digital snippets film mobile

Digital snippets: Juicy Couture, Gap, Harrods, Fendi

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • Juicy Couture launching short shoppable film for holiday campaign (as pictured) [WWD]
  • Gap Inc restructures brand leadership for global, digital growth [BrandChannel]
  • Harrods partners with Stardoll to set up online store selling virtual copies of designer childrenswear [Marketing Magazine]
  • Fendi flaunts fall handbag line via Rome-set spy flick [Luxury Daily]
  • Bloggers on fashion’s front row [FT]
  • Sally Singer named creative director of digital at US Vogue [Fashionista]
  • Condé Nast UK expects digital to account for 30% of total revenues in 2014 [Media Week]
  • Pinfluencer brings Pinterest contests to brands’ sites, Facebook pages [AdWeek]
Categories
Uncategorized

Juicy Couture launches on Tumblr

Juicy Couture is the latest in a long line of fashion brands taken to using blogging site Tumblr.

Aiming to connect to its fans more than ever before, the launch will see behind-the-scenes access to the company, as well as insights into the inspirations and favourite things of the brand.

“We are thrilled to announce that Juicy Couture has joined the Tumblr world. Our blog is your VIP, All Access ticket to the Juicy Couture show. It will feature snippets of inspiration, behind the scenes glimpses of photo shoots and daily intel of an insider’s life at Juicy,” the brand’s president and chief creative office LeAnn Nealz told WWD.

The brand has also signed a number of “Guest Couturists”, otherwise known as contributing bloggers, including Karla’s Closet, The Clothes Whisperer, My Style Pill and The Man Repeller. They will create original content such as styling posts, or responses to the company’s “21 Juicy Questions” series.