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What you missed: What Trump means for retail, Alibaba’s $17bn Singles’ Day, Snapchat’s Snapbots

Trump America election retail
Analysts are weighing in on what a Trump presidency means for retail and for fashion

With the world reeling from the news of the US election over this past week, analysts have been trying to wrap their head around exactly what a Trump government will mean for retail. There are several good reads listed below.

Also hitting the headlines has of course been the mindblowing success and growth of Alibaba’s Singles’ Day – this year a $17bn affair, up from ‘just’ $14bn in 2015.

Meanwhile, some lighter bits to absorb: a wealth of new campaigns launched for the holiday season. John Lewis vs Marks & Spencer has got us excited, but also below is everyone from Gap to Macy’s, Debenhams and Kohl’s.

ps. Don’t forget to sign up for our Snapchat Masterclass – we’re currently offering 20% for our readers using code “community”.


TOP STORIES: US ELECTION & ALIBABA’S SINGLES’ DAY
  • What President Trump means for retailers [Retail Dive]
  • Fashion industry reacts to ‘devastating’ Trump victory [BoF]
  • Is fashion’s love affair with Washington over? [NY Times]
  • New Balance customers revolt after company welcomes Trump [Campaign]
  • $17 billion in one day: How Alibaba turned China’s Singles’ Day into a shopping bonanza [Digiday]
  • Virtual reality lets Chinese customers shop Macy’s New York store on the world’s biggest shopping day [Quartz]
  • Why luxury fashion brands are showing up for Singles’ Day [Glossy]
  • Michael Kors dished out discount codes with a casino-themed game on WeChat for Singles’ Day [AdWeek]
  • Five takeaways from Alibaba’s gigantic $17.8 billion shopping festival [AdAge]

BUSINESS
  • Nasty Gal files for Chapter 11 bankruptcy [Retail Dive]
  • Burberry profit falls 40% as costs rise [WSJ]
  • Kenneth Cole to shut down almost all its brick-and-mortar stores [Bloomberg]
  • Luxury coatmaker Canada Goose said to line up banks for IPO [Bloomberg]

SOCIAL MEDIA
  • Snap Inc.’s Spectacles are dropping in these crazy cool vending machines called Snapbots [AdWeek]

ADVERTISING
  • Luxury brands are failing in their storytelling [The Guardian]
  • Gap harnesses optimism in holiday ads [MediaPost]
  • Macy’s bets on power of Santa belief this holiday [AdAge]
  • Jennifer Saunders and Ewan McGregor sign up for Debenhams Christmas campaign [The Drum]
  • Kohl’s ramps up giving message in holiday campaign [AdAge]
  • Browns unveils new look, new website and innovative window campaign [The Industry]

UPCOMING EVENTS
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digital snippets e-commerce mobile social media Startups technology

Digital snippets: wearables, Net-a-Porter and Yoox, Facebook messenger, live-streaming apps

A round-up of the latest stories to know about surrounding all things fashion and tech…

wristwatches

  • The wearables road ahead: a race to the bottom? [TechCrunch]
  • Net-a-Porter, Yoox merger creates online fashion powerhouse [WGSN.com/blogs]
  • You can now pay your friends through Facebook Messenger [Mashable]
  • Will new live-streaming apps change the way we see fashion week? [Style.com]
  • Marketers weigh in on Periscope vs Meerkat [AdWeek]
  • LVMH’s Tag Heuer surfs wave of smartwatch partnerships [Reuters]
  • Kenneth Cole reveals Connect smartwatch line [BrandChannel]
  • Harrods takes its green-clad doorman global with Instagram contest [Luxury Daily]
  • Inside Balmain’s digital revolution [BoF]
  • Why Sephora’s digital boss joined Stitch Fix, the personal stylist startup that’s growing like mad [re/code]
  • Banana Republic harnesses photographed ‘Hot Dudes Reading’ in Instagram campaign [PSFK]
  • The North Face hopes to rope you in with virtual-reality rock climbing [Chicago Tribune]
  • L’Oreal’s chief digital officer on programmatic plans, start-ups and org charts [AdAge]
  • Meet Betabrand, the company that’s using viral humour and uncensored crowdsourcing to create the future of fashion [Medium]
  • Will personalised pricing take e-commerce back to the bazaar? [BoF]
  • Social media’s elusive goal: return on investment [WWD]
  • How beauty and fashion brands can win on Instagram [Fashionista]
  • Online fashion retail in India may touch $35 billion by 2020 [The Economic Times]
  • Are ‘smart’ clothes the wearables of the future? [re/code]
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Editor's pick film social media

#SuperBowlXLIX: Victoria’s Secret, Foot Locker, Kenneth Cole were social’s retail winners

VictoriasSecret

Victoria’s Secret was the big ‘retail’ name going in to this year’s Super Bowl. Its teaser spot featuring the Angels playing football gained nearly two million views ahead of time, while the commercial it actually aired during the fourth quarter (as below) followed closely behind with 1.2 million.

It was a smart move by the brand; a bid to build awareness a mere two weeks before Valentine’s Day – needless to say one of its most important sales periods.

It backed the spot with a strong Twitter strategy; engaging with fans throughout the game with comments and replies, as well as tweeting during play with thoughts on Katy Perry’s halftime show, as well as the launch of an exclusive flash sale.

Multiple other retailers did the same however, and without the rumoured $4.5m it costs per 30-second commercial spot. While it was a less creative year than in 2013, which saw Calvin Klein’s live Vine posts, or in 2014 with JC Penney’s spoof typos, there was a noteworthy ongoing bid for real-time marketing.

Kenneth Cole was one of the strongest, with both the brand and the designer’s own account tweeting about some of the other ads being shown during the game, Katy Perry’s show again, and things like how much everyone is likely to eat throughout.

Sears meanwhile was all about the game itself – tweeting on the play from the Seattle Seahawks and the New England Patriots, the latter of which went on to win.

Alex and Ani followed suit, adding some cute Vine videos to congratulate the teams on their touchdowns, which simultaneously showcased product. Like Kenneth Cole, further tweets posted related to the other brands featured in the ad breaks.

Foot Locker was another retailer that did have an official ad in the commercial break, but simultaneously won on social thanks to the fact Seattle Seahawks’ player Chris Matthews was a former employee.

While the company did tweet a couple of times about said fact – especially after the wide receiver helped tie the game two seconds before the end of the first half – it was the commentators on NBC, not to mention publications like AdWeek that truly due attention to it. “By the second half, “Foot Locker” was trending on Twitter, as well, making the sneaker shop perhaps the big winner among non-Super Bowl brands looking to make marketing hay during advertising’s biggest day of the year,” it wrote.

It might not be a viral win like Oreo had in 2013, but it was a marketing stroke of luck that might be one of the most memorable outside of the big ad spenders this year.

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digital snippets e-commerce film social media Startups technology

Digital snippets: Wren, Gucci, John Lewis, Lord & Taylor, Kenneth Cole, Sephora

A bit of a catch-up post today in light of several weeks of travel… here then all the latest stories to know about surrounding fashion and tech from the past fortnight or so:

 

  • “First Kiss” film (as above) goes viral with 63 million views – is ad for clothing label Wren [NY Times]
  • Gucci launches own Spotify music hub to promote short film ‘The Fringe’ [The Drum]
  • John Lewis looks to digital innovation as next big thing in retail with ‘JLab incubator’ [The Guardian]
  • Lord & Taylor now accepting bitcoin [CNBC]
  • Kenneth Cole challenges consumers to do good deeds and prove it via Google Glass [Creativity]
  • Sephora launches ‘Beauty Board’ social shopping platform [USA Today]
  • Bergdorf Goodman makes Instagram shots shoppable at SXSW with 52Grams [5th/58th]
  • Dolce & Gabbana crafts love story around perfume to appeal to consumer emotion [Luxury Daily
  • adidas launches gaming platform powered by social media starring Lionel Messi [Marketing Magazine]
  • Can Instagram save ageing teen retailer Aeropostale? [CNBC]
  • Which big brands are courting the maker movement, and why – from Levi’s to Home Depot  [AdWeek]
  • How beacon technology could change the way we shop [Fashionista]
  • On Instagram, a bazaar where you least expect it [Bits blog]
  • What Google’s wearable tech platform could mean for the fashion industry [Fashionista]
  • Smartphone payment system to be unveiled in UK [FT]
  • Alibaba ramping up efforts to sell US brands in China [WSJ]
  • What does WeChat’s new e-credit card mean for luxury? [JingDaily]
  • Op-Ed | Are camera phones killing fashion? [BoF]
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digital snippets social media

Digital snippets: #NYFW round-up special

All manner of social initiatives took place during New York Fashion Week last week, ranging from a digital concierge at Tommy Hilfiger to the use of Snapchat at Rebecca Minkoff. Here’s a round-up of it all:

TH SP14 collection first look 28

  • Over 630,000 viewers watched New York Fashion Week online, but designers still fail to live up to their European counterparts [Mashable]
  • #NYFW digital highlight: Tommy Hilfiger’s social concierge [Fashion&Mash]
  • Rebecca Minkoff to debut runway looks on Snapchat [Mashable]
  • Kenneth Cole unveils Vine mosaic during #NYFW show [Fashion&Mash]
  • Revlon provides collection sneak peek over Pinterest during #NYFW [Fashion&Mash]
  • Pinterest entices huge brands in special fashion week pages [Venture Beat]
  • Giant digital installation anchors Phillip Lim for Target NYFW event [Fashion&Mash]
  • Models to carry Moto X on NYFW runway [AdAge]
  • How designers make the moments when fashion clicks [WSJ]
  • A look at how Instagram is changing New York Fashion Week [Fashionista]
  • This interactive fashion feature from The New York Times is also worth checking out, it showcases seven big shows in a series of expandable visual sliders, as well as what it calls ‘fashion fingerprints’ – a digital breakdown of the key colours for the new season.

You might also like:

Live-streaming fashion week: what’s the point?

London amps digital to make fashion week more public than ever

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social media

Kenneth Cole unveils Vine mosaic during #NYFW show

KCVP_Models_Phones

Over 120 Vine videos were released in real-time during last weekend’s Kenneth Cole presentation at New York Fashion Week, tied to the theme “Your point of view depends on your points of view” and the hashtag #kcviewpoints.

As the brand’s new spring/summer 2014 collection was unveiled, videographers including Meagan Cignoli, Jesse Hlebo, Jodi Jones and Jason Mante posted six-second clips of everything from the materials used, to the behind-the-scenes preparations for the show. Live footage was also captured as the models walked down the runway and posed alongside their counterparts on two stages opposite each other (casually using their own smartphones as they did so).

On-site plasma displays behind them showcased the various clips to those in attendance, but it was online where the real action took place. At Kennethcole.com/viewpoints a mosaic of Vines was revealed much like a live-streamed show would be.

“The live-stream Vine mosaic takes a single event in New York City and transforms it into an engaging global experience in an entirely new way,” said Rei Inamoto, CCO/VP of ad agency AKQA, which was behind the initiative.

A series of one-liners also feature on the site, tied to the use of Vine. “Allow us to share our POV (patterns on Vine),” reads one. “We have no second thoughts, just six-second thoughts,” reads another.

The clips also include designer interviews and a series of slow-motion shots thanks to the use of Academy Award-winning technology from the Phantom 65 Gold camera, which shoots up to 1500 frames per second.

Some highlight videos are embedded below…

KCVP_Models_Plasmas3KCVP_Vine_Mosaic_Still

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digital snippets social media

Digital snippets: Burberry, Gucci, Kenneth Cole, Onitsuka Tiger, Google Glass

Here’s a highlight of recent stories from around the web surrounding all things fashion and digital. Look out for another round-up later this week specific to all the digital activity from New York Fashion Week…

Angela-Ahrendts-by-Michael-Hemy_BURBERRY

  • CEO Talk: Angela Ahrendts on Burberry’s connected culture [BoF]
  • Gucci links with Google Maps for interior view of Milan men’s flagship [WWD]
  • Onitsuka Tiger launches digital film and Instagram campaign [Campaign]
  • The next version of Google Glass might actually look normal instead of ridiculous [Business Insider]
  • Twitter hires first commerce chief to start shopping via tweets [Bloomberg]
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digital snippets social media

All the digital highlights from #NYFW: 360° live-streams to Twitter trolls

It might have been the season that everyone played with Twitter’s new video-sharing app, Vine, but so too were there numerous other digital happenings around this New York Fashion Week. Here are the highlights:

KennethCole_Smartphone_NYFW

  • Tommy Hilfiger hosted a display featuring real-time updates from backstage, as posted on Twitter here and here
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Uncategorized

Kenneth Cole inspires with word-based Instagram contest

Kenneth Cole has assembled a team of “culture mavens” to act as curators and judge its new contest on Instagram, which invites fans to submit photos based on inspirational words.

The initiative celebrates the launch of the brand’s higher positioned line, Kenneth Cole Collection, and this week focuses on the word “impact”. Lauren Indvik, associate business editor of Mashable, will choose her favourite image. Previous words have included “provocative” and “empowering”.

“Join the collection of voices,” reads a post about it from Kenneth Cole. “Speak through style. Express through image. Make a statement through Instagram.”

To enter, users need to follow @KennethColePRD on Instagram and tag their pictures with #KCCVoices and #impact. Above the brand shows its own idea of impact in New York City.

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digital snippets mobile Uncategorized

Digital snippets: Diane von Furstenberg, Kate Moss, Kenneth Cole, Burberry Body, Harrods, Google

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

 

  • Diane von Furstenberg releases autumn/winter 2011/12 campaign video, Journey of the Dress (as above) [The Cut]
  • See behind-the-scenes on Kate Moss and Terry Richardson’s forthcoming TV campaign for Mango [YouTube]
  • Kenneth Cole courts controversy with new website calling for consumer opinion on abortion, gun control and gay rights [Mashable]
  • Burberry Body fragrance launches with sampling drive via Facebook [Telegraph.co.uk]
  • Harrods to launch online magazine and new mobile site [Retail Week]
  • Google unveils catalogue iPad app with initial 50 brands [Refinery29]