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e-commerce Editor's pick product

Amazon Fashion takes a leaf out of streetwear’s game with The Drop

Amazon has teased a new fashion line called The Drop, which will see limited edition collections launching for 30 hours at a time.

The e-commerce giant unveiled the news this week, referring to it as “limited-edition street style, designed by global influencers”.

Those influencers include Paola Alberdi, Sierra Furtado, Patricia Bright, Leonie Hanne and Emi Suzuki, all of whom will be involved in creating looks for the exclusive drops, which will be released every few weeks.

Users are invited to submit their phone number to receive text updates when the latest drop comes in.

The company also promises a sustainability play in all this, highlighting how the initiative will mean less waste because of the fact things are only made to order. Alongside the limited edition pieces released will also be a handful of “staples” in order to complete each look.

The website of The Drop reads: “Trends move fast. The Drop does, too. Each collection is live for 30 hours or less because fabrics are limited. Then we make each style only when you order it to reduce waste.”

Amazon is of course jumping on the bandwagon of streetwear’s drop collection game, looking to emulate the scarcity and hype factor that has seen such huge success stories as Supreme and others. Broader fashion and luxury brands have also been exploring such opportunities, from Burberry to Ralph Lauren, through a combination of new business models and collaborations.

The idea of made-to-order however is also something Amazon has been hinting at for sometime. It filed a patent in 2017 for an on-demand clothing manufacturing process, which does indeed suggest speed as well as volume.

How are you thinking about retail and product innovation? We’re all about finding you the perfect partners to do so. The 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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Editor's pick product

These Adidas sneakers double as transport passes in Berlin

adidas BVG sneakers collaboration metro tickets
adidas EQT Support 93/Berlin sneaker

Adidas collaborated with Berliner Verkehrsbetriebe (BVG), Berlin’s transport company, to create a limited edition collection of 500 pairs of shoes fitted with a season ticket worth €730.

The EQT Support 93/Berlin shoe, as it’s called, uses the same camouflage pattern used on the city’s train seats. Embedded in the tongue is a fabric version of the BVG annual ticket, which can be used as a regular ticket covering the bus, tram and underground in zones A and B.

The shoe, which is now sold out, retailed for €180, therefore attracting a mix of sneaker heads and those seeking a commuting bargain by saving significant money off their €730 annual travel pass.

adidas EQT Support 93/Berlin sneakers train ticket BVG berlin collaboration
adidas EQT Support 93/Berlin sneakers

The launch aimed to modernize BVG’s 90-year-old image, and also tapped into a wider trend of fashionable labels elevating traditionally uncool companies, such as Vetements’ recent collaboration with DHL.

The design was launched in January at Overkill, a shoe store in Berlin’s hipster Kreuzberg neighbourhood. Fans queueing outside were treated to Mettbrötchen, a minced raw pork on a bread roll, which is a decidedly untrendy breakfast that Overkill owner Julian Kalitta described as something you would imagine the city’s tram drivers eating before work.

adidas EQT Support 93/Berlin sneakers
adidas EQT Support 93/Berlin sneakers

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business digital snippets e-commerce product social media Startups sustainability technology

What you missed: Wang’s text-to-buy line, Stitch Fix to IPO, activism from outdoor brands

The Adidas Originals by Alexander Wang line launched via text message
The Adidas Originals by Alexander Wang line launched via text message

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


TOP STORIES
  • The second Adidas Originals by Alexander Wang line launches via text-to-buy event [Racked]
  • Stitch Fix has filed confidentially for an IPO [Recode]
  • A call to activism for outdoor apparel makers [NY Times]
  • How Reebok, Adidas and Y-3 will dress future space explorers [Fast Company]

BUSINESS
  • Jimmy Choo bought by Michael Kors in £896m deal [BBC]
  • MatchesFashion.com could enter stock market [Fashion United]
  • Bangladesh to digitally map all garment factories [JustStyle]
  • Fashion must fight the scourge of dumped clothing clogging landfills [Guardian]

SOCIAL MEDIA
  • Vogue takes ‘hub and spoke’ approach to Snapchat editions in Europe [Digiday]

MARKETING
  • Why Helmut Lang hired an editor-in-residence in place of a creative director [Glossy]
  • Amazon and Nicopanda launch LFW ‘see now, buy now’ range [Retail Gazette]

RETAIL & E-COMMERCE
  • China’s store of the future has no checkout, no cash and no staff [BoF]
  • Saint Laurent to launch online sales in China [WSJ]
  • You will soon be able to search eBay using a photo or social media web link [CNBC]
  • MatchesFashion.com’s Tom Chapman: Amazon’s missing the ‘magic’ of high-end fashion [Glossy]

TECHNOLOGY
  • Walmart is developing a robot that identifies unhappy shoppers [Business Insider]
  • For the first time ever, you can buy your own 3D-printed garment online [Fashionista]
  • MIT’s living jewellery is made up of small robot assistants [TechCrunch]
  • Intel axed its entire smartwatch and fitness-tracker group to focus on augmented reality, sources say [CNBC]

START-UPS
  • John Lewis unveils retail tech start-ups for JLAB 2017 [The Industry]
  • Spider silk start-up spins into retail by buying an apparel company [Fortune]
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film social media

Lane Bryant-Prabal Gurung collab to see social media blitz led by webisodes

prabal gurung
Prabal Gurung, resort 2017

There was a time when a retailer launched a limited edition collection with a big name designer, advertised it then watched it (hopefully) sell out.

But this is a new age and social media is where it’s at, so the process of letting people know about your hot new collaboration is much more complicated. Nonetheless, the first step is putting the news out there, which is where stories and blog posts like this come in.

Plus size specialist Lane Bryant revealed yesterday that it’s linking up with Prabal Gurung next March for a limited edition Prabal Gurung Exclusively for Lane Bryant label.

It’ll be Lane Bryamt’s fifth collaboration after its deals with Christian Siriano, Lela Rose, Sophie Theallet and Isabel Toledo. So far, so straightforward.

But this time it’s different because, for the first time, the company will document the process from the design studio until the time it merchandises in-store through a series of ‘taped’ webisodes that will be available on all Lane Bryant social media.

It’s a big move for the retailer, which has previously Tweeted, Instagrammed, and Facebooked its designer link-ups like crazy, but hasn’t shown the ‘insider view’ in quite such depth.

It’s a sign of the times of course. Designer collabs are hardly the rarity they once were and buzz, these days, is created not just by the fact of their existence but by an ‘insider’ insight into the creative and practical process of turning designer inspiration into affordable fashion.

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

Categories
film

American Eagle introduces London stores with Daisy Lowe launch film

AmericanEagleUK_daisylowe

British model Daisy Lowe fronted a short film from American Eagle Outfitters to signify its arrival in the UK last month.

Directed by Joshua Stocker, the 60-second clip features Lowe running through the streets at night, shedding her leather jacket and transforming into an eagle herself. The soundtrack is by Blonde Redhead.

A behind-the-scenes video accompanied (as below), showing certain moments from the film as it was created, including – like something from film Black Swan – the hundreds of feathers being applied to Lowe’s arms.

The campaign ran with the tagline “The Eagle has landed”, as the brand introduced three stores at Westfield London, Westfield Stratford and Bluewater.

American Eagle is also pushing regional versions of all its social channels. There’s @AEO_UK on Twitter and Instagram, as well as a dedicated UK Facebook page. The hashtag being pushed is #AEOStyleUK.

Categories
social media

Digital snippets: Instagram video special

The big news over the past week has of course been about Instagram’s introduction of video. Here are the must-read stories on it:

Burberry_InstagramVIDEO

  • Luxury Daily suggests the launch of Instagram video will be the death of Vine, but goes on to highlight differences between the two that may allow them to co-exist in the fashion space. Vine is more suitable to comedic posts, providing the ability to show off brand personality and lifestyle in a short moment, while Instagram’s filters and cinematic qualities are likely to work better for more artistic endeavours, it outlines.
  • It’s a piece called Instagram Video and the Death of Fantasy from The New York Times’ Bits blog however that’s getting a lot of attention. In it, author Jenna Wortham says there’s still a difference between the self you’re willing to share publicly and the self you’re willing to share when only a handful of people are watching… and Instagram video doesn’t get that.