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Campaigns Editor's pick product

Aerie pushes empowerment with new product, campaign and experience

Aerie - "Bras make you feel real good"
Aerie

Aerie is launching a 360-degree campaign that aims to create a positive environment for women to shop and feel good about themselves.

The initiative, titled “Bras make you feel real good”, includes advertising, a new bra collection and a reinvented shopping experience, all of which aid the brand’s mission to promoting female empowerment and inclusivity.

Speaking of the brand’s overarching message of empowerment in January, Jennifer Foyle, Aerie’s global brand president, said: “At Aerie, we believe in authentic, real beauty and never airbrush our models.” Adding: “Now, more than ever, we want to encourage women everywhere to feel empowered to embrace their own unique qualities and beautiful REAL selves.”

The unretouched print campaign features a cast of 57 real women, which includes contest winners such as a cancer survivor, a woman with a colostomy bag and a woman with an insulin pump, as well as Olympic gymnast and sexual abuse survivor Aly Raisman.

In-store, the experience translates into two new consumer-facing features: a new bra fitting process titled Best Fit Finder (BFF) that provides a less invasive tool to finding the perfect bra fit; and in the fitting room, encouraging consumers to leave sticky note affirmations behind for the next woman to see, not too dissimilar from an experience found at mirrors in their Soho, New York flagship.

Moreover, the initiative also includes staff training: the brand has implemented a body confidence training campaign for its store team in partnership with the National Eating Disorders Association (NEDA), which is designed to create a judgement-free zone during the shopping experience.

To accompany the #AerieReal campaign, the American Eagle-owned brand is launching a new bra collection that includes products such as The Real Happy™, Real Me™ and Real Power™. All styles feature enhanced details such as softer fabric, removable padding and j-hooks for easy adjustments.

Appealing to real women both in its communication strategy and in-store experience, has worked in the Pittsburgh-based brand’s favor, as it announced a same-store sales growth of 38% in the first quarter of 2018, adding to a 25% increase in 2017.

The success reflects a clear appetite for realistic messaging, one which brands such as Victoria’s Secret have failed to swiftly respond to – in comparison, L Brands’ (the group that owns the lingerie company) stock has fallen by more than 45% in 2018.

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.

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Campaigns

Fruit of the Loom releases city-wide stunt for unnoticeable underwear

Fruit of the Loom

Fruit of the Loom has launched a campaign stunt that highlights how light its underwear is by testing how much passersby are paying attention to their surroundings in New York City.

In support of the brand’s new EverLight™ underwear, the brand has created physical installations around the city that blend into the urban setting, purposively designed to be unnoticeable.

Examples included a typical tourist telescope pointed at a brick wall and a small red door reminiscent of Alice in Wonderland that was located so closely to the ground few would notice it. Those who spot the initiative and take the time to stop and look can discover hidden clues leading them to a reward of cash prizes and free underwear.

Those clues include using very small writing to hide behind a large chunk of incoherent sentences, or a larger-than-life QR code that has to be scanned to reveal the location of the prize.

While the brand was not sure what to expect, it was right in its assumption of low noticeability. Of the nine million citizens of New York, only six savvy people have taken the time to engage with the advertising and interpret the clues. The six winners have each taken home $1,851 in cash, which, in another tongue-in-cheek move from the brand, corresponds to the year that it was founded, as well as free EverLight™ underwear.

While the campaign is ongoing, a video released by the brand chronicles not only the reactions of passersby, but tone that implies that the project is as much a social experiment as an advertising stunt.

With a total of 11 installations, and with only six that having been completed, the brand is now encouraging people in New York City to watch out for a poster of a realtor that looks a little bit off, a newspaper ad for a broken printer, and a little red man waving its arms.

This all follows a larger move from Fruit of the Loom for taking a humorous approach to promoting its brand at present. In May this year, it also released a satirical PSA against shiftless selfies, explaining that men were taking their tops off so often because they weren’t wearing the right t-shirts.

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e-commerce Editor's pick

La Perla launches try-before-you-buy e-commerce experience

La Perla
La Perla

Luxury lingerie brand La Perla is introducing Try & Buy, a service enabling shoppers to try on items at home for 48 hours, before committing to purchase.

The aim is to make it easier for consumers to try-on multiple sizes, experiment with new styles and discover the brand all from the comfort of their homes, without the need to pay anything upfront. Over the course of two days, they can decide what they do and don’t like, and then easily order a free pick-up to return anything they opt not to keep.

“What we do at La Perla is design our pieces from the inside out. We use our lingerie expertise to put bras in our clothing and tailor garments to enhance figures perfectly. Helping our customer discover their perfect fit is our main priority and Try & Buy provides the freedom to do this in the comfort of their own home. It is a remarkable way to bring the world of La Perla closer to the customer,” said Julia Haart, creative director of the brand.

The brand believes its customer is craving a physical experience, and that this service enables them to have a convenient and personal experience in the same way that they would in-store. Importantly, it also breaks down the initial financial barrier on items that range from $500-$1,500.

Try & Buy is available on desktop and mobile in the US and Europe (including the UK, France, Germany and Italy) in time for the holiday season. It will next roll out across all 40 countries where the brand has an online presence.

La Perla follows in the footsteps of the likes of Net-a-Porter and more recently ASOS, both of which offer a try-before-you-buy service. Net-a-Porter’s ‘You Try, We Wait’ version is for its top tier customers, and keeps the courier on hand while the shopper selects what they want to keep. It also has an enhanced experience based on a personal shopper coming for at-home appointments. ASOS at the lower end of the market, on the other hand, offers a 30-day try-on period.

La Perla is also looking at broader technology enhancements for its customer experience ahead, including a two-hour delivery service in major cities, 24-hour live chat with stylists and a virtual fitting room for shoppers, showcasing their inventory of previous La Perla purchases.

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social media

Freya launches all-female podcast campaign with Refinery29

Freya's new podcast
Freya’s new podcast

UK lingerie brand Freya has launched a new podcast series called When Life Gives You Melons hosted by TV presenter Maya Jama.

The all-female content is targeted at busy, commuting women. It will see eight episodes focusing on subjects including boobs through to breakups, as well as careers, friendships and more.

Chief marketing officer, Laura Simon, said: “Freya is a fun, modern brand for fun modern women. That means engaging directly with our audience in the most entertaining way possible – and the smartest way to do that is by being exactly where they are.

“Podcasts are one of the fastest growing mediums amongst our target audience, so our aim was to create a brand new channel that would entertain and inspire them as they go about their busy day – giving them support, laughter and great advice direct in their ear.”

The Podcast will be amplified across Europe through social media, PR and via talent and influencers, echoing media consumption habits of the Freya audience. Its reach will also be extended further through media partner Refinery29, who will push the campaign on both its UK and German sites via editorial features, social media takeovers, display media and product articles.

When Life Gives You Melons is available to download via iTunes and podcast provider, Acast. It was developed with creative agency The Romans.

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Editor's pick film

Seven AW17 fashion films we can’t get enough of

Miu Miu AW17
Miu Miu AW17

A flurry of new fashion films launching for the autumn/winter 2017/18 season have seen us taken from New York to London, with the 1920s, a retro space age future and a tribute to Planned Parenthood thrown in. Here are seven to know about:


1/ Miu Miu

Taking us back to the 1920s is Miu Miu, featuring actress Naomie Harris and supermodel Kate Moss along others, heading to a film screening in New Orleans where they dance alongside the Preservation Hall Brass Band. Filmed with an old-school aesthetic, with fast-paced editing, representative of this jazz era, it was directed by Alasdair McLellan with creative direction from Giovanni Bianco.


2/ Chloé

To celebrate the opening of another store in London, Chloé created The Full English. Starring, Anna Brewster as the style vixen, Camille Charriere as the influencer, Christabel MacGreevy as the Firecracker and Izzy Bizu as the siren, it was directed by Sophie Edelstew, in collaboration with online magazine-meets-concept store Semaine. Capturing the zeitgeist of our time, the short tale mentions Instagram World Records, focuses in on the fussy eater and more.


3/ Gucci

The season really got going with Gucci and Beyond, a Star Trek-inspired campaign, directed by Glen Luchford under the creative direction of Alessandro Michele. It features everything from a full Trekkie teleportation moment to a huge flying UFO in a field full of cows, not to mention various alien figures, as already reported.


4/ Moncler

Following on with the retro-future theme, Moncler presented Moonray, directed by Golgotha, under the art direction of Régis Tosetti. Set on a mysterious planet with a mysterious alien, it sees a boy and girl fighting to protect their Moncler jackets.


5/ Proenza Schouler

Proenza Schouler has taken the focus away from itself and is instead supporting Planned Parenthood of New York City with its seasonal campaign work. Directed by Hayley Weir, it stars the likes of Amber Valletta, Grimes, Hanne Gabby Odiele, Hari Nefe, Stella Tennant and more, all discussing their various experiences around sex and gender. The film serves as a call to action to support the US-based non-profit for sexual healthcare surrounding the Trump administration’s threat to remove its funding.


6/ Diane Von Furstenberg

Diane Von Furstenberg’s first campaign under Jonathan Saunders takes to the streets of New York to celebrate where the brand was founded. Shot by Oliver Hadlee Pearch and directed by Jonny Lu Studio, it praises the optimism, energy and unique characters found in the city, all the while Brooklyn-based poet Rachel Kang shares an exclusive piece of work as a voiceover.


7/ Stella McCartney Lingerie

While the mainline Stella McCartney campaign took us to a landfill site, the brand’s lingerie film is all about friendship. Model Kenya Kinski-Jones shares her thoughts on the subject all the while reminiscing about summer days, with her pals around her.

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Editor's pick film social media

Agent Provocateur launches interactive film and WhatsApp holiday campaign

Agent Provocateur
Agent Provocateur’s new Naughty or Nice festive campaign

Agent Provocateur has launched a new campaign for the holiday season, anchored by an interactive video based on the idea of duality.

“Naughty or nice” sees two different versions of the same film captured, enabling the viewer to switch between the two by tapping their screen on a mobile, or pressing the letter “N” on desktop.

Actress Juno Temple plays the role of both personalities, one confident and knowing in a deep palette of blacks, the other more innocent and coquettish, marked by its softer shades of pink. You can see both in the video below, but head to the website to see the interactive version.

The initiative, built in collaboration with agency Cult LDN, gets a more personalised interactive boost over the coming weeks too, when Agent Provocateur launches what it’s calling the world’s first “WhatsApp Ménage à Trois”. Encouraging every women to explore her naughty or nice side, it is inviting certain shoppers, their lovers and an AP agent to have a “lusty conversation” in order to uncover their deepest desires, and wish list for the festive season.

No further detail available just yet, but it sounds like it will take advantage of the group chat function available on Whatsapp to provide a personal shopping and recommendation-based service ahead of the festive season, albeit with a little tongue-in-cheek action thrown in.

The Naughty or Nice campaign will run across the brand’s website, social media channels and stores, with each of its 120 boutiques given a ‘naughty’ or ‘nice’ theme and merchandised accordingly.


Categories
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 social media Startups

Digital snippets: Prada, John Lewis, Comptoir des Cotonniers, Sephora, L’Oréal

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

pradasphere

  • Prada delves into visual past with Pradasphere microsite [Luxury Daily]
  • John Lewis picks iBeacons, smart-home Sonos rival, and 3D planning start-ups as final partners for JLab incubator scheme [The Drum]
  • You can now buy Comptoir des Cotonniers directly from ads on bus shelters in France [Fashionista]
  • The ROI: Sephora, Thismoment share results of Pinteresting beauty board launch [BrandChannel]
  • L’Oréal targets ads based on hair colour in online photos [AdAge]
  • ‘Vogue’ makes its Instagram shoppable with Liketoknow.it [Fashionista]
  • adidas promises to exclude consumers unless they opt ‘#allin’ to World Cup campaign [Marketing]
  • Visual search set to make world of imagery instantly shoppable [BoF]
  • Condé Nast drafts an internal ‘Magna Carta’ for native advertising [AdAge]
  • Lingerie brand turns to Snapchat for a voyeuristic, vanishing lookbook [PSFK]
  • Fruit of the Loom turns GIFs into Father’s Day gifts [AdWeek]
  • The power women who are reinventing the way you shop fashion online [Forbes]
  • Mary Meeker’s 2014 internet trends report: all the slides plus highlights [Quartz]
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technology Uncategorized

Holographic model animates Paris lingerie windows, AR to facilitate ‘street shopping’

There’s been a couple of great examples of virtual technologies applied to the fashion industry this past week.

The first is from Empreinte, a French underwear brand that showcased a 3D holographic mannequin in its Paris store from May 23 – 26.

The masked and lingerie-clad model, who only appeared after 9pm when it was dark outside, grabbed attention by moving around in the window of the boutique for passersby to see, before disappearing in a shower of stars.

Take a look at the video below:


The second example is actually just an idea, but I loved the pic that went with it, not to mention the very simple concept of being able to see what items people are wearing by using augmented reality.

How many times do we like the look of someone else’s outfit in the subway and never know where it’s come from? And how long until we can, giving new meaning to the term ‘street shopping’…

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Uncategorized

Triumph latest brand to experiment with augmented reality, virtual mirrors

Triumph has partnered with augmented reality technology provider Holition to offer shoppers at Selfridges in London, the opportunity to virtually try on its new collection.

Through the ‘Fantasy Mirror’, women can see themselves wearing items from the Triumph Essence line, without removing a single item of clothing. The mirror uses a motion sensor camera that scans anyone standing in front of it. Infra-red technology then creates an accurate 3D reconstruction of the environment, facilitating a female avatar with real-time movement.

Jonathan Chippindale, CEO of Holition, said: “The Fantasy Mirror demonstrates how 3D virtual reality solutions can be used to develop the consumer experience. We have integrated elegant design with innovative technology to give female shoppers something they have never seen before. The mirror is not an alternative to trying-on clothes, but an additional shopping experience. Consumer expectations are constantly changing as technology evolves and Holition is proud to support this evolution by providing complementary services.”

The Fantasy Mirror was created in partnership with OgilvyAction, and unveiled at Selfridges last month alongside the new Triumph collection, by Helena Christensen (as pictured).