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Lacoste launches shoppable TV ads during French Open on NBCU

Pieces from Lacoste’s latest collection will be shoppable via television ads aired during the French Open on NBC Universal this year.

Anyone watching any of star player Novak Djokovic’s matches, will be alerted by NBC Universal to hold their phone cameras up to the screen to capture the “On-Air Shoppable Moment”. By scanning a QR code, Lacoste’s website will then pop up, giving them the option to buy products.

The outfits that Djokovic will wear for his matches will also be available for purchase alongside other pieces from the collection. The first shoppable match will air this Saturday, June 1.

Shoppable TV is expected to roll out in a few months on a number of the television network’s other channels, including NBC, NBC Sports, Bravo, E! and Telemundo. NBCU already tested a prototype of the new technology during a broadcast of morning show TODAY, which earned around 50,000 scans in five minutes, according to AdWeek.

The shoppable TV experience opens up a new opportunity for brands that otherwise wouldn’t see value in traditional TV ads. “By pairing brands with our premium content, owning every stage of the purchase funnel and removing the barriers consumers traditionally encounter between seeing a product and making a purchase, we’re giving marketers a direct sales channel to millions of viewers across the country,” explained NBCU’s executive vice president, Josh Feldman.

Shoppable ads are already a trend for retailers in the digital space. Walmart-owned streaming service Vudu will be launching new interactive shows later this year with ads that allow viewers to purchase the featured products through a pop-up window. Last year, British Ted Baker published an online short film featuring the latest collections of the company, and all the clothing items had a clickable icon.  

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. The Current Global 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
Editor's pick mobile social media

Under Armour launches trivia-style live game for Stephen Curry superfans

Under Armour - Steph IQ
Under Armour – Steph IQ

Under Armour is jumping in on the popularity of mobile trivia games with Steph IQ, a new gaming app centred around UA ambassador and basketball player Stephen Curry.

To tie in with the fact Curry’s team, the Golden State Warriors, play against the New Orleans Pelicans today (May 3), Under Armour will be challenging Curry fans with an elimination style game to test their knowledge on the Bay Area and Curry’s career achievements.

“Steph IQ is one of the first ever mobile games triggered by an athlete’s live performance that marries the physical and digital experience of watching a sporting event,” says Jim Mollica, Under Armour’s head of global consumer engagement and digital marketing. “We’re using technology and trends in consumer behavior to elevate the dual screen viewing habits and the way fans tune in and engage with Curry’s performance.”

The gaming experience, which was developed with digital agency Red Interactive, and is reminiscent of those created by HQ Trivia, will be available whenever Curry scores his first three-pointer during any game of the NBA playoffs this season.

Steph IQ will notify the user of a new game within three minutes of the player making his first 3-pointer, which will then present users with eight different multiple choice questions, giving them 10 seconds to answer each. Questions are meant to get harder as the game progresses, challenging users to test not only their Curry knowledge, but NBA history.

In another similarity to HQ Trivia, the game will feature a host, which to further engage with their desired 13-to-18 year old audience is influencer Bdot. Winners who have answered all questions correctly will be entered into a sweepstakes for the chance of winning prizes such as the latest colorways for the Under Armour Curry 5 sneakers, as well as $10,000 in UA store credit and playoff tickets.

The app will be available until June 30 and the number of trivia games will depend on how many games the Warriors play in the playoffs. To promote the launch, Under Armour is tapping into Curry’s social channels as well as through NBA, the Warriors and its retail partner Foot Locker.

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data mobile

Badgley Mischka teams up with SAP to launch live NYFW app

Badgley Mischka SS18
Badgley Mischka SS18

American label Badgley Mischka is partnering with enterprise software company SAP to launch a live and interactive app for guests of their upcoming show at New York Fashion Week.

The partnership aims to highlight the evolving relationship between fashion and technology, and how designers rely on the latter to quickly understand and respond to consumer needs.

Available from today (February 9), the app will enable audience members to interact in real-time with the collection, as models walk down the runway. The app will feature details on each look as they come out, with users able to vote whether they ‘like’ or ‘love’ it. All data is relayed live to the designers backstage, and after the show will help inform production and design decisions.

“Fashion is a fast-paced industry — not just during fashion week, but year-round,” said Mark Badgley, co-founder and designer of Badgley Mischka. “Through our work with SAP at New York Fashion Week, we are excited to be receiving real-time insights about our collection from industry insiders and consumers, which will ultimately help us bring these looks to market.”

Following the show on February 13, SAP will host a panel, titled “Demystifying Digital: The Future of Fashion Is Now”, which will discuss how the intersection between fashion and technology will help more effectively reach digitally-connected consumers.

“How brands connect and engage directly with consumers creates the greatest opportunity for business in the 21st century,” said Jen Morgan, executive board member of global customer operations at SAP. “SAP is at the center of helping companies meet this challenge, and we’re thrilled to partner with an iconic brand like Badgley Mischka to showcase how our innovations are shaping the future of retail and connecting businesses, consumers and designers alike.”

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social media

How brands used Instagram Stories during New York Fashion Week

Ralph Lauren on Instagram Stories
Ralph Lauren on Instagram Stories

Instagram Stories is the current darling of the fashion world, or so it seemed in New York this past week as each and every designer brand took to the platform alongside their runway shows.

Fashion week has long been a central part of the social media strategy for these businesses – a ripe opportunity to capture what’s being putting out into the world with their new collections and build noise around their brands accordingly.

Providing fans with a “first look” or a step “behind-the-scenes” is somewhat par for the course these days, however. Much like live-streaming is no longer newsworthy (though Instagram Live was also in heavy use this season), neither really is a glimpse backstage or front row – more par for the course.

What Instagram Stories has provided however is an opportunity to do all of that at a rapid pace, without having to worry about the quality of the content. As with Snapchat before it, it’s the fact this content disappears 24-hours later that’s so appealing to these brands. Blink-and-you-miss-it as standard provides the exclusivity they appreciate, while not compromising on the beautiful feeds they are otherwise curating on their main accounts.

What’s more, this is a space that can generate big numbers – of the 700 million users on Instagram worldwide, 250 million are viewing the Stories feature everyday. What’s interesting to look at then, is how exactly brands are taking things a step further and playing with content in this environment. Head over to Forbes to read the highlights straight from Instagram Stories this season, including from Ralph Lauren, Marc Jacobs and Michael Kors.

Categories
mobile social media technology

Rimmel launches augmented reality make-up try-on via Facebook Stories

Rimmel London's new augmented reality effects on Facebook
Rimmel London’s new augmented reality effects on Facebook

Rimmel London has teamed up with digital studio Holition to create a series of live augmented reality make-up filters using Facebook’s new Camera Effects platform.

Users can cycle through four key looks simply by saying “wow” before snapping and sharing them via Facebook Stories, Facebook Live and on their timelines.

The aim is to give consumers inspirational and seamless ways to experience make-up, according to the brand, making it even easier for them to pick out shades and styles that best suit their features and complexion.

Fred Gerantabee, global VP of digital innovation at Coty, which owns Rimmel London, said: “Coty is focused on continuous digital transformation of our brands to ensure we are continuing to exceed consumers’ needs. We have always placed importance and tremendous value around augmented reality and virtual try-on tools across our brands, including Rimmel, Sally Hansen and Clairol, and it made perfect sense to bring that same excitement and exploration to the world’s most ubiquitous platform – Facebook – in a way that’s perpetual, and scalable.

“For Coty this isn’t a ‘one day only’ deal – we aim to make beauty exploration and sharing new looks a central part of Facebook users’ daily interaction with and enjoyment of the platform. The new in-app camera gives us an exciting way to do exactly that.”

It’s made possible by the fact Facebook recently opened its Camera Effects API to a closed beta group of developers, of which Holiton was one.

Jonathan Chippindale, CEO of Holition, said: “Our partnership with Coty/Rimmel London has highlighted an exciting breakthrough as it demonstrates how the hyper speed ‘EdgeYourLook’ app can harness the scale of augmented reality for Facebook’s two billion users. As one of the early pioneers in augmented reality we are always searching for new ways for more people to experience its sheer fun and playfulness”.

The move follows an earlier partnership between Rimmel and Holition, which saw a Get the Look app created to enable users to nab real-life make-up looks, whether from friends or celebrities, to try on themselves. The benefit of using Facebook lies in reducing the barrier to entry for consumers; enabling them to experience AR via a platform they already use rather than inviting them to download another app.

As Digiday explains, for the brand, creating the filters is also free at this point, which is not only cheaper than creating an app, but also provides an opportunity up against Snapchat where similar effects are both expensive and only run for a few days.

Categories
business digital snippets e-commerce film mobile social media Startups sustainability technology

What you missed: Mobile 2.0, Raf Simons for Calvin Klein, plastic bottle fashion

What you missed - mobile 2.0, Raf Simons for Calvin Klein
Raf Simons’ debut for Calvin Klein

An absolute must-read this week (away from fashion specifically but heavily based around tech and consumer behaviour and therefore highly relevant to anyone in this space), is this view on “mobile 2.0” from Benedict Evans of Andreessen Horowitz. If there are a billion people with high-end smartphones now, what assumptions can we leave behind in terms of what that means, and what does the future look like accordingly? With AR and machine learning, it’s a pretty fascinating one.

Elsewhere, the latest news is of course geared to New York Fashion Week, with everything from Raf Simons’ successful debut for Calvin Klein and ongoing analysis of what exactly a see-now, buy-now model looks for those partaking. There’s also an update on new features from Pinterest and a big push from Instagram for its Live tool during the shows.


TOP STORIES
  • Benedict Evas on the Mobile 2.0 era [Ben-Evans]
  • Fashion shows adopted a see-now, buy-now model. Has it worked? [NY Times]
  • Raf Simons’ Calvin Klein debut is a hit on social media [Glossy]
  • Lone bidder Boohoo snags bankrupt Nasty Gal for $20m [Retail Dive]
  • H&M’s new Conscious Exclusive Collection turns discarded plastic into evening gowns with Bionic Yarn [Vogue]
  • What see now-buy now means for the production side of fashion [Apparel]

BUSINESS
  • Gucci, Yves Saint Laurent shine for Kering [Reuters]
  • Prada revenue falls again as house attempts to revamp [The Fashion Law]
  • Ethics controversy grows over Trump-Nordstrom spat [WWD]
  • Yoox Net-a-Porter on the downswing, FarFetch on the up [LeanLuxe]
  • Tiffany CEO Cumenal exits following sales slump [Retail Dive]
  • Sophisticated shoplifting gangs are costing US retailers $30 billion a year [Quartz]

SOCIAL MEDIA
  • Instagram Live makes fashion week debut [WWD]
  • Pinterest bets visual search can drive shoppers from inspiration to purchase [Internet Retailer]

MARKETING
  • Fendi just launched a new digital platform targeting millennials [Fashionista]
  • These five fashionable brands have mastered content that sells [Fast Company]
  • Barneys takes powerful stance on female equality, empowerment [Luxury Daily]
  • Adidas’ latest Y-3 fashion film is inspired by a futuristic dystopia [LS:N Global]
  • See Nike’s stirring ‘equality’ ad from the Grammys [AdAge]

RETAIL & E-COMMERCE
  • Should Amazon challenge Hudson’s Bay for Macy’s? [BoF]
  • New Neiman Marcus in Fort Worth built with tech and convenience layered on top of art and fashion [Dallas News]
  • Nifty app links with New York Couture Fashion Week [WWD]
  • Mon Purse CEO Lana Hopkins: “We’re treating Bloomingdale’s, Selfridges as marketing and branding opportunities” [LeanLuxe]

TECHNOLOGY
  • Why fashion brands should think more like tech companies [Fast Company]
  • Magic Leap’s patented an augmented reality price-checker [The Verge]
  • New York designer Ab[Screenwear] combines fashion with light-responsive holographic panels and operable touchscreens [BrandChannel]

START-UPS
  • Techstars Q&A: How start-ups can accelerate retail innovation [Retail Dive]
  • Rêve en Vert to launch £300,000 crowdfunding campaign [The Industry]
Categories
business data digital snippets e-commerce Editor's pick mobile social media Startups sustainability technology

What you missed: Black Friday and Cyber Monday, Zara’s data recipe, a chatbot deep-dive

Black Friday
Black Friday

This week’s news is of course dominated by the Black Friday weekend results. Online sales reached new highs in the US on Black Friday itself, up 21.6% year-on-year to $3.34bn. Unsurprisingly, mobile was a significant part of that growth, generating 36% of total digital sales, in a 33% rise from 2015, and 55% of all mobile shopping visits, according to Adobe. It was a similar story for Cyber Monday, with mobile generating 53% of online visits and 35% of sales.

In the UK, meanwhile, over 57% of traffic came from mobile devices on Black Friday rising to 75% at certain times of day. Overall online sales were only up 6.7% year-on-year however, yet footfall in stores was also up 2.8%, despite an expected 5% drop. “This demonstrates the fact that customers want a balance. Between online and physical shopping experiences, the high street isn’t as obsolete as some might think,” said Rupal Karia, managing director for retail and hospitality, UK and Ireland, at Fujitsu.

We’ve otherwise rounded up some of the best stories to read summarising everything that happened below. Also worth checking out from this week past is a deep-dive on Zara’s recipe for success, further updates on everything Instagram versus Snapchat, and an ultimate guide to chatbots.


BLACK FRIDAY / CYBER MONDAY UPDATE
  • Cyber Monday sales surge to record $3.45bn in the US [Retail Dive]
  • The US winners and losers of Black Friday 2016 [Retail Dive]
  • Black Friday online sales growth falls short in the UK but shop visits rise [Sky]
  • About 10 million more Americans shopped online than in stores over Black Friday weekend [Fortune]
  • How did Manhattan’s luxury stores fare on Black Friday? [Bloomberg]
  • Patagonia donated 100% of Black Friday sales to eco-causes [Ecouterre]
  • We might look back on 2016 as the year Black Friday hit an inflection point [LeanLuxe]

OTHER TOP STORIES
  • Zara’s recipe for success: more data, fewer bosses [Yahoo!]
  • Gap’s CEO missed the brand’s biggest problem when he called creative directors “false messiahs” [Quartz]
  • Email outpacing social media in e-commerce, stoking innovation [WWD]

BUSINESS
  • Yoox Net-A-Porter Group to launch in the Middle East [Fashionista]
  • Matchesfashion.com launches 90-minute delivery service in London [WWD]
  • Is e-commerce really better for the environment than traditional retail? [BoF]

SOCIAL MEDIA
  • Is Snapchat the next Facebook, or the next Twitter? [WWD]
  • Instagram is now letting users stream Live videos that disappear as soon as they end [Wired]
  • How this quirky clothing brand uses Snapchat to sell more shorts [Venture Beat]
  • Spyder using NFC to connect with customers through social media [WWD]

RETAIL
  • Missguided unveils first standalone store in Westfield Stratford [The Industry]

TECHNOLOGY
  • The ultimate guide to Chatbots: Why they’re disrupting UX and best practices for building [Medium]
  • Uniqlo is experimenting with MindMeld’s ‘smarter bots’ on Facebook [Engadget]
  • These new adidas shoes are made from lab-grown spider silk [Motherboard]
  • Scientists have created a solar-powered fabric that would let you charge your phone with your jacket [Quartz]
  • Soon you can scan a garment’s label to find out how sustainable it is [NY Observer]

START-UPS
  • How Stitch Fix blends AI and human expertise [HBR]
Categories
Editor's pick social media technology

Burberry is also experimenting with chatbots for London Fashion Week

Burberry
Burberry’s latest campaign ahead of its London Fashion Week show

Facebook Messenger’s foray into the chatbot game is getting some serious fashion kudos of late. Hot on the heels of Tommy Hilfiger’s launch during New York Fashion Week, comes Burberry’s new initiative on the platform for London.

The British brand is using the service to share content around the new collection as well as live customer service.

As per the typical format of such chatbots, it operates as a series of multiple-choice questions inviting the user to say what they want to see. You can opt to reveal the fact Virginia Woolf novel, Orlando, influenced the line for instance, as well as see animated sketches of certain looks in womenswear, menswear and accessories.

Throughout the conversation is a nudge to “skip to the maze” whereby a somewhat gamified experience is revealed. A GIF of a traditional looking garden maze is revealed telling the user to “step inside to reveal pieces from the new collection”. That inspiration comes from Nancy Lancaster’s interior and garden designs.

Burberry chatbot
The Burberry maze on Facebook Messenger

Clicking on emojis of hands pointing left and right, you can surface new sections of the maze featuring models walking through the vertical hedges. One of the discoveries includes the Floral Field Jacket, found hooked on the shoulder of a sculpture.

“Conversational commerce” as a theme has been gaining steam over the course of 2016 – meaning chatbots that serve to direct the user to retail throughout various content means.

Burberry is of course making its show shoppable immediately for the first time this season. All 83 men’s and women’s looks, comprising over 250 pieces from the September collection, will be available to purchase through Burberry’s physical and digital retail network, shipping to over 100 countries.

“The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves. Our shows have been evolving to close this gap for some time. From live-streaming, to ordering straight from the runway, to live social media campaigns, this is the latest step in a creative process that will continue to evolve,” said Burberry chief creative and chief executive officer, Christopher Bailey.

Burberry chatbot
Burberry reveals part of its new collection on Facebook Messenger

The show will be live-streamed via Burberry.com as usual as well as on Facebook Live for the first time. It will also see specific Snapchat geo-filters for those close to the show space and other key live event spaces in London and the US. On WeChat users will be able to exclusively buy two editions of the Bridle bag from the collection.

The catwalk itself will be hosted at Makers House in London where a partnership with The New Craftsmen will also see an exhibition and open series of activities for a week celebrating the craft and inspiration behind the collection.

This story first appeared on Forbes.

Categories
film social media

Benefit on the success of Tipsy Tricks, its weekly Facebook Live series

Benefit Tipsy Tricks Facebook Live videos
Benefit’s Tipsy Tricks Facebook Live videos

Benefit Cosmetics is seeing anywhere from a thousand to several thousand viewers tune into its weekly “Tipsy Tricks” broadcasts on Facebook Live.

These 30-minute sessions, which have run on the brand’s page every week since April, are comprised of a host called Stephanie drinking a glass of wine while giving a make-up tip and answering questions from viewers. They get anywhere up to 60,000 views after the fact.

That success, according to Internet Retailer, is about delivering entertainment, education and personality. “On Facebook you’re killing time, so we wanted to make it fun,” says Claudia Allwood, senior director of US digital marketing at Benefit. She refers to the brands Live strategy as being like a lifestyle talk show.

The host will also chat with guests including make-up artists like James Charles or other Benefit employees, give product recommendations and push viewers to the website.

Benefit Tipsy Tricks Facebook Live videos
Benefit’s Tipsy Tricks Facebook Live videos

The videos are not tied to any return-on-investment metrics, however, Allwood notes. Facebook Live videos are to build the Benefit brand, educate consumers and answer questions, not to drive sales, she explains.

Facebook Live is also not its only video focus. Benefit also posts regular videos to YouTube focused on make-up tutorials, and runs daily videos for Snapchat and Instagram Stories (with specific content for each platform).

“It can all have the same message and the same theme and work well together in the same ecosystem, but it can’t be exactly the same,” Allwood says.

The brand has an in-house studio that films its Facebook Live and YouTube videos – producing anywhere from four to eight of them per month. To do so, there are two full-time employees – a content manager and video producer – plus a freelancer who helps with lighting, footage and the shot’s composition, Internet Retailer reports.

Categories
business digital snippets film product social media technology

What you missed: See-now, buy-now at #NYFW, Levi’s musical roots, Amazon’s fashion ambitions

adidas alexander wang see-now buy-now
Alexander Wang’s surprise Adidas collaboration at New York Fashion Week

With New York Fashion Week well and truly in full swing, the main conversation this past week (and weekend) has been around the whole see-now, buy-now collection strategy from various designers. Alongside that have been the way in which tools like Snapchat and Facebook Live are being used at the shows, as well as the introduction of street style shopping on Google thanks to a new partnership between the search giant and LiketoKnow.It.

Also hitting the headlines has been everything from Ted Baker’s new shoppable film produced by Guy Ritchie to the role music is playing over at Levi’s and a look into Amazon’s fashion ambitions. Don’t forget to check out our full list of upcoming events at the bottom too…


TOP STORIES
  • The complications of ‘see-now-buy-now’ [Glossy]
  • “See-now-buy-now” is New York’s hot new reality show – Suzy Menkes on Thakoon [Vogue]
  • Alexander Wang threw a mini-music festival to celebrate his secret Adidas collab and spring show [Fashionista]
  • Google is making street style fashions shoppable in new LiketoKnow.It partnership [Forbes]
  • Why Levi’s is looking to its musical roots to drive relevance for young consumers [The Drum]

BUSINESS
  • How Tommy Hilfiger is rewiring for fashion immediacy [BoF]
  • Mytheresa.com adds see-now, buy-now collections [WWD]
  • Is Herschel Supply Co. building the first modern luxury empire (right under our noses)? [LeanLuxe]

SOCIAL MEDIA
  • Gucci sees growth in China with social media sentiment rising [BrandChannel]
  • All the looks from Misha Nonoo’s “live lookbook” on Snapchat [F&M]
  • Vogue uses ‘Runway’ vertical to experiment with live video [Glossy]
  • Refinery29’s fashion week installation is full of Instagram-worthy, interactive art [AdWeek]
  • Snapchat fuels rumours it is creating augmented reality goggles as it joins Bluetooth industry group [The Drum]

ADVERTISING
  • Ted Baker launches shoppable Guy Ritchie film and Google retail partnership [Forbes]
  • H&M launches Lauren Hutton campaign [Elle]

RETAIL
  • Decoding Amazon’s fashion ambitions [BoF]
  • How Macy’s store closures could help Gap [Fortune]
  • Kit and Ace moves to no-cash policy [Detroit Free Press]
  • Big name brands notably absent from Condé Nast’s new fashion retail website [The Drum]
  • The sneaky genius of America’s lenient return policies [Quartz]

TECHNOLOGY
  • Michael Kors brings really, really big design to Android Wear [TechCrunch]
  • Topshop approved: Madison Maxey on smart fabrics beyond LED dresses [Wareable]
  • Death of Apple’s $17,000 gold watch leaves Swiss rivals smiling [Bloomberg]
  • Sewbo claims breakthrough with first robotically sewn garment [The Industry]

UPCOMING EVENTS