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business Editor's pick product Retail technology

6 brands driving consumer engagement through customization

The availability of data and an increased purchasing power has pushed retailers to create products and services beyond the standard selection. Whilst traditionally customization was seen as a luxury feature, the democratization of fashion has led to many high street retailers offering the service as another way to engage consumers.

In today’s digital era, the abundance of data has made it easier for retailers to personalize marketing content, but this is now going one step further to individual design and styling. Consumers want products tailored to their own specific needs and style, and by offering customization, retailers can increase their value and differentiate from the competition. 

From a business perspective, offering customization can be financially rewarding too, as 1 in 5 consumers will pay a 20% premium for personalized products or services. Customization can also be a sustainable method of production, as products are created to meet the exact demand, thus minimizing the risk of excess stock. 

Meanwhile, as manufacturing processes become more sophisticated and streamlined through features like 3D printing and automation, customization is something we will see more of in the future. As we continue to watch this trend develop, here are 6 brands driving engagement  through customization.

Louis Vuitton
Louis Vuitton custom Run Away sneaker

The sneaker industry is expected to be worth $95.14billion by 2025, and Louis Vuitton is another luxury brand hoping to tap into that booming market by offering consumers customized sneakers. Consumers will have the option to customize the Run Away sneaker by changing its colour, material and stripes and for an extra personal touch, get their initials printed or hot stamped on the shoe.

Fame & Partners
Fame & Partners bridemaids dresses

Fame and Partners is a contemporary womenswear brand based in LA trying to combat overproduction in the fashion industry by offering made-to-order garments. Through their Custom Clothing studio, consumers can customize any item by choosing the silhouette, sleeve length or neckline. The brand’s strategy eliminates the need for excess stock, helping to reduce waste that would otherwise be sent to landfill. 

Function of Beauty
Function of Beauty custom hair care

This DTC beauty brand has taken over social media with its Instagrammable hair care line that target Gen Z consumers who are seeking products unique to their needs. Consumers can go online and take a quiz to determine their hair profiles, selecting up to five hair goals, ranging from color protection to curl definition. They can also choose both the scent and color of their products, creating a customized product from design to function. Each bottle is then formulated using clean ingredients, which are cruelty-free and 100% vegan.

Rapha
Rapha custom collection

Cult British brand Rapha is disrupting the cycling market by partnering with Unmade to create a customizable team collection. Customers are given the opportunity to create their own unique jersey designs, including team logos, which are then manufactured into a bespoke product. Poor user experience and long lead times are usually a set back when it comes to customization, but Unmade’s print solution allows for quick bespoke manufacturing on a smaller scale.

Puma
Puma’s new NYC flagship

To enhance customer experience in store, Puma has created an exclusive customization studio at its new flagship store in New York. Customers can customize a range of footwear and apparel using paints, patchwork, embroidery, 3D knitting, laser printing and material upcycling. The studio also collaborates with new artists on a bi-weekly basis, with Sue Tsai, BWOOD and Maria Jahnkoy being the most recent.

Levi’s
Levi’s customization patches

Levi’s brand strategy has revolved around making products your own since the original blue jean was patented in 1873. These days, many Levi’s shops have a dedicated tailor shop that can customize and repair products, such as adding patches, studs, embroidery, stencilling and distressing, so consumers can have a one-of-a-kind product. To align with its sustainability initiatives, the brand also offers a full repair service which does anything from fixing rips and holes to color fading, helping well-worn jeans gain a new lease of life.

How are you thinking about 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.

Categories
business digital snippets product Retail social media sustainability technology

Amazon 10 years ahead of UN Paris agreement, Nike’s first hijab ambassador, Facebook’s AI styling

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

Top Stories
  • Amazon plans to meet UN Paris agreement 10 years early (CNBC)
  • First Nike hijab ambassador on breaking barriers for women in fitness (Evening Standard)
  • Facebook experiments with AI-powered styling program (Vogue Business)
Technology
  • Google and Jennifer Lopez reinvent the Versace dress that created Google Images (The Verge)
  • L’Oreal’s Color&Co adds AR hair color try-ons (Mobile Marketer)
  • The quiet robot revolution that can unlock a trillion dollars in retail efficiencies (Forbes)
  • Starbuck taps Alibaba’s Tmall Genie for voice ordering (The Drum)
  • Facebook teams up with Ray-Ban on smart glasses (Mobile Marketer)
  • Google opens a new AI research centre in India (The Next Web)
Sustainability & Purpose
  • Moncler tops Dow Jones Sustainability Index (Drapers)
  • Waste2Wear presents world’s first collection of ocean plastics verified with Blockchain (Fashion United)
  • Ikea invests in solar farms (Fast Company)
  • Nike opens distribution center fully powered by renewable energy (Highsnobiety)
  • Toast launches clothes-swap scheme (Drapers)
  • Salesforce is building an app to gauge a company’s sustainability progress (Tech Crunch)
  • Green money: AmEx joins fight against plastic waste (Stylus)
  • Avery Dennison teams up with plastic bank to further the circular economy (Sourcing Journal)
Retail & E-commerce
  • Body Shop opens refillable concept store (The Guardian)
  • Sandro opens first US flagship store in New York (Fashion United)
  • Psyche launches standalone childrenswear site (Drapers)
  • Quinn Harper opens first store on the King’s Road (TheIndustry)
  • Pandora unveils new store concept in Birmingham (Fashion United)
Business
  • Ocado and M&S’ new joint venture enjoys double digit growth (Charged Retail)
  • H&M to test selling external brands in strategy shift (BoF)
  • Thomas Cook collapse leaves thousands stranded as bailout fails (Bloomberg)
  • Burberry appoints non-executive director (Drapers)
  • In London, fashion takes a break from Brexit (BoF)
  • Toby Bateman steps down from Mr Porter (Retail Gazette)
  • Bluemercury founders depart Macy’s (Retail Dive)
Marketing & Social Media
  • The danger for luxury brands that fail at story telling (Jing Daily)
  • Urban Decay dishes out makeup samples to Bumble app users (Mobile Marketer)
  • As Gucci trips up on social media, sales fall (WSJ)
  • Louis Vuitton launces LVTV (Fashion United)
Product
  • Caspar jumps on the CBD bandwagon with sleep gummies (Retail Dive)
  • HP debut first computer made with ocean-bound plastics (Adweek)
  • Victoria Beckham launches beauty line at LFW (Fashion United)
  • Italy’s Opera Campi to launch stretch hemp apparel (Sourcing Journal)
Culture
  • Instagram adds new restrictions on weight-loss products and cosmetic procedures (Adweek)
  • Banana Republic looks to skin tone and size inclusivity for turnaround (BoF)
  • Refinery29 and Eloquii team up to create a crowdsourced plus-size collection (Adweek)
  • Gucci faces backlash for straightjackets at Milan show (BoF)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

Categories
Campaigns Editor's pick Retail technology

5 brands using gamification to drive shopping

Nike Reactland

The global gaming market is experiencing rapid growth, with an estimated valuation of $180bn expected by 2021, according to Newzoo. 

It is currently dominated by titles such as Fortnite, a free multiplayer game with 250 million users and $2.5m in daily revenue. Streaming platform Twitch, which accounts for 54% of gaming video content revenue, has also been highly successful due to its interactive network of both players and spectators. 

Though relatively limited, fashion brands and retailers have been experimenting through collaborations or campaigns that nod to such popular references. Louis Vuitton had a campaign featuring Final Fantasy XIII’s character, Lightning, as the new face of its SS16 collection for instance. More recently, Moschino launched a new collection with Sims, featuring garments with Sims motifs. A virtual hoodie was also released so players could dress their avatars in designer clothing in the game itself. 

What’s becoming more interesting however, is the number of brands turning to “gamification” rather. This refers to “the integration of game mechanics into an internal business process, website, or marketing campaign”. It’s a market that was valued at $6.8bn in 2018 and is estimated to rise to $40bn by 2024, according to market research firm Reportlinker. 

Its growth has been driven by increased demand for new customer experiences, as well as broader access to smartphone devices. And its success has meant brands and retailers are increasingly jumping in on the action in a bid to use ‘play’ as a way to encourage shopping. 

From driving discovery and engagement, to building brand advocacy and loyalty, here are five examples of those using gamification as part of the shopping journey. 

Kenzo: Building exclusivity through gaming

Kenzo Shopping League game
Kenzo Shopping League game

French luxury brand Kenzo launched a gamified e-shopping experience last year to promote the release of its new Sonic sneaker. Restricted to just a limited number of players, the aim of the initiative was to highlight the exclusiveness of the product. Getting a turn at playing was not only difficult in the first instance, but once in the game, users had to virtually defeat other opponents in an effort to then get access to buy one of the 100 exclusive pairs of sneakers. The campaign challenged consumers and added excitement to the shopping journey for those lucky enough to even get the chance to hit the purchase stage. 

Nike: Enabling user-testing through role play

Nike Reactland game
Nike Reactland game

Nike released a virtual environment called Reactland in Shanghai last year for the launch of its ‘React’ shoe. The game allowed users to test the shoe’s new sole cushioning technology in a unique digital environment. Customers could wear the shoes and run on a treadmill that was connected to a digital character on screen. This enabled them to thoroughly test the product’s durability by virtually climbing buildings and running through simulated streets. The game fueled consumer confidence in the product, leading to 48% of the players purchasing it.

Coca-Cola: Driving sales via virtual incentives

Coca-Cola incentive game
Coca-Cola incentive game

Coca-Cola created a supermarket game in Beijing and Singapore to catch consumers’ attention at the point of purchase in-store. Shoppers could connect to their mobile to the drag-and-shoot game, which involved successfully throwing virtual ice cubes into a glass of coke. Successful completion of the game resulted in prizes such as Coca-Cola discounts or loyalty points. The brand successfully targeted consumers at the moment of intent, and influenced them to pick Coca-Cola over competitors. 

Repeller: Bringing play to e-commerce

Repeller 'Play' website
Repeller ‘Play’ website

Popular fashion blog, Man Repeller, recently launched a new e-commerce website called ‘Repeller’, which utilizes gamification in order to enable consumers to shop in a discoverable way. The website is divided into two sections: a normal shopping site and a play side. The play side is an amalgamation of aesthetic imagery and quirky videos, reminiscent of video gaming user interfaces, but this time embedded with directly shoppable products, including handbags, earrings and sunglasses. The somewhat wacky website is being pushed as an opportunity to drive discovery and encourage users to spend more dwell time on the site.

Lancôme: Pushing awareness through scavenger hunts

Lancôme pop-up store
Lancôme pop-up store

Beauty brand Lancôme teamed up with Alibaba to create an augmented reality game in Hong Kong, along with a pop-up store, to celebrate Chinese New Year this year. The app featured an AR scavenger hunt where consumers could win limited edition products and gifts by finding and scanning Lancome’s signature beauty product, Genifiques. If they captured three pictures on the hunt, they were then able to wish for any Lancôme product they desired through the app, and be in with a chance of winning it. The game successfully drove awareness of the brand through consumer generated content and brought excitement during a key time of year in the region.

How are you thinking about retail innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

Categories
business digital snippets Retail sustainability

ICYMI: Allbirds imposes carbon tax on itself, what Fortnite means for fashion, luxury pledges to rebuild Notre Dame

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

TOP STORIES
  • Allbirds imposed a carbon tax on itself–and your brand should, too [Fast Company]
  • What Fortnite could mean for fashion [Sourcing Journal]
  • Louis Vuitton and Gucci owners pledge more than $300 million to rebuild Notre Dame after fire [CNBC]
  • London retailers hit out at protesters [Drapers]
  • Can recycling fix fashion’s landfill problem? [BoF]
TECHNOLOGY
  • The high-tech new standard for sampling [Drapers]
  • As supply chains get tech savvy, is cybersecurity keeping pace? [Supply Chain Dive]
  • Some apps use design to trick you into sharing data. A new bill would make that illegal. [Vox]
  • We built an ‘unbelievable’ (but Legal) facial recognition machine [NYT]
  • River Island adds AI tech, claiming it can boost sales by 10% [Fashion Network]
  • H&M harnesses AI to test online tailoring feature [Fashion United]
SUSTAINABILITY & PURPOSE
  • How to make sustainable fashion people will actually buy [BoF]
  • Clouds on the horizon: What climate change means for retail [Retail Dive]
  • Everlane’s founder vowed to remove all new plastic from the brand’s supply chain by 2021. Now he has to figure out how [Fast Company]
  • Brioni launches ‘zero-mileage’ sustainable menswear capsule collection [Fashion Network]
  • This new technical fabric replaces polyester with banana plants [Fast Company]
  • How green is your lipstick: beauty brands and the fight against plastic waste [The Guardian]
  • PrettyLittleThing partners with recycling app [Drapers]
  • With millennials in mind, outdoor retailer REI doubles down on rentals and used gear sales [Forbes]
RETAIL & E-COMMERCE
  • Neiman Marcus invests in luxury reseller Fashionphile, proving power of re-commerce and millennials [Forbes]
  • Offering shoppers new experiences isn’t helping: Malls hit with store closure tsunami, falling traffic [CNBC]
  • The complex link between retail and packaging [Retail Dive]
  • 4 reasons why luxury rentals could be a hit with Chinese millennials [Jing Daily]
MARKETING & SOCIAL MEDIA
  • Welcome to the new era of high fashion and video game collaborations: Inside Moschino and The Sims partnership [Fortune]
  • More than 100 brands collaborated with Game of Thrones. Here are the best stunts [AdWeek]
PRODUCT
  • Top jewellery CEOs say lab-grown diamonds are fashion, not luxury [Fashion Network]
BUSINESS
  • Valentino revenue growth slowed in 2018 [BoF]
  • Why fashion and beauty brands should take note of Pinterest’s IPO [Vogue Business]
  • Kering shares slide as Gucci’s growth slows [BoF]
CULTURE
  • Gen Z crave a world without borders, boundaries and binaries [WWD]
  • With a rapidly growing market, the trans-masculine community Is forging its own path in fashion [Fashionista]
  • Champion accidentally hit the fashion jackpot [Houston Chronicle]
  • China’s sharing economy now includes make-up, but hygiene doubts are hard to brush off [SCMP]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. 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. 

Categories
digital snippets Retail sustainability technology

ICYMI: Lush abandons social, buyers send sustainability message, learning resale from Nike

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

TOP STORIES
  • Lush abandons social media: it’s ‘getting harder’ to talk to customers [The Drum]
  • The world’s fashion buyers are sending a strong message to designers about sustainability [Quartz]
  • What Chanel can learn from Nike about the resale market [BoF]
TECHNOLOGY
  • Amazon readies Alexa-powered earbuds [Retail Dive]
  • Ikea’s new smart speaker looks like a HomePod crossed with a lamp [The Next Web]
  • Everything you need to know about the Pinterest IPO [NYT]
SUSTAINABILITY & PURPOSE
  • ‘Buy local’ seeks to reduce fashion’s environmental footprint [Vogue Business]
  • Salvatore Ferragamo promotes sustainability with art and fashion exhibition [WWD]
  • Galeries Lafayette launches second-hand fashion platform [Fashion Network]
  • Fur supporters plan to keep fighting New York City’s proposed ban on fur sales [WWD]
RETAIL & E-COMMERCE
  • According to Amazon’s new horoscopes, the stars want you to go shopping [Vox]
  • The line between social media and e-commerce is beginning to disappear [Fashionista]
  • Gucci opens doors to pop-up apartment [Campaign]
  • The new retail: today’s China is tomorrow’s America [Jing Daily]
  • Singapore’s $1.3 billion airport expansion is half botanical garden, half mega-mall [Fast Company]
  • H&M subsidiary to start trialing secondhand sales next week [WWD]
MARKETING & SOCIAL MEDIA
  • Ermenegildo Zegna introduces new fragrances with special installations [WWD]
  • New Balance invests in gamified mobile ads to win over young, global customers [Glossy]
  • Asos ‘upweights’ digital spend as it puts focus on acquisition [Marketing Week]
PRODUCT
  • Rodarte unveils a collaboration with Universal Standard [Vogue]
  • Guess to sell vintage capsule via Fred Segal [Fashion Network]
  • How Cos is changing the way we think about design [Vogue]
BUSINESS
  • Asos pre-tax profits plunge 87 percent [Fashion United]
  • Why Tommy Hilfiger is selling better than ever [Vogue Business]
  • Sales surge at LVMH [Drapers]
  • Allbirds goes all-in on China [WWD]
  • Debenhams falls into administration [Drapers]
CULTURE
  • Estée Laundry: the Instagram collective holding the beauty industry to account [The Guardian]
  • The shady truth about inclusive beauty (and how brands can improve) [BoF]
  • Virgil Abloh’s real value to Louis Vuitton isn’t about the clothes he can sell [Quartz]

How are you thinking about 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. 

Categories
business Campaigns digital snippets product Retail sustainability technology

ICYMI: Tom Ford for CFDA, Neiman Marcus megastore, Louis Vuitton pulls Michael Jackson pieces

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

TOP STORIES
  • Tom Ford tapped to head CFDA [WWD]
  • Neiman Marcus blends retail and tech at Hudson Yards megastore [TheCurrentDaily]
  • Louis Vuitton pulls Michael Jackson-themed items from collection [Reuters]
  • Burberry wants to go plastic-free by 2025 [WWD]
TECHNOLOGY
  • Lush demos visual search app and fresh ‘digital packaging’ at SXSW [Retail Dive]
  • Google lets YouTube creators add AR selfies to Stories [Mobile Marketer]
  • Google rolls out smart targeting for in-game ads [Mobile Marketer]
SUSTAINABILITY & PURPOSE
  • United Nations launches Alliance for Sustainable Fashion in Nairobi [Fashion Network]
  • How big retailers are selling sustainability [BoF]
  • Ikea turns recycled furniture into adorable homes for wildlife [Fast Company]
  • Stella McCartney, Christopher Raeburn among winners of inaugural CO10 Sustainability Award [WWD]
  • Primark launches its first range of 100% sustainable cotton jeans [The Industry]
RETAIL & E-COMMERCE
  • Rent the Runway and West Elm launch data-informed home rental collection [TheCurrentDaily]
  • Philadelphia just banned cashless stores. Will other cities follow? [Vox]
  • American Eagle targets Gen Z with sneaker resale pop-up [TheCurrentDaily]
  • Inspiration: Balenciaga’s new Sloane Street “warehouse” [The Industry]
PRODUCT
  • Hermès to launch beauty range in 2020 [Fashion Network]
  • CBD fragrance is here — and it can be absorbed through the skin [WWD]
  • Fashion brands are making stylish clothes for dogs, and millennials are spending plenty of money on them [Fashionista]
  • Supergoop unveils SPF eye shadow [WWD]
BUSINESS
  • Adidas Q4 net profit jumps 29% [WWD]
  • Shoes of Prey goes into voluntary administration [Fashion Network]
  • Furla’s turnover exceeds 500 million euros [Fashion United]
  • Zalando to end private business zLabels [Retail Gazette]
  • JD Sports to buy smaller rival Footasylum [BoF]
  • Prada shares tumble as China slowdown hits profits [BoF]
  • Here’s how the trade war could lead to a boom in counterfeit goods [CNBC]
MARKETING & SOCIAL MEDIA
  • The beauty of a billboard in the age of Instagram [The Fashion Law]
  • Will success spoil Diet Prada? [BoF]
  • Increasingly experimental Sephora introduces credit card program [WWD]
  • Benefit Cosmetics launches first voice-led campaign in the UK [Internet Retailing]
CULTURE
  • Evolution of man: the rise and rise of the male wellness sector [The Guardian]
  • Sephora ends beauty deal with vlogger after college admissions scandal [AdAge]
  • Exploring the politics of beauty in the world of VR and gaming [Dazed]
  • Why urban millennials love Uniqlo [The Atlantic]
  • Why do blunders like the Gucci blackface debacle still happen? [Quartz]
  • ‘Project Runway’s return to Bravo was diverse, relevant and touching [Fashionista]

How are you thinking about 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. 

Categories
business Campaigns digital snippets product Retail sustainability technology

ICYMI: Chanel announces successor, Amazon scraps Dash buttons, Ted Baker boss steps down

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

TOP STORIES
  • Virginie Viard to fill Karl Lagerfeld’s brash boots at Chanel [The Times]
  • Amazon stops selling Dash buttons, goofy forerunners of the connected home [CNET]
  • Ted Baker boss Ray Kelvin quits after ‘forced hugging’ claims [The Guardian]
  • Gap to spin off Old Navy into separate public company [Retail Dive]
TECHNOLOGY
  • Apple is releasing a foldable iPhone, and it’s not only about all those patents [Tom’s Guide]
SUSTAINABILITY & PURPOSE
  • New York City launches project to promote fashion recycling [Fashion United]
  • Launch of Australasian Circular Textiles Association (ACTA) means business for sustainable fashion [Fashion United]
RETAIL & E-COMMERCE
  • Harrods targets online growth with Farfetch partnership [The Industry]
  • Ted Baker launches monthly product drops [Fashion United]
  • Pinterest expands the ability to shop on its platform [PYMNTS]
  • J.C. Penney pulls plug on clothing subscription service [BoF]
  • QVC UK introduces social commerce for ‘discovery-led’ shopping [Fashion United]
MARKETING & SOCIAL MEDIA
  • New Balance pub only accepts miles ran as currency [TheCurrent Daily]
  • Louis Vuitton unveils digital ‘Postcard’ window displays [WWD]
  • Rebecca Minkoff partners with Yelp to support businesswomen [Fashion United]
  • Ralph Lauren opens Ralph’s Café on Boulevard Saint-Germain in Paris [Fashion Network]
PRODUCT
  • Meet Glossier Play, the new high impact makeup brand from Glossier [WWD]
  • Net-a-Porter teams up with prominent female designers for international women’s day capsule [Fashion United]
  • Bonobos to unveil first women’s capsule [WWD]
  • Target is the latest retailer to take on Victoria’s Secret [Quartz]
BUSINESS
  • Swarovski, CFDA part ways for Fashion Awards [WWD]
  • LVMH plans London hotel and new flagship in experiential push [BoF]
  • Anya Hindmarch to split with partner Mayhoola for investments [WWD]
  • Burberry launches staff training plan after ‘noose’ hoodie row [The Guardian]
  • L Brands to shutter 53 Victoria’s Secret stores [Retail Dive]
  • Puma signs mega global deal with Manchester City owner, its biggest deal ever [Fashion Network]
  • Macy’s new restructuring to cut 100 senior positions, save $100 million annually [Fashion Network]
CULTURE
  • Sesame Street’s turning 50, and InStyle dressed our favorite characters for the party [InStyle]

How are you thinking about 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. 

Categories
business product Retail sustainability technology

ICYMI: Fashion businesses behind bars, sustainable fashion tech, Stitch Fix reinventing retail

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

TOP STORIES
  • Made on the inside, worn on the outside [NYT]
  • How can new technologies help make fashion more sustainable? [BoF]
  • Stitch Fix’s radical data-driven way to sell clothes–$1.2 billion last year–is reinventing retail [Fast Company]
TECHNOLOGY
  • This AI is so good at writing that its creators won’t let you use it [CNN]
  • Chinese state media’s latest innovation is an AI female news anchor [Quartz]
  • Future styles: Could virtual clothes reduce the damage of fast fashion? [Fashion Network]
  • The future is here, almost: virtual travel becomes more of a reality [NYT]
  • Are you being scanned? How facial recognition technology follows you, even as you shop [The Guardian]
SUSTAINABILITY & PURPOSE
  • Salvatore Ferragamo to unveil ‘Sustainable Thinking’ exhibition [WWD]
  • Workers making clothes for Australian brands can’t afford to eat, Oxfam reports [The Guardian]
  • Ikea’s new curtains purify the air inside your house [Fast Company]
  • Selfridges’ ‘Bright New Things’ promote sustainability, mindful consumption [WWD]
RETAIL & E-COMMERCE
  • American Eagle pilots subscription service [Retail Dive]
  • FedEx, Rent the Runway team up on ‘extra hours’ service [Retail Dive]
  • Has Everlane ushered in a brave new world of retail? [Vogue]
MARKETING & SOCIAL MEDIA
  • Nike is using Instagram’s IGTV to share the stories of four female athletes [AdWeek]
  • App makers are sharing sensitive personal information with Facebook but not telling users [The Verge]
PRODUCT
  • Vogue Italia and Yoox celebrate upcycling capsule [WWD]
  • Louis Vuitton “Drops” new sneaker collection on WeChat [Jing Daily]
BUSINESS
  • Payless shoes to shut all U.S. stores and wind down online operation [BoF]
  • Levi’s adds big data expert to C-suite [WWD]
  • Anna Wintour: a rare face-to-face with the most important woman in fashion [The Guardian]

How are you thinking about 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. 

Categories
business Campaigns Podcast social media technology

TheCurrent Debate: Is there real value in CGI models?

Balmain CGI Models
Balmain CGI Models

CGI models are having a moment in luxury fashion right now, but it’s up for debate as to whether they hold true value for the brands embracing them, according to the latest episode of the Innovators podcast by TheCurrent.

Co-hosts Liz Bacelar and Rachel Arthur, who discuss various technologies pertinent to the industry every month on this show, bring opposing viewpoints to the table.

Listen here: Apple Podcasts | Android | Google Play | Stitcher | RSS

CGI or virtual models have been used in fashion advertising campaigns to an increasing degree over the past few years, with big name brands including Louis VuittonPrada and Balmain all employing them. Some of those involved, including one called Lil Miquela, and another named Shudu, have generated enormous buzz and impressively large social media followings as a result, as though they were indeed influencers in their own right.

Lil Miquela for UGG
Lil Miquela for UGG

Most recently, Lil Miquela featured in UGG’s 40th anniversary campaign, blending in seamlessly alongside two real-life influencers as though she were a natural part of the cast. For the unsuspecting onlooker, it’s not immediately clear she’s not.

One of the questions raised during the episode is whether such a move is merely about gaining from some of the hype such models currently present, or if they can in fact drive ROI for the brands making use of them long term. Rachel presents some interesting statistics that show how engagement of for CGI remains significantly lower than any example of a ‘human’ influencer, but Liz counters that view with the argument that what we’re looking at here is a form of artistic expression.

The duo also dive into what such flawless representations of women mean for beauty ideals in the era of fake news we currently live in, as well as the notion that we may all have a CGI or avatar version of ourselves in the future, not least the real life influencers who could ultimately gain increased revenue opportunities for themselves, even posthumously.

Catch up with all of our episodes of the Innovators podcast by TheCurrent here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how 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
business Campaigns digital snippets e-commerce product Retail social media Startups sustainability technology

ICYMI: H&M x Moschino’s AR launch, Walmart’s tech transformation, Massive Attack’s DNA album

H&M X Moschino
H&M X Moschino AR experience

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

TOP STORIES
  • H&M creates augmented reality experience for Moschino collab [WWD]
  • Walmart doubles down on its transformation into a technology company [Forbes]
  • Massive Attack are releasing an album in a new format: DNA [WIRED]
TECHNOLOGY
  • Smart speaker adoption has nearly doubled in a year [RetailDive]
  • DTC hair-color brand Madison Reed is launching virtual try-on features [Glossy]
  • Google Lens comes to Google Images for searching – and shopping [TechCrunch]
  • Facebook confirms it’s building augmented reality glasses [TechCrunch]
SUSTAINABILITY & PURPOSE
  • How Ikea and HP want to help keep plastic out of the ocean: make stuff from it [FastCompany]
  • PrimaLoft unveils its first fully recycled, biodegradable fiber [WWD]
  • Coach becomes the latest luxury house to ditch real fur [The Industry]
  • Guess takes its wardrobe recycling program with I:CO nationwide [FashionUnited]
RETAIL & E-COMMERCE
  • ‘Retailers have to be ready for it’: visual search sits on the brink of a breakthrough [Digiday]
  • Retailers flummoxed about how to handle ‘serial returners’ [RetailDive]
  • Target clears 250K square feet of space for toy experiences [RetailDive]
  • The secrets to Selfridges’ success [BoF]
MARKETING & SOCIAL MEDIA
  • You can now book travel by taking an Instagram screenshot [Quartzy]
PRODUCT
  • Virgil Abloh’s Louis Vuitton is giving away club night T-shirts [Highsnobiety]
BUSINESS
  • Future-proofing the Ermenegildo Zegna Group [BoF]
  • Debenhams makes record annual loss and plans up to 50 store closures [BBC]
  • Richemont, Alibaba join forces on retail platform for China [BoF]
CULTURE
  • At Sephoria, everyone got to be an influencer [Fashionista]

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