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Campaigns digital snippets e-commerce mobile product Retail social media sustainability technology

Kering commits to carbon neutrality, retail surveillance, Instagram supports drop model

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

Top Stories
  • Kering commits to carbon neutrality (Drapers)
  • The new ways retailers are watching you shop (BoF)
  • Instagram launches ‘reminders’ to support product drops (Vogue Business)
Technology
  • Boston Dynamics robot dog Spot is going on sale for the first time (MIT Technology Review)
  • Cryptocurrency’s huge potential in China’s luxury retail (Jing Daily)
  • Kraft Heinz brings mobile-activated packaging to Walmart (Mobile Marketer)
  • Oculus eclipses $100million in VR content sales (TechCrunch)
  • Amazon to launch smart home inventory sensors (Retail Dive)
SUSTAINABILITY & PURPOSE
  • Burt’s Bees and National Geographic partner for climate campaign (Fashion Network)
  • Can Stella McCartney make faux fur sustainable? (Vogue)
  • M&S and Tesco take top spots in climate change report ranking (Retail Gazette)
  • Taylor Stitch garment restored in Restitch’s workwear capsule (Sourcing Journal)
  • LVMH gets competitive about sustainability (BoF)
  • UK government moves to end ‘vague and misleading’ bioplastic terminology (Dezeen)
  • Clean jeans are the future of denim (Vogue Business)
  • Peta launches campaign to get Farfetch to ban angora (Fashion Network)
  • DPD inks sustainable contract with Asos (Drapers)
  • ‘No planet, no sports’ says Nike Sustainability Chief (Sourcing Journal)
RETAIL & E-COMMERCE
BUSINESS
  • Forever 21 files for Bankruptcy (Bloomberg)
  • Ebay CEO steps down (Retail Dive)
  • Rent the Runway executive steps down after delivery failures (BoF)
  • Marks & Spencer’s director of supply chain & logistics departs (Drapers)
  • Boohoo interim revenues up by 43% as annual sales break £1bn (The Industry)
  • Calvin Klein names Nadege Winter SVP brand experience (Fashion Network)
  • Boohoo appoints Missguided brand boss as MissPap CEO (Drapers)
  • British manufacturing: back in fashion (The Guardian)
MARKETING & SOCIAL MEDIA
  • MAC Cosmetics targets gamers with TwitchCon sponsorship (Glossy)
  • Walmart challenges TikTok users to share dance moves (Mobile Marketer)
  • Honda debuts animated comic book on social media (Mobile Marketer)
  • Oculus introduces social virtual reality world Facebook horizon (Adweek)
  • Facebook tries hiding like counts to fight envy (TechCrunch)
PRODUCT
  • Reebok and Adidas collaborate to launch Instapump fury boost (Fashion Network)
  • Amazon expands Alexa with voice-powered wearable (Mobile Marketer)
  • Amazon fashion teams with Puma on new athleisure brand (BoF)
  • Selfridges partners with British CBD body and wellness start-up Grass & Co (Fashion Network)
  • Nestle launches luxury KitKat bars in direct-to-consumer move (Campaign)
  • Diesel partners Coca-Cola for eco-savvy clothing range (Campaign)
  • Amazon pushes further into healthcare with Amazon Care (Adweek)
CULTURE
  • Indian women are Youtube-ing their way out of gender stereotypes (Quartzy)
  • Rebecca Minkoff on the business of representation (Glossy)
  • Mattel release line of gender-neutral world dolls (Adweek)
  • Avon can’t escape lawsuit accusing it of discriminating against pregnant women (Fashion Law)

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.

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

ICYMI: UK gov rejects sustainable recommendations, celebrating Karl, GenZ and TikTok

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

TOP STORIES
  • UK ministers reject plans for 1p per garment levy to tackle fast fashion [The Guardian]
  • ‘Karl for ever’: a joyful celebration of Karl Lagerfeld’s legacy [WWD]
  • Gen Z loves TikTok. Can fashion brands learn to love it too? [BoF]
  • How a £1 bikini revealed the changing shape of fast fashion [The Guardian]
TECHNOLOGY
  • The world is a mess. We need fully automated luxury communism [NY Times]
  • John Lewis to trial VR experience in shops [Fashion Network]
  • Amazon deploys ‘Pegasus’ robots in sortation centers [Retail Dive]
  • Training a single AI model can emit as much carbon as five cars in their lifetimes [Technology Review]
SUSTAINABILITY & PURPOSE
  • H&M called out on “illegal” sustainability marketing [Eco Textile]
  • Net-a-Porter has started telling customers which brands are sustainable [The Independent]
  • More than half of British and American consumers want a more sustainable fashion industry [i-D Vice]
  • Prada sets goal to phase out virgin nylon by 2021 [BoF]
  • Ralph Lauren unveils new sustainability goals [WWD]
  • Banana Republic announces waterless dyed denim for 2020 [Fashion United]
  • Why we can’t relax about vegan leather [Vogue Business]
  • The North Face teams with National Geographic for upcycled plastic line [Fashion United]
  • Asos unveils ‘responsible edit’ [Drapers]
RETAIL & E-COMMERCE
  • Verishop’s plan to be the Amazon of “affordable luxury” [Vogue Business]
  • Carrefour opens store with facial recognition and sensors [Retail Dive]
  • Pablo Isla defends ‘integrated model’ as a way to differentiate Inditex [Fashion Network]
  • Backstage and Story are very pretty. But, will they lure shoppers to Macy’s? [Retail Dive]
  • Gamification: the future of luxury retail in China [Jing Daily]
MARKETING & SOCIAL MEDIA
  • The AI-driven social media network hailed as the next Tumblr [Dazed]
  • Mountain Hardwear launches AR app to bring outdoor gear to life [Retail Dive]
  • The future of marketing is bespoke everything [The Atlantic]
  • Mulberry bases new marketing campaign on British pub culture [Fashion Network]
  • MAC Cosmetics tries on YouTube’s newest AR ad formats [Retail Dive]
PRODUCT
  • Dolce & Gabbana becomes the first luxury fashion house to extend sizes [Fashion United]
  • Adidas and Ikea to develop products for home workouts [Fashion Network]
BUSINESS
  • Unilever acquires beauty brand Tatcha for a reported $500 million [AdWeek]
  • Chanel dispels rumors of sale after announcing a strong financial year [Fashion United]
  • Mulberry falls into the red [Drapers]
  • Kenzo parts ways with creative directors Humberto Leon and Carol Lim [WWD]
  • Topshop owner’s fall is fastest in UK high street memory [Vogue Business]
  • Revenue jumps 39% at Boohoo Group [Drapers]
CULTURE
  • Unilever boss warns of dangers of ‘woke-washing’ in ad industry [Sky News]
  • As drag goes mainstream, queer fashion designers reap business benefits [Fashionista]
  • It’s long overdue for fashion to think about people with disabilities [Hypebeast]
  • Streetwear’s big opportunity: women [BoF]

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. 

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e-commerce Retail social media

Instagram launches seamless checkout with Burberry, Zara and more

Instagram has announced a new shopping feature that allows customers to complete their purchases without ever having to leave the app. Launch partners include fashion brands such as Burberry, Zara and H&M.

The feature, called Instagram Checkout, allows customers to check out on product purchases with one click, without having to leave the app. Previously, clicking the shopping tag on posts led users to an external e-commerce page. The customer journey is now entirely seamless: users only needing to pre-register their payment and delivery details the first time they use it, and can purchase with one click from then on. Users will also receive push notifications from Instagram on their orders, such as when it has been shipped.

The feature is currently only available in the US through 20 participating brands, which also includes Revolve, MAC Cosmetics and Oscar de la Renta.

Speaking on the launch, Rachel Waller, VP of marketing, digital at Burberry said: “Burberry is always pushing for digital innovation that improves our customers’ experience. We have seen great results from the monthly B Series product drops which launched last September, bridging the journey from inspiration to e-commerce for our social community for the first time,” adding, “We are excited to expand our social commerce as one of the first brands to adopt checkout on Instagram”

Instagram shopping feature Checkout Instagram

Posting on Instagram Stories on Tuesday (March 19), the platform’s head of fashion partnerships, Eva Chen, gave her followers a sneak peak of other brands who will be joining in the upcoming weeks, including Dior, Prada, Uniqlo and Kylie Cosmetics.

Instagram has continuously improved its shopping features in order to align with consumer demand for more frictionless social shopping. Last September, it also announced shopping capabilities on its Stories and Explore features.

How are you thinking about e-commerce innovation? We’re all about finding you the perfect partners for your innovation strategy. 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.


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Retail technology

MAC targets Chinese Gen Z with interactive store concept

 

MAC Cosmetics is targeting Gen Z consumers in Shanghai, China with the Experience Center, an interactive store that aims to bridge the gap between physical and digital with a host of interactive experiences.

According to the Estée Lauder-owned brand, the store is a result of six months of consumer behavior research into the MAC consumer, including cognitive walkthroughs, focus groups and exit interviews with customers. Results then helped shape the design and experience of the store, including all tech elements that give visitors a more personalized experience.

For example at the store’s entrance, stationary digital screens invite customers to scan their phones to check into MAC’s WeChat mini-program. The program then triggers a variety of functions during the experience, such as instant checkout and product pick up.

Meanwhile in the lipstick section, a smart mirror enables customers to virtually try on 18 different shades in under 30 seconds through augmented reality. Customers can also choose from six eye shadow palettes and customize it to their tastes through the WeChat platform, which is then 3D printed for them. Lastly, an infrared touchscreen interface can scan a shopper’s face and recommend a foundation shade.

Beauty companies are leading the conversation in creating retail concepts where tech plays a major role in allowing consumers an increasingly personalized experience. Last year, brands from Bourjois to CoverGirl unveiled concepts where the try-on experience was further enhanced by tech fixtures, while Sephora often experiments with such features in its many store concepts across the globe.

How are you thinking about retail 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
e-commerce film mobile

Brands need to take greater advantage of the desire for how-to content says Google

How-to content on YouTube is increasingly in demand, according to new research from Google. Searches for topics ranging from the practical (how-to tie a tie), to the creative (how to draw), from style (how to curl your hair with a hair straightener) to cuisine (how to make a cake), are growing 70% year over year, with 100m hours of how-to videos viewed in North America so far in 2015.

The growth is being attributed to mobile technology, with 91% of smartphone users saying they now turn to their phones for ideas while doing a task. Categories trending the most include beauty, home improvement and cooking.

hair_howto

“Being constantly connected has trained us to expect immediacy and relevance in moments of intent—the I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments. These micro-moments are the new battlegrounds for people’s hearts, minds, and dollars,” writes David Mogensen on the Think with Google site.

The team is pushing the idea that marketers are too heavily focused on one-way traditional media planned against brand moments and anchored to campaign flights, rather than thinking about and preparing for these personal moments. In doing so they’re missing out on potential for conversion too – data shows with millennials specifically, one in three say they’ve purchased a product as a result of watching a how-to video.

MAC Cosmetics has particularly focused on this how-to content as a means of driving sales in local markets. It partnered with Google on a YouTube gadget in 2014 to allow viewers to shop directly from its “Instant Artistry” video series on its local e-commerce sites. “A user watching our videos in Brazil will engage with a version of the gadget that is entirely in Portuguese and will be driven directly to the Brazilian MAC Cosmetics site to purchase. We have seen fantastic engagement as well as incremental sales on e-commerce that far exceeded our expectations,” says Noelle Sadler, VP of global consumer engagement at the company.

Google’s how-to for marketers

Here are some of the best practices Google suggests in approaching a content strategy built around ‘I-want-to-do moments’:

  • Identify the I-want-to-do moments in which consumers have a need and your brand can play a role. Find these moments across the entire consumer journey and put them at the center of your strategy.
  • What are the questions and concerns people have related to the types of products you sell or the types of projects they are used for? What do people want to learn about them? (Tools such as Google Trends and Google Consumer Surveys can help answer these questions.) Create I-want-to-do content for your website and YouTube channel to serve as resources for them.
  • Look at when how-to searches occur. Are there particular times of day, week, or year when some topics are more popular?
  • Make your videos easy to find by adding descriptive titles, details, and relevant tags to each video. You can also promote your content by TrueView in-stream and in-display, and you can reach the right viewers through affinity, in-market, and topic targeting.
  • Did you reach your audiences? Did they pay attention? What implications did it have on their perceptions and actions? Measurement solutions, such as Google’s Brand Lift, can help answer these questions.
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Uncategorized

MAC puts fans in front of camera for autumn collection campaign

MAC Cosmetics is paying its fans “the ultimate compliment” by making six of them the face of its new three-part autumn colour collection.

The result of its MAC Me Over! online casting call launched in November 2010, the five females and one male were chosen by the brand’s senior vice president and creative director, James Gager, because they “best expressed the MAC Me Over! motto – style, heart and soul”.

To win they had to send in either a photo or a video of themselves as well as complete the sentence “MAC Me Over! because…”

Gager said: “We have a huge fan base that we respect and cherish, so we are always thinking about the ways we can keep engaging them in fresh and interesting new ways, and of course more than ever that pertains to the digital space. We think of our fans first and foremost. I think especially for this collection, this was a way to say, ‘We admire you so much that we want you to be the new face of MAC’. That’s kind of the ultimate compliment, right?”

The collection launches in September 2011. Check out the exclusive video from behind-the-scenes of the shoot, below: