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Editor's pick Retail

Maybelline unveils branded concept space at NYC’s Color Factory

Color Factory in NYC
Color Factory in NYC

Maybelline is launching an immersive experience at NYC’s Color Factory that will invite fans to play and share. The space will feature a dance floor, bar, photo booth and glitter wall, all while promoting existing and exclusive products.

“We want to have true consumer-facing experiences [as we continue to evolve Maybelline],” said Amy Whang, senior vice president of marketing at Maybelline in the US. “The younger consumer today is looking beyond just the regular shopping experience. Basically, we want to show that we’re not just an old heritage brand of drugstore makeup, and that we can provide them with high-performance products that are on-trend.”

For this experiential push, Maybelline is focusing on promoting the Super Stay Matte Ink liquid lipstick, which is a key product category for the brand. However over the course of the nine months that the installation will take place, the cosmetics brand intends on launching exclusive products tied to the experience.

In September, Maybelline will also open the Maybelline House pop-up during New York Fashion Week, a consumer-facing space that will host master classes and also welcome editors and influencers.

Color Factory in NYC is an offshoot of the original SF-based outpost that opened in 2017 as a month-long celebration of colour and creativity. For this outpost, 16 artists will also be exhibiting their work, while LA-based kidswear brand Gymboree, a brand who following bankruptcy has recently undergone a revamp, will also be hosting their own room.

Retail with an element of escapism and play has gained traction among experience-hungry consumers. Interactive pop-up spaces have become a successful tool to not only increase brand awareness, but drive exclusivity around its products, which are often tied to that specific time and place. For instance in June, Coach hosted a self-discovery fairground experience, also in the American city.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent 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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business digital snippets film product Retail social media sustainability technology

ICYMI: Rethinking returns policies, beauty’s AI future, Gucci on gun control

AI impacting beauty
AI impacting beauty

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

TOP STORIES
  • Why fashion retailers are rethinking their returns policies [Glossy]
  • How artificial intelligence is changing the future of beauty [HuffingtonPost]
  • Why Gucci decided to support gun control [BoF]
  • How Everlane is building the next-gen clothing brand [FastCompany]
  • Cracking luxury’s customization challenge [BoF]
TECHNOLOGY
  • 10 breakthrough technologies 2018 [MIT Technology Review]
  • How Google Zoo is thinking about machine learning [TCDaily]
  • Diamond industry turns to AR to attract wedding-wary millennials [Glossy]
SUSTAINABILITY
  • Is this the year that fashion will pay attention to the planet? [ThePool]
RETAIL & E-COMMERCE
  • Target CEO: Online shopping alone won’t cut it, retailers also need great stores [CNBC]
MARKETING & SOCIAL MEDIA
  • Maybelline asks followers whether it should quit Snapchat [AdAge]
  • Chanel unveils Instagram feed for beauty devotees, plans for another beauty pop-up in West Hollywood [LA Times]
  • First short film produced by Giorgio Armani unveiled during MFW [WWD]
  • Why paid memberships are the new loyalty [BoF]
  • Automat creates online hive for beauty sector chatbots [RetailDive]
  • Fashion company loses social media followers over same-sex ads [BBC]
PRODUCT
  • This company is using AI to make personalized skincare [FastCompany]
BUSINESS
  • UK fashion industry to take hardest Brexit hit [BoF]
  • Topshop boss Sir Philip Green ‘is in talks to sell his High Street empire to Chinese textiles giant’ [DailyMail]
  • Charlotte Olympia files for bankruptcy [Fashionista]
  • Tod’s turns to ‘Factory’ project to keep pace with fast-moving fashion market [BoF]
  • LVMH and Kering launch website for model welfare [FashionNetwork]
Categories
business digital snippets e-commerce product social media Startups technology

What you missed: Alibaba’s Singles’ Day record, ASOS try before you buy, unpaid Zara workers

Alibaba on its Singles' Day success, as posted on Twitter: "#Double11 2017: As of 24:00, total GMV has exceeded RMB168.2 billion - more than USD25.3 billion. Mobile GMV: 90%."
Alibaba on its Singles’ Day success, as posted on Twitter: “#Double11 2017: As of 24:00, total GMV has exceeded RMB168.2 billion – more than USD25.3 billion. Mobile GMV: 90%.”

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


TOP STORIES
  • Alibaba’s Singles’ Day goes global with record $25bn in sales [Bloomberg]
  • How Alibaba makes Singles’ Day appealing to luxury brands [Glossy]
  • Will the power of Singles’ Day ever truly capture the West? [The Drum]
  • Alibaba tests 60 futuristic pop-up stores across China for Singles’ Day [Digiday]
  • ASOS launches try before you buy service [TheIndustry]
  • The real story behind those desperate notes that Zara workers left in clothes [Fast Company]

BUSINESS
  • Inside LVMH’s executive reshuffle [BoF]
  • Burberry operating profit jumps 24% in half, boosted by new Coty deal [WWD]
  • Yoox Net-a-Porter Q3 sales jump 17.7% [Fashion United]
  • To reach consumers, Richemont’s new leaders need to embrace digital [BoF]
  • Laying out fashion’s new supply chain vision [CFDA]
  • One of fashion’s most prominent investors is someone you may never have heard of [TheFashionLaw]

SOCIAL MEDIA
  • ASOS launches virtual Gift Assistant on Facebook [TheIndustry]
  • Why Maybelline is winning at social media [Glossy]

MARKETING
  • The new marker of luxury is feel-good marketing [QZ]
  • For Nike, augmented reality is the perfect way to sell hyped sneakers [Engadget]
  • Gwen Stefani fronts Westfield’s Christmas campaign [Fashion Network]
  • Cue the reindeer: Kohl’s, Nordstrom launch holiday campaigns [MediaPost]
  • Fruit of the Loom goes totally 80s with comical freeze frame ads for sweatpants [AdWeek]
  • Fashion wakes up to podcasts [BoF]

RETAIL & E-COMMERCE
  • The Alibaba warehouse where fake goods go to die [Sixthtone]
  • You can now rent Ann Taylor clothes for a monthly fee [Today]

TECHNOLOGY
  • Amazon’s app now lets you place items inside your home using AR [The Verge]
  • Apple said to be working on AR headset aimed for potential 2020 ship date [TechCrunch]
  • Zalando to open new tech hub in Lisbon [TheIndustry]

PRODUCT
  • Is mass customisation the future of footwear? [WSJ]
  • These 10 brands are killing it on the fabric innovation front [HighSnobiety]
  • Ford just made a trucker hat that uses technology to save truckers’ lives [Fast Company]

START-UPS
  • Glossier, Stitch Fix among most disruptive companies [RetailDive]
Categories
Editor's pick social media

Snapchat ruled social media at #NYFW this season – here’s a look at the best of it

KateBosworth_CarolinaHerrera_Snapchat

Influencers, brands and models alike have taken to Snapchat during this season’s New York Fashion Week in droves. Providing real-time insights into what happens behind-the-scenes, it’s been the best version yet of immediate access to what happens around the runway shows.

Brands including Tommy Hilfiger and Marc Jacobs (still to show this evening) are just a few that have launched new accounts this season, while Snapchat itself has featured two relevant live stories throughout the week. “New York Fashion Week” and “This Is Fashion”, are a curation of snaps from others attending the shows – it pulls in the best of each event, with overlaid info about which collection it’s about to screen.

From Marchesa to Public School and Michael Kors, both stories have provided a well-rounded view of each day. They’ve also, inevitably, been a go-to place to spot the famous faces in attendance, including Kate Bosworth at the Rebecca Minkoff show, Kylie Jenner at Alexander Wang, Emily Ratajkowski sitting front row at Altuzarra, and Anna Wintour at DKNY. Particularly interesting on the “This Is Fashion” story otherwise, was the integrated advertising from ASOS too. (See below screenshots)

celebs_snapchatNYFW

ASOSadvertising_snapchat

As we know, many brands are adjusting to a see now/buy now consumer-driven strategy for fashion week. Where once Snapchat may have been used as an additional storytelling tool; the future has it as a relevant channel to drive immediate interest and ultimately conversions.

Tommy Hilfiger’s announcement for a direct-to-consumer shift for example, was accompanied by the launch of its Snapchat in collaboration with new global brand ambassador Gigi Hadid. These “takeovers”, where a celebrity or influencer is given full reign of a brand’s Snapchat, are becoming increasingly commonplace.

Gigi shared snippets of the rehearsal, an inside peek into the make-up for the show and mini interviews with some of the other models also walking for the brand. Her perspective, no doubt, was a smart move by the designer in terms of driving interest and follower acquisition; something it will be able to capitalise on in the long run once its capsule collection with the supermodel launches in real-time this September.

Tommy_snapchatNYFW

Following a wide variety of Snapchat accounts over NYFW provided a broad additional view on activities taking place. Tips, tricks and trends for make-up enthusiasts were shown by @Maybelline New York, as well as @SephoraSnaps.

Meanwhile, @Houseofherrera’s story was a star-studded one with the likes of Olivia Palermo and Karlie Kloss making an appearance. And @Louboutinlive gave a great behind-the-scenes preview of Naeem Khan’s show all the while showcasing some of its heels being worn by the models.

If that wasn’t enough, influencers such as Chriselle Lim and Man Repeller even had their own Snapchat filters created, with their name, company and a life-like cartoon of themselves featuring across their Snaps during the week.

Maybelline_SnapchatNYFW

Next up: London, where we know @MullberryEngland is one-to-watch, having already started snapping for the first time with new creative director Johnny Coca.

Check out some more (cheeky) screenshots of all the Snapchat action during NYFW below:

Snapchat_NYFW

NYFW_snapchat3

Snapchat_NYFW2

Categories
digital snippets e-commerce Editor's pick film social media

All the digital activity surrounding this #LFW season

Eight days later and New York Fashion Week has wrapped up, everyone’s hopped across the pond and now we find ourselves in London ready and raring for the second set of the spring/summer 2015 shows.

As with its US counterpart, digital is playing a significant role in marketing strategy this season, driven heavily by the team at the British Fashion Council. Said CEO Caroline Rush: “This season, London Fashion Week will be celebrating digital innovation in fashion, encouraging designers to embrace technology to amplify their stories and their work.”

Here then are some of the things you can expect:

LFWdigital_ss15

  • Topshop is continuing as one of the city’s strongest digital contenders this season, introducing a wealth of activity including presenting some of the look from its Unique show on Facebook rather than on the catwalk. There are also six items from the collection that will be available to buy in-store on the same day, and a group of popular Instagrammers curating and populating its channel for the season.

  • Hunter meanwhile is partnering with real-time video start-up Grabyo, in order to deliver up to 10 instantaneous highlights from the catwalk to its fans via Twitter. Key moments as they unfold will be available for followers in 10-45 second clips, whether at a desktop or viewing via their smartphones. Better yet, said content will also be geo-targeted on Twitter so the type of items shown from the collection are reflective of the user’s particular region and climate.

  • Burberry has teamed up with Twitter to trial its new ‘buy’ button. Immediately following its SS15 show on Monday September 15, the brand will offer Twitter users the chance to purchase exclusive nail polish colours that appeared on the runway. Later in the testing phase, the brand’s new My Burberry fragrance will also be available for purchase.

  • TheOutnet.com has introduced Sergio the Shoe Hunter; a real-life mini dachshund who will be reporting live from London Fashion Week on the best footwear out there. He’ll do so with a GoPro Hero 3 Camera attached to his collar and will post on both his own blog and TheOutnet.com’s Twitter feed. Follow along via #sergioshoehunter.

  • House of Holland meanwhile has partnered with online fitting room company Metail in order to let customers virtually try-on the clothing from its show on Saturday September 13, in real-time. Anyone watching will be able to create their own ‘MeModel’ – an avatar of themselves in the looks they choose from the runway. The idea is they will then be able to pre-order the pieces they want in the right size for them.

  • Temperley London is using Instagram’s new Hyperlapse tool to provide fans with exclusive insights in the five days leading up to its show. The first versions have seen a bit of a rushed look through garments being stitched, as well as a fitting session with a model. More to come.

  • Maybelline is bringing video highlights from LFW to Exterion Media’s out of home screens across the London Underground. A total of 19 stations including Piccadilly Circus, Bond Street and Covent Garden will be showcasing the content from September 13-17.

  • The British Fashion Council itself – as well as supporting the majority of the above and pushing live streams of over 90% of its designers – also has a myriad of its own activities going on. There’s an event on Monday September 15 where British designers will be showcased in a new film premiering from SHOWstudio’s Nick Knight. There will also be a 25 metre-long interactive installation from Meri Media as well as premieres from Mary Katrantzou, Jonathan Saunders, Michael van der Ham and River Island the same night. Next up there’s a LFW street style photo booth sponsored by Swatch that will be situated at Somerset House, highlights of which will be posted to the official London Fashion Week Facebook page. And the BFC is also hosting a Contemporary Shop on eBay that will provide consumers with access to exclusive items from designers Alexis Barrell, Georgia Hardinge, Paper London, and Zoë Jordan.

  • Last but not least, the BFC is also running a series of three panel discussions throughout LFW focused on fashion and technology. The first on Sunday will cover how technology has changed pattern, colour and cloth in fashion, and will feature the likes of cyborg artist Neil Harbisson and Nancy Tilbury, co-founder and director of Studio XO. The second on Monday will explore whether real luxury can be achieved online, and feature jeweller Stephen Webster as well as Tracy Yaverbaun, director of fashion and luxury at Facebook and Instagram, among others. And the final one on Tuesday will dive into where we draw the line between creativity and commerciality. I will be on the panel, as will designer Henry Holland; Justin Cooke, founder of Innovate7 and former CMO of Topshop; Sasha Wilkins of Liberty London Girl; Daniela Cecilio, founder of ASAP54; and Remi Paringaux, founder and creative director of Meri Media. The full line-up as well as details on how to attend or tune-in, can be found online here.