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Digital snippets: wearables, Net-a-Porter and Yoox, Facebook messenger, live-streaming apps

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


  • The wearables road ahead: a race to the bottom? [TechCrunch]
  • Net-a-Porter, Yoox merger creates online fashion powerhouse []
  • You can now pay your friends through Facebook Messenger [Mashable]
  • Will new live-streaming apps change the way we see fashion week? []
  • Marketers weigh in on Periscope vs Meerkat [AdWeek]
  • LVMH’s Tag Heuer surfs wave of smartwatch partnerships [Reuters]
  • Kenneth Cole reveals Connect smartwatch line [BrandChannel]
  • Harrods takes its green-clad doorman global with Instagram contest [Luxury Daily]
  • Inside Balmain’s digital revolution [BoF]
  • Why Sephora’s digital boss joined Stitch Fix, the personal stylist startup that’s growing like mad [re/code]
  • Banana Republic harnesses photographed ‘Hot Dudes Reading’ in Instagram campaign [PSFK]
  • The North Face hopes to rope you in with virtual-reality rock climbing [Chicago Tribune]
  • L’Oreal’s chief digital officer on programmatic plans, start-ups and org charts [AdAge]
  • Meet Betabrand, the company that’s using viral humour and uncensored crowdsourcing to create the future of fashion [Medium]
  • Will personalised pricing take e-commerce back to the bazaar? [BoF]
  • Social media’s elusive goal: return on investment [WWD]
  • How beauty and fashion brands can win on Instagram [Fashionista]
  • Online fashion retail in India may touch $35 billion by 2020 [The Economic Times]
  • Are ‘smart’ clothes the wearables of the future? [re/code]
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#SXSW musings: is Tinder the next marketing opportunity?


You might remember Gap launched a micro-series on Instagram for the spring season. Tied to that for Valentine’s Day was a campaign on dating app Tinder that invited users to its “Pants Party” before offering 30% off denim styles.

What was intended as a fun, guerrilla marketing idea, quickly got nixed by the app for being an “unauthorised violation of its terms of service”.

It’s interesting this week then to see Tinder back in the spotlight from a marketing perspective, and this time at SXSW. Needless to say the app gets heavy usage at a festival that pulls in over 30,000 people, but those coming across a 25-year-old woman called Ava this weekend might have been sorely disappointed.

Ava is in fact a Swedish actress called Alicia Vikander who plays the role of an artificial intelligence in a new movie that premiered at the festival last night called Ex Machina. The whole campaign is done in an incredibly clever way, hinting at what it feels like to be a human as well as directing the user to Instagram where the actual ads for the film exist.

It’s a timely fit given artificial intelligence is emerging as one of the big trends from the event so far (heavily discussed in sessions on the one hand, while protested about outside the convention centre on the other). But it’s the usage of Tinder particularly that’s so genius.

We’re not suggesting brands should all place a fake profile on the platform to drive people to their content elsewhere, but certainly take inspiration from some outside of the box thinking related to an app that has so much relevance in daily consumer lives.

After all, while the social buzz at SXSW might be about live streaming app Meerkat, we guarantee you there are a greater number of people on the ground swiping through their Tinder matches day to day.

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