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Retail technology Uncategorized

Alyx introduces blockchain tag detailing the origin and authenticity of garments

Streetwear brand Alyx has launched a blockchain project during the Copenhagen Fashion Summit this week, that details the origin of its garments.

Developed in collaboration with Avery Dennison, and powered by EVRYTHNG, the tech is showcased via a smart label featuring a QR code that consumers can scan with their smartphones. They will then have access to all the information about the garment’s journey through the supply chain, as well as its sustainability credentials.

To implement the traceability of goods, Alyx’s tag uses a system powered by Iota, the German blockchain foundation. The system enables a distributed ledger technology that has no centralized authority. It means that a transaction is documented every time a product changes hands, generating a permanent history that’s easily accessible.

The use of blockchain can also help to authenticate products, or identify counterfeit goods, a priority for luxury consumers.

““Blockchain and distributed ledger technology is the future for effective brand protection. By supplying product information, supply chain traceability and transparent dialogue with the consumer, the brand’s authenticity is globally secured,” said Alyx’s designer Matthew Williams.

The new tag is expected to roll out to consumers later in 2019.

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Categories
e-commerce mobile

Hearst introduces shoppable Amazon SmileCodes to print publications

Amazon's SmileCodes in Seventeen magazine
Amazon’s SmileCodes in Seventeen magazine

Hearst has unveiled a deal with Amazon to place scannable SmileCodes on Cosmopolitan and Seventeen magazines, allowing readers to purchase straight from its pages.

Amazon’s SmileCodes are branded QR codes that link to sales pages and other content when scanned using the Amazon app. With the Hearst partnership, codes will be placed alongside selected items that once scanned, lead readers to the item on dedicated Cosmo and Seventeen stores on Amazon.com.

Customers can also access the online stores directly, where the publications will launch a “See, Love, Shop!” storefront that is updated monthly to correspond to the print publishing schedule.

“Amazon offers a wide selection of products, fast and free shipping options and low prices, and by teaming up we will be providing Cosmopolitan and Seventeen readers the opportunity to ‘see, love, and shop’ the products our editors showcase and they covet,” said Donna Kalajian Lagani, senior vice president and publishing director of Cosmopolitan and Seventeen. “We are using the latest technology to create a new instant and interactive experience moving our readers down the purchase funnel.”

Items are selected either by the magazines’ editorial teams or exist within ads by selected brands. They will range from categories such as beauty, fashion, wellness and books. So far partners include beauty and personal care brands like Olay, Neutrogena and Cover Girl. To further spotlight “See, Love, Shop!”, the magazines will also be posting shoppable listicles on their websites and promoting certain selections via social media.

Amazon SmileCodes has so far been running as a pilot in Europe, but the Hearst deal marks its official US debut. The online giant has vouched to promote new storefronts, which in turn will likely help promote its SmileCodes feature.

Categories
digital snippets e-commerce film Uncategorized

Digital snippets: Burberry, Marc Jacobs, Tom Ford, Nicolas Ghesquière, Hunter, G-Star, Dita von Teese

Some more great stories from around the web surrounding all things fashion and digital over the past week or so:

 

  • Watch Romeo Beckham run circles around his fellow Burberry models in SS13 campaign video (as above) [Telegraph Fashion]
  • How Marc Jacobs is amping up the luxury e-commerce experience [PSFK]
  • Tom Ford will even be inviting bloggers to his first ‘real’ runway show [Styleite]
  • Nicolas Ghesquière’s first-ever tweet: an analysis [The Cut]
  • Hunter takes control of British weather in global Facebook campaign [Campaign]
  • G-Star Raw launches animated video campaign [WWD]
  • Dita von Teese sews QR codes directly into her clothing [PSFK]
  • Op-ed: Fashion’s unsung internet forums [BoF]
  • Do people actually shop on phones? The answer is decidedly yes [NY Times]
  • Shoedazzle taps Rachel Zoe as new celebrity spokesperson [AllThingsD]
Categories
digital snippets social media Uncategorized

Digital snippets: Christmas 2011 special

The fashion industry has been celebrating the festive season with all manner of digital initiatives. Here’s a look at some of the things they’ve been doing:

  • Ralph Lauren transforms online catalog into holiday greeting cards (as pictured) [Mashable]
  • Coach launches New York-themed gift tags campaign featuring eight animated videos, e-cards and Facebook application [WWD]
  • Marc Jacobs invites fans to upload their family holiday snaps with ‘MarcFam’ campaign [StyleCaster]
  • Calvin Klein partners with Shazam for interactive in-store displays and unique holiday song [L2 Blog]
  • Burberry sends festive cheer with interactive music videos [Burberry]
  • Tiffany & Co unveils digital storybook, ‘The Winter Carousel’, to tie in with store windows [Luxury Daily]
  • Macy’s extends annual Believe campaign with augmented reality app [Macy’s]
  • John Lewis launches window display featuring its ‘Top 30 favorite things for Christmas’, allowing shoppers to buy directly via QR codes [PSFK]
  • JC Penney invites consumers to personalise their gifts with ‘Santa Tags’; QR codes that host voice recordings [JC Penney]
  • Alexander Wang compiles 12 days of Christmas gift guide [Global Grind]
  • Uniqlo UK offers shoppers the chance to win their Christmas wishlist [Uniqlo]
  • Esprit partners with Yvan Rodic of FaceHunter as part of Make Your Wish holiday campaign [PR Newswire]
  • Gap gives shoppers head start on holiday shopping with Shop Yourself Social initiative [RIS News]

Related posts:

Video: Merry Lanvin Christmas!

Love magazine unveils ‘saucy’ online advent calendar

Barney’s Gaga Workshop incorporates interactive Twitter windows

Making of: John Lewis 2011 Christmas ad

Categories
digital snippets e-commerce mobile Uncategorized

Digital snippets: Saks, Topman, Esquire, Jaeger, JC Penney, House of Fraser, Figleaves and more

A mega update this week to make up for the lack over the past fortnight:

  • Saks ups online content [WWD]
  • Topman to launch online magazine [GQ]
  • Esquire partners with JC Penney to launch men’s e-commerce site CLAD [Esquire]
  • Jaeger debuts transactional mobile site, anticipates 80% increase in m-commerce revenues [NMA]
  • JC Penney adds QR codes, Facebook game, apps and Google+ presence to Christmas campaign [Media Decoder, NY Times]
  • House of Fraser to launch iPhone app offering in-store barcode scanner [NMA]
  • Figleaves links London Underground ads with mobile app [Media Week]
  • Old Navy doles out deals to Shopkick app users [Venture Beat]
  • Flash sales site Vente-Privée launches in US [Market Watch]
  • New York Times launches iPad app for fashion and style content [WWD]
  • How leading fashion brands are embracing online video [Mashable]
Categories
mobile Uncategorized

Macy’s extends QR code campaign, educates with TV spot

Macy’s is continuing its “Backstage Pass” QR code campaign this autumn with additional content and a supporting television ad, in a bid to further enhance the consumer shopping experience via mobile technology.

Created in collaboration with JWT New York, the campaign offers shoppers access to videos that deliver trend advice from the store’s stable of star designers and industry experts, by scanning the custom-designed codes with their mobile phones.

The initiative builds on the success of its spring 2011 launch by introducing further inspirational content across the categories of fashion, home and cosmetics.

A 30-second television ad featuring Sean “Diddy” Combs, Tommy Hilfiger, Rachel Roy, Jessica Simpson and Martha Stewart, aims to educate consumers on the campaign, touching upon how QR codes work, as well as demonstrating some of the content featured and highlighting the chance to win Macy’s shopping sprees.

“This past spring we introduced QR code technology to our customers via Macy’s Backstage Pass and focused not only on delivering fun and informative video content via their mobile phones, but also on educating consumers on this new way of engaging with us,” said Martine Reardon, Macy’s executive vice president of marketing.

“This new layer of communication between Macy’s and shoppers delivers an enhanced in-store shopping experience and creates new opportunities for personal interaction. For the next phase of this campaign, we will usher in a new series of interactive videos and provide extra incentives for customers who scan the Backstage Pass.”

The store also offers an informative demo video called “How to use Macy’s Backstage Pass”, accessible to customers online at Macys.com, Facebook and YouTube, as well as to those on the go by texting “learn” to MACYS (62297).

Macy’s is also set to be among the first retailers to launch Google Wallet, the NFC-enabled mobile payment system, this September. It will do so in five markets including New York, Los Angeles, Chicago, San Francisco and Washington DC.

Categories
Uncategorized

Mashable: QR codes get creative

There was a fun article on Mashable this weekend looking at creative QR code designs.

Included was this one from Louis Vuitton, designed by Tokyo-based agency SET, with anime artwork from Takashi Murakami, back in 2009:

Check out the rest of the top 15, here.

Categories
digital snippets e-commerce Uncategorized

Digital snippets: Versace, Cocosa, Dior Couture, ShoeDazzle, Google +

Some more great stories from around the web surrounding all things fashion and digital this week:

Versace, autumn/winter 2011/12

  • Versace deactivates posting facility for fans on Facebook wall following jeans protest [Silicon Republic]
  • Former Harrods boss Mohamed Al Fayed buys UK designer flash sales site Cocosa [Vogue.co.uk]
  • Behind-the-scenes on Patrick Demarchelier’s Dior Couture shoot [The Cut]
  • Profile: Kim Kardashian’s ShoeDazzle, personalisation plus e-commerce innovation [Huffington Post UK]
  • London’s Carnaby Street site sees hits increase 258% with introduction of colourful QR codes [FMM]
  • Google+ brand pages coming in two weeks [AdAge]
Categories
Uncategorized

Learn how to blog from the front row with Topshop this #LFW

Just been browsing some of the initiatives for London Fashion Week, which starts first thing tomorrow, and came across the series of in-store workshops being held at Topshop’s Oxford Circus store.

The session on blogging from the front row (Saturday at 11am and 5.30pm) sounds great – those behind Topshop’s Inside-Out and Susie Bubble will be hosting. Seems to be a lot of legs for “how to” events in retail at the moment…

There’s also an illustration master class curated by the Design Museum and in collaboration with artist Howard Tangye tomorrow, and a live Q&A with hip young designer David Koma next Tuesday.

For those wanting extra fashion facts about the NEWGEN designers the retailer is sponsoring at fashion week this season, you can also pick up one of their QR-coded fashion bookmarks which on scanning leads through to an insightful film.