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Fred Perry and Raf Simons launch collaboration via shoppable virtual map

Fred Perry and Raf Simons are promoting their newest collaboration by inviting customers to view and shop the collection through a virtual map featuring a suburban town.

Similar to Google’s Street View platform, the map features models walking through a nondescript coastal town, captured mid-movement as if oblivious to the presence of a camera. Adding an element of anonymity they have their faces blurred, as do some products which are to be launched at a later date and still not available for purchase.

When navigating the platform, users are sent on a scavenger hunt to spot the models as they go through the streets by clicking arrows in the direction they want to go in. Models can then be found at random, huddled in groups, riding a motorbike or walking alone. Clicking a model will reveal what garment they are wearing, and leads customers to an e-commerce page to complete purchase.

Fred Perry x Raf Simons
Fred Perry x Raf Simons

The brands’ decade-old collaboration has become a staple in the wardrobes of many trend-led young consumers. To celebrate its 10th anniversary last summer, the brands gifted 100 garments from its archives to the subcultures that inspire their collections. Over the course of six weeks, products were distributed at places with emerging subcultures, such as Athens and Belgrade.

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. 

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business Campaigns digital snippets e-commerce Retail social media Startups sustainability technology

ICYMI: The tech-driven age of the sneaker drop, Adidas’ Airdrop campaign, the weight of holiday returns

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

TOP STORIES
  • The new, tech-driven age of the sneaker drop [Engadget]
  • Adidas pushes new Ultraboost 19 shoe via guerrilla Airdrop campaign [NY Times]
  • Amazon returns video draws 11 million views [WWD]
TECHNOLOGY
  • Samsung patents phone display that projects Star Wars-like holograms [Tom’s Guide]
  • As Facebook raised a privacy wall, it carved an opening for tech giants [NY Times]
SUSTAINABILITY & PURPOSE
  • 8 things Patagonia says fashion can do to get greener [WWD]
  • 5 years after pay pledge, H&M still isn’t paying laborers a “living wage” [TheFashionLaw]
  • Consumers are ready for full sustainability, brands aren’t [WWD]
RETAIL & E-COMMERCE
  • How Bonobos is growing up under Walmart’s wing [RetailDive]
MARKETING & SOCIAL MEDIA
  • Rihanna’s Fenty Beauty, Amazon lead social media mentions for holiday gift shopping, study says [Mobile Marketer]
BUSINESS
  • Victoria Beckham firm’s losses deepen [BBC]
  • Raf Simons Is out at Calvin Klein [GQ]
  • Burberry turnaround? Analysts aren’t buying it [Bloomberg]
CULTURE
  • Why everyone wants a piece of the K-beauty pie [SCMP]
  • Young luxury shoppers explain why they’re willing to pay $500 for sneakers [QZ]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. TheCurrent 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 data digital snippets e-commerce Retail sustainability technology

ICYMI: Nobody is buying Vetements, Walmart’s high tech store, reviving H&M

Vetements
Vetements

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

TOP STORIES
  • 2 years after they broke the internet, it looks like nobody is buying Vetements [HighSnobiety]
  • Walmart opens first small high-tech supermarket in China [Reuters]
  • ‘It lost its focus’: Why an e-commerce push won’t be enough to revive H&M [Glossy]
  • What Trump’s trade war means for fashion [BoF]
  • Alibaba and Ford launch China’s first Tmall car vending machine [BrandChannel]
TECHNOLOGY
  • Apple’s groovy iPhone spot shows how you can now pay with a glance [Creativity]
  • Museums are the best place to find innovation in AR [VentureBeat]
  • How Tumi is using AI in marketing campaigns, online and in stores [Digiday]
SUSTAINABILITY
  • Fashion’s 7 priorities to achieve sustainability [BoF]
  • Eileen Fisher will use Salone del Mobile installation to remind the fashion world to ‘waste no more’ [WWD]
RETAIL & E-COMMERCE
  • Former Walmart CEO, of all people, says Congress should break up Amazon [Racked]
  • Ted Baker launches experiential pop-up at London’s Old Street station [TheIndustry]
  • Nike opens Unlaced, a sneaker boutique for women [BrandChannel]
  • 6 tips for taking your brand direct-to-consumer [BoF]
MARKETING & SOCIAL MEDIA
  • What Nike’s analytics platform buy says about the future of brand-consumer relationships [AdWeek]
BUSINESS
  • Kering confirms Stella McCartney split [BoF]
  • Why a potential $5bn valuation at IPO for luxury unicorn Farfetch may not be crazy after all [CB Insights]
  • Louis Vuitton’s new appointment marks an important victory for marketing hype over design [StyleZeitgeist]
  • Raf Simons’ first year at Calvin Klein delivers for PVH [BoF]
  • Lululemon stretches digital marketing wings, sees success [AdAge]
  • What’s driving retail’s sneaker obsession? [RetailDive]
  • 7 takeaways from Shoptalk 2018 [RetailDive]
Categories
business digital snippets e-commerce film mobile social media Startups sustainability technology

What you missed: Mobile 2.0, Raf Simons for Calvin Klein, plastic bottle fashion

What you missed - mobile 2.0, Raf Simons for Calvin Klein
Raf Simons’ debut for Calvin Klein

An absolute must-read this week (away from fashion specifically but heavily based around tech and consumer behaviour and therefore highly relevant to anyone in this space), is this view on “mobile 2.0” from Benedict Evans of Andreessen Horowitz. If there are a billion people with high-end smartphones now, what assumptions can we leave behind in terms of what that means, and what does the future look like accordingly? With AR and machine learning, it’s a pretty fascinating one.

Elsewhere, the latest news is of course geared to New York Fashion Week, with everything from Raf Simons’ successful debut for Calvin Klein and ongoing analysis of what exactly a see-now, buy-now model looks for those partaking. There’s also an update on new features from Pinterest and a big push from Instagram for its Live tool during the shows.


TOP STORIES
  • Benedict Evas on the Mobile 2.0 era [Ben-Evans]
  • Fashion shows adopted a see-now, buy-now model. Has it worked? [NY Times]
  • Raf Simons’ Calvin Klein debut is a hit on social media [Glossy]
  • Lone bidder Boohoo snags bankrupt Nasty Gal for $20m [Retail Dive]
  • H&M’s new Conscious Exclusive Collection turns discarded plastic into evening gowns with Bionic Yarn [Vogue]
  • What see now-buy now means for the production side of fashion [Apparel]

BUSINESS
  • Gucci, Yves Saint Laurent shine for Kering [Reuters]
  • Prada revenue falls again as house attempts to revamp [The Fashion Law]
  • Ethics controversy grows over Trump-Nordstrom spat [WWD]
  • Yoox Net-a-Porter on the downswing, FarFetch on the up [LeanLuxe]
  • Tiffany CEO Cumenal exits following sales slump [Retail Dive]
  • Sophisticated shoplifting gangs are costing US retailers $30 billion a year [Quartz]

SOCIAL MEDIA
  • Instagram Live makes fashion week debut [WWD]
  • Pinterest bets visual search can drive shoppers from inspiration to purchase [Internet Retailer]

MARKETING
  • Fendi just launched a new digital platform targeting millennials [Fashionista]
  • These five fashionable brands have mastered content that sells [Fast Company]
  • Barneys takes powerful stance on female equality, empowerment [Luxury Daily]
  • Adidas’ latest Y-3 fashion film is inspired by a futuristic dystopia [LS:N Global]
  • See Nike’s stirring ‘equality’ ad from the Grammys [AdAge]

RETAIL & E-COMMERCE
  • Should Amazon challenge Hudson’s Bay for Macy’s? [BoF]
  • New Neiman Marcus in Fort Worth built with tech and convenience layered on top of art and fashion [Dallas News]
  • Nifty app links with New York Couture Fashion Week [WWD]
  • Mon Purse CEO Lana Hopkins: “We’re treating Bloomingdale’s, Selfridges as marketing and branding opportunities” [LeanLuxe]

TECHNOLOGY
  • Why fashion brands should think more like tech companies [Fast Company]
  • Magic Leap’s patented an augmented reality price-checker [The Verge]
  • New York designer Ab[Screenwear] combines fashion with light-responsive holographic panels and operable touchscreens [BrandChannel]

START-UPS
  • Techstars Q&A: How start-ups can accelerate retail innovation [Retail Dive]
  • Rêve en Vert to launch £300,000 crowdfunding campaign [The Industry]
Categories
film

Dior returns to Versailles with second Secret Garden film

 

Dior has released its second Secret Garden of Versailles film, once again shot by Inez Van Lamsweerde and Vinoodh Matadin and already well on its way to viral success.

Less than 24-hours since release, and the 60-second spot from creative director Raf Simons has over 3.5 million views on YouTube. That follows hot on the heels of the first film’s 24 million views to-date for both its short and long formats combined.

The latest one sees model Daria Strokous moving from the marble hallways of the grounds’ Grand Trianon into its accompanying parkland where a bevy of other “flower women” are waiting to join her. The result is an altogether more sinister, yet equally ethereal piece of creative to last season – silhouettes among centuries-old trees, autumnal picnics surrounded by layers of heavy mist and a doubtless sense of surrealism in an enchanted forest befitting the Secret Garden title.

“Versailles hums with well-kept secrets,” reads the write-up, referencing the idea of “an extraordinary world of poetry and colour” and inspiration pooled from Marie Antoinette on the one hand and Edouard Manet’s 1863 painting “Le Déjeuner sur l’Herbe” on the other.

The fashion house’s autumn 2013 collection is front and centre, as is its Diorissimo handbag in a variety of colours seen tightly embraced by Strokous. Best of all, however, Depeche Mode provides the soundtrack again, this time with Behind the Wheel from 1987.

Below are some of the shots from its print campaign:

Dior6Dior1 Dior4 Dior2Dior5

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digital snippets Uncategorized

Digital snippets: Dior, Instagram, Pinterest, Gilt Groupe, BCBG, Harrods

A big day for the fashion industry with news of both Raf Simons appointment  at Dior, and the sale of Instagram to Facebook for $1bn (undoubtedly impactful).

In the meantime, here’s a look at some of the other fashion and digital stories from the past week; Pinterest heavy it seems:

  • Gilt Groupe samples group buying model on Pinterest [Mashable]
  • Harrods builds loyalists through royalty-themed Pinterest contest [Luxury Daily]
  • Google tests new augmented reality glasses [NY Times]
  • Fab.com teams with Glamour for virtual pop-up shop [WWD]