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Fred Segal launches online virtual shopping experience

Fred Segal partners with Mastercard and Refinery29
Fred Segal at Refinery29’s 29Rooms

Fred Segal has teamed up with Mastercard to introduce a virtual shopping experience that will launch exclusively from Refinery29’s 29Rooms concept in Los Angeles.

The initiative allows shoppers to explore the three-dimensional physical store as if they are there in person, through any online browser. This enables them to navigate the space as they would in real life, rather than by using search terms and category breakdowns to scroll through product pages, as well as interact with different brands and engage with digital content curated by the retailer.

“Fred Segal has always been at the forefront of experiential retail. From our inception, our curated offerings made the store a must-shop destination in Los Angeles,” said John Frierson, president of Fred Segal. “Having an online presence is of course an essential part of business, however at Fred Segal we rarely do things the traditional way. We’re thrilled to be the first major retailer to create a truly experiential online shopping destination.”

The experience is backed by Mastercard and Next Retail Concepts. It also allows frictionless, secure payments to occur through the same environment by integrating with the merchant’s existing e-commerce platform.

“At Mastercard, we’re using our products and services to create solutions for retailers that allow them to meet the ever-growing expectations for a frictionless, customized experience, across any channel or connected device,” said Sherri Haymond, executive vice president of digital partnerships at Mastercard.

The companies have curated an exclusive collection of holiday gifts shoppable only online. The experience at 29Rooms will otherwise come to life in Los Angeles from December 5-9.

Retailers have been exploring the use of 3D simulations for retail for some time. In 2015, Harvey Nichols in the UK created a virtual version of their new store, allowing anyone to take a tour of the space themselves at home. Others including Macy’s and Walmart have been experimenting with virtual reality for retail, trialling initiatives that allow for immersive experiences facilitated by VR headsets. A successful example of both experience and conversion rates remains to be seen.

How are you thinking about retail innovation? We’re all about finding you the perfect partners to do so. TheCurrent 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 Editor's pick social media

Refinery29 and The Outnet.com unveil immersive and interactive pop-up holiday shop in London

#AllDeckedOut from The Outnet.com and Refinery29 in London
#AllDeckedOut from The Outnet.com and Refinery29 in London

Refinery29 has partnered with The Outnet.com to open a festive and immersive pop-up in London with a window that resembles a human-sized snow globe.

Visitors to “All Decked Out” are invited to step into the bespoke window display where various pictures are taken to make their own GIF. The setup evolves throughout the 10-days of the activation with different seasonal themes.

Inside there are also other interactive activities including an arcade grab machine stocked with discounts and gifts, and various Facebook Live sessions featuring influencers and Refinery29 editors. There’s also a mini shop area from The Outnet.com.

“We are constantly looking for the most exciting ways we can speak with – and listen to – our audience. Immersive events continue to be one of the best avenues for Refinery29 to connect with women around the world, so to work with The Outnet.com to use art as inspiration and to reimagine the timeless tradition of unveiling holiday windows while we directly engage women is an ideal opportunity for us all,” said Kirsty Hathaway, Refinery29’s creative director of Europe.

#AllDeckedOut from The Outnet.com and Refinery29 in London
#AllDeckedOut from The Outnet.com and Refinery29 in London

Andres Sosa, The Outnet.com’s executive vice president, added: “With the busiest shopping season of the year now well underway, it felt only appropriate to bring traditional Christmas windows to life through this interactive experience. This partnership gives new and existing customers the chance to experience the brand first hand.”

This is the latest in a growing list of live activations from Refinery29, following the huge success of “Power Mouth” with Nars, along with “29Rooms”, the company’s acclaimed immersive exhibition of style, culture, and technology which launches on December 7 in Los Angeles following a sold-out run in New York.

The All Decked Out pop-up space was created by set designer George Lewin. It is open from Friday, December 8 through Sunday, December 17 at 15 Bateman Street in Soho.

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social media

Freya launches all-female podcast campaign with Refinery29

Freya's new podcast
Freya’s new podcast

UK lingerie brand Freya has launched a new podcast series called When Life Gives You Melons hosted by TV presenter Maya Jama.

The all-female content is targeted at busy, commuting women. It will see eight episodes focusing on subjects including boobs through to breakups, as well as careers, friendships and more.

Chief marketing officer, Laura Simon, said: “Freya is a fun, modern brand for fun modern women. That means engaging directly with our audience in the most entertaining way possible – and the smartest way to do that is by being exactly where they are.

“Podcasts are one of the fastest growing mediums amongst our target audience, so our aim was to create a brand new channel that would entertain and inspire them as they go about their busy day – giving them support, laughter and great advice direct in their ear.”

The Podcast will be amplified across Europe through social media, PR and via talent and influencers, echoing media consumption habits of the Freya audience. Its reach will also be extended further through media partner Refinery29, who will push the campaign on both its UK and German sites via editorial features, social media takeovers, display media and product articles.

When Life Gives You Melons is available to download via iTunes and podcast provider, Acast. It was developed with creative agency The Romans.

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business digital snippets film product social media technology

What you missed: See-now, buy-now at #NYFW, Levi’s musical roots, Amazon’s fashion ambitions

adidas alexander wang see-now buy-now
Alexander Wang’s surprise Adidas collaboration at New York Fashion Week

With New York Fashion Week well and truly in full swing, the main conversation this past week (and weekend) has been around the whole see-now, buy-now collection strategy from various designers. Alongside that have been the way in which tools like Snapchat and Facebook Live are being used at the shows, as well as the introduction of street style shopping on Google thanks to a new partnership between the search giant and LiketoKnow.It.

Also hitting the headlines has been everything from Ted Baker’s new shoppable film produced by Guy Ritchie to the role music is playing over at Levi’s and a look into Amazon’s fashion ambitions. Don’t forget to check out our full list of upcoming events at the bottom too…


TOP STORIES
  • The complications of ‘see-now-buy-now’ [Glossy]
  • “See-now-buy-now” is New York’s hot new reality show – Suzy Menkes on Thakoon [Vogue]
  • Alexander Wang threw a mini-music festival to celebrate his secret Adidas collab and spring show [Fashionista]
  • Google is making street style fashions shoppable in new LiketoKnow.It partnership [Forbes]
  • Why Levi’s is looking to its musical roots to drive relevance for young consumers [The Drum]

BUSINESS
  • How Tommy Hilfiger is rewiring for fashion immediacy [BoF]
  • Mytheresa.com adds see-now, buy-now collections [WWD]
  • Is Herschel Supply Co. building the first modern luxury empire (right under our noses)? [LeanLuxe]

SOCIAL MEDIA
  • Gucci sees growth in China with social media sentiment rising [BrandChannel]
  • All the looks from Misha Nonoo’s “live lookbook” on Snapchat [F&M]
  • Vogue uses ‘Runway’ vertical to experiment with live video [Glossy]
  • Refinery29’s fashion week installation is full of Instagram-worthy, interactive art [AdWeek]
  • Snapchat fuels rumours it is creating augmented reality goggles as it joins Bluetooth industry group [The Drum]

ADVERTISING
  • Ted Baker launches shoppable Guy Ritchie film and Google retail partnership [Forbes]
  • H&M launches Lauren Hutton campaign [Elle]

RETAIL
  • Decoding Amazon’s fashion ambitions [BoF]
  • How Macy’s store closures could help Gap [Fortune]
  • Kit and Ace moves to no-cash policy [Detroit Free Press]
  • Big name brands notably absent from Condé Nast’s new fashion retail website [The Drum]
  • The sneaky genius of America’s lenient return policies [Quartz]

TECHNOLOGY
  • Michael Kors brings really, really big design to Android Wear [TechCrunch]
  • Topshop approved: Madison Maxey on smart fabrics beyond LED dresses [Wareable]
  • Death of Apple’s $17,000 gold watch leaves Swiss rivals smiling [Bloomberg]
  • Sewbo claims breakthrough with first robotically sewn garment [The Industry]

UPCOMING EVENTS
Categories
business digital snippets e-commerce mobile social media technology

Digital snippets: Brexit fallout for fashion, big brands hit Reddit, Uniqlo’s digital identity

sibling_brexit
Sibling’s designers showing their support to stay in the EU during their menswear fashion show ahead of the referendum

We’re back with another round-up of everything you might have missed in fashion and technology news (and beyond) over the past week or so. Needless to say, Brexit has been the big subject as the industry tries to weigh up what such a result means for them going forward. We’ve highlighted some of the must-read pieces on the subject. Beyond that there’s an update on the value of Reddit for brands, insight on Uniqlo’s evolving digital identity and to cheer everyone up, Amazon’s new #saysomethingnice campaign…


  • Britain votes to exit EU, unleashing untold damage on the fashion industry [BoF]

  • Brexit: Retail chiefs must lead in the creation of a prosperous future [Retail Week]

  • What Brexit means for British fashion brands [Esquire]

  • Here’s why Brexit might not be so bad for… Burberry [Yahoo]

  • E-commerce winners and losers in the wake of Brexit [Glossy]

  • Why big brands are suddenly getting cozy with Reddit [AdWeek]

  • How fashion brands are starting to design like tech companies [Co.Design]

  • How Uniqlo plans to establish a digital identity [Glossy]

  • Amazon Fashion launches #saysomethingnice social campaign [The Industry]

  • Online fashion curator FarFetch, which links shops to customers, grows in China [SCMP]

  • Nicola Formichetti on subcultures, digital life & advertising on Pornhub [Oyster]

  • Augmented reality bot brings virtual lipstick try-on to Facebook Messenger [Forbes]

  • Target shoppers love this superfan account [Racked]

  • Snap, swipe, like: The mobile future of fashion retail [BBC]

  • The evolution of the mobile payment [TechCrunch]

  • E-commerce is supposedly capital intensive. So why do the companies that raise the least tend to do the best? [Pando]

  • How social media turned into shoppable media [The Industry]

  • Pinterest adds a shopping cart and visual search to challenge Amazon [AdWeek]

  • Refinery29 is building a 10-person Facebook Live team [Digiday]

  • Meet the new wave of wearables: stretchable electronics [Fast Company]

  • Iris Apfel emojis are happening with Macy’s [Fashionista]
Categories
digital snippets e-commerce film mobile social media Startups technology

Digital snippets: Alexander Wang’s future, Louis Vuitton wins Instagram battle, new Kenzo film

Alexander Wang - fashion and technology

A round-up of everything you might have missed in fashion and technology news (and beyond) over the past fortnight or so. Read on for Alexander Wang’s views on Amazon, insight on how Kit and Ace overhauled its e-commerce, and detail on Tencent and L’Oréal’s zany branded content experiment in China…


  • Alexander Wang talks about the future of fashion – including Amazon (as pictured) [Racked]

  • On Instagram, Louis Vuitton’s resort show comes out on top [Fashionista]

  • Kenzo just released a Japanese all-girl biker gang film [Dazed]

  • How Kit and Ace overhauled its e-commerce [Glossy]

  • Selfridges unveils iOS app with ‘shoppable’ Instagram feed [Econsultancy]

  • Condé Nast partners with Gucci on branded content [The Industry]

  • Inside Tencent and L’Oréal’s zany branded content experiment in China [AdAge]

  • Sephora uncaps new mobile revenue stream via shoppable Snapchats [Mobile Commerce Daily]

  • Adidas on Snapchat leaks its latest collection [PSFK]

  • Nike reveals Euro 2016 ad starring a body-swapping Cristiano Ronaldo [The Drum]

  • Visa introduces NFC-enabled payment ring for Rio 2016 Olympic Games [Brandchannel]

  • How online models are chosen to influence the way you shop [Telegraph]

  • Pinterest’s real-world Pins let in-store shoppers save real items to virtual boards [AdWeek]

  • Snapchat passes Twitter in daily usage [Bloomberg]

  • Smartzer seeks to carve niche in shoppable video realm [Glossy]

  • Welcome to a cashless future where retailers recognise our faces [The Guardian]

  • Refinery29, focused on global expansion, hits Germany [AdAge]

  • Fashion’s fraught relationship with 3D printing and sustainability [Glossy]

  • Line’s beauty and fashion portal rolls out its Persian carpet [TechCrunch]

  • Why is futuristic fashion still retro? [Slate]
Categories
digital snippets e-commerce social media Startups technology

Digital snippets: Style.com, Etsy, The Iconic, Dezeen, DVF, Uber, Alexander McQueen

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

dezeen-watch-store

  • What the end of Style.com means for the rest of fashion publishing [Fashionista]
  • Post IPO, Etsy CTO on its conservatively crafty tech philosophy [TechCrunch]
  • Online retailer The Iconic considers drone deliveries [AFR]
  • Old-school timepieces take a stand against the Apple Watch in humorous Dezeen campaign (as pictured) [PSFK]
  • Diane von Furstenberg and that Bruce Jenner Instagram gaffe [WWD]
  • Uber is quietly testing a massive merchant delivery program [TechCrunch]
  • Alexander McQueen explores fashion’s relationship to dance in new video campaign [Luxury Daily]
  • Reebok launches ‘Hunt the Pump’ Instagram treasure hunt [Marketing Magazine]
  • Japanese salarymen unleash their inner surfers with Quiksilver’s amazing wetsuit [Creativity]
  • Google didn’t kill Glass, it’s just making it sexier [Fast Company]
  • Nike and Under Armour look increasingly like tech companies; spending wildly to watch your every step [The Washington Post]
  • Why are major tech brands so obsessed with fashion? [i-D]
  • As technology and fashion converge, get ready for 3D-printed shoes, special parkas for smoggy days, and maybe even jeans that fit [The Atlantic]
  • Something old (bridal wear) meets the new (3D printing) [NY Times]
  • 3D-printed swimsuit’s design mimics water movement [PSFK]
  • Will drones take fashion into the future? [i-D]
  • Online fashion marketplace Poshmark raises $25 million funding round [BoF]
  • What does the ideal click and collect service look like? [Econsultancy]
  • In customer service, online-only retailers are beating out brick-and-mortar [Fashionista]
  • Refinery29 fetches $50 million investment from WPP and Scripps [AdAge]
  • WeChat publishing is changing China’s mediascape [BoF]
Categories
digital snippets social media Uncategorized

Digital snippets: Wonderbra, Gucci, Mulberry, L’Oréal, Saint Laurent, Louis Vuitton

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

 

  • Wonderbra launches augmented reality-enhanced “Decoder” campaign (as above) [DigitalBuzzBlog]
  • Gucci unveils pinnable banner ad [Mashable]
  • Mulberry launches Brilliant Britain online guide [Vogue UK]
  • Hedi Slimane’s Saint Laurent rebranding continues with YSL website overhaul [Grazia]
  • Louis Vuitton takes to Instagram during Paris Fashion Week [WWD]
  • L’Wren Scott went with Instagram in lieu of a fashion show [TheCut]
  • L’Oréal launches beauty and style app for the Xbox [AdAge]
  • Refinery29 and DKNY team up for handbag line [Refinery29]