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Editor's pick social media technology

Burberry is also experimenting with chatbots for London Fashion Week

Burberry
Burberry’s latest campaign ahead of its London Fashion Week show

Facebook Messenger’s foray into the chatbot game is getting some serious fashion kudos of late. Hot on the heels of Tommy Hilfiger’s launch during New York Fashion Week, comes Burberry’s new initiative on the platform for London.

The British brand is using the service to share content around the new collection as well as live customer service.

As per the typical format of such chatbots, it operates as a series of multiple-choice questions inviting the user to say what they want to see. You can opt to reveal the fact Virginia Woolf novel, Orlando, influenced the line for instance, as well as see animated sketches of certain looks in womenswear, menswear and accessories.

Throughout the conversation is a nudge to “skip to the maze” whereby a somewhat gamified experience is revealed. A GIF of a traditional looking garden maze is revealed telling the user to “step inside to reveal pieces from the new collection”. That inspiration comes from Nancy Lancaster’s interior and garden designs.

Burberry chatbot
The Burberry maze on Facebook Messenger

Clicking on emojis of hands pointing left and right, you can surface new sections of the maze featuring models walking through the vertical hedges. One of the discoveries includes the Floral Field Jacket, found hooked on the shoulder of a sculpture.

“Conversational commerce” as a theme has been gaining steam over the course of 2016 – meaning chatbots that serve to direct the user to retail throughout various content means.

Burberry is of course making its show shoppable immediately for the first time this season. All 83 men’s and women’s looks, comprising over 250 pieces from the September collection, will be available to purchase through Burberry’s physical and digital retail network, shipping to over 100 countries.

“The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves. Our shows have been evolving to close this gap for some time. From live-streaming, to ordering straight from the runway, to live social media campaigns, this is the latest step in a creative process that will continue to evolve,” said Burberry chief creative and chief executive officer, Christopher Bailey.

Burberry chatbot
Burberry reveals part of its new collection on Facebook Messenger

The show will be live-streamed via Burberry.com as usual as well as on Facebook Live for the first time. It will also see specific Snapchat geo-filters for those close to the show space and other key live event spaces in London and the US. On WeChat users will be able to exclusively buy two editions of the Bridle bag from the collection.

The catwalk itself will be hosted at Makers House in London where a partnership with The New Craftsmen will also see an exhibition and open series of activities for a week celebrating the craft and inspiration behind the collection.

This story first appeared on Forbes.

Categories
Editor's pick film

Mulberry film hints at first season with new creative director Johnny Coca

johnny_coca

Mulberry has released a short film sharing the thoughts of its new creative director Johnny Coca ahead of the brand’s relaunch during London Fashion Week this season.

“That was then, this is now”, as the company refers to it, sees Coca speaking about his inspirations and his focus for the new collection. He refers to “Britishness” as an attitude and something individual, saying that it’s about “tradition and how it’s mixed with modernity”.

He’ll be bringing that to his first collection, mixing rebellion with “a balance of femininity; poetic but strong”.

Structure of the garments and bags will be a big focus, drawn from his love of architecture, while colour will also play a part, heavily influenced by his obsession with red; something he says is probably because it’s very Spanish, but appropriately also very British. He also talks about his decision to restore an original 1970s logo he found in the brand archives.

There are multiple additional hints as to his thought process from the film – the bank of the Thames, food slopping on a plate, models walking up concrete steps of the Barbican, a gargoyle, heavy florals, a china teacup, piano keys, an orange (perhaps a Seville orange nodding to where he was born), cycling, a washing machine. “I’m inspired by things I see everyday,” he explains.

In a press statement, he adds: “I wanted to reinforce the British character and sensibility of Mulberry. It’s quite humbling – to be trusted with this brand that people love and feel is very much part of them and their lives. In my role as creative director I want to push the boundaries, but also respect the values and DNA at the core of Mulberry.”

new logo_old logo

Coca is part of a turnaround plan at Mulberry that has also seen a new CEO put in place, and a shift away from the brand’s original intention to move upscale. More bags have been introduced around the £500-£1,000 mark, while a big focus has been put on enabling digital sales. It returned to positive during H1 2015 (six months to September 2015), with pre-tax profit of £60,000, compared with a loss of £1.1m a year earlier.

Coca follows Emma Hill, who left the company in 2013. He was most recently head designer director for leather goods, accessories, shoes and jewelry at Céline. His vision for Mulberry has been entirely shrouded in secrecy until now.

The full reveal will take place during the show at 4pm GMT on Sunday February 21. Until then, Mulberry will also be revealing more via both Instagram and its new Snapchat channel. Follow along via @MulberryEngland and #MulberryEngland.

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social media Uncategorized

Chanel tweeter @CC_Linlithgow revealed

DisneyRollerGirl published a great interview with the “Chanel Tweeter” @CC_Linlithgow this weekend.

Assumed originally to be an official Twitter account set up by Chanel surrounding its Metiers d’Art Show – this year held at Linlithgow in Edinburgh, Scotland – it did in fact turn out to be an adoring fan and local resident.

That individual, also known as Jenna, “aggregated hundreds of Instagrams, Twitpics and nuggets of as-it-happens commentary from the models, press and guests at the show”. For 10 days ahead of the event, she also provided atmospheric photos of the palace grounds being set up (as pictured) and the area’s beautiful surroundings.

Click here to read her full interview reveal: Who is the secret Chanel tweeter @CC_Linlithgow?