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Burberry to drop first Tisci products through exclusive 24-hour releases

Burberry
Burberry

Burberry is releasing limited edition products through a series of 24-hour releases across its Instagram and WeChat channels, as well as in-store at its flagship in London.

The move is to launch the inaugural collection from new chief creative officer Riccardo Tisci. It will see the first product released 30 minutes after the beginning of the brand’s show at London Fashion Week, happening on September 17 at 5pm.

This ‘drop’ culture is reflective of the strategy applied in the streetwear market, whereby new items are released on given days, often for a set amount of time only, in order to drive hype around their exclusivity. The luxury industry is increasingly jumping in this same direction in order to capitalize on the consumer appetite it’s created, and arguably build conversions in the somewhat complicated see-now-buy-now era.

For Burberry, the initiative also marks another step towards a complete brand overhaul under Tisci’s guise. The Italian designer has also recently introduced a rebrand that modernizes Burberry’s traditional logo.

During the month of September, he will translate this new aesthetic via an installation at the brand’s London flagship. Commissioned British artist Graham Hudson, will create ‘Sisyphus Reclined’, an immersive three-storey installation in the store, with themed rooms celebrating the brand’s rich history.

Burberry’s London flagship

The reimagined flagship will be open to the public from September 15, with Hudson’s installation remaining on display until early October.

It’s 24-hour product drops are also expected to continue beyond fashion week. This is not the first time Burberry has launched a bespoke e-commerce experience through its social channels. The luxury retailer has previously tapped into the potential of WeChat to sell product – for Chinese Valentine’s Day this year, it launched a WeChat mini-program that encouraged couples to take a quiz which, once completed, gave them access to a range of products created exclusively for the event.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

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What you missed: Rebecca Minkoff’s LA show, Ivanka Trump’s Nordstrom response, exec musical chairs

Rebecca Minkoff (right) with blogger Aimee Song at the designer's LA show
Rebecca Minkoff (right) with blogger Aimee Song at the designer’s LA show

Rebecca Minkoff kicked off the first of the LA fashion shows this season (Tommy Hilfiger, Tom Ford and Rachel Zoe to follow), with a shoppable collection as well as a series of connected handbags on offer. There was also entertainment galore, which gives Tommy something to try and outdo later this week.

Meanwhile, other news this week has focused heavily on the execs movements at various brands, including Stefan Larsson out as CEO at Ralph Lauren, Riccardo Tisci leaving Givenchy, rumoured headed to Versace, and Clare Waight Keller exiting Chloé. Also worth reading is detail on the John Lewis delivery trials straight to your car boot, insight on everything you need to know about the Snapchat IPO and Gap’s new 90s inspired campaign.


TOP STORIES
  • Rebecca Minkoff teams with Like to Know It to make LA show shoppable [WWD]
  • Ivanka Trump’s brand responds to Nordstrom [Racked]
  • John Lewis and Jaguar Land Rover are trialling shopping deliveries straight to your car [Forbes]
  • LVMH sets up new investment vehicle for emerging brands [Fashion United]

BUSINESS
  • Ralph Lauren CEO Stefan Larsson quits after dispute with founder over creative control [WSJ]
  • Riccardo Tisci is leaving Givenchy [BoF]
  • Clare Waight Keller exiting Chloé [BoF]
  • Hudson’s Bay reportedly in talks to acquire Macy’s [Retail Dive]
  • Farfetch sets share options scheme for all employees [WWD]

SOCIAL MEDIA
  • 8 things marketers need to know about Snapchat’s IPO [AdAge]
  • How social media turned Hollywood’s beauty prep into marketing gold [BoF]
  • Step inside the YouTube-fuelled, teenaged extravaganza that is Beautycon [Wired]

MARKETING
  • Gap debuts ’90s-inspired ads starring the children of its former campaign stars [Fashionista]
  • Adidas tells the stories of female athletes’ struggles with ‘Unleash Your Creativity’ campaign [The Drum]
  • Luxury brands leverage custom emojis for peer-to-peer communication push [Luxury Daily]

RETAIL & E-COMMERCE
  • DKNY taps Farfetch to revitalise e-commerce strategy [Glossy]
  • How Lululemon and Adidas use RFID to set the stage for omnichannel [Apparel]

TECHNOLOGY
  • The promise of augmented reality [Economist]
  • Why retailers struggle to adopt mobile payments [Digiday]

START-UPS
  • Caraa CEO Aaron Luo: Startups have given up on good, old-fashioned (non-tech) product innovation [LeanLuxe]