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mobile product technology

Get your ‘thinking cap’ on – this connected hat combines physical and digital worlds for smart localised experiences

 

Rochambeau's Thinking Cap
Rochambeau’s Thinking Cap

Hot on the heels of its connected jacket that unlocked access to exclusive local experiences, New York menswear brand Rochambeau has introduced a “Thinking Cap” to make wearers smarter wherever they go.

Unveiled as part of its collection for the International Woolmark Prize Final in Paris today, the concept piece is once again a collaboration between the designers, Internet of Things platform EVRYTHNG, apparel branding solutions Avery Dennison’s Retail Branding and Information Solutions (RBIS) division and hybrid retail/media company The New Stand.

It also follows the announcement in 2016 of EVRYTHNG and RBIS’s #BornDigital concept, which aims to digitise 10 billion items of clothing and accessories over the next three years, as well as ties to the much wider trend for the Internet of Things and connected consumer products.

The hat incorporates NFC and QR code labels hidden inside that pull-up content on a mobile web page when scanned. What’s surfaced depends on factors like time of day, as well as location – all of it has been designed for major cultural centres and destination cities including New York, Paris, London and Tokyo.

You can read the full story on Forbes, including insights directly from the Rochambeau team on this idea of connecting consumers directly with experiences through the products they create.
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What you missed: Farfetch photography, questioning Everlane’s transparency, Amazon as the largest apparel seller

Farfetch digital shoot listings fashion retail technology
Farfetch

The Wall Street Journal has a deep-dive story on just what it takes to produce all the imagery for Farfetch’s listed boutiques. Every weekday, it posts an average of more than 1,000 new listings, each with at least five different photographs. Alongside that, perhaps appropriately, comes a new set of stats about Amazon, proving the fact it’s expected to surpass Macy’s to become the biggest apparel seller in the US next year.

Sustainability is also top of mind within the industry of late, with lots of ongoing thoughts around Everlane’s transparency claims and Patagonia’s slow fashion aims. Also worth reading this week are various Snapchat campaigns, not to mention some insights on the pros and cons of retail technology. Don’t forget to also sign up for our Snapchat Masterclass before the early bird rate ends on Oct 31.


TOP STORIES
  • Where luxury fashion is a high-speed, high-volume business – on site with the photography crew at Farfetch [WSJ]
  • Radical transparency: Are H&M and Zara actually more transparent than Everlane? [The Fashion Law]
  • Amazon is expected to surpass Macy’s to become the biggest apparel seller in the US next year [Business Insider]
  • Vine video-sharing app to be shut down by Twitter [The Guardian]
  • Alibaba takes Singles’ Day to global buyers, sellers [China Daily]

BUSINESS
  • Sales surge at Kering’s Gucci, slip at sister brand [Yahoo]
  • American innovation: 5 questions with Shinola CMO Bridget Russo [BrandChannel]
  • How Outdoor Voices founder Tyler Haney plans to grow the brand into the next Nike [Fashionista]
  • In an age of fast fashion, Patagonia is going slow [Yahoo]

SOCIAL MEDIA
  • Following the screenshots: How Topshop is hacking Snapchat [Digiday]
  • Everlane’s social strategy: drive community engagement, not sales [Glossy]
  • Why Snapchat is winning out over Pinterest for River Island [The Drum]
  • H&M and Kenzo leverage iOS iMessage integration [Glossy]

ADVERTISING
  • REI’s ‘#OptOutside’ returns, and other brands have joined to help make it a new American tradition [Creativity]
  • Target channels Hamilton and The Nutcracker for holiday campaign aimed at Hispanic shoppers [AdWeek]

RETAIL
  • How AI is helping retailers [Venture Beat]
  • When it comes to retail technology, the industry is ‘just getting started’ [NRF]
  • Retail websites pile on the ad tech, but may be repeating publishers’ mistakes [AdAge]
  • Understanding China’s e-commerce and Internet sectors: A guide for global retailers [FBIC]
  • Why Alibaba just staged an 8-hour fashion show [Fortune]

TECHNOLOGY
  • This connected jacket provides VIP access to exclusive NYC experiences, demos future of the Internet of Things [Forbes]
  • The gift and the curse of 3D printing and the legislation we can expect [The Fashion Law]
  • You can now get styled by a fashion-savvy algorithm [Quartz]
  • Google Voice Search comparison-shops on mobile, creating audio ad opportunity [MediaPost]

START-UPS
  • How the Techstars + Target accelerator transformed retail start-up Blueprint Registry [Retail Dive]
  • Is Silicon Valley taking menswear more seriously? [Fast Company]
  • At ThirdLove, just one area of innovation isn’t enough [Medium]

UPCOMING EVENTS
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This connected jacket provides VIP access to NYC experiences, demos future of the Internet of Things

connected jacket
The Bright BMBR connected jacket by Rochambeau in collaboration with Avery Dennison and EVRYTHNG

Need an idea for a unique gift this holiday season? How about a jacket that unlocks access to exclusive dining, art, retail and fashion experiences in New York, directly through its own sleeve?

That’s the premise behind a new connected design from New York-based brand Rochambeau, a 2016 CFDA/Vogue Fashion Fund finalist and a Menswear Woolmark award winner. A limited run of just 15 jackets are due for release in December, each one with embedded digital tags that act as a VIP pass to a highly sought-after event, hand-picked by the founders, including a tasting menu for two at Toro restaurant, a personal tour at New Release gallery or velvet rope entry to the most exclusive nightclubs.

The initiative is a partnership with Avery Dennison’s Retail Branding and Information Solutions (RBIS) division and Internet of Things platform EVRYTHNG, following its announcement earlier in 2016 of its #BornDigital concept, which aims to digitize 10 billion items of clothing and accessories over the next three years.

The Bright BMBR jackets, as they’re called, are powered by Avery Dennison’s Janela™ platform. That means a combination of custom NFC chips and QR codes in place under a hidden zipper pocket in the left sleeve, marked by the Romchambeau “R” logo, both of which have serialized codes on them to connect to their data profiles in EVRYTHNG’s IoT cloud. Consumers only have to use their smartphones to access the hidden content behind them – their unique New York experience as well as a signed, numbered piece of artwork inspired by the jacket and an individual “making-of” video. At the end of the fall/winter season, each smart jacket also turns into a New York Fashion Week ticket to Rochambeau’s spring 2017 runway show.

Head over to Forbes to read all about why that matters – what role experience plays in fashion consumption today, from the perspective of Rochambeau co-founder Laurence Chandler, and the importance of data in making connected clothing all the more valuable for the user and the brand, from Andy Hobsbawm, CMO and co-founder of EVRYTHNG.