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business digital snippets e-commerce social media Startups technology

What you missed: 3D printing for customisation, against see-now buy-now, Stitch Fix to IPO?

Ministry of Supply is betting big on the power of 3D printing
Ministry of Supply is betting big on the power of 3D printing

A round-up of everything you might have missed in relevant fashion business, digital comms and tech industry news.


TOP STORIES
  • Ministry of Supply is betting big on the power of 3D printing [Glossy]
  • The case against ‘see now, buy now’ [BoF]
  • Stitch Fix said to be mulling Initial Public Offering [Bloomberg]
  • The myth of the ‘store of the future’ [Glossy]

BUSINESS
  • Triggering Article 50: What Brexit means for fashion [BoF]
  • Amazon buys Souq.com as Middle East online market takes off [Bloomberg]
  • Can Jet.com take a bite out of Amazon Fashion? [BoF]
  • BFC launches British high-end manufacturers database [The Industry]

SOCIAL MEDIA
  • How Instagram beat out Snapchat as fashion’s ‘social darling’ [Glossy]
  • Retailers can now make Instagram posts much more shoppable [AdWeek]
  • Facebook continues its video push with shoppable ad format for mobile [Campaign]
  • 6 ways luxury brands use WeChat for marketing campaigns in China [JingDaily]

MARKETING
  • This agency used a weather balloon to fly Nike’s new Vapormax shoe into space [AdWeek]
  • Shinola’s uplifting new ads celebrate America’s builders, makers and do-gooders [AdWeek]
  • M&S’ advertising rethink will not see it target ‘Mrs M&S’ [The Drum]
  • Sainsbury’s Tu Clothing ad campaign changes according to real-time weather forecasts [WGSN]

RETAIL & E-COMMERCE
  • House of Fraser turning to experiential retail [Fashion United]
  • How retailers can drive profitable growth through dynamic pricing [McKinsey]
  • How Generation Z is transforming the shopping experience [Retail Dive]

TECHNOLOGY
  • Retailers explain how AI is being used in fashion [Glossy]
  • Report: Amazon Go public opening postponed over tech hiccups [Retail Dive]
  • Did people suffer for your cotton shirt? DNA tagging lets you track its origins [Fast Company]
  • It only took 5,000 years, but the flip-flop is finally getting smarter [Fast Company]

START-UPS
  • Kering teams With Plug and Play on fashion sustainability start-up accelerator [Footwear News]
  • Tristan Walker: ‘No one wants to fund e-commerce companies anymore’ [Recode]
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business digital snippets e-commerce film mobile product social media Startups sustainability technology

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
Categories
Editor's pick film technology

Shinola focuses on storytelling in amusing 360-video with Luke Wilson

Shinola
Luke Wilson in the Shinola 360-degree factory tour

If you haven’t noticed, there’s a big obsession going on with 360-degree videos on Facebook (and elsewhere) these days. Forget those basic experiences just showing you inside a showroom, sat on a catwalk or enjoying a certain inspiring view, however, those doing it really well are focusing on storytelling.

Front and centre is Shinola. The Detroit-based company has introduced a new immersive video that provides a tour of its factory complete with entertaining narration and guidance from Luke Wilson.

The actor/director worked with brother Andrew Wilson, and creative studio Reel FX to provide an eccentric, and oftentimes clumsy view on life inside the maker of watches, bicycles and leather goods. He explores various different rooms, chats to certain members of the team, cycles around the space and trips over various boxes, all the while looking to recruit people for his Shinola sports teams.

Combined, the experience takes the idea of behind-the-scenes tours to the next level – moving on the bland perspective, both in single-view and more recently in the 360 (or virtual reality) space, by introducing a heavy dose of personality to the proceedings.

Shinola 360-video
Behind-the-scenes with Andrew and Luke Wilson on the Shinola 360-video

“In 2012 we built a watch factory in Detroit and called it our home. The city and the people who assemble our products are at the core of everything we do. This film allows those who cannot make a trip to Detroit to take a peak into why we chose Detroit and what drives us everyday. The combination of Luke’s sharp humor and this new technology was the perfect match to express the brand in a way that is both fun and informative,” said Shinola CMO, Bridget Russo.

That new technology refers to the fact the team used the new Nokia OXO camera, which is touted as the first VR camera purpose-built for professionals by making use of real-time HMD monitoring to streamline camera placement and shot composition.

That, combined with Reel FX’s proprietary postproduction workflow tools, allowed the team to spend their time on the creative process, rather than the technical challenges often inherent in the emergence of this style of filmmaking, reads the write-up.

A separate making-of video, which features the original track “Detroit Seal” by Pato Motown, takes a closer look at this in action. The 360-degree film is available in select Shinola retail stores, on Facebook Live and on the brand’s dedicated landing page. There is no detail about whether the team are activating the 360-video with virtual reality headsets in store, but it would certainly be viewable as such.

Shinola 360-video
Behind-the-scenes on the Shinola 360-video