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Gaultier’s goodbye to fashion, the fine line with ‘woke’ merch, BAFTA’s sustainable dress code

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

Top Stories
  • Stars turn out for designer Jean-Paul Gaultier’s final show (BBC)
  • Woke brands walk a thin line with ‘moral merch’ (Vogue Business)
  • Celebrities have been asked to ‘dress sustainably’ at this year’s BAFTA awards (Harper’s Bazaar)
Technology
  • Davos 2020: WEF unveils digital currency governance consortium (Finextra Research)
  • EE creates 5G-powered dress (Campaign)
  • Apple’s ‘finger device’: wearable computing’s next big thing? (CB Insights)
  • UPS is betting big on drone delivery and autonomous trucks (Business Insider)
  • How artificial intelligence is making health care more human (MIT Technology Review)
  • Digital supply-chain transformation with a human face (McKinsey & Company)
  • Realistic 3D apparel models can be shared anywhere online now (WWD)
Sustainability & Purpose
  • Ikea builds eco-store with hanging gardens in Vienna (Retail Detail)
  • Aerie expands ‘real’ role model push with social contest, eight new ambassadors (Marketing Dive)
  • Gucci Changemakers Impact fund names first round of grant recipients (WWD)
  • Starbucks commits to a resource-positive future (Starbuck Stories)
  • The future of sustainable materials: milkweed floss (Fashionista)
  • Worn again technologies opens subpilot making step to industrialization (Fashion United)
  • Step inside an apartment from the climate change-ravaged future (Fast Company)
  • Bally reveals new mountain preservation efforts (WWD)
Retail & Commerce
  • Inside Prada’s pop-up private club (NYT)
  • Tiffany & Co. to open a blue box cafe in London (The Telegraph)
  • Inside the Williamsburg penthouse made for Instagram influencers (Glossy)
  • Neutrogena offers skincare advice in salon pop-up (Campaign)
  • Is existential retail the next wave in fashion? (WWD)
  • E-commerce could kill 30k stores and half a million jobs by 2025 (Retail Dive)
Marketing & Social Media
  • Instagram deprecates IGTV button as mobile streaming bet fails to take off (Mobile Marketer)
  • Meet The Drum’s latest cover star: a virtual influencer named Floresta (The Drum)
  • Social Chain launches livestream shopping for Facebook videos (Campaign)
  • Foot Locker consolidates eight loyalty programs into one (Glossy)
  • Can fashion PR make cannabis a luxury good? (Vogue Business)
Product
  • Virgil Abloh channels brutalism for concrete efflorescence furniture series (Dezeen)
  • Nike to launch modest swimwear range Victory Swim (The Industry)
  • Thom Browne teases collaboration with Samsung (Fashion United)
  • Superfeet licenses New Balance brand for high-tech custom insoles (Sourcing Journal)
  • Redemption launches sustainable athleisure collection (WWD)
  • Happy99 creates futuristic clothing for a post-consumer world (i-D)
Business
  • Amazon becomes first to pass $200bn brand valuation (Campaign)
  • Gap’s Alegra O’Hare exits as brand ‘redefines CMO role’ (Campaign)
  • Fashion industry sets out post-brexit immigration priorities (The Industry)
  • Could Shopify be the new Amazon? (Fashion United)
  • Tailored brands to sell Joseph Abboud brand for $115m (Retail Dive)
  • Why DTC marketing is no longer about accessible price points (Modern Retail)
  • US to crack down on counterfeit goods (Fashion United)
  • Do US luxury designers have a future? (Vogue Business)
Culture
  • L’Oréal exec will lead initiative to end gender bias in ads (Adweek)
  • Louis Vuitton teams up with the NBA to influence luxury buyers (Quartz)
  • Banana Republic celebrates artistic visionaries in campaign for Black History month (Marketing Dive)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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5 brands tapping virtual storefronts to drive engagement and push conversion.

Brands are using virtual experiences in physical locations to provide shoppers with the benefit of an interactive in-person experience without needing to carry inventory.

These “invisible” or virtual storefronts – usually in the form of augmented reality content visible via smartphones – are being used to drive sales, collect data and boost branding efforts. At a time when physical retail is struggling, such mobile initiatives aren’t just eye-catching, they’re more convenient by providing curated products that can then be delivered on demand. 

To date, we’ve seen brands doing everything from collaborating with artists and social media platforms to creating personalized assortments using such virtual setups. Shoppability is key. Here’s a highlight of some of the more recent success stories…

Havaianas
Havaianas’s boardwalk virtual store

Early this summer, footwear brand Havaianas launched a virtual storefront focused on driving sales for one day only. Located on the Venice Beach boardwalk in Los Angeles, shoppers passing by a colorful mural discovered it was actually a virtual pop-up store. Snapping a photo of the designs they liked directed them to a shoppable microsite at  StepIntoSummer.com, revealing a curated style guide with various tips on what to buy. 

The concept was powered by Google’s Cloud Vision AI platform, which helped Havaianas pair merchandise with colors from the mural – a big step up from QR codes. The brand collaborated with street artist Buff Monster on the mural and featured fashion tips from stylist Tara Swennen.

Lego
Lego’s augmented reality store

To promote its first limited-edition clothing line for adults, Lego opened a pop-up shop with a twist in February: the store was entirely empty. Shoppers in London’s Soho neighbourhood arrived to find a Snapcode (a QR code for Snapchat) displayed on a pedestal. Scanning the code with their phones then surrounded them with a virtual storefront in AR. 

Customers could choose between three different types of merchandise – sweatshirts, caps and t-shirts – and view them on a Lego character. The pieces then sold through an integrated “Shop Now” feature on Snapchat, which led shoppers through to a dedicated e-commerce page that displayed the products on a real-life model, enabling them to choose their size before completing purchase.

Macy’s
Macy’s Santa Monica Pier displays

Macy’s partnered with Pinterest to display scannable Pincodes at vibrant gathering spots in the US, such as Central Park in New York and the Santa Monica Pier in LA. Scanning a code took shoppers to a Pinterest board curated with ideal summer looks for their location with links to the online store. 

Unlike most immersive retail experiences that are fixed to a specific location, or indeed online only, this campaign was designed to inspire customers with virtual catalogs that meet them where they are. 

Nike
The Nike Air Jordan III “Tinker” sold out on Snapchat

Nike is another that has been experimenting with the idea of using specific virtual spaces to release new products. In 2018 it also used Snapchat, this time to release its Air Jordan III “Tinker” for those in attendance at the NBA All-Star after-party only.

 Achieved via a partnership between Nike, Snap, Darkstore and Shopify, users could scan exclusive Snap codes to buy and receive the shoes by 10:30pm that same night. All of them sold out within 23 minutes.

Outdoor Voices
Outdoor Voices augmented reality experience

Austin-based activewear brand Outdoor Voices launched an augmented reality app experience at SXSW in 2018 that encouraged fans to get outdoors to find particular virtual products in the middle of the park. Once discovered, users could explore them in 360-degrees, find out more information as well as click to purchase.

How are you thinking about new technology? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Each of the rules referenced above is matched by one of our products and services. Interested in how? Get in touch to learn more.

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business Campaigns digital snippets e-commerce product Retail sustainability technology

Shopify’s $6.6m sustainability fund, TikTok’s global rise, the new lure of the mall

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Shopify looks to fight climate change, commits $6.6 million to new sustainability fund (BetaKit)
  • The strategy behind TikTok’s global rise (Harvard Business Review)
  • Can rollercoasters and a bunny garden lure shoppers back to the mall? (BoF)
  • Germany unveils Green Button: what you need to know about the worlds first sustainable textile label (Fashion United)
TECHNOLOGY
  • Pentland brands trials AR app (Drapers)
  • How technologies like RFID elevate the customer experience (Fashion United)
  • Luxury retailers are ladling on perks to please ultra-rich clients (Wired)
  • Coca-Cola cans activate animated stories in AR (Mobile Marketer)
  • Entrupy is an app that helps authenticate your grails (Highsnobiety)
  • McDonald’s uses AI for ordering at drive-throughs (BBC News)
SUSTAINABILITY & PURPOSE
  • How designers are trying to make NYFW more sustainable (Nylon)
  • Gucci vies to be even greener (NYT)
  • Stella McCartney pens an urgent letter to the fashion industry (The Times)
  • Biodegradable clothes may fix fashion’s huge waste problem (Wired)
  • Second-hand fashion hits £187m on eBay (Fashion United)
  • Harvey Nichols dips a toe into the circular economy (Vogue Business)
  • H&M announces initiative to increase e-commerce sustainability (Fashion United)
  • Sainsbury vows to halve plastic packaging by 2025 (Retail Gazette)
RETAIL & E-COMMERCE
BUSINESS
  • Philip Green’s Topshop & Topman report £505m loss (The Guardian)
  • New York’s Fashion Week revamp: did it work? (BoF)
  • New MD at Net-a-Porter (Drapers)
  • C&A files to begin IPO Process in Brazil (BoF)
  • Q&A with Mark Parker, CEO of Nike (Fast Company)
MARKETING & SOCIAL MEDIA
  • ‘We’re doing an evolution’: Inside Playboy’s extreme makeover (Digiday)
  • In London, is Extinction Rebellion out-marketing fashion? (BoF)
PRODUCT
  • Kim Kardashian’s Skims solutionwear launches online (Fashion United)
  • Duchess of Sussex’s new charity workwear collection (Vogue Business)
CULTURE
  • James Scully calls out ‘distressing’ treatment of models at NYFW (Dazed)
  • Macy’s announces 5-point plan to promote diversity and inclusion (Fashion United)
  • How to prevent your company from cultural appropriation (Forbes)
  • How cancel culture is affecting brands (Digiday)
  • PrettyLittleThing champions diversity at NYFW (Fashion United)
  • CurvyCon proves the future of fashion is fat (Fashionista)
  • M&S presents sunflower lanyards to support customer with disabilities (Retail Gazette)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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business Campaigns digital snippets e-commerce product Retail social media Startups sustainability technology

ICYMI: Apparel manufacturing coming home, shopping by voice, French brands focus on startups

Is apparel manufacturing coming home?
Is apparel manufacturing coming home?

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Is apparel manufacturing coming home? [McKinsey]
  • Voice command: is it the future of online shopping? [FashionUnited]
  • French retail and fashion groups deepen focus on startups [WWD]
  • Calvin Klein and Tommy Hilfiger are sending a clear signal that Amazon is the future of fashion, and it’s terrible news for department stores [Business Insider]
TECHNOLOGY
  • Magic Leap is real and it’s a janky marvel [TechCrunch]
  • Fast Retailing signs deal to fully automate warehousing [WWD]
  • ‘Building the digital factory’: 3D printing comes to Shopify [Digiday]
  • Chinese investment into computer vision technology and AR surges as US funding dries up [TechCrunch]
  • Amy Winehouse is going on tour as a hologram [Hypebeast]
SUSTAINABILITY & PURPOSE
  • Dove gets certified cruelty-free [FashionNetwork]
  • Why fashion’s anti-fur movement is winning [BoF]
  • The Maiyet Collective’s concept store: reshaping ethical lux [Stylus]
  • You buy a purse at Walmart. There’s a note inside from a “Chinese prisoner.” Now what? [Vox]
RETAIL & E-COMMERCE
  • Amazon Fashion to launch London pop-up [Drapers]
  • Brandless is launching a pop-up shop in NYC [TechCrunch]
  • Supreme envy: The drop model gets used for burgers, tacos, toothbrushes [Digiday]
  • Jenna Lyons is back, and she’s returning with a brand-new multi-platform venture [Vogue]
MARKETING & SOCIAL MEDIA
  • Three Nasty Gal ads banned by watchdog [FashionNetwork]
  • ASOS unveils campaign and collection for new Gen-Z label Collusion* [TheIndustry]
  • Adidas launches new membership program [HighSnobiety]
  • Why brands are launching secret apps for superfans [BoF]
  • Snapchat becomes the mobile HBO with 12 daily scripted Original shows [TechCrunch]
  • Superdry unveils disabled mannequin shop window for Invictus Games [TheIndustry]
PRODUCT
  • Alexander Wang is launching a new Uniqlo collaboration that’s all about underwear [Vogue]
BUSINESS
  • Judge removes Deciem founder from CEO role [BoF]
  • Sears files for Chapter 11 bankruptcy [WSJ]
  • Superdry issues profits warning [Drapers]
  • Coast falls into administration and is bought by Karen Millen [TheIndustry]
  • Walmart acquires online lingerie retailer Bare Necessities [Reuters]
  • Lyst launches French version after LVMH investment [FashionNetwork]
CULTURE
  • The most diverse fashion season ever on the runway, but not the front row [NY Times]
  • Met Costume Institute embraces ‘Camp’ for 2019 blockbuster show [NY Times]
  • ‘Gender Bending Fashion’ to be focus of new show at Museum of Fine Arts in Boston next March [WWD]

How are you thinking about 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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Instagram launches shopping on Stories and Explore features

Shoppable Instagram Stories
Shoppable Instagram Stories

Instagram now enables users to shop when browsing Stories or the Explore features on the platform. Launching on Monday (September 17), these will roll out globally throughout the few next weeks.

When browsing the Explore section, which suggests images and topics to follow based on the user’s behavior on the platform, users will see a new curated selection called “Shopping”. This selection will showcase shoppable product posts curated for the user based on which brands they are currently following, or have recently interacted with.

Directly shopping from content has so far only been available through the main feed. However, with 400 million users viewing Stories on a daily basis, users across 46 countries can now also buy from the feature via shoppable tags.

Research from Instagram shows that over 90m users already tap shoppable posts every month, so introducing the new feature is not only a way to strengthen the bond with its community, but a commercially-savvy move by the company.

For the launch, e-commerce platforms such as Shopify and BigCommerce have already announced that they are both enabling their partners to connect their products to the new Stories feature.

How are you thinking about e-commerce innovation? We’re all about finding you the perfect partners for your innovation strategy. 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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Adidas sells new shoe in Snapchat fashion show

adidas on Snapchat
adidas on Snapchat

Adidas sold its latest sneakers through a fashion show hosted exclusively on Snapchat, making it a platform first.

The brand launched an iteration of its Adidas Originals Falcon W style on “Fashion 5 Ways”, a new show that premiered on the social media platform’s Discover page last week.

Fans watching the show could purchase the shoe by swiping up, which revealed an e-commerce page powered by Shopify, with delivery fulfilled by Darkstore. This marks the first time Snapchat users can purchase a product through one of its shows.

“Fashion 5 Ways”, produced by Thumb Candy Media, is a show catering to young women who want to explore different ways to wear fashion staples such as sneakers. According to Snapchat, millions of viewers watched this specific episode, with 70% of the overall audience for it being women aged 13 to 24.

adidas on Snapchat

Brands are increasingly finding ways of gamifying real life interactions with the help of their customer’s mobile behaviors. Beyond quirky mobile games, this trend now includes an important final touchpoint: retail. By creating demand and providing tools to fulfil it on the spot, these brands are locking consumers into their ecosystems.

Another example happened in February this year, when Nike became the first brand to sell a product on Snapchat by allowing users to scan an exclusive Snap code at an afterparty in Los Angeles that they could use to purchase shoes and receive them on the same night. In this instance, all of the sneakers sold out within 23 minutes.

A further indication that sportswear labels are spearheading this movement: during this year’s SXSW festival, cult label Outdoor Voices launched an AR experience that surfaced exclusive styles of clothing depending on the user’s location. The user could then purchase the items exclusively.

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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What you missed: SXSW special, see-now-buy-now’s decline, LVMH’s e-commerce moves, Gucci’s memes

The #TFWGucci meme campaign - weekly round-up Gucci LVMH SXSW
The #TFWGucci meme campaign

There’s a lot to catch up on from the past fortnight – from news of the see-now-buy-now revolution’s fading, to LVMH’s e-commerce plans and Gucci’s meme campaign, not to mention the creative director shifts happening at the likes of Givenchy and Chloé.

On top of that however, is also a special digest of everything you need to know from SXSW – from our own round-up of the top technologies on show and the numerous Levi’s, Marc Jacobs and Bolt Threads announcements, through to varying views on areas including chatbots, drones and more.

If that’s not enough, do also take time to read the much deeper dives on artificial intelligence we’ve highlighted both under the top stories and tech headers too.


TOP STORIES
  • The see-now-buy-now revolution is fizzling [Glossy]
  • LVMH goes digital with all its brands under one luxury goods e-commerce site [FT]
  • #TFWGucci is the new viral campaign merging memes and fashion [Sleek]
  • WWD worked with IBM Watson’s AI to predict the biggest trends of the season [WWD]
  • Why Cosabella replaced its agency with AI and will never go back to humans [Campaign]

SXSW SPECIAL
  • SXSW 2017: Tech takeaways from AI to blockchain for the fashion and retail industries [F&M]
  • Trying on the Levi’s and Google smart jacket at SXSW feels like the future [Forbes]
  • Why Marc Jacobs’ cynical view of fashion and technology at SXSW won’t last [Forbes]
  • Bolt Threads is launching its first bioengineered spider silk product at SXSW – a tie [Forbes]
  • My afternoon at the virtual reality cinema, including trying the Spatium Philip Treacy experience [USA Today]
  • For fashion brands flocking to SXSW, what’s the ROI? [BoF]
  • Spotify lets The North Face release campaign where it rains [BrandChannel]
  • How may AI help you, sir? [Campaign]
  • 4 best practices to make bots the next big user interface [AdAge]
  • Amazon’s delivery drones can be seen at SXSW [Fortune]
  • Fashion and beauty brands are still gaga for Instagram [Glossy]
  • Armani, Neiman Marcus embrace SXSW to appeal to young affluents [Luxury Daily]
  • Neiman Marcus tries see-now-buy-now at SXSW [WWD]
  • Pauline van Dongen’s touch-sensitive denim jacket gives intimate back rubs [Dezeen]

BUSINESS
  • Neiman Marcus reportedly in talks to sell to Hudson’s Bay [Retail Dive]
  • Canada Goose gets a warm reception, extending momentum of IPO market [USA Today]
  • Clare Waight Keller becomes the first female artistic director at Givenchy [The Guardian]
  • Chloé names Natacha Ramsay-Levi as creative director [NY Times]
  • Tom Ford bids farewell to see-now-buy-now [WWD]
  • Thakoon’s business restructuring is a blow to see-now-buy-now [Glossy]
  • M&S, Starbucks, Microsoft and L’Oréal named among world’s most ethical companies [Campaign]
  • Uniqlo thinks faster fashion can help it beat Zara [Bloomberg]
  • One simple way to empower women making H&M clothes in Bangladesh: Stop paying them in cash [Quartz]

SOCIAL MEDIA
  • Facebook rolls out version of Instagram Stories for Messenger [AdWeek]
  • How brands are innovating on messaging platforms [L2]
  • What a chatbot can teach you – and Unilever – about hair [AdAge]
  • Drop it like its bot: Brands have cooled on chatbots [Digiday]
  • How luxury fashion brands in China use WeChat in 2017 [JingDaily]

MARKETING
  • Marques’Almeida launched an interactive website as its latest campaign [BoF]

RETAIL & E-COMMERCE
  • Shopify: The invisible selling machine [Fortune]
  • Millennials buy more clothes on Amazon than any other website [Recode]
  • LIKEtoKNOW.it’s app helps you buy the products in your screenshots [TechCrunch]

TECHNOLOGY
  • How AI will make commerce as natural as talking to a friend [LinkedIn]
  • Stitch Fix creates garments using artificial intelligence as more firms seek to develop creative software [WSJ]
  • AI-powered customer service needs the human touch [Huffington Post]
  • Rethinking warehouse fulfillment — with robots [WWD]
  • Sephora is betting big on augmented reality for beauty [Glossy]
  • Walmart launches tech incubator dubbed Store No. 8 [Forbes]
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business digital snippets mobile social media Startups technology

What you missed: endangered fashion unicorns, Dior’s YouTube moves, Facebook marketplace

fashion unicorns
Fashion ‘unicorns’ have become an endangered species

This week’s round-up of relevant fashion business, digital comms and tech news neatly sums up a series of things to be tracking at present: the evolution of social media businesses into greater advertising and commercial retail opportunities, the role customer service and messaging apps play together, the explosion of all things virtual and augmented reality, and an ongoing bevy of start-ups to know about.

Meanwhile, also worth reading this week is detail on David Lauren’s promotion to the role of chief innovation officer over at Ralph Lauren, Dior’s catch up strategy on YouTube, and the growth of physical stores by online players including Warby Parker and Bonobos.


TOP STORIES
  • Fashion ‘unicorns’ have become an endangered species [BoF]
  • Dior’s borrowing Chanel’s strategies to catch up on YouTube [Glossy]
  • Mastercard launches ‘selfie pay’ [FT]

BUSINESS
  • LVMH to buy majority stake in Germany’s Rimowa for $716 million [BoF]
  • Swarovski, maker of all things bejewelled, refashions itself as a tech company [NY Times]
  • As their incomes rise, Chinese consumers are trading up and going beyond necessities [McKinsey]
  • Ralph Lauren promotes founder’s son to chief innovation officer [Bloomberg]

SOCIAL MEDIA
  • Facebook launches Marketplace for local buying and selling [Reuters]
  • For young brands, is the Instagram opportunity shrinking? [BoF]
  • Pinterest Promoted Video lands in the UK with Hunter on board as a partner [The Drum]
  • Snapchat users are spending 78 seconds on average playing Under Armour’s Cam Newton game [AdWeek]
  • An inside look at Snapchat’s new advertising API technology [AdAge]

ADVERTISING
  • Reebok adds Gigi Hadid to #PerfectNever campaign [MediaPost]
  • Farfetch inspires consumers to find the perfect product in new #TheOne campaign [Luxury Daily]
  • Google, Facebook become focus of holiday digital campaigns [MediaPost]

RETAIL
  • Warby Parker, Bonobos have big plans for physical stores [WSJ]
  • Shopify adds Facebook Messenger direct sales channel [Retail Dive]
  • Salesforce launches LiveMessage to provide customer service across messaging apps [VentureBeat]
  • Cocktails, cinemas and concierges: Malls weave a web of their own to entice customers [Financial Post]
  • Now you can sign up for a “.shopping” domain name [Apparel]
  • The Outnet launches first android app [Fashion United]

TECHNOLOGY
  • Japanese brand Anrealage hosts augmented reality fashion show [Glossy]
  • Mark Zuckerberg’s VR selfie is a bigger deal than you realise [Wired]
  • Will Google’s ‘soft and cozy’ approach to VR headsets make the space more mainstream? [AdWeek]
  • The mainstreaming of augmented reality: a brief history [HBR]

START-UPS
  • Venture capitalists invest $56 billion in start-ups so far in 2016 [Reuters]
  • New app co-created by Elon Musk’s estranged wife could be a game-changer for retail [BGR]
  • Online fashion retailer Grana raises $10M led by Alibaba’s entrepreneurship fund [TechCrunch]