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ICYMI: Inside Target’s test store, algorithms threatening jobs, L’Occitane’s AI personalization

Target
Target

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

TOP STORIES
  • Inside Target’s top secret test store [Co.Design]
  • How algorithms are threatening fashion’s white-collar jobs [BoF]
  • L’Occitane boosts mobile conversions by 159% with AI-powered personalization [Mobile Marketing]
TECHNOLOGY
  • What blockchain can’t do [HBR]
  • Think you know how disruptive artificial intelligence is? Think again [Forbes]
  • Top Japan fashion site bets big on custom-fit fast fashion [BoF]
  • Baidu’s self-driving buses will hit Japan’s streets next year [TNW]
  • How SK-II disrupted the beauty industry in Japan with emerging technology [TheDrum]
  • Watch MIT’s blind robot run, jump, and climb stairs [TNW]
SUSTAINABILITY
  • Factory Tour: Eileen Fisher helps make the eco-fashion dream of circularity come true [Fashionista]
  • Wrangler and MyFarms talk ‘field-level’ sustainability in new report [WWD]
RETAIL & E-COMMERCE
  • 27% of apparel sales are now online [RetailDive]
  • Why virtual reality won’t revolutionize retail, but scan-and-go will [RetailDive]
  • Sophia Webster puts her spin on experiential retail with second London boutique [WWD]
  • Reporter’s notebook: A quest for experiential retail [RetailDive]
  • Walmart.com launches 3-D virtual reality tour [WWD]
  • Amazon claims it doesn’t want to take on UPS and FedEx. So why is it introducing tons of its own Amazon delivery vans? [Recode]
  • Samsung brand experience opens its doors in the heart of Paris [BrandChannel]
  • Kirsten Green’s survival guide for the ‘retail reckoning’ [BoF]
MARKETING & SOCIAL MEDIA
  • Inside Instagram’s social shopping masterclass [BoF]
  • Hilfiger’s next TommyNow runway show to touch down in Shanghai [WWD]
  • Are influencers really worth the money? [BoF]
  • Roger Federer signs $300 million sponsorship deal with Uniqlo [BoF]
PRODUCT
  • These people with disabilities have ideas for making shopping more accessible [TeenVogue]
  • Tiffany & Co. will now let you personalize with custom symbols and monograms [Town & Country]
  • What FDA approval of CBD could mean for the beauty industry [Racked]
  • Walmart pulls “Impeach 45” t-shirts after Trump supporters threaten boycott [FastCompany]
BUSINESS
  • Paris Fashion Week’s front rows speak to fashion’s complicated stance on #MeToo [TheFashionLaw]
  • Chanel’s digital strategy takes shape amid executive shuffle [BoF]
  • Subscription box market fights fatigue [AdAge]
  • How Revolve has built a billion-dollar fashion company for millennial women [Inc]
  • Fans of ModCloth and Bonobos were aghast when Walmart bought the brands. But they’re still shopping [Quartzy]
Categories
Campaigns film

SK-II launches campaign to empower women to embrace their age

The Expiry Date - SK-II
The Expiry Date – SK-II

Japanese beauty brand SK-II has launched its #INeverExpire campaign in the US after a successful reception in China, focusing on empowering women to embrace their age.

The campaign centers around a video called The Expiry Date, which has so far garnered over 100 million views globally and opened a discussion on Asian age-related pressures. To make the content more relevant to the American audience, the brand chose key influencers, among them actress Chloe Bennet, who kicked off the campaign this week, and #Girlboss founder Sophia Amoruso.

In total five women are starring in a series of video interviews, which will be released throughout this week, where they discuss the premise of the campaign and from their personal viewpoint, the societal pressures they believe are put on women in the US.

SK-II has been playing in this space for some time. Its most famous campaign to date is the Marriage Market Takeover, which highlighted China’s “leftover” women –  women above age 25 who are deemed too old to be marriage material. The viral video showcases so-called “marriage markets” that take place all over the country and see families putting out ads for the marriage of their female offspring. It then ends in an emotional message of Asian women defending their singledom status to their families. It was viewed over 1.2 million times in one day.

The#INeverExpire campaign, as well the Marriage Market Takeover, both sit under SK-II’s brand philosophy titled: Change Destiny. Launched globally in 2015, the ethos focuses on communicating female empowerment through a series of campaigns and other marketing activities that encourage women to take charge of their own destinies.

Marriage Market Takeover by SK-II
Marriage Market Takeover by SK-II