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What you missed: Fashion-tech education, Burberry’s see-now buy-now plans, Dior bags on WeChat

Burberry see-now buy-now fashion
Burberry’s first see-now buy-now campaign

One of the most interesting things about taking a decent summer break, and particularly one in August, is observing what happens during that time. Traditionally still the month that most of Europe closes down, it is also the time just before fashion weeks begin again and therefore the perfect opportunity for quiet on the news front full stop. We’ve certainly noticed that with regards to digital campaigns or tech stories over the past six years that Fashion & Mash has been running. And yet, not so much this year…

August 2016 proved busier than ever in terms of news in this space, ranging from Burberry’s new see-now buy-now campaign to Kate Spade’s wearables launch, Dior’s WeChat moves and various new high-tech store openings. What that does of course is continue to prove the relevancy of this world to the industry’s growth and success.

Read on for a full breakdown of what you might have missed…

PS. We’ve rebranded our regular “Digital Snippets” series to this “What you missed” feature in a bid to bring you a broader range of relevant stories, as well as a breakdown by category to make your consumption that much easier. Note: this version includes a month’s worth of links – normal weekly service will now resume. 

PPS. A new must-read site/newsletter in this space is LeanLuxe – edited by Paul Munford, and providing “stories, analysis, and opinion on the world of modern luxury business”.


TOP STORIES
  • Fashion needs a more robust approach to technology education [BoF]
  • Burberry reveals campaign it hopes will woo shoppers to first ‘straight-to-consumer’ collection [The Drum]
  • Dior in first with luxury WeChat handbags [China Daily]
  • Consumers prefer see now, buy now, wear now model, says Verdict [The Industry]

BUSINESS
  • Luxury armageddon: Even Chanel takes a hit as sales and profits plunge [Trendwalk]
  • Gucci among world’s hottest fashion brands, while Prada cools [BoF]
  • Prada sales slide as weak demand weighs on luxury-goods maker [Bloomberg]
  • Macy’s to shutter 100 stores as online players pressure brick-and-mortar [WWD]
  • How Demna Gvasalia is revolutionising Balenciaga from the inside out [Vogue]

SOCIAL MEDIA
  • Burberry sponsors Snapchat Lens for My Burberry Black launch [The Industry]
  • For Kit and Ace, Snapchat doubles as a TV channel and customer service assistant [Digiday]
  • Nike and others dive into Instagram Stories: why marketers already like it better than Snapchat [AdAge]
  • While some retailers ignore Snapchat, others are killing it with lens and geofilter ads [AdWeek]
  • Snapchat found a way to bring its ads to the real world [QZ]
  • Burberry becomes first luxury brand to personalise on Pinterest [Marketing Week]
  • Grindr officially gets into the menswear game [Fashionista]
  • Chatbots are thriving on the Kik chat app [Business Insider]

RETAIL
  • Westfield’s new World Trade Center mall puts in-store tech centre stage [Glossy]
  • Sephora’s Chicago store has new, high-tech look [Chicago Tribune]
  • After digital spree, retailers spending on stores again [WWD]
  • Malls aren’t dying. They’re changing [Racked]
  • Retailers look to high tech to engage visitors to their store [Journal Sentinel]
  • London is getting the first YouTube store, where online video stars can sell merchandise to the public [PSFK]
  • Retailers like J Crew are obsessed with data. (And it’s killing your shopping experience.) [LeanLuxe]
  • Neiman Marcus launches high-tech sunglass try-on mirror [WWD]

ADVERTISING
  • Watch Spike Jonze’s electrifying short film for Kenzo [Dazed]
  • Kate Hudson makes her new Fabletics spot ‘feel like you’re scrolling through her Instagram feed’ [AdWeek]
  • Cotton Inc.’s interactive video ad lets viewers determine how a day plays out [AdWeek]
  • L’Oreal celebrates diversity and targets men with new ‘Truly Yours’ positioning [The Drum]

TECHNOLOGY
  • Fashion’s fourth industrial revolution [BoF]
  • Kate Spade’s new wearable tech collection is fun and full of personality [Wareable]
  • Wearable technology: Amazon’s next big step? [Trendwalk]
  • Adidas ups athleisure-technology ante with Atlanta Speedfactory announcement [Trendwalk]
  • What 3D printing means for fashion [BoF]
  • Why STEM subjects and fashion design go hand in hand [The Conversation]
  • Athleta goes beyond wicking with new technical fabric [Glossy]
  • Cotton Inc. bonds with Nanotex on Dry Inside technology [WWD]
  • The MIT lab that’s quietly pioneering fashion for everyone [Co.Design]

START-UPS
  • Ignored by LVMH, Richemont, and Kering, modern luxury upstarts gain traction with Silicon Valley [LeanLuxe]
  • Eureka! John Lewis’ TrueStart deal to boost brave new tech world [Trendwalk]
  • This New York-based start-up accelerator is supporting the next generation of retail disruptors [Fashionista]
  • Topshop throws its weight behind wearables [Co.Design]
  • Start-ups in Target’s Techstars accelerator race to finish line [Star Tribune]
Categories
social media

Instagram to celebrate creativity at Cannes Lions, calls for exhibition content

CannesPosterRevisedInstaHighResFIN2

Instagram is inviting brands and consumers alike to submit their most creative images for potential inclusion in a gallery space at next month’s Cannes Lions International Festival of Creativity.

La Galerie d’Instagram will showcase a small collection of the best photos pulled from the Instagram community, for festival-goers to enjoy from June 15-21. Those who tag (up to three of) their shots by June 13 with #instagramcannes could be included in the exhibition. Winners will be selected based on the “originalitytechnical execution, and subject matter” of their submission.

“Both Instagram and Cannes Lions celebrate the world’s best visual imagery, so we’re planning to bring that connection to life at the festival,” it said Instagram in a blogpost.

Cannes Lions is an annual gathering honouring the best work in advertising and visual communications. As reported last year, it’s slowly becoming a space for the fashion industry to both be seen and recognised in too.

That’s looking set to also be the case this year, with speakers on the agenda including Melisa Goldie, CCO of Calvin Klein; Raphael Elicha founder of The Kooples; actress Sarah Jessica Parker with Cosmopolitan editor Joanna Coles ; and supermodel Gisele Bündchen.

Highlight names otherwise include Ralph Fiennes, Sheryl Sandberg, Aaron Sorkin, Sir Patrick Stewart, Spike Jonze, Sir John Hegarty and more.

Categories
technology

More detail on what the Opening Ceremony x Intel smart bracelet may look like

OpeningCeremony_YokoOno

While the exact details of Intel’s new smart bracelet, created in partnership with Opening Ceremony and carried by Barneys New York, are yet to be determined, a few hints were revealed during CES as to what it might be like.

Speaking at a press conference during the Vegas show, Susan Barber, art director at Opening Ceremony, said: “We want to emphasise the tech aspects of the bracelet but so that it doesn’t feel like hardware. It has to be something we’ll be excited to wear [ourselves].”

This fits in with a broader theme at CES this week for more appealing design in the wearables space. Speaking on a separate occasion, Mike Bell, VP and GM of Intel’s New Devices Group, said: “If we want the premise of wearable technology to come forward we really have to think about going back to the drawing board with the hardware, moving beyond the idea of a square block on your wrist.”

While Intel reportedly has a rough prototype already developed, Opening Ceremony will have full input on both the functionality and the design to go to market with. Barber said work is yet to truly start on it, but ideas are percolating.

The team will be looking to both the past and the future for inspiration, she revealed. The aesthetic for instance will be informed by other partnerships the company has been involved in, including a project with Yoko Ono based on a series of her drawings titled ‘Fashions for Men” from 1969 (as featured above).

The recent capsule collection Opening Ceremony created for Spike Jonze’s new film, Her (as featured below), will also serve as inspiration. Said Barber: “This product is supposed to make your life more seamless and more effortless, and be beautiful at the same time. If technology and design are totally separate you don’t get to bridge that gap.”

Matthew Woolsey, SVP digital at Barneys, agreed: “A lot of functionality is very appealing, but the design elements are going to be paramount in terms of how our customer engages with it. The product needs to stand on its own, and the Opening Ceremony creative vision will be incredibly important to making that happen.”

As for who it’s aimed at, Barber said they are exploring all options at the moment, but are unlikely to make it gender specific. “It certainly won’t be pink or purple,” she said, mocking the stereotyped approach the technology industry often has to appealing to women. The goal with the device is also to speak to a broad generational audience. It is expected to hit in the autumn.

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