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business e-commerce Podcast product Retail

Orlebar Brown: Trusting partners for growth

When you start a business, you should always be thinking about what your end goal is, says Adam Brown, founder of luxury swimwear brand Orlebar Brown, on the latest episode of the Innovators podcast. In Brown’s case, it was the eventual acquisition by none other than Chanel.

Many founders pride themselves on being scrappy, and figuring it out as they go along. There is an element of truth to that approach – Brown spent the brand’s first two years in a storage unit in West London learning every aspect of the business, from pressing shorts to talking to customers on the phone. 

But he knew from the get-go that one of the strongest tools he could have under his belt was finding the people he trusted to do the things that were beyond his expertise. That is a surprisingly rare trait for a founder, who often have so much emotional stake in the game that it is hard to let go of the control. 

Brown, however, always knew he didn’t want to be a CEO with 300 stores across the globe. He also doesn’t consider himself a designer, but rather a curator. So his focus became the product, and creating a process to perfectly tailor swim shorts that fit every body shape, and could take you from the beach to a fancy dinner party. The brand filled a gap in the market and quickly created its own niche.

And in 2018, just at the right time, Chanel came knocking. The acquisition, says Brown, represents the perfect marriage of aspirations that both sides have for the swimwear brand, as well as the chance to leverage many of Chanel’s mature capabilities in brand positioning, sourcing, e-commerce, and so on.

During this conversation, Brown tells us just why the Chanel partnership is a match made in heaven, how they are looking to connect sustainability with the brand in a creative way, and just what is needed to make the luxury consumer forget the price tag.

Listen here: Entale | Spotify |  Apple Podcasts | Android Google Podcasts | Stitcher | RSS

Catch up with all of our episodes of the Innovators podcast by the Current Global here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by the Current Global, a consultancy transforming how 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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Editor's pick mobile social media

Prism launches emoji app to introduce new pre-fall line

PRISMoji emoji app
PRISMoji emoji app

Hot on the heels of #worldemojiday on July 17, the push for branded emojis continues – this time with British resortwear label, Prism, introducing a series of shareable characters to support the launch of its pre-fall 2016 collection.

Available on the new PRISMoji app, the emojis include swimwear, sandals, eyewear and beach cover-ups from the new line, alongside tropical lifestyle accessories as well as versions of celebrities ranging from Rihanna to Beyonce and Kate Moss. There’s even a swimwear-clad model lounging in the mouth of a shark.

“I chose emojis as we all kind of speak in this language now and use emoji’s so much in daily chat online,” founder Anna Laub told Vogue. “I thought PRISMoji was a cute way to get people involved in the world of Prism. It’s also a fun way to shop the collection and see it in action, engaging the consumer in another light.”

Emojis from the PRISMoji app
Emojis from the PRISMoji app

Laub won The Emerging Accessory Designer of The Year for Prism at the 2014 British Fashion Awards. The brand has also been nominated for the 2016 BFC Fashion Fund.

Other brands experimenting with emojis in the past have included Footlocker, Harper’s Bazaar, Ikea, McDonald’s and more. According to emotional marketing platform Emogi, emojis are used by 92% of the online population, with the face with tears of joy the most-used globally.

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digital snippets e-commerce social media Startups technology

Digital snippets: Style.com, Etsy, The Iconic, Dezeen, DVF, Uber, Alexander McQueen

A round-up of the latest stories to know about surrounding all things fashion and tech…

dezeen-watch-store

  • What the end of Style.com means for the rest of fashion publishing [Fashionista]
  • Post IPO, Etsy CTO on its conservatively crafty tech philosophy [TechCrunch]
  • Online retailer The Iconic considers drone deliveries [AFR]
  • Old-school timepieces take a stand against the Apple Watch in humorous Dezeen campaign (as pictured) [PSFK]
  • Diane von Furstenberg and that Bruce Jenner Instagram gaffe [WWD]
  • Uber is quietly testing a massive merchant delivery program [TechCrunch]
  • Alexander McQueen explores fashion’s relationship to dance in new video campaign [Luxury Daily]
  • Reebok launches ‘Hunt the Pump’ Instagram treasure hunt [Marketing Magazine]
  • Japanese salarymen unleash their inner surfers with Quiksilver’s amazing wetsuit [Creativity]
  • Google didn’t kill Glass, it’s just making it sexier [Fast Company]
  • Nike and Under Armour look increasingly like tech companies; spending wildly to watch your every step [The Washington Post]
  • Why are major tech brands so obsessed with fashion? [i-D]
  • As technology and fashion converge, get ready for 3D-printed shoes, special parkas for smoggy days, and maybe even jeans that fit [The Atlantic]
  • Something old (bridal wear) meets the new (3D printing) [NY Times]
  • 3D-printed swimsuit’s design mimics water movement [PSFK]
  • Will drones take fashion into the future? [i-D]
  • Online fashion marketplace Poshmark raises $25 million funding round [BoF]
  • What does the ideal click and collect service look like? [Econsultancy]
  • In customer service, online-only retailers are beating out brick-and-mortar [Fashionista]
  • Refinery29 fetches $50 million investment from WPP and Scripps [AdAge]
  • WeChat publishing is changing China’s mediascape [BoF]
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Editor's pick social media

Calzedonia opts for #TweetCam and Periscope to push swimwear show

CLZ_Calzedonia

Swimwear brand Calzedonia is following in Burberry’s footsteps and introducing the #TweetCam to its summer 2015 catwalk show.

The Italian company has partnered with Twitter to allow fans to gain access to the show via their own personalised shots of it. A series of cameras along the catwalk will capture unique images in real-time to users who tweet using the hashtag and @tweetcalzedonia, sending them back to them with their Twitter handles and a time stamp overlaid.

Calzedonia will also make use of Twitter’s new live-streaming app, Periscope, to capture the scene backstage.

The shows take place twice a day on April 14 and 15, and will also see the launch of the new #CLZ capsule bikini collection, which is aimed at a “young and digital-addicted target”.

A campaign accompanies the line, shot by Mariano Vivanco in London and featuring Instagram and Twitter star Sara Sampaio.

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La Senza launches shoppable lookbook on Facebook

UK lingerie brand La Senza has unveiled an interactive lookbook on Facebook, allowing shoppers to buy its summer 2011 swimwear line directly from within a film.

The initiative, a UK first, aims to assist the brand in reaching its target audience of 18-24 year old females.

Created by ad agency Karmarama, and shot in the style of a music video, the film (below) features six bikini-clad girls on a nudist beach in Malibu. As they emerge from the sea to the surprise of the nudists they are chased away by a lifeguard. They soon turn on him and wrestle him to the ground. The film ends with the words “Be Bold”.

Jono Holt of Karmarama, said: “We’re thrilled to be bringing the UK a Facebook first and offering La Senza customers a new and exciting way to shop”.

The accompanying soundtrack is Punching in a Dream by Naked and Famous.

It launches under the Club La Senza tab on the brand’s Facebook page today. Or you can watch it, here: