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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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What you missed: See-now, buy-now at #NYFW, Levi’s musical roots, Amazon’s fashion ambitions

adidas alexander wang see-now buy-now
Alexander Wang’s surprise Adidas collaboration at New York Fashion Week

With New York Fashion Week well and truly in full swing, the main conversation this past week (and weekend) has been around the whole see-now, buy-now collection strategy from various designers. Alongside that have been the way in which tools like Snapchat and Facebook Live are being used at the shows, as well as the introduction of street style shopping on Google thanks to a new partnership between the search giant and LiketoKnow.It.

Also hitting the headlines has been everything from Ted Baker’s new shoppable film produced by Guy Ritchie to the role music is playing over at Levi’s and a look into Amazon’s fashion ambitions. Don’t forget to check out our full list of upcoming events at the bottom too…


TOP STORIES
  • The complications of ‘see-now-buy-now’ [Glossy]
  • “See-now-buy-now” is New York’s hot new reality show – Suzy Menkes on Thakoon [Vogue]
  • Alexander Wang threw a mini-music festival to celebrate his secret Adidas collab and spring show [Fashionista]
  • Google is making street style fashions shoppable in new LiketoKnow.It partnership [Forbes]
  • Why Levi’s is looking to its musical roots to drive relevance for young consumers [The Drum]

BUSINESS
  • How Tommy Hilfiger is rewiring for fashion immediacy [BoF]
  • Mytheresa.com adds see-now, buy-now collections [WWD]
  • Is Herschel Supply Co. building the first modern luxury empire (right under our noses)? [LeanLuxe]

SOCIAL MEDIA
  • Gucci sees growth in China with social media sentiment rising [BrandChannel]
  • All the looks from Misha Nonoo’s “live lookbook” on Snapchat [F&M]
  • Vogue uses ‘Runway’ vertical to experiment with live video [Glossy]
  • Refinery29’s fashion week installation is full of Instagram-worthy, interactive art [AdWeek]
  • Snapchat fuels rumours it is creating augmented reality goggles as it joins Bluetooth industry group [The Drum]

ADVERTISING
  • Ted Baker launches shoppable Guy Ritchie film and Google retail partnership [Forbes]
  • H&M launches Lauren Hutton campaign [Elle]

RETAIL
  • Decoding Amazon’s fashion ambitions [BoF]
  • How Macy’s store closures could help Gap [Fortune]
  • Kit and Ace moves to no-cash policy [Detroit Free Press]
  • Big name brands notably absent from Condé Nast’s new fashion retail website [The Drum]
  • The sneaky genius of America’s lenient return policies [Quartz]

TECHNOLOGY
  • Michael Kors brings really, really big design to Android Wear [TechCrunch]
  • Topshop approved: Madison Maxey on smart fabrics beyond LED dresses [Wareable]
  • Death of Apple’s $17,000 gold watch leaves Swiss rivals smiling [Bloomberg]
  • Sewbo claims breakthrough with first robotically sewn garment [The Industry]

UPCOMING EVENTS
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Digital has irrevocably transformed fashion weeks, is it finally time to change the model?

givenchy_ss16

Over the past few weeks and months, fashion brands Matthew Williamson, Hunter, Rebecca Minkoff and Thakoon (to name a few) have made strategic decisions that will not only redefine their business models, but impact the fashion industry as a whole.

Each of them has opted to either withdraw from participating in fashion week, or make their fashion week endeavour a more consumer-facing experience.

At the heart of such plans lies the challenge that social media has presented. As Linda Fargo, senior vice president of fashion and store presentation director at Bergdorf Goodman, told WWD: “We give [the customer] shearling coats in June when she’s just starting to think about shorts. We spend hundreds of thousands of dollars to create excitement and buzz for beautiful products and brand image with runway shows, allowing fast retail to copy it within weeks, while it takes us five months to get deliveries to her. By then, she’s tired of it because it’s been seen in too many posts and images. If you described the fashion cycle from a marketing, seasonality, desire/fulfillment perspective to anyone with any common sense, they would look at you like you were crazy.”

Needless to say, the industry is slowly but surely feeling the need to do something about it. Read the full in-depth story via Forbes, where experts weigh in on whether shifting to a direct-to-consumer model is something that makes sense across the board, or a fit for more contemporary, commercial brands compared to their heritage, Paris-based counterparts. One thing’s for sure, it’s a debate that will take some time to resolve.

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Digital snippets: NYFW’s consumer shift, has Burberry become a gimmick, Thakoon’s real-time fashion plans

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

thakoon

  • NYFW going consumer? CFDA hires BCG to study the idea [WWD]
  • Is Burberry becoming too gimmicky? [Yahoo Style]
  • Thakoon to shift to “real-time fashion”, launch see-now, buy-now, wear-now model (as pictured) [BoF]
  • How Rebecca Minkoff is disrupting the traditional runway show [Co.Design]
  • Proenza Schouler to keep its Pre-Fall 2016 collection images under wraps and off Instagram [WGSN Insider]
  • JC Penney shoppers visit Santa’s workshop in new virtual reality initiative [AdAge]
  • The North Face launched an online customer service tool powered by conversation [Digiday]
  • Aldo takes non-fashion approach in new Instagram push [Digiday]
  • How Boohoo.com releases up to 300 new products a day [Fashionista]
  • Michael Kors bet big on Instagram marquee ads, and it’s paying off [AdWeek]
  • Swatch to start selling mobile payment watch in US in 2016 [Bloomberg]
  • How Apple executive Angela Ahrendts is bringing a touch of chic to retail stores [NY Times]
  • Why Gilt Groupe is forced to sell, either to Saks’ parent company or someone else [Re/code]
  • 3D fashion police: how 3D-printed clothing could affect fashion law [3ders]
  • Is virtual reality the future of fashion week? [Vogue]
  • ‘Unboxing’ videos a gift to marketers [NY Times]
  • How luxury brands are balancing the digital tightrope between aspirational image and conversation [The Drum]
  • Social media: powerful selling tool for emerging designers [WWD]
  • The future of wearables is normal clothes made smart [Racked]
  • Last fashion week, Dazed armed anonymous industry insiders with wearable tech bracelets [Dazed]
  • Team behind Lady Gaga’s flying dress to bring wearable tech to a store near you [Mashable]
  • How Clothing+ is bringing smart clothes closer to your kit bag [CNET]
  • Half a year later, the Apple Watch feels like a stalled platform [Quartz]
  • Will phones replace wallets by 2021? [Vogue]
  • What’s going on at Condé Nast? [BoF]
  • Why brands are ditching Twitter’s 6-second Vine app [AdWeek]