Categories
e-commerce film

Amazon loves Chiara Ferragni and airs free daily fashion show

amazon

Amazon’s going all out to boost its fashion credentials at the moment with a new daily TV show and a collab with Chiara Ferragni.

In the US, it aired its first live show for its streaming video service this week, and it’s all about fashion. The half hour daily Style Code Live show will be free to all viewers and gives them “a first-of-its-kind daily style and entertainment experience”, said executive producer Terence Noonan.

It’s an interactive show with live chats and offers fashion and beauty each weeknight with guest experts, celebrities, and viewer tips. It’s hosted by ABC TV correspondent Rachel Smith, MTV host Lyndsey Rodrigues and actor Frankie Grande.

chiara-ferragni-x-amazon-fashion-ss16

Meanwhile in Europe, Amazon has just launched its SS16 campaign starring blogger-turned-brand Chiara Ferragni of TheBlondeSalad.com.

Shot at the company’s giant Shoreditch studio by photographer Cass Bird, she’s seen wearing a number of key pieces from the spring offer.

Juliet Warkentin, who’s Amazon Fashion Europe’s director of brand and creative, said: “Chiara is a smart business woman with a strong sense of personal style and is a great advocate for our ‘Don’t look like me, look like you’ campaign.”

Find out more at www.amazon.co.uk/chiara.

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

Categories
Blocks Comment social media

Seven ways big-time bloggers are changing

Chiara Ferragni The Blonde Salad

It goes without saying that the digital landscape and where fashion brands fit into it, is evolving around us. Simultaneously, so are the influencers that are increasingly helping those stories get told and products get seen.

Here are seven predictions from Morgan Kaye, VP of community at Bloglovin’, about what all is happening, and what to expect from some of the biggest names this fashion week season:

Bloggers launching more brands than ever before

As bloggers become even more influential, they evolve as entrepreneurs. Emily Weiss’ GlossierJulie Sarinana’s Sincerely Jules Clothing Line and Michelle Phan’s ipsy are just a few examples of bloggers who have successfully launched their own brand. We’ll likely see more fashion bloggers announce their own brands and lines at shows and events during this year’s fashion week! For more on this trend, check out Bloglovin’s recent post: 8 girl bosses killing it in the fashion industry.

Emily Weiss Glossier

Big-time bloggers shifting their focus

Many of us have watched bloggers go through personal milestones from brand launches and website redesigns, to engagements and babies. With that said, many of our them are also shifting gears and branching out either to new categories and/or focusing their attention on being lifestyle experts. Lindsey Calla and Hannah Bronfman are just two girls leaving their fashion and lifestyle posts behind to rebrand themselves as fitness experts. This fashion week, we’ll see their expertise called on more than ever before as athleisure continues as a key trend.

Real time content and pulling the curtain back

While precisely planned and staged content still holds worth, the move for real-time/behind-the-scenes content is gaining momentum and receives unprecedented engagement. With the rise of Snapchat and Periscope, our favourite bloggers are lifting the hood to allow their audience to see them in real-time and real life. These platforms will be huge during this fashion week season. As we saw Tommy Hilfiger and Vera Wang embrace its use in September, we can only expect more fashion designers and bloggers to hop on the bandwagon. Behind-the-scenes fashion week content, outtakes, and personal experiences are superseding perfectly planned outfit posts.

chriselle_lim_elie_saab_spring_2016-4

Call me an influencer

The debate continues – how do bloggers want to be identified? It seems we have landed on the term “Influencer” for the time being, which is a much broader term than blogger or content creator and that’s why it works. During fashion week season, we’ll see a TON of influencers – such as twins Cailli & Sam Beckerman of Beckerman Blog, Chriselle Lim of The Chriselle Factor and Courtney Trop of Always Judging – in attendance at the hottest shows.  As Influencers grow their businesses and grow their audiences on different platforms, it’s important to associate them with a name that can evolve and expand as quickly as this industry itself.

Mid-form content with embedded media

This fashion week, it’s all about words AND images. Bloggers are gearing back toward mid-form and longer form content – even Twitter is getting on board with additional character counts. The key to making their content super engaging is including embedded media. No fashion week post will be complete without a photo, video or gif.

leandra

Time for an upgrade

Have you noticed everyone’s shiny new websites? Everyone is stepping up their game this year. Blog formats are a thing of the past and new website designs with a magazine feel are taking over – ultimately raising the bar for new and emerging influencers. Specifically, we love what our friends at Man Repeller and MiniMode have done with their sites. These new layouts coincide with the trend for more diverse content and revenue opportunities such as influencer shops popping up.

Audience is everywhere

Now is a perfect time to get discovered. Never before has there been such a well-rounded variety of platforms to discover content and new influencers. Bloglovin’, Instagram, Snapchat, Pinterest, Vine and YouTube allow people of all demographics to engage digitally and discover new influencers and inspiration. Influencers now find it easier than ever to gain new audiences. This fashion week, we’ll see influencers engage their audiences via a combination of all these platforms. Although these audiences may be fragmented, the ability to reach engaged consumers online is highly accessible.

Categories
data digital snippets e-commerce social media technology

Digital snippets: Apple, Michael Kors, Chiara Ferragni, Crocs, Snapchat, Neiman Marcus, Gap

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

AppleVogue3

  • Apple runs first watch ads: 12 pages in Vogue [AdAge]
  • Michael Kors is getting into wearable tech [Bloomberg]
  • 10 things we learned about the business of blogging from Chiara Ferragni’s Harvard Study [StyleCaster]
  • Drones to fetch orders at Tokyo Crocs store [WSJ]
  • Luxury brands on Snapchat? Why Michael Kors is taking the plunge [Digiday]
  • Asos plots further Snapchat activity despite admitting it provides ‘virtually no data at all’ [The Drum]
  • Neiman Marcus integrates interactive tables for unbridled selection [PSFK]
  • Gap launches Instagram soap opera with Jenny Slate, Paul Dano [Mashable]
  • Nordstrom shrinks Innovation Lab, reassigns employees in shakeup of tech initiatives [Geekwire]
  • Apple stores will implement jewellery store practices to help sell the Apple Watch [TechCrunch]
  • I wore a Fitbit during fashion week [Fashionista]
  • What the tech world doesn’t understand about fashion [Racked]
  • The future of retail is the end of wholesale [BoF]
  • Will drones fly in retail? [Stores Magazine]
  • Jeff Bezos makes another push for Amazon Fashion. Will it work? [Bloomberg]
  • How Code and Theory’s Brandon Ralph gained the trust of everyone from Anna Wintour to Burger King [Fashionista]
  • Victoria’s Secret ads warm up People Magazine’s Snapchat Stories [AdAge]
  • Adidas app lets sneakerheads wait in virtual lines for limited editions [Bloomberg]
  • River Island moving IT ‘out of the back room’ with tech hub collaboration [The Drum]
  • ‘Lucky’ launches LuckyShops.com [MediaPost]
  • Face hacking: transforming our future visages with digital make-up [Motherboard]
  • How start-ups are beating Burberry to DIY fashion [Marketing Magazine]
  • How Line is turning Instagram into an e-commerce app in Thailand [TechInAsia]
  • First digital measuring tape to make online shopping less risky [PSFK]
Categories
e-commerce social media

Tod’s aims to rejuvenate iconic Gommino shoes with Dots to Life blogger campaign

todsgommino

Avid fashion blog followers may have noticed several high-calibre bloggers have simultaneously started wearing and drawing attention to Tod’s footwear of late. This is not down to coincidence – earlier this month the quintessential Italian brand launched a social influencer campaign to create buzz around its signature Gommino shoes.

On the campaign website, customers can check out the various style leaders who have been coveting the style, as well as submit their own photos.

Bloggers from all over the world have taken part in the so-called ‘Dots to Life’ campaign, including Italy’s Chiara Ferragni of The Blonde Salad, Switzerland’s Kristina Bazan of Kayture, and Shanghai-based Han Huohuo.

And it’s not just bloggers that have jumped on board – industry heavyweights such as Anna Dello Russo are also featured on site. The result: a showcase of the worldwide popularity of the Gommino, highlighting the shoe’s versatility and serving as outfit styling inspiration alongside.

kayture_todsgommino

The move for Tod’s to predominantly use bloggers over celebrities is a smart one in today’s online world. These stars – many of them now enjoying a level of celebrity status themselves – serve as influencers through their connection to existing customers and those highly engaged in fashion, but also yield influence over a much younger crowd who may not be as aware of the understated brand.

The endorsement should emphasise the brand’s heritage, reduce the ‘old person’s shoe’ stigma around the Gomminos, and boost its popularity among potential future customers. It’s helping the brand get it’s ‘cool’ back among the younger, digitally-savvy generation, effectively.

Tod’s is making the blogger campaign all the more social by inviting its Facebook fans to upload their own images to the campaign website. The post on its Facebook page has received over 22,800 likes so far. Participation through Instagram is also possible – with the tags #todsgommino and #dotsoflife.

This is a great example of an influencer campaign leveraging the power of social media as a means of inspiration and conversation. As with many campaigns, the site is curated and not all fan images are published. As with Burberry’s Art of the Trench, this creates a more exclusive feel and may inspire fans to put more creative thought into their snaps.

Tod’s is also pushing content over social related to the FIFA World Cup – recent posts have referenced the theme, I Cheer For My Colors. Working with bloggers seems to have yielded positive results for the brand in the past too. In February, for instance, it partnered with Ferragni of The Blonde Salad to promote its Touch handbag.

By Anna Abrell