The Outnet has launched a six-part video series for New York Fashion Week offering an irreverent look at life as an “influencer”.
Starring Erin and Sara Foster, the sisters behind parody reality TV show Barely Famous, the #PrettyInfluential films are a tongue-in-cheek look at all the hyperbole that fashion week brings.
In the first two released so far, the comedy duo aim to get their street style photos taken, get a decent seat at one of the shows and gatecrash a fashion week party, all in a bid to get more followers. Up next is everything from hashtagging to freebies and #OOTD.
The films follow the concept behind Barely Famous, which is about the social media era and people’s obsession with fame. They also tap into an increasing trend for short form, serialised content from brands – cleverly inviting consumers back at a given time for the next episode. In this instance, each clip is between two and four minutes long and rolling out daily over NYFW.
In an interview in the past few days, the CEO of the merged Yoox Net-A-Porter Group said: “One of my biggest objectives is to transform the company into a mobile-only company.”
While various news outlets jumped on that statement, it’s probably not quite as bold as it seems. Convincing luxury shoppers to permanently abandon a bells and whistles website for an app might be tough, however good that app might be. The Yoox app certainly isn’t good enough just yet, even though the Outnet one is pretty impressive.
Full-scale websites still have their place and will continue to do so but Federico Marchetti’s statement of intent does underline how important mobile has become at all levels of the market. Perhaps he should have said he wants YNaP to be a mobile-first e-tailer, rather than a mobile-only one.
For now, he told Associated Press, mobile accounts for less than half the firm’s total turnover but Marchetti expects sales via smartphones and tablets to be around 75% of sales (sales totalled €1.74bn last year) by the end of 2020. He also wants overall sales to rise 17-20% annually in that timescale.
To help his ambitions, the company is developing further apps, finally added text search to its Yoox app recently, as well as a television shopping app with Apple TV. We should see more of this kind of thing for the firm’s own brands, as well as the e-stores it runs for brands like Marni, Jimmy Choo, Dolce & Gabbana and Armani, when its London tech hub opens next year.
Of course, tech doesn’t have to mean apps. Marchetti told AP that the company has some other inventive ways of meeting its same-day delivery commitments. It introduced services like seaplanes to drop off rush orders to the Hamptons this summer, for instance. And less tech but equally welcome is the try-it-on-while-we wait courier service.
All of that is particularly aimed at the firm’s EIPs (that’s Extremely Important People). They may account for 2% of customers but they spend one-third of the cash that the business generates.
This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday.
This week’s round-up of relevant fashion business, digital comms and tech news neatly sums up a series of things to be tracking at present: the evolution of social media businesses into greater advertising and commercial retail opportunities, the role customer service and messaging apps play together, the explosion of all things virtual and augmented reality, and an ongoing bevy of start-ups to know about.
Meanwhile, also worth reading this week is detail on David Lauren’s promotion to the role of chief innovation officer over at Ralph Lauren, Dior’s catch up strategy on YouTube, and the growth of physical stores by online players including Warby Parker and Bonobos.
Fashion ‘unicorns’ have become an endangered species [BoF]
Dior’s borrowing Chanel’s strategies to catch up on YouTube [Glossy]
We’re back with another round-up of everything you might have missed in fashion, digital comms and technology news over the past week. Top of the agenda is a perspective on why high-skilled immigration policy is important for fashion and tech, while there’s also highlights from The Outnet, Michael Kors, Tiffany & Co, Zaraa and moe.
We’re now taking a leaf out of the European guidebook and having a bit of a summer break. Hoping you all get to do the same and we’ll see you soon!
Why high-skilled immigration policy is vital for fashion and tech [Medium]
The Outnet’s social media study on joy provides key content lessons for brands [Forbes]
Michael Kors is turning Instagram into a customer-loyalty vehicle (as pictured) [Glossy]
The idea of humans as contradictory beings isn’t a new one, but social media is making such personal dichotomies more evident than ever before, even in life’s happiest moments, according to a new report launched by off-price luxury e-commerce site, The Outnet.
Written in partnership with audience intelligence platform, Pulsar, the study analysed 33 million posts related to the way in which consumers share moments of “joy” and “thrill” worldwide across Facebook, Twitter and Instagram during May 2016.
Central to the findings is the idea that consumers are indeed extremely fickle. We celebrate uniqueness for instance, but we seek to be part of a tribe. We’re less concerned about material wealth, but what we wear and how we display it is more important than ever in our images. And we’re eagerly searching for time to disconnect, but we continue to capture those rare moments by digital means.
None of that may sound at all surprising, but the depth of the study provides some valuable lessons for businesses playing in the content marketing space and looking to figure out what motivations lie behind consumer behaviour today.
The perfect example lies in the selfie – one third of all photos in the study included a person or people in them. Rather than being solely about personal image or a means to draw attention to the creator, however, the report suggests these portraits are increasingly leaning towards supporting individuals’ growth and development.
Social media has long been a place for users to curate and edit the best versions of themselves, but the focus of that is moving to being primarily about positive steps to self-improvement and the achievement of one’s goals.
In fact, personal growth as a theme was the number one driver of discussions around joy and thrill globally (49%) in the study, which maps to broader evolving consumer trends currently in existence. Wellbeing and mindfulness have moved the topic of health, for instance, beyond a conversation surrounding just diet and exercise, to entire mental and physical lifestyle choices, which are in turn impacting businesses at every level.
This makes personal growth as a whole a really interesting one for companies to consider in terms of the way they speak to consumers – it’s not only about selling products to them anymore, but ideas and emotions that will both fit with and help fulfill such lifestyles. Brands should be thinking about how to help consumers feel more empowered, and to provide them with a service that improves their lives.
As Andres Sosa, EVP of The Outnet, said: “Having these results available for the business will be a key focus point in helping to drive our communication strategy forward. We can create touch points in relation to these moments, ensuring what we offer as a brand truly replicates and resonates with [them].”
The same goes for the way in which consumers look at the idea of belonging (referenced in 31% of posts globally). There’s desire to find joy in solidarity with others, even with the individuality that so anchors social media otherwise.
The digital era has brought about a quest for uniqueness as well as the idea of existing as part of a tribe. Businesses today should therefore be thinking about offering greater personalisation than ever, but ensuring their fans and followers feel a part of their community alongside.
The final trend in the study surrounds the idea of joy and thrill as it relates to experiences and discovery (16% of posts). Consumers are not only travelling more than any other time in history, but valuing such adventure in order to have greater things to share on social media. We’ve shifted to a time of less conspicuous consumption and instead happiness in discovering and capturing the everyday beauty of the world.
This directly relates to the fact that shoppers are valuing experiences over material wealth to a greater extent than ever before. According to the Boston Consulting Group , 55% of all luxury spend today is on luxury experiences, and that number rapidly scales when looking at the millennials market specifically. This is about being able to say “I did this” rather than “I bought this”.
Again, it’s crucial for businesses to respond to these changing motivations to best serve their customers – to think about experiences and that broader lifestyle piece as a part of their brand in the same way they curate their product proposition.
The Outnet, which is part of the Yoox Net-a-Porter Group, focused on thrill and joy as the foundation of the study to relate to its recently launched #TheThrillOfTheFind social campaign and its “Everything Reduced But The Thrill” tagline. Overall, the results serve as a positive outline of seemingly incongruous trends to consider for content strategy, but in a broader sense, they’re also a unified reminder that consumers today seek meaningful relationships and not just transactions.
Disclaimer: The author Rachel Arthur served as a consultant and contributor to this study on behalf of The Outnet.
Eight days later and New York Fashion Week has wrapped up, everyone’s hopped across the pond and now we find ourselves in London ready and raring for the second set of the spring/summer 2015 shows.
As with its US counterpart, digital is playing a significant role in marketing strategy this season, driven heavily by the team at the British Fashion Council. Said CEO Caroline Rush: “This season, London Fashion Week will be celebrating digital innovation in fashion, encouraging designers to embrace technology to amplify their stories and their work.”
Here then are some of the things you can expect:
Topshop is continuing as one of the city’s strongest digital contenders this season, introducing a wealth of activity including presenting some of the look from its Unique show on Facebook rather than on the catwalk. There are also six items from the collection that will be available to buy in-store on the same day, and a group of popular Instagrammers curating and populating its channel for the season.
Hunter meanwhile is partnering with real-time video start-up Grabyo, in order to deliver up to 10 instantaneous highlights from the catwalk to its fans via Twitter. Key moments as they unfold will be available for followers in 10-45 second clips, whether at a desktop or viewing via their smartphones. Better yet, said content will also be geo-targeted on Twitter so the type of items shown from the collection are reflective of the user’s particular region and climate.
Burberry has teamed up with Twitter to trial its new ‘buy’ button. Immediately following its SS15 show on Monday September 15, the brand will offer Twitter users the chance to purchase exclusive nail polish colours that appeared on the runway. Later in the testing phase, the brand’s new My Burberry fragrance will also be available for purchase.
TheOutnet.com has introduced Sergio the Shoe Hunter; a real-life mini dachshund who will be reporting live from London Fashion Week on the best footwear out there. He’ll do so with a GoPro Hero 3 Camera attached to his collar and will post on both his own blog and TheOutnet.com’s Twitter feed. Follow along via #sergioshoehunter.
House of Holland meanwhile has partnered with online fitting room company Metail in order to let customers virtually try-on the clothing from its show on Saturday September 13, in real-time. Anyone watching will be able to create their own ‘MeModel’ – an avatar of themselves in the looks they choose from the runway. The idea is they will then be able to pre-order the pieces they want in the right size for them.
The British Fashion Council itself – as well as supporting the majority of the above and pushing live streams of over 90% of its designers – also has a myriad of its own activities going on. There’s an event on Monday September 15 where British designers will be showcased in a new film premiering from SHOWstudio’s Nick Knight. There will also be a 25 metre-long interactive installation from Meri Media as well as premieres from Mary Katrantzou, Jonathan Saunders, Michael van der Ham and River Island the same night. Next up there’s a LFW street style photo booth sponsored by Swatch that will be situated at Somerset House, highlights of which will be posted to the official London Fashion Week Facebook page. And the BFC is also hosting a Contemporary Shop on eBay that will provide consumers with access to exclusive items from designers Alexis Barrell, Georgia Hardinge, Paper London, and Zoë Jordan.
Last but not least, the BFC is also running a series of three panel discussions throughout LFW focused on fashion and technology. The first on Sunday will cover how technology has changed pattern, colour and cloth in fashion, and will feature the likes of cyborg artist Neil Harbisson and Nancy Tilbury, co-founder and director of Studio XO. The second on Monday will explore whether real luxury can be achieved online, and feature jeweller Stephen Webster as well as Tracy Yaverbaun, director of fashion and luxury at Facebook and Instagram, among others. And the final one on Tuesday will dive into where we draw the line between creativity and commerciality. I will be on the panel, as will designer Henry Holland; Justin Cooke, founder of Innovate7 and former CMO of Topshop; Sasha Wilkins of Liberty London Girl; Daniela Cecilio, founder of ASAP54; and Remi Paringaux, founder and creative director of Meri Media. The full line-up as well as details on how to attend or tune-in, can be found online here.
There are also some fun fashion inserts including talks from Sarah Bernard of The Thread on Yahoo! Shine, and a crowdsourced runway show to celebrate the 5th Anniversary and relaunch of social shopping site Kaboodle.com.