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ICYMI: Rethinking returns policies, beauty’s AI future, Gucci on gun control

AI impacting beauty
AI impacting beauty

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Why fashion retailers are rethinking their returns policies [Glossy]
  • How artificial intelligence is changing the future of beauty [HuffingtonPost]
  • Why Gucci decided to support gun control [BoF]
  • How Everlane is building the next-gen clothing brand [FastCompany]
  • Cracking luxury’s customization challenge [BoF]
TECHNOLOGY
  • 10 breakthrough technologies 2018 [MIT Technology Review]
  • How Google Zoo is thinking about machine learning [TCDaily]
  • Diamond industry turns to AR to attract wedding-wary millennials [Glossy]
SUSTAINABILITY
  • Is this the year that fashion will pay attention to the planet? [ThePool]
RETAIL & E-COMMERCE
  • Target CEO: Online shopping alone won’t cut it, retailers also need great stores [CNBC]
MARKETING & SOCIAL MEDIA
  • Maybelline asks followers whether it should quit Snapchat [AdAge]
  • Chanel unveils Instagram feed for beauty devotees, plans for another beauty pop-up in West Hollywood [LA Times]
  • First short film produced by Giorgio Armani unveiled during MFW [WWD]
  • Why paid memberships are the new loyalty [BoF]
  • Automat creates online hive for beauty sector chatbots [RetailDive]
  • Fashion company loses social media followers over same-sex ads [BBC]
PRODUCT
  • This company is using AI to make personalized skincare [FastCompany]
BUSINESS
  • UK fashion industry to take hardest Brexit hit [BoF]
  • Topshop boss Sir Philip Green ‘is in talks to sell his High Street empire to Chinese textiles giant’ [DailyMail]
  • Charlotte Olympia files for bankruptcy [Fashionista]
  • Tod’s turns to ‘Factory’ project to keep pace with fast-moving fashion market [BoF]
  • LVMH and Kering launch website for model welfare [FashionNetwork]
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Blocks social media

How luxury brands are showing their love for the 2014 FIFA World Cup

FIFA-World-Cup-Brazil-Wallpaper-Logo1

Speak to a Brazilian right now, and most will tell you there’s little else going on in their country other than the FIFA World Cup currently. “At the moment we (I mean the whole country, literally) are 100% focused on [the football] – so no other news,” one friend from an agency in Rio working with Coca-Cola told us.

On social that might particularly seem the case – during the Brazil x Chile match, 390,000 tweets were posted per minute, the highest number ever recorded during a sporting event on the platform.

The main brand players (in terms of share of voice) are inevitably the likes of adidas, Coca-Cola, Nike et al. But a handful of those from the luxury space have embarked on the odd World Cup initiative too in a bid to garner both local and global association with the event. Here’s a little round up of how…

Louis Vuitton was commissioned by FIFA to design the World Cup trophy trunk – a monogrammed, 18-carat gold, malachite and brass ensemble. Supermodel Gisele Bundchen will present the trophy to the winning team
Louis Vuitton was commissioned by FIFA to design the World Cup trophy trunk – a monogrammed, 18-carat gold, malachite and brass ensemble. Supermodel Gisele Bundchen will present the trophy to the winning team
The Tod’s campaign ‘I Cheer For My Colors’ follows a similar concept – accessories in different countries’ colour-ways are available for purchase
The Tod’s campaign ‘I Cheer For My Colors’ follows a similar concept – accessories in different countries’ colour-ways are available for purchase
As part of #FriendshipFriday, Monica Vinander  suggested football fans stack their friendship bracelets to reflect the colours of their team’s flag – some great imagery accompanied over social
As part of #FriendshipFriday, Monica Vinader suggested football fans stack their friendship bracelets to reflect the colours of their team’s flag – some great imagery accompanied over social
Lacoste created a capsule collection called Rio, inspired by Brazil and the Brazilian colours
Lacoste created a capsule collection called Rio, inspired by Brazil and the Brazilian colours
Hublot launched its ‘Hublot Loves Football’ campaign. Its UNICO Bi-Retrograde model is also this year’s official World Cup watch
Hublot launched its ‘Hublot Loves Football’ campaign. Its UNICO Bi-Retrograde model is also this year’s official World Cup watch
Calvin Klein tapped Brazilian football player Oscar Emboaba as the face of its new underwear and denim campaigns
Calvin Klein tapped Brazilian football player Oscar Emboaba as the face of its new underwear and denim campaigns
Tissot is running an Instagram competition using the hashtag #MyTissot. The prize: watches in colours to match the different participating countries’ flags
Tissot is running an Instagram competition using the hashtag #MyTissot. The prize: watches in colours to match the different participating countries’ flags
Gucci’s three-week ‘Forever Now’ exhibition arrived at the right time for the World Cup in São Paulo, using pieces loaned from their Museo in Florence
Gucci’s three-week ‘Forever Now’ exhibition, using pieces loaned from their Museo in Florence, arrived in São Paulo at the right time for the World Cup
Alexander McQueen created its own interpretation of the PUMA King cleats. Only 100 pairs exist, all of which will be gifted to friends of the two brands
Alexander McQueen created its own interpretation of the PUMA King cleats. Only 100 pairs exist, all of which will be gifted to friends of the two brands
Karl Lagerfeld in collaboration with plastic footwear brand Melissa, also created some footwear in the spirit of the World Cup; sandals adorned with a miniature football.
Karl Lagerfeld in collaboration with plastic footwear brand Melissa, also created some footwear in the spirit of the World Cup; sandals adorned with a miniature football
And in true team spirit, numerous brands have not just acted for their own benefit, but leveraged their creative talent to support children in Brazil too. The Make Kids Happy campaign, under the organisation of Luisa Via Roma and adidas, saw various luxury brands designing their own versions of the FIFA football. These were then auctioned off on eBay on June 16 and proceeds went to the Brazilian Gol de Letra Foundation. Participating designers included Dolce & Gabbana, Balmain, Cavalli, Missoni and MCM, as well as Giuseppe Zanotti shown here.
And in true team spirit, numerous brands have not just acted for their own benefit, but leveraged their creative talent to support children in Brazil too. The Make Kids Happy campaign, under the organisation of Luisa Via Roma and adidas, saw various luxury brands designing their own versions of the FIFA football. These were then auctioned off on eBay on June 16 and proceeds went to the Brazilian Gol de Letra Foundation. Participating designers included Dolce & Gabbana, Balmain, Cavalli, Missoni and MCM, as well as Giuseppe Zanotti shown here.
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

Categories
digital snippets e-commerce film social media Uncategorized

Digital snippets: Chanel, Barnaby Roper, Michael Kors, Tod’s, Littlewoods, Chopard

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

  • Chanel No. 5 surges on viral video chart, aided by Brad Pitt parodies (as above) [AdAge]
  • Barnaby Roper’s Nowness film pushes interaction with user-controlled “future catwalk” [Nowness]
  • Michael Kors lauded for digital desire: report [LuxuryDaily]
  • Tod’s releases apps to accompany Italian Portraits book [Vogue.fr]
  • Chopard launches e-commerce in the US [CPP-Luxury]
  • Ikea releases clever making-of video with alternative storyline starring Darren the Bear [PSFK]
  • Business of Fashion reaches 500,000 followers on Twitter [BoF]
  • Consumers turn to social media for customer service [WWD]