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ICYMI: Inside Target’s test store, algorithms threatening jobs, L’Occitane’s AI personalization

Target
Target

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

TOP STORIES
  • Inside Target’s top secret test store [Co.Design]
  • How algorithms are threatening fashion’s white-collar jobs [BoF]
  • L’Occitane boosts mobile conversions by 159% with AI-powered personalization [Mobile Marketing]
TECHNOLOGY
  • What blockchain can’t do [HBR]
  • Think you know how disruptive artificial intelligence is? Think again [Forbes]
  • Top Japan fashion site bets big on custom-fit fast fashion [BoF]
  • Baidu’s self-driving buses will hit Japan’s streets next year [TNW]
  • How SK-II disrupted the beauty industry in Japan with emerging technology [TheDrum]
  • Watch MIT’s blind robot run, jump, and climb stairs [TNW]
SUSTAINABILITY
  • Factory Tour: Eileen Fisher helps make the eco-fashion dream of circularity come true [Fashionista]
  • Wrangler and MyFarms talk ‘field-level’ sustainability in new report [WWD]
RETAIL & E-COMMERCE
  • 27% of apparel sales are now online [RetailDive]
  • Why virtual reality won’t revolutionize retail, but scan-and-go will [RetailDive]
  • Sophia Webster puts her spin on experiential retail with second London boutique [WWD]
  • Reporter’s notebook: A quest for experiential retail [RetailDive]
  • Walmart.com launches 3-D virtual reality tour [WWD]
  • Amazon claims it doesn’t want to take on UPS and FedEx. So why is it introducing tons of its own Amazon delivery vans? [Recode]
  • Samsung brand experience opens its doors in the heart of Paris [BrandChannel]
  • Kirsten Green’s survival guide for the ‘retail reckoning’ [BoF]
MARKETING & SOCIAL MEDIA
  • Inside Instagram’s social shopping masterclass [BoF]
  • Hilfiger’s next TommyNow runway show to touch down in Shanghai [WWD]
  • Are influencers really worth the money? [BoF]
  • Roger Federer signs $300 million sponsorship deal with Uniqlo [BoF]
PRODUCT
  • These people with disabilities have ideas for making shopping more accessible [TeenVogue]
  • Tiffany & Co. will now let you personalize with custom symbols and monograms [Town & Country]
  • What FDA approval of CBD could mean for the beauty industry [Racked]
  • Walmart pulls “Impeach 45” t-shirts after Trump supporters threaten boycott [FastCompany]
BUSINESS
  • Paris Fashion Week’s front rows speak to fashion’s complicated stance on #MeToo [TheFashionLaw]
  • Chanel’s digital strategy takes shape amid executive shuffle [BoF]
  • Subscription box market fights fatigue [AdAge]
  • How Revolve has built a billion-dollar fashion company for millennial women [Inc]
  • Fans of ModCloth and Bonobos were aghast when Walmart bought the brands. But they’re still shopping [Quartzy]
Categories
Editor's pick social media technology

Tommy Hilfiger continues digital content push with connected motorsport show experience

TommyNow Drive SS18 - gigi hadid Tommy Hilfiger
TOMMYNOW DRIVE SS18

Tommy Hilfiger launched a “behind the drive” experience as part of the digital content driving its spring 2018 TOMMYNOW DRIVE show; in doing so adding a layer of immersive storytelling to the motorsport-themed proceedings.

Guests at the Milan Fashion Week show could scan QR codes that allowed them access to exclusive video and photo content, such as the evolution of the capsule collection and the process of developing an actual Formula 1 Mercedes-AMG Petronas Motorsport racing car.

The motorsport theme was a tribute to Tommy’s long time love of racing, and a partnership with Formula 1 World Champions Mercedes-AMG Petronas Motorsport. It was also the theme of the brand’s latest TommyxGigi capsule collection with supermodel Gigi Hadid – a celebration of speed, from Tommy’s love of racing to Gigi’s fast-paced lifestyle.

The occasion marked the brand’s fourth in-season runway show, building upon its now signature see-now, buy-now format. All runway looks were available to buy immediately on shoppable channels across 70 countries.

There were also various other connected content experiences. As with previous seasons, the TOMMYNOW SNAP app was employed, using 2D and 3D image recognition technology so users could take a photo of any item (in store, online, on the runway or on the street) and shop it instantly at Tommy.com. For spring 2018, the TOMMYNOW SNAP app was also able to recognize any men’s or women’s style and present behind-the-scenes footage of the item’s deign process.

The TOMMYNOW DRIVE F1 race simulator
The TOMMYNOW DRIVE F1 race simulator

The 2,000 plus guests were otherwise immersed into TOMMYNOW DRIVE in real-life as well; entering through a futuristic tunnel and portrait station, while being surrounded by real racing sound effects and LED light installations. Guests could also experience an F1 race simulator and an F1 pit stop challenge.

The brand also continued to offer its AI-powered chatbots, TMY.BOY and TMY.GRL, on Facebook messenger, providing celebrity styling advice through video content of influencers sharing their favorite collection looks.