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data e-commerce product Retail

VF teams up with Tmall to bolster product offering in Chinese market

VF Corporation has partnered with Tmall’s Innovation Center (TMIC) to up its offering in the Chinese market through the use of consumer insights and analytics.

The collaboration is aiming to give the retail group behind brands including The North Face, Vans and Timberland, access to Alibaba-owned Tmall’s 654 million-strong customer database.

The goal is to identify customer trends faster, build customer data profiles, track products to judge how well they’re selling and design new lines tailored specifically to Chinese consumers.

Other brands within VF, including Kipling and Dickies, have already made use of the insights. Kipling launched a new backpack following consumer testing, which resulted in it becoming a top-seller among all items debuted by the brand this year.

Dickies meanwhile is making use of chatrooms within the Tmall app to conduct focus group discussions and have users share photos of how they style their items. The results are helping the brand design a new clothing line appealing to Chinese street style.

Any product that launches out of TMIC will be sold exclusively on Alibaba for a period of time.

Alibaba is using Tmall’s Innovation Center to lure western brands interested in the Chinese market. With no private-label products (like Amazon’s), brands don’t need to worry about Alibaba’s customer database being used to undercut their sales on the platform in the same way.

VF is the first fashion company to collaborate with TMIC, but other brands like L’Oréal, Unilever, and Mattel have also worked with the company on product development. Last fall, Alibaba partnered with 10 global market research powerhouses such as Nielsen, Euromonitor International, Ipsos, AdMaster and GFK, to broaden TMIC’s reach.

How are you thinking about product innovation? We’re all about finding you the perfect partners to do so. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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digital snippets technology

Digital snippets: all the wearable tech news from #CES

under-armour-hb-2

Trawling the halls of the Las Vegas Convention Center during CES is the equivalent of perusing 38 football fields of shoulder-to-shoulder booths featuring endless displays of new technology.

The great news about the internet: you don’t have to actually do that hard work yourself. So here’s a round-up of all the fashion-related and wearable technology news that came out of the week, as written by other people all over the web (I too gave it a miss this year!)…

  • How Under Armour plans to turn your clothes into gadgets [Wired]
  • Under Armour’s Gemini 2 sneakers are fitness trackers for your feet (as pictured) [Mashable]
  • Misfit’s wearables hide their tech behind cool minimalism [Wired]
  • Fitbit Blaze launches as $200 Apple Watch competitor [TechRepublic]
  • Samsung unveils ‘Smart Suit’ as part of family of wearables [Mashable]
  • Samsung made a smart belt that doesn’t suck [The Verge]
  • Fossil to roll out 100 wearables [WWD]
  • OMbra biometric smart sports bra woos women [BrandChannel]
  • L’Oréal patch measures UV exposure [TrendWalk]
  • Fashion icon Iris Apfel debuts luxury smart bracelets that track health [MedicalDaily]
  • Mira’s new smart jewellery combines tech and high fashion [DigitalTrends]
  • Futuristic sneakers tighten automatically, warm your feet and are controlled by an app [MailOnline]
  • Casio maps out smartwatch territory in cyclists and hikers [FT]
  • SCOTTeVEST’s new jacket lets users cleverly store a laptop inside their clothing [iDigitalTimes]
  • Clothes at the CES fashion show actually looked pretty normal [CNET]
  • A look at some of the wackiest wearables on show [Wareable]

Image via Mashable

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digital snippets e-commerce social media Startups technology

Digital snippets: Style.com, Etsy, The Iconic, Dezeen, DVF, Uber, Alexander McQueen

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

dezeen-watch-store

  • What the end of Style.com means for the rest of fashion publishing [Fashionista]
  • Post IPO, Etsy CTO on its conservatively crafty tech philosophy [TechCrunch]
  • Online retailer The Iconic considers drone deliveries [AFR]
  • Old-school timepieces take a stand against the Apple Watch in humorous Dezeen campaign (as pictured) [PSFK]
  • Diane von Furstenberg and that Bruce Jenner Instagram gaffe [WWD]
  • Uber is quietly testing a massive merchant delivery program [TechCrunch]
  • Alexander McQueen explores fashion’s relationship to dance in new video campaign [Luxury Daily]
  • Reebok launches ‘Hunt the Pump’ Instagram treasure hunt [Marketing Magazine]
  • Japanese salarymen unleash their inner surfers with Quiksilver’s amazing wetsuit [Creativity]
  • Google didn’t kill Glass, it’s just making it sexier [Fast Company]
  • Nike and Under Armour look increasingly like tech companies; spending wildly to watch your every step [The Washington Post]
  • Why are major tech brands so obsessed with fashion? [i-D]
  • As technology and fashion converge, get ready for 3D-printed shoes, special parkas for smoggy days, and maybe even jeans that fit [The Atlantic]
  • Something old (bridal wear) meets the new (3D printing) [NY Times]
  • 3D-printed swimsuit’s design mimics water movement [PSFK]
  • Will drones take fashion into the future? [i-D]
  • Online fashion marketplace Poshmark raises $25 million funding round [BoF]
  • What does the ideal click and collect service look like? [Econsultancy]
  • In customer service, online-only retailers are beating out brick-and-mortar [Fashionista]
  • Refinery29 fetches $50 million investment from WPP and Scripps [AdAge]
  • WeChat publishing is changing China’s mediascape [BoF]
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Editor's pick technology

Kmart’s Joe Boxer mocks wearables market with ‘inactivity tracker’

joeboxer_inactivitytracker

If there’s one thing the past 12 months has seen, it’s brands at the dozen jumping on the wearables bandwagon with some kind of gratuitous marketing tie up or another. Here comes another, but this time quite a winning one.

In a bid to promote its pyjamas, Kmart’s Joe Boxer line has teamed up with FCB Chicago to come up with the idea of the “inactivity tracker”. Yep, forget counting your steps like every other fitness band out there, and instead get comfortable with doing absolutely nothing at all. The hashtag #chillhard is attached accordingly.

“The whole idea is to turn the tracking trend on its ear. It plays off of Joe Boxer’s irreverent brand personality really well,” Jamie Stein, a spokeswoman for Kmart, told AdAge.

The device, which was genuinely available to consumers (in limited edition and for free to the first 50 who purchased from Kmart’s New York Astor Place store this weekend), connects to a mobile app available on both iOS and Android. From there it rewards the wearer’s laziness and chill time.

joeboxer_tracker

As per the promotional material, the step-by-step process is to: 1. Put on Joe Boxer pajamas and your Inactivity Tracker; 2. Download the app. Pair Inactivity Tracker with your smartphone. Earn badges; 3. No more steps.

Levels can be reached including “Human Sloth”, “Genghis Yawn”, “Are you dead?” “Couch Commander”, “Cryogenic” and “You Rock!” To achieve the latter, one needs less than 2,500 steps in five days; perhaps not the most responsible of suggestions to today’s population, but a fun mockery of the route wearable tech has taken us so far otherwise. The product description similarly highlights things like “little itsy bitsy lights” and “cool vibrating thing”.

Accompanying the launch of the device is a 60-minute video of two men competing in the “2015 Joe Boxer Lounger Games”. Amusing commentary ensues as it focuses on the PJ-clad individuals chilling in their armchairs.

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Blocks Editor's pick technology

Designers are jumping into the wearable tech space this #NYFW – should we care?

RalphLauren-smart-tshirt

Tomorrow marks the first official day of New York Fashion Week, and with it a month-long series of runway shows that will next travel to Europe – to London, Milan and Paris – to highlight what all we’ll be wearing for spring/summer 2015.

Attention won’t just be on the new clothes in New York on this occasion however, but on the wearable accessories set to hit the catwalks too. Designers including Rebecca Minkoff and Opening Ceremony are each expected to unveil new tech-enabled pieces, while simultaneously over at the US Open, Ralph Lauren’s biometric t-shirts are already being worn.

The question is, after all the hype that will no doubt follow – will any of the new releases actually provide something that has true market appeal beyond the early adopter set?

Read the full story via Forbes.com to find out.

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Blocks business technology

Zara adding RFID tags to all garments to enable faster stock control

Fast fashion retailer Zara is set to make its supply chain even speedier thanks to the addition of a new inventory tracking system.

The Inditex-owned store is putting radio frequency identity (RFID) tags into all of its garments, allowing them to be traced from factory to point of sale.

The initiative will improve inventory management by rapidly highlighting pieces and sizes that need restocking, reports Reuters. It will also enhance things like security and customer service – the system will make it possible to identify whether a particular item is available in a certain size or not, or whether online or a nearby store has it instead, for instance.

“[The] implementation of this next-generation technology is one of the most significant changes in how the group’s stores operate,” said Inditex chairman and chief executive Pablo Isla during the company’s annual general meeting.

He said the chip system is already in place in 700 of the company’s more than 6,300 stores (that portfolio includes other brands such as Massimo Dutti and Bershka). It will roll out to a further 500 per year from here on out, with plans for Zara specifically to have it in all stores worldwide by 2016.

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digital snippets e-commerce social media technology

Digital snippets: Matthew Williamson, Gap, Amazon, Instagram, Wanelo, Tinder

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

MatthewWilliamson_Instagram

  • ‘Is it scalable? I think it has to be,’ Matthew Williamson head of digital on customer acquisition through Instagram [The Drum]
  • Amazon launches #AmazonCart (#AmazongBasket), a new way to shop without leaving Twitter [TNW]
  • Fashion world sashays to Instagram for brand-building [FT]
  • Wanelo profiled: like mall browsing, with a click [NY Times]
  • Meet the new wave of Tinder-like shopping apps [Fashionista]
  • Stylect, the Tinder for shoes, finds you a perfect pair [Co.Design]
  • Study shows prevalence of consumer ‘webrooming’; more people researching online and buying in local stores [AdWeek]
  • Tracking is dead: the next wave of wearables is context [re/code]
  • Millennial-focused marketers start to dig in to new SnapChat video feature [AdWeek]
  • Must see: colour-changing fabric uses heat sensitive technology to react to sound files and its surrounds [PSFK]
Categories
digital snippets e-commerce film mobile social media technology

Digital snippets: Nike, Burberry, Selfridges, DKNY, John Lewis, Burt’s Bees

It was perhaps Nike that was the buzziest of brands over the past couple of weeks, if you take into consideration both the successful launch of its unofficial World Cup campaign, Winner Stays (as above), and the rumoured shift in strategy for its FuelBand wearable device. That latter news reported the brand is laying off 70-80% of the fitness tracker’s hardware team in a bid to focus on software and the NikeFuel metric instead. A further interview with Nike President Mark Parker added fuel to the fire on a big partnership with Apple.

Burberry meanwhile was another brand with various stories to follow. It opened its new Shanghai store to much theatrical, multimedia fanfare; pushed yet another social tie-in via WeChat; launched an online store on Alibaba’s Tmall; and was announced as one of the first brands to advertise using Instagram video. And if that wasn’t enough, Angela Ahrendts just made that move officially over to Apple. “Did you notice?” asked the FT.

Safe to say, some other companies were up to things too. Here are the best of the fashion and tech stories not to be missed…

  • Selfridges launches biggest ever beauty campaign with Google+ partnership [Campaign]
  • DKNY shoppers go product hunting with Awear Solutions chips [FierceRetailIT]
  • John Lewis looks back on British history in TV spot to mark 150 years [Campaign]
  • Burt’s Bees creates promotional messages via appointments in digital calendars [NY Times]
  • What can fashion-tech companies learn from Instagram’s success? Co-founder and CEO Kevin Systrom shares his start-up secrets [BoF]
  • Instagram is brands’ best bet for consumer engagement… but not for long [Fashionista]
  • ‘Brand tagging’ mobile apps: China’s next selfie sensation [Jing Daily]
  • Fashion retailers eye up image-recognition apps for smartphones [The Guardian]
  • Microsoft to push into fashion space “like never before” as it boosts commitment to UK start-up community and unveils ASOS as partner [The Drum]
  • Why online retailers like Bonobos, Boden, Athleta mail so many catalogs [WSJ]
  • Crowdemand is like Kickstarter for fashion designers [Mashable]
  • Like a dating site for fashion, PopInShop plays matchmaker for brands and boutiques [Fashionista]
  • The golden era of ‘fashion blogging’ is over [The Cut]
Categories
digital snippets e-commerce film social media Startups

Digital snippets: Fabergé, Dior, Gucci, Marc by Marc Jacobs, H&M, J.Crew and Kate Spade

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

 

  • Fabergé’s NYC Easter egg hunt marks the largest Beacon deployment ever in the US [Fashionista]
  • Dior explores global flower sourcing with interactive map [Luxury Daily]
  • James Franco directs video for Gucci (as above) [WWD]
  • Marc by Marc Jacobs line crowdsources models with #castmemarc campaign on social [Vogue.co.uk]
  • YouTube fashion viral: Miranda Kerr is selfie obsessed in H&M’s spring 2014 campaign [Fashionotes]
  • J.Crew and Kate Spade to foster the next big fashion tech start-ups through new accelerator program [Co.Design]
  • IMG Fashion’s partnership with Tencent aims to boost Fashion Week China exposure  [JingDaily] bit.ly/1ltgJFZ
  • Fashion in the age of Instagram [NY Times]
  • How iBeacon and similar technology will change retail [eMarketer]
  • Five examples of how marketers are using iBeacons [Econsultancy]
  • ‘Showrooming’ hits luxury fashion – lack of e-commerce presence means clients buying elsewhere online [WSJ]
  • Luxury brands are stupid to snub the internet [BusinessWeek]
  • Decoded Fashion founder: ‘Designers need to launch like start-ups’ [The Guardian]
  • New app, Think Dirty, tracks the nasty chemicals in the beauty products you put on your face [Co.Exist]
  • The camera-wielding boyfriends behind fashion’s most famous bloggers [Fashionista]
  • How LiketoKnow.it is changing Instagram by monetising your photos [Pinetop Group]
  • Op-ed: The companies with the best software will lead fashion [BoF]
Categories
digital snippets e-commerce social media Startups technology

Digital snippets: Oculus, Luxottica, Wren, Asos, Nike, Birchbox, Tom Ford, Kenzo

The big tech story this week has of course been about Facebook’s purchase of virtual reality headset company Oculus VR. But there were lots of others to know about too. Read on for an edit…

oculus-rift-dk2

  • Google deal with Luxottica will bring Glass to Ray-Ban, Oakley [WSJ]
  • How Wren made a viral video of strangers kissing and increased sales by nearly 14,000% [Business Insider]
  • Asos and Nike celebrate 27 years of Air Max with first Google+ shoppable hangout [Marketing Magazine]
  • Birchbox, seller of beauty products, steps out from web to open New York store [NY Times]
  • Tom Ford joins the world of e-commerce with sexy new web store [Fashionista]
  • Kenzo’s virtual aquarium highlights the danger of overfishing [PSFK]
  • Chanel releases new Coco Mademoiselle Keira Knightley ad – She’s Not There [The Inspiration Room]
  • Lancôme ramping up digital initiatives [WWD]
  • How Yoox became the Amazon of the fashion world [Telegraph]
  • Why in-store tracking might not be as bad as it sounds [CNNMoney]
  • The Shazam of fashion is here, introducing ‘ASAP54? [Styleite]
  • Silicon Valley never talks about the real reason you don’t own a smart watch or ‘wearable tech’ [Business Insider]