Categories
Campaigns technology

Tommy Hilfiger launches Instagram Stories templates ahead of fashion week show

Tommy Hilfiger is celebrating the launch of its collection with actress Zendaya, which is to be unveiled at Paris Fashion Week tomorrow, by encouraging social media followers to post branded Instagram Stories.

Ahead of the upcoming launch of the TommyXZendaya collaboration the label is partnering with app Unfold, which creates templates for Instagram Stories, on a series of 15 Tommy-branded templates that include prints and logos.

Upon using the Unfold app users can select the Tommy group of templates, and from then work on top of them by adding their own imagery and copy. Designs include variations of the Tommy Hilfiger logo, as well as colorful prints exclusive to the TommyXZendaya collection.

Templates will be available until March 12, while during the show tomorrow, Unfold will take over the brand’s Instagram Stories coverage.

Tommy Hilfiger’s fashion week presentations have become the brand’s platform of choice to test out new technologies that further invite its audience – whether watching the show in person or at home – into its universe. For example for its spring 2018 show in Milan, Formula 1-inspired TOMMYNOW DRIVE, attendees could scan QR codes to unlock more content on the collection and the manufacturing of a Mercedes racing car.

Last year the Current Global’s Innovators podcast spoke to Avery Baker, recently departed chief brand officer at Tommy Hilfiger, on the brand’s innovation strategy and how risk and authenticity play major roles in achieving it.

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

Categories
business e-commerce product Retail sustainability Uncategorized

Vince launches retail subscription service, Unfold

Vince AW18 Campaign
Vince Fall 18 Campaign

Vince is launching a clothing subscription service, titled “Unfold”, which will include priority delivery, returns, laundry costs and insurance for a flat monthly fee of $160. In doing so, the US-based brand will be the first contemporary fashion label to offer this type of subscription service.

“Vince Unfold is an innovative new subscription service that will tap our existing product assortment to drive incremental revenue while further advancing awareness of the Vince brand,” Brendan Hoffman, CEO of Vince, tells WWD. “We believe that subscription services will play a much greater role in consumer shopping patterns in the future.”

Every month, customers will be able to rent up to four pieces from the retailer. If the customer wishes to keep the piece they rent, they can purchase it at a discount of 20-60%, depending on the seasonality of the merchandise.

According to Hoffman, rental platforms are becoming increasingly relevant in the fashion industry. For example Rent the Runway, which pioneered the subscription model in fashion when it launched in 2009, has just announced its expansion into 15 WeWork office buildings across the US, where customers can drop off return items for the retailer. In another example of retailers embracing the sharing economy, earlier this year London-based department store Browns teamed up with luxury rental service Armarium to offer its customers high-end fashion for rental for two weeks in the summer.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.