Categories
business data digital snippets e-commerce film social media Startups sustainability technology

What you missed: Browns’ new tech store, Gucci’s millennial advisors, Amazon’s fashion gap

The new Browns concept store in east London
The new Browns concept store in east London

A round-up of everything you might have missed in relevant fashion business, digital comms and tech industry news over the past fortnight.


TOP STORIES
  • Browns opens a nomadic concept (tech) store in London’s Shoreditch [Wallpaper]
  • Gucci has a “shadow committee” of millennial advisors [QZ]
  • Amazon ‘still has a long way to go’ in conquering fashion market, says report [BoF]
  • Alibaba’s 11.11 shopping festival is ready for its biggest global event [BrandChannel]
  • Opinion: What’s wrong with fashion’s sustainability strategy [Glossy]
  • ‘Terry Richardson is just the tip of the iceberg’ [NY Times]

BUSINESS
  • Hilfiger says making clothes in America remains unrealistic [Bloomberg]
  • H&M denies burning good, unsold product [Racked]
  • Greenpeace on why fashion is at a crossroads [FashionUnited]
  • Vogue and Vice are starting a new website together [Jezebel]

SOCIAL MEDIA
  • You can now PayPal friends in Messenger and get help via chat [TechCrunch]
  • WeChat is becoming a sales tool for luxury brand sales associates [Jing Daily]
  • Snap’s misfire on Spectacles [The Information]

MARKETING
  • Sephora cast its own store employees for its most diverse campaign yet [Racked]
  • Selena Gomez is party-ready in Coach’s glitzy holiday ad campaign [Fashionista]
  • Net-a-Porter and Mr Porter unveil “Party with the Porters” holiday campaign [TheIndustry]
  • The land of Fenty: The Rihanna masterclass in brand-building [BrandChannel]
  • Why visceral storytelling is the next brand-building territory [LeanLuxe]

RETAIL & E-COMMERCE
  • Take a look at Apple’s first ‘Town Square,’ its most beautiful retail store yet [TechCrunch]
  • Now Amazon wants to leave a package inside your house [Marketplace]
  • The most successful e-commerce brands build for mainstream America, not Silicon Valley [Recode]
  • Hudson’s Bay to sell Lord & Taylor Fifth Avenue store to WeWork [RetailDive]

TECHNOLOGY
  • Target.com rolls out augmented reality experience for smartphones [StarTribune]
  • The Under Armour ArmourBox: Subscription gear handpicked by an AI [BrandChannel]
  • Walmart’s Store No. 8 showcases the future of VR [RetailDive]
  • Nike’s focus on robotics threatens Asia’s low-cost workforce [CNBC]
  • Wal-Mart’s new robots scan shelves to restock items faster [Reuters]

START-UPS
  • How Stitch Fix’s data-driven styling could boost its IPO value [Bloomberg]
  • Harvey Nichols partners with Bink on “Payment Linked Loyalty” [TheIndustry]
Categories
social media

All the details of Gap’s #BacktoBlue campaign

Gap_backtoblue1

Mashable may have reported on its Tumblr mobile ads, while Advertising Age covered its return to TV, but Gap refers to its new Back to Blue campaign as its “broadest-reaching in the company’s modern history”. In total it spans print, outdoor, mobile, direct, social, in-store, digital and TV.

Launched for autumn/winter 2013/14, it aims to celebrate Gap’s denim legacy. Says Seth Farbman, global CMO: “Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin.It’s both a statement of how we feel as a brand, and how our customers want to live their lives and make their decisions. With style, people are seeking authentic denim and chambray – clothes you can wear almost anywhere but never forget who you really are.”

Here’s everything it includes:

  • Digital content can already be seen across the brand’s social platforms spanning everything from short films (uploaded to Instagram no less), as well as photographs and animated GIFs. The assets feature 24 “influential millennials” including Tanisha Long from MTV’s Girl Code and Urban Bush Babes blogger Cipriana Quann. Each of them shares “simple, raw and relatable stories about what it means to be one’s most authentic self”. 250 pieces of content will be created in total, released over a three-month period
  • An animated GIF has also been posted on Tumblr by fashion blogger FashGif to introduce a contest that invites other digital artists to share what Back to Blue means to them. The winning works will be turned into Tumblr mobile ads and showcased across all of Tumblr’s mobile units on one day. This is the first time a brand has done so
  • Gap returns to TV for the first time in four years this season too, with a spot set to release in mid-September. That ad is expected to first debut on Twitter. Said Farbman: “We have always been a brand that benefits from moving pictures, sound, emotional engagement. …Also, the reality is that TV continues to be the medium that gets you mass reach quickly”
  • The retailer’s ongoing Styld.By initiative, which sees Gap product brought to life through the editorial perspective of various established bloggers, will hit 30 countries this season with the addition of Russia, Singapore and the Philippines. In a bid to dive deeper into interest communities, it will see Refinery29 styling fashion and lifestyle bloggers, Mashable styling technology influencers and Eater styling chefs. It will also see a video series launched featuring style advice from Jenn Rogien, costume designer for HBO’s Girls and Netflix’s Orange is the New Black
  • In a traditional media sense otherwise, the campaign also includes outdoor and print magazine advertising in key global markets. Those portrait images were shot by Inez and Vinoodh, and star the likes of Adam Driver from Girls and model Dree Hemingway
  • And finally, Gap has partnered with Vice magazine for a global art project that will see 10 outdoor murals created by emerging street artists Zio Ziegler, Roman Grandinetti and Andrew McAttee. The Art of Blue, as its called, will bring the campaign concept to life in New York, San Francisco, Los Angeles, London, Paris and Rome

 

Gap_backtoblue4Gap_backtoblueGap_backtoblue2

Categories
Uncategorized

The Cut and Vice win best fashion apps; Vogue launches Daily News app

The Cut on the Runway and Vice – Dos and Don’ts have been named the best fashion apps currently available by The Sunday Times.

The newspaper’s Apps List 2012, the first section of which was published on January 22, features 250 of the best apps (the second 250 will follow on January 29), according to a team of experienced reviewers aided by several experts in specialist fields.

New York Magazine’s The Cut and Vice lead in the fashion space, alongside other entries across culture, entertainment, sport, food, travel, health and science.

Meanwhile, British Vogue has today announced the launch of its Daily News app, in association with Vertu. Available on the iPhone and Blackberry and soon on Android and Windows 7, it offers news updates throughout the day, backstage access, insider interviews, and party pictures.

“The Daily News on Vogue.com has become one of the strongest elements of the site over the last 15 years, bringing the latest updates and the most inspirational, stylish stories into the limelight throughout the day every day,” says Vogue.com editor, Dolly Jones.

“Whether you’re interested in the latest on the YSL vs. Louboutin court battle; the best new fashion labels; strongest trends; or just want to know which supermodel is wearing what and where every day, we offer the latest and most trusted fashion news resource. The fact that our readers can now read it on their phones will be a fantastic advantage.”