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What you missed: Farfetch photography, questioning Everlane’s transparency, Amazon as the largest apparel seller

Farfetch digital shoot listings fashion retail technology
Farfetch

The Wall Street Journal has a deep-dive story on just what it takes to produce all the imagery for Farfetch’s listed boutiques. Every weekday, it posts an average of more than 1,000 new listings, each with at least five different photographs. Alongside that, perhaps appropriately, comes a new set of stats about Amazon, proving the fact it’s expected to surpass Macy’s to become the biggest apparel seller in the US next year.

Sustainability is also top of mind within the industry of late, with lots of ongoing thoughts around Everlane’s transparency claims and Patagonia’s slow fashion aims. Also worth reading this week are various Snapchat campaigns, not to mention some insights on the pros and cons of retail technology. Don’t forget to also sign up for our Snapchat Masterclass before the early bird rate ends on Oct 31.


TOP STORIES
  • Where luxury fashion is a high-speed, high-volume business – on site with the photography crew at Farfetch [WSJ]
  • Radical transparency: Are H&M and Zara actually more transparent than Everlane? [The Fashion Law]
  • Amazon is expected to surpass Macy’s to become the biggest apparel seller in the US next year [Business Insider]
  • Vine video-sharing app to be shut down by Twitter [The Guardian]
  • Alibaba takes Singles’ Day to global buyers, sellers [China Daily]

BUSINESS
  • Sales surge at Kering’s Gucci, slip at sister brand [Yahoo]
  • American innovation: 5 questions with Shinola CMO Bridget Russo [BrandChannel]
  • How Outdoor Voices founder Tyler Haney plans to grow the brand into the next Nike [Fashionista]
  • In an age of fast fashion, Patagonia is going slow [Yahoo]

SOCIAL MEDIA
  • Following the screenshots: How Topshop is hacking Snapchat [Digiday]
  • Everlane’s social strategy: drive community engagement, not sales [Glossy]
  • Why Snapchat is winning out over Pinterest for River Island [The Drum]
  • H&M and Kenzo leverage iOS iMessage integration [Glossy]

ADVERTISING
  • REI’s ‘#OptOutside’ returns, and other brands have joined to help make it a new American tradition [Creativity]
  • Target channels Hamilton and The Nutcracker for holiday campaign aimed at Hispanic shoppers [AdWeek]

RETAIL
  • How AI is helping retailers [Venture Beat]
  • When it comes to retail technology, the industry is ‘just getting started’ [NRF]
  • Retail websites pile on the ad tech, but may be repeating publishers’ mistakes [AdAge]
  • Understanding China’s e-commerce and Internet sectors: A guide for global retailers [FBIC]
  • Why Alibaba just staged an 8-hour fashion show [Fortune]

TECHNOLOGY
  • This connected jacket provides VIP access to exclusive NYC experiences, demos future of the Internet of Things [Forbes]
  • The gift and the curse of 3D printing and the legislation we can expect [The Fashion Law]
  • You can now get styled by a fashion-savvy algorithm [Quartz]
  • Google Voice Search comparison-shops on mobile, creating audio ad opportunity [MediaPost]

START-UPS
  • How the Techstars + Target accelerator transformed retail start-up Blueprint Registry [Retail Dive]
  • Is Silicon Valley taking menswear more seriously? [Fast Company]
  • At ThirdLove, just one area of innovation isn’t enough [Medium]

UPCOMING EVENTS
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digital snippets e-commerce mobile social media technology

Digital snippets: NYFW’s consumer shift, has Burberry become a gimmick, Thakoon’s real-time fashion plans

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

thakoon

  • NYFW going consumer? CFDA hires BCG to study the idea [WWD]
  • Is Burberry becoming too gimmicky? [Yahoo Style]
  • Thakoon to shift to “real-time fashion”, launch see-now, buy-now, wear-now model (as pictured) [BoF]
  • How Rebecca Minkoff is disrupting the traditional runway show [Co.Design]
  • Proenza Schouler to keep its Pre-Fall 2016 collection images under wraps and off Instagram [WGSN Insider]
  • JC Penney shoppers visit Santa’s workshop in new virtual reality initiative [AdAge]
  • The North Face launched an online customer service tool powered by conversation [Digiday]
  • Aldo takes non-fashion approach in new Instagram push [Digiday]
  • How Boohoo.com releases up to 300 new products a day [Fashionista]
  • Michael Kors bet big on Instagram marquee ads, and it’s paying off [AdWeek]
  • Swatch to start selling mobile payment watch in US in 2016 [Bloomberg]
  • How Apple executive Angela Ahrendts is bringing a touch of chic to retail stores [NY Times]
  • Why Gilt Groupe is forced to sell, either to Saks’ parent company or someone else [Re/code]
  • 3D fashion police: how 3D-printed clothing could affect fashion law [3ders]
  • Is virtual reality the future of fashion week? [Vogue]
  • ‘Unboxing’ videos a gift to marketers [NY Times]
  • How luxury brands are balancing the digital tightrope between aspirational image and conversation [The Drum]
  • Social media: powerful selling tool for emerging designers [WWD]
  • The future of wearables is normal clothes made smart [Racked]
  • Last fashion week, Dazed armed anonymous industry insiders with wearable tech bracelets [Dazed]
  • Team behind Lady Gaga’s flying dress to bring wearable tech to a store near you [Mashable]
  • How Clothing+ is bringing smart clothes closer to your kit bag [CNET]
  • Half a year later, the Apple Watch feels like a stalled platform [Quartz]
  • Will phones replace wallets by 2021? [Vogue]
  • What’s going on at Condé Nast? [BoF]
  • Why brands are ditching Twitter’s 6-second Vine app [AdWeek]
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Comedy sketches from SRSLY duo anchor LOFT holiday campaign

loft_srsly2
LOFT has teamed up with the duo behind a web comedy series called SRSLY to bring some funny to its fans this holiday season.

The “Put the Happy in Your Holiday” campaign sees a series of four short sketches featuring stars Alexandra Fiber and Danielle Gibson.

The once NYU classmates focus on a variety of different humorous scenarios including getting trapped in a red dress in the fitting room; deep in conversation with a dog at a party; choosing to reject the multitude of holiday invites that have come through the door on any given night and stay in instead; and discussing their ever-so stylish ‘gingerbread boyfriends’.

“We’ve been huge fans of the SRSLY girls for a while and knew we wanted to partner with them on a fun video series and what better time than during the holidays when everyone is scrambling to do it all. They nailed it with the different dilemmas they chose to poke fun at. And who hasn’t been in at least one of the situations the SRSLY girls spoofed during the holidays,” Michelle Horowitz, SVP of marketing at LOFT, told us.

Fiber and Gibson, who have partnered in the past with the likes of Glamour, Refinery29, Birchbox and Bare Minerals, told WWD: “We love working with brands that have a great sense of style and humor, and LOFT let us eat cookies and hang out with a puppy. We also made videos at some point… Can the entertainment and fashion industry ever merge with such delicious and fluffy results again? We don’t know. We don’t think so. It was one of the most fun shoots we’ve ever done, and we’re psyched for the rest of the world to see what happens when you put the LOL in LOFT.”

The duo are also appearing in a “12 Vines of Christmas” series, with new clips being released each day like an advent calendar on the “Loft.com site”, where some curated gift picks as well as a FalalalaLoft playlist from the SRSLY girls exist for further perusal.

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Editor's pick film social media

Lacoste partners with social media star Zach King for series of video illusions

ZachKing_lacoste

Lacoste has enlisted film artist Zach King to create five “magic” videos to celebrate the re-launch of its digital flagship at Lacoste.com.

King (@finalcutking) has become known for his use of special effects to create awe-inspiring six second clips. In the past these have included illusions like stealing the Eiffel Tower, turning himself into a dog and walking through walls. Doing so has amassed him two million followers on Vine and 1.4 million on Instagram.

Now in partnership with Lacoste and agency BTEC Digital, he is revealing a series of videos featuring the brand’s collection as well as his co-star puppy (@thekingspuppy, also known as Indiana or Indy). The first clip, released on October 20, sees him drawing the items he wants to wear on a wall before jumping into them. Another sees him using a tablet to online shop, pulling t-shirts straight from the screen and onto his body, as well as that of Indy’s.

Further videos still to be released between now and November 5 suggest a juggling act as well as further appearances of the puppy wearing Lacoste. Each is being revealed on the brand’s Vine and Instagram accounts, where a number of still images of the duo have also been posted.

Categories
digital snippets e-commerce film mobile

Digital snippets: Macy’s, Margiela, Farfetch, Longchamp, Versace, Polo Ralph Lauren

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

Macy's Reports Strong Quarterly Earnings

  • Macy’s aims to become retail tech powerhouse with latest moves [Fortune]
  • Maison Martin Margiela reveals 8-chapter cryptic film [Dazed Digital]
  • Farfetch launches new Discover app: a shoppable tour guide to the world’s most fashionable cities [Co.Design]
  • Made in Britain denim brand Hiut Denim Co pushes boundaries of consumer interaction with new window “hack” installation [WGSN blogs]
  • Alexa Chung reads her own book in new Longchamp video [Fashionista]
  • Versace embeds instant e-commerce in runway show livestream [Luxury Daily]
  • How 3D printing will impact our future: A rundown of companies to keep your eyes on [TheNextWeb]
  • Could Apple Pay kill the traditional wallet? [AdAge]
  • Top 10 stop-motion artists doing brilliant work for brands on Vine [AdWeek]
  • To pay or not to pay: major survey reveals what bloggers expect from brands [Marketing Magazine]
Categories
Editor's pick social media

Non-fashion digital influencers to capture Tommy Hilfiger’s #NYFW show

tommy2

In a continuing bid to democratise the fashion week experience, Tommy Hilfiger is giving a group of digital influencers from outside the fashion industry access to actively participate in their first ever show this season.

The First Timers campaign, as it’s being referred to, will see experts from the worlds of music, art, floristry, travel and architecture invited to document their different perspectives throughout the event on Monday September 7.

They include Amymarie Gaertner, Vine artist and talented dancer (music); Micaël Reynaud, award-winning GIF artist (art); Justina Blakeney, stylist and conceptual artist (floristry); Murad Osmanov and Natalia Zakharova, photographers, partners and world travellers (travel); and Nicanor Garcia, teacher and photographer (architecture).

Each will focus on a different element of the show to incorporate their personal areas of expertise. They will post across their own blogs and social feeds, as well as be amplified by the Hilfiger social channels. All of the coverage will also be aggregated through “The Conversation” – a live social media feed running on Tommy.com and featured in real-time on LED screens backstage at the runway show.

“Each season we strive to develop digital programs that engage new audiences,” said Avery Baker, CMO of the Tommy Hilfiger Group. “By introducing our First Timers program, our runway show is becoming an increasingly democratic experience, answering our consumers’ demands for immediate access and original information.”

The brand is also handing over the reins of its Instagram account to Alexa Chung on show day. The model and TV presenter will provide behind-the-scenes access directly from the Park Avenue Armory venue before, during and after the show, sharing everything from the models getting ready to sneak peeks of the key accessories, guests at the show and Tommy himself making last minute tweaks to the collection.

Backstage will additionally play host to a Vine booth where the models, VIPS and bloggers invited will be able to create bespoke 360º Vines for their followers.

For those wanting to gain their own little slice of access to the show otherwise, the brand’s social concierge campaign is continuing this season too. This offers anyone the ability to request bespoke assets from a dedicated team working on the ground as well as remotely – from an opening look of the collection to a close-up on a favourite accessory or even a handwritten message from one of the models.

The show takes place at 11am EST on Monday, September 7. The hashtag is #tommyspring15.

Tommy1

Categories
digital snippets e-commerce social media Startups

Digital snippets: Burberry, Calvin Klein, Moschino, Saks, M&S, Primark

A round-up of all the latest stories surrounding fashion and tech…

 

  • Burberry reveals ‘digital innovation’ partnership with WeChat to strengthen social presence in China [The Drum]
  • Calvin Klein asks fans to snap selfies in their skivvies for #MyCalvins campaign [BrandChannel]
  • Fast-fashion: Moschino offers fans the ability to shop its McDonald’s-themed show live [Dazed Digital]
  • Saks recreates in-store beauty tutorials with six-second videos on Vine [LuxuryDaily]
  • Marks & Spencer launches new website to replace Amazon platform, after three years in the making [The Telegraph]
  • How Primark achieved 1.7m Facebook Likes in just six months [Econsultancy]
  • Former GQ editor Lauren Bans comes out as @CondeElevator Tweeter [Fashionista]
  • New privacy website lets you opt out of tracking in retail stores [AdAge]
  • Ebay buys virtual fitting room start-up PhiSix Fashion Labs [PC Mag]
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2013: a designer meets digital year in review

DolceGabbana_AW13

What a busy year it’s been…

From 3D printing taking its first trip down the New York Fashion Week catwalk, to the launch of Vine and Instagram videos, not to mention the continuing debate about the role of bloggers as influencers, the increased focus on the potential market size of wearables, and Oxford Dictionaries’ word of the year as ‘selfie’one thing after another has rapidly impacted the role of innovation in this niche fashion x digital space.

Below then, are 10 of the posts you loved the most on F&M this year. It’s an interesting collection, nodding to familiar ideas like storytelling and crowdsourcing, as well as higher quality content, and a general reassessment of what it is that actually works in this space. Video content does of course also have its place, as does the continuing power of celebrity.

Thank you for reading and see you in 2014!

Categories
digital snippets e-commerce social media

Digital snippets: Nike, DVF, Michael Kors, Burt’s Bees, Free People, Chanel, Tory Burch

Here’s a rather hefty highlight of stories from around the web surrounding all things fashion and digital of late:

NikePlus_FuelbandSE

  • Nike’s new FuelBand and the age of social products [BoF]
  • Michael Kors runs #WatchHungerStop animated GIF campaign for World Food Day [Fashionista]
  • Burt’s Bees taps Vine in literary campaign to  promote its classic products [Brandchannel]
  • How Free People is using big data and social commerce for bigger sales [Forbes]
  • Chanel touts cosmetics line through insider beauty tip videos [Luxury Daily]
  • How Tory Burch builds passionate customers: insights on its digital journey [Shop.org]
  • Ralph Lauren showcases accessories in ‘The Dog Walk’ digital video [WWD]
  • Urban Outfitters preps for Holidays with mobile investments [AdAge]
  • P’trique of Sh*t Fashion Girls Say joins The Outnet in LinkedIn video campaign [Fashionologie]
  • Bobbi Brown uses interactive Blippar app to bring Katie Holmes to life [BeautyWorldNews]
  • How Coach uses Facebook, Twitter, Pinterest and Google+ [Econsultancy]
  • The major retailers most threatened by mobile showrooming, and how they’re fighting it [Business Insider]
Categories
social media technology

Burberry shoots SS14 #LFW show on new iPhone 5S

 

The social media content surrounding Burberry’s spring/summer 2014 show at London Fashion Week was captured exclusively using Apple’s new iPhone 5S iSight camera.

The promotional move saw the British heritage brand able to make use of such features as a “larger sensor, better live exposure adjustment, auto image stabilization and live video zoom,” reported Mashable. The camera also includes a new ‘burst’ mode that allows users to shoot 10 photos per second, as well as an option for slow-motion.

The resulting creative work was edited into a YouTube video by Burberry straight after today’s show (as above), featuring models backstage, the collection coming down the runway, and celebrities including Sienna Miller and Anna Wintour interviewed outside. A 15-second – and truly beautiful – slow-motion piece on Instagram meanwhile, received over 20,000 likes.

See it below alongside some additional highlight shots from Instagram, Twitter and Vine:

Burberry_SS14_iphone5s_9Burberry_SS14_iphone5s_3 Burberry_SS14_iphone5s_4 Burberry_SS14_iphone5s_8 Burberry_SS14_iphone5s_10 Burberry_SS14_iphone5s_7 Burberry_SS14_iphone5s_1 Burberry_SS14_iphone5s_5Burberry_SS14_iphone5s_2