Categories
mobile social media technology

Henry Holland’s LCM show instantly shoppable thanks to augmented reality app

House of Holland's augmented reality shopping app in action
House of Holland’s augmented reality shopping app in action

The shoppable runway took on new meaning at House of Holland’s London Collections Men presentation this weekend past, with garments available for purchase straight off the back of models thanks to augmented reality.

The initiative was the result of a partnership between Visa Europe Collab and visual discovery and augmented reality app, Blippar.

Users (in this case Radio One DJ Nick Grimshaw and model Rafferty Law) were able to hold their smartphone in front of the desired garment and tap the screen to activate AR technology that would pull up imagery and information about it. They were then able to instantly check out using a pre-registered and prepaid debit or credit card.

“Being able to scan garments through Blippar and purchase them pretty much off [the model’s] back is an amazing technological development and one I have dreamt of as a consumer and a fashion business owner,” said House of Holland founder, Henry Holland.

Visa Europe Collab co-founder Hendrik Kleinsmiede, commented: “Augmented reality has the potential to be transformative for the retail industry. Imagine a future where you can point your phone at a friend’s new outfit with their permission, only for the app to recognise and source that outfit in your size, and give you the option of having it sent straight to your home.”

Indeed, that idea of being able to capture anyone’s outfit and pull up information about where it’s from has long been an appealing one to shoppers. This aims to take that one step closer to reality (albeit a simpler version by being preloaded with truly accurate data thanks to the fact it’s focused on one brand’s products).

The launch at this point is just a proof-of-concept one – meaning it only existed for the moment of the LC:M show – but the aim is to make the technology available to other retailers on a wider scale later this year. Kleinsmiede added that he hopes this virtual shift in traditional shopping behaviour is something we’ll see on the high street very soon.

This was the second time Henry Holland and Visa Europe have worked together. The two collaborated on a wearable technology project in September 2015 that saw items purchased from the brand’s womenswear show during London Fashion Week using a payment ring.

Categories
digital snippets e-commerce film mobile social media Startups technology

Digital snippets: Alexander Wang’s future, Louis Vuitton wins Instagram battle, new Kenzo film

Alexander Wang - fashion and technology

A round-up of everything you might have missed in fashion and technology news (and beyond) over the past fortnight or so. Read on for Alexander Wang’s views on Amazon, insight on how Kit and Ace overhauled its e-commerce, and detail on Tencent and L’Oréal’s zany branded content experiment in China…


  • Alexander Wang talks about the future of fashion – including Amazon (as pictured) [Racked]

  • On Instagram, Louis Vuitton’s resort show comes out on top [Fashionista]

  • Kenzo just released a Japanese all-girl biker gang film [Dazed]

  • How Kit and Ace overhauled its e-commerce [Glossy]

  • Selfridges unveils iOS app with ‘shoppable’ Instagram feed [Econsultancy]

  • Condé Nast partners with Gucci on branded content [The Industry]

  • Inside Tencent and L’Oréal’s zany branded content experiment in China [AdAge]

  • Sephora uncaps new mobile revenue stream via shoppable Snapchats [Mobile Commerce Daily]

  • Adidas on Snapchat leaks its latest collection [PSFK]

  • Nike reveals Euro 2016 ad starring a body-swapping Cristiano Ronaldo [The Drum]

  • Visa introduces NFC-enabled payment ring for Rio 2016 Olympic Games [Brandchannel]

  • How online models are chosen to influence the way you shop [Telegraph]

  • Pinterest’s real-world Pins let in-store shoppers save real items to virtual boards [AdWeek]

  • Snapchat passes Twitter in daily usage [Bloomberg]

  • Smartzer seeks to carve niche in shoppable video realm [Glossy]

  • Welcome to a cashless future where retailers recognise our faces [The Guardian]

  • Refinery29, focused on global expansion, hits Germany [AdAge]

  • Fashion’s fraught relationship with 3D printing and sustainability [Glossy]

  • Line’s beauty and fashion portal rolls out its Persian carpet [TechCrunch]

  • Why is futuristic fashion still retro? [Slate]
Categories
e-commerce Editor's pick technology

It might seem like a gimmick, but here’s why Henry Holland’s NFC payment ring matters

HouseofHolland_AlexaChung

House of Holland’s London Fashion Week show this season saw NFC-enabled rings used to purchase straight from the runway.

Launched in partnership with Visa Europe Collab, a new innovation lab within Visa, the initiative went above and beyond that of a gimmick by bringing together trends including shoppable collections, wearable technology and the future of payments.

Read the full story on why that’s important, over at Forbes.

Categories
e-commerce Editor's pick

Jeremy Scott’s missed opportunity in ‘unshoppable’ Katy Perry Super Bowl XLIX collection

KatyPerry_sharks

One of the great add-ons to Katy Perry’s performance during last night’s Super Bowl was the fact limited edition merchandise was instantly made shoppable to those viewing via Twitter, YouTube, Shazam and connected TV devices from Samsung, LG and Roku.

According to Variety, the deal was established between Universal Music Group and halftime show sponsor Pepsi. It was powered by San Francisco-based interactive commerce provider Delivery Agent, with Visa as the exclusive payment service.

When the star hit the field kitted out head-to-toe in Jeremy Scott, you’d be forgiven for thinking this great shoppable integration was about to involve him too. I certainly did.

Head over to Forbes for insight into why Scott not being involved (especially given his experience producing Moschino collections immediately made available for purchase) was a huge missed opportunity.

Categories
Uncategorized

Digital snippets: London 2012 #Olympics special!

London 2012 has been dubbed the “social media Olympics”, and rightly so given the overwhelming growth seen all things digital even since Beijing in 2008.

All the usual platforms are proving relevant, from YouTube to Instagram, and of course Twitter for real-time updates. Facebook launched a special page featuring links to athletes, teams and sports, while so too is there an official Olympic Hub from the IOC, and a partnership between LOCOG and Foursquare. There was even a dedicated hashtag to keep what happens during the opening ceremony a secret: #savethesurprise.

And then of course there are the brands. Official sponsor or not, the online space is awash with those tapping in as closely as they can to sporting fever.

It all kicks off officially from tonight, but until then here are a couple of the best campaigns we’ve seen across the digital space so far:

  • adidas and David Beckham surprise fans: This one might be a real-world activation, but there’s nothing quite like a viral video to get everyone talking about it: 2.3m views and counting of adidas surprising shoppers having their pictures taken in its #takethestage photo booth with a guest appearance by David Beckham (as below) [YouTube]
  • Coca Cola’s Move to the Beat campaign: In the aim of connecting younger people to the action, Coca Cola teamed up with Mark Ronson and turned to music. The Grammy Award-winning producer recorded the sounds of five different Olympic sports and used the resulting beats to create a track, as shown below. The brand is also inviting fans to have a go at remixing themselves via a dedicated app [Coca Cola]
  • EDF uses Twitter to dictate colour of London Eye: London’s infamous Ferris wheel is set to become a giant mood ring as EDF Energy teams up with Sosolimited to display different colours based on the sentiment of tweets around the Games [Mashable]
  • Nike’s Find Your Greatness spot pushes Olympic advertising rules: The first non-sponsor to mention is of course Nike. An expert at ambush marketing (Write the Future a case in point), the brand has launched an ad that references other places around the world also called London (as below). “Greatness is not in one special place, it is not in one special person; greatness is wherever somebody is trying to find it,” says the narrator. It is also backed by a Twitter campaign using the hashtag #findgreatness [Fast Co]
  • Visa invites consumers to send in cheers: Part of Visa’s Go World campaign for the Olympics invites fans to submit a cheer to the participating athletes in the form of a click, post or video via Facebook. A lucky few will go on to feature in special-edition spots celebrating the achievements of Team Visa athletes in real-time [TheInspirationRoom]
  • Nastia Liukin pushes Fantastic Gymnastics Dora doll and app: The latest doll from Dora the Explorer is a London 2012 gymnast special being promoted by Team USA five-time Olympic medallist Nastia Liukin. It also comes with an augmented reality app for kid’s to watch her come to life [BrandChannel]
  • Harrods welcomes everyone to London: A very simple one here, but nonetheless noteworthy. Harrods posted a collaged picture featuring multiple icons of London associated with its own store as well as the Olympics on Facebook. The accompanying text read: “Over the coming weeks, London will play host to many visitors. We would simply like to say… Welcome to our wonderful city. #LoveLondon” [Harrods]

In case you haven’t seen them, there’s also the incredible Best Job spot from P&G (almost 5.5m views), Specsavers’ response to the Korean flag blunder, and the giant Jessica Ennis #homeadvantage image from British Airways on the Heathrow flight path (as pictured top).

Spot any more? Do add them to the comments…

 

 

Categories
mobile Uncategorized

Digital snippets: Royal Wedding, Gap, Facebook Deals, Breitling

Some more great stories from around the web surrounding all things fashion and digital this week:

  • Gap partners with Visa to alerts consumers via mobile to discounts and offers when in vicinity of a retail store [All Things D]
  • Facebook launches ‘Deals on Facebook’ and in so doing promises to offer a more social experience than Groupon [AdAge]
  • Breitling turns to Facebook to promote its “Spirit of Aviation” photography contest, winner selected by brand ambassador John Travolta to receive private pilot’s license trainig [Luxury Daily]