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business data digital snippets e-commerce mobile product Retail social media sustainability technology

Analyzing fashion’s G7 pact, Gen Z’s streetwear needs, the rise of rentals

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Can fashion’s latest sustainability drive at the G7 summit make a difference? (BoF)
  • Gen Z wants something very different from streetwear (Vogue Business)
  • Everyone is launching rental service. Is there enough demand? (BoF)
  • Fashion’s growing interest in recycling clothing (Vogue Business)
TECHNOLOGY
  • 52% of retailers feel ill-prepared to support emerging mobile tech (Mobile Marketer)
  • Facial recognition will be watching and storing your emotions and data (Ad Week)
SUSTAINABILITY & PURPOSE
  • Gucci and Saint Laurent face an uphill battle to get green (BoF)
  • Why Levi’s new water strategy represents an ‘evolution in thinking’ (Sourcing Journal)
  • How Copenhagen plans to reach carbon-neutral status in just six years (Fast Company)
  • Amazon under fire for new packaging that cannot be recycled (The Industry)
  • Tiffany & Co releases it’s new sustainability website (CSR Wire)
  • Fast Retailing’s jeans innovation center ramps up efforts to reduce water use (Sourcing Journal)
  • France to prohibit the destruction of unsold stock: who is going to pay for that? (Fashion United)
  • Gore-Tex. Lycra. Could fashion’s next major fabric brand be green? (BoF)
RETAIL & E-COMMERCE
MARKETING & SOCIAL MEDIA
  • Hero Cosmetics doubles down on TikTok after results dwarf Instagram’s (Mobile Marketer)
  • Nike, New Balance, and USTA serve up ads celebrating female stars for US open (Fast Company)
  • Benefit and Deliveroo dish out beauty experience (Campaign)
  • PrettyLittleThing wants podcasts to take it from fashion retailer to ‘entertainment brand’ (The Drum)
  • Rihanna plans Savage X Fenty event to be broadcast on Amazon Prime Video (Fashion United)
  • Is WeChat’s growth over? (Walk the Chat)
PRODUCT
BUSINESS
  • Ulric Jerome exists Matchesfashion.com (WWD)
  • ThredUp gets $175 million in funding as resale market continues to boom (Fashion United)
  • Victoria Secret’s parent company’s stock price continues to plummet (The Fashion Law)
  • What Shanghai Tang’s rise, fall and return means for luxury fashion (Vogue Business)
CULTURE
  • The return of the hyper-sexualised male (BoF)
  • Appropriation or appreciation? Unpacking South Korea’s fascination with black culture (I-d)
  • Will Gen Z make non-binary fashion mainstream? (Sourcing Journal)
  • The future of male grooming is gender neutral (Vogue Business)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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business Campaigns data digital snippets e-commerce product Retail

Stella McCartney and LVMH, Amazon Prime Day, brands missing sustainability targets

A round-up of everything you might have missed inrelevant fashion, retail and tech industry news over the past week. 

TOP STORIES
  • Why LVMH struck a deal with Stella McCartney (Bof)
  • Amazon Prime Day brings sales, and risks, for retailers (NY Times)
  • Fashion brands have only met 21% of their circularity targets for 2020 (Fashion United)
  • Inside the Victoria’s Secret pipeline to Jeffrey Epstein (NY Post)
  • Reddit’s Alexis Ohanian: “data and creativity are not mutually exclusive” (Vogue Business)
  • The battle of the sneaker bots (BoF)
TECHNOLOGY
  • Facebook counts $5bn cost of Cambridge Analytica scandal (The Drum)
  • What brands are getting wrong about AR (Mobile Marketer)
  • The band aid of the future knows when you’re healed (Fast Company)
  • Forget synthetic meat, lab grown dairy is here (Bloomberg)
  • In China, facial-recognition technology is being deployed to take out the trash (Quartz)
SUSTAINABILITY & PURPOSE
  • Should we stop washing our clothes? (BBC)
  • Can rented clothes save the fashion industry (and the planet)? (Highsnobiety)
  • The big fashion fight: can we remove all the toxic, invisible plastic from our clothes? (The Guardian)
  • Norway challenges H&M on its sustainability claims (Tree Hugger)
  • Triumph invites its customers to recycle together (WWD)
RETAIL & E-COMMERCE
  • Under Armour utilizes 3D avatar technology to develop digital sizing standards (Fashion United)
MARKETING & SOCIAL MEDIA
  • How TikTok is testing in-app e-commerce  (Digiday)
  • Topshop launches digital dating programme (Drapers)
  • Michael Kors launches scavenger hunt experience for NYC consumers (Fashion United)
  • Celine builds a mini-site via WeChat mini program  (Jing Daily)
PRODUCT
  • Lady Gaga’s new beauty line for Amazon (Bof)
  • Glossier to drop limited-edition fashion line (Fashion United)
  • G-Star Raw announces sustainable ‘dyed by nature’ collection (WWD)
  • Camper and Ecoalf launch sustainable footwear collaboration (Fashion United)
BUSINESS
  • UK manufacturers call for action on migration (Drapers)
  • Luxury retailer Barneys New York may file for bankruptcy, report says (Fashion United)
  • Kanye’s second coming: inside the billion-dollar Yeezy empire (Forbes)
  • Primark founder Arthur Ryan dead at 83 (Fashion United)
CULTURE
  • The year of ‘woke-washing’: How tone-deaf activism risks eroding brands (Marketing Dive)
  • Chanel hires first head of diversity & inclusion (Hypebeast)

How are you thinking about innovation? The Current Global is a transformation consultancy driving growth within fashion, luxury and retail. Our mission is to solve challenges and facilitate change. We are thinkers and builders delivering innovative solutions and experiences. Get in touch to learn more.

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business digital snippets e-commerce product Retail social media Startups sustainability technology

ICYMI: France to stop burning clothes, inside product recommendations, the role of automation in retail

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • France to end disposal of $900 million in unsold goods each year [NY Times]
  • Inside the multi-billion-dollar online product recommendation economy [BoF]
  • Automation in retail: an executive overview for getting ready [McKinsey]
TECHNOLOGY
  • Amazon’s Bezos says robotic hands will be ready for commercial use in next 10 years [Fashion Network]
  • Can technology keep fake handbags out of the marketplace? [Fashionista]
  • Beyond the data breach: How retail is addressing cybersecurity [Retail Dive]
  • Can “drone delivery” technology make your skincare more effective? [Vogue]
  • Apple introduces ‘sign in with Apple’ to help protect your privacy [Tech Crunch]
  • Prada’s Lorenzo Bertelli sees startups as path to innovation [Vogue Business]
  • Amazon rolls out AR lipstick try-ons via L’Oréal’s ModiFace [Mobile Marketer]
SUSTAINABILITY & PURPOSE
  • Can Kering grow and be sustainable at the same time? [BoF]
  • The beauty industry’s having an environmental awakening, but not all redemption is created equal [Refinery29]
  • Those tiny hotel toiletry bottles are on their way out [NYT]
  • Gap Inc. to source all cotton from sustainable sources by 2025 [Fashion Network]
RETAIL & E-COMMERCE
MARKETING & SOCIAL MEDIA
  • Ikea is transitioning its print catalog to Pinterest [Digiday]
  • McDonald’s and Disney top first-ever brand audio rankings [Campaign]
  • Is China ready for LGBTQI marketing? [BoF]
  • Is WeChat’s new social commerce feature a game changer [Jing Daily]
BUSINESS
  • Retailer Revolve gets 2018’s third-best U.S. trading debut [Yahoo]
  • The RealReal files for IPO [Retail Dive]
  • Topshop named mostly like to join ‘retail graveyard’ [Drapers]
  • The Modist secures investments from Farfetch and Nicola Bulgari [Harpers Bazaar]
  • Louis Vuitton sees ‘unheard-of’ growth in China [BoF]
  • Lacoste owner buys The Kooples [Drapers]
  • How China tariffs could make your sweaters and pants cost more [BoF]
CULTURE
  • Catwalk cover-up: how the west is falling for modest fashion [The Guardian]
  • Miley Cyrus takes a stand for reproductive rights with Marc Jacobs [Vogue]
  • ‘The models have bellies, hips and thighs that jiggle’: the rise of body-positive swimwear [The Guardian]
  • The Nike London flagship now has plus-sized mannequins [Teen Vogue]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. 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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business Campaigns digital snippets e-commerce Events mobile product Retail social media sustainability technology Uncategorized

ICYMI: beauty tech takes over CES, UK retail’s year of doom, the fake influencer problem

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • The future of beauty is on display at CES [CNN]
  • UK retail sales suffer worst year in more than a decade [BoF]
  • Fake influencers cost brands more than 200 million dollars [Fashion United]
TECHNOLOGY
  • IBM unveils its first commercial quantum computer [TechCrunch]
  • Amazon sets up virtual furniture showroom online [RetailDive]
  • Baidu announces Apollo Enterprise, its new platform for mass-produced autonomous vehicles [TechCrunch]
  • Here’s everything Google announced at CES 2019 [TechCrunch]
  • Bell’s hybrid-electric flying car will be available via Uber by the ‘mid-2020s’ [The Verge]
SUSTAINABILITY & PURPOSE
  • Boohoo faux fur jumper found to contain real fur [Fashion United]
  • Survey finds ‘conscious consumerism’ a top priority for Gen Z shoppers [WWD]
  • Asos and PVH Corp. join Global Fashion Agenda as strategic partners [Fashion Network]
  • NHL, Adidas to create sustainable jerseys for All-Star Game [WWD]
  • Los Angeles is hosting the very first Vegan Fashion Week [Dazed]
  • Bangladesh strikes: thousands of garment workers clash with police over poor pay [The Guardian]
  • Reusing, upcycling and innovation to be integral at the upcoming Circular Fashion Games [WWD]
RETAIL & E-COMMERCE
  • Outlet malls seize WeChat to bring online traffic offline [Jing Daily]
  • Microsoft and Kroger to create data-driven connected grocery stores [Venture Beat]
  • Calvin Klein to rebrand 205W39NYC line, close Madison Avenue store [Fashionista]
  • The sweater you don’t like is a trillion-dollar problem for retailers. These companies want to fix it [CNBC]
MARKETING & SOCIAL MEDIA
  • Lululemon’s next target is mindfulness for men [Quartz]
  • Novak Djokovic takes time out to meet his greatest opponent, thanks to SEIKO [PR Newswire]
PRODUCT
  • Neutrogena unveils personalized, 3-D-printed sheet masks at CES [WWD]
  • L’Oréal’s newest prototype detects wearers’ skin pH levels [The Verge]
  • Simplehuman looks to upgrade beauty accessories business with CES launch [WWD]
  • Nike stretches into Lululemon’s space with 1st yoga line [RetailDive]
  • Goop alumni launch the “Sephora of CBD” to target the cannabis curious [FastCompany]
  • The North Face debuts new outerwear technology [Fashion United]
BUSINESS
  • CFDA report highlights what it will take to achieve a truly diverse and inclusive fashion [W24]
  • These latina Avon sellers have dominated a beauty company modeled on white womanhood [Buzzfeed]
  • Tommy Hilfiger and Zendaya to show at Paris Fashion Week [Fashionista]
  • L’Occitane acquires Elemis for $900 million, eyes Asia expansion [WWD]
  • 38 percent of fashion and beauty brands plan to launch collaborations in 2019 [Fashion United]
  • Moschino has a code word for black shoppers, according to damning new lawsuit [The Fashion Law]
  • Dior switches Paris catwalk date to avoid ‘yellow vest’ protests [Reuters]
  • Debenhams rescue plan could involve closure of more than half of its stores [The Industry]
  • HSBC predicts luxury market to slow down in 2019 [Fashion United]
CULTURE
  • Gucci Garden opens exhibition dedicated to reflections on masculinity [WWD]
  • Miuccia Prada’s take on freedom of speech, cultural appropriation [WWD]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. TheCurrent 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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business Campaigns digital snippets e-commerce film mobile product Retail social media Startups sustainability technology

ICYMI: Dolce & Gabbana’s downfall, the double-edged sword of discounting, a trillion-dollar holiday season

Dolce & Gabbana is in trouble in China
Dolce & Gabbana is in trouble in China

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • The crash and burn of Dolce & Gabbana [NYT]
  • The double-edged sword of discounting [BoF]
  • Get ready for the first-ever trillion-dollar shopping season [Fast Company]
  • ThirdLove publishes a scathing open letter to Victoria’s Secret in a New York Times ad [AdWeek]
TECHNOLOGY
SUSTAINABILITY & PURPOSE
  • Sustainable fashion searches surged in 2018 [Forbes]
  • Trawling for trash: the brands turning plastic pollution into fashion [The Guardian]
  • Bangladesh clothing factories face squeeze if safety push blocked [BoF]
  • How to convince a fashion brand to go fur-free in 2018 [Fashionista]
  • From Gucci to Walmart, these brands & retailers took a stand on social issues this year [Footwear News]
RETAIL & E-COMMERCE
  • Inside an Amazon warehouse on Black Friday [Vox]
  • Amazon is mailing a printed holiday toy catalog to millions of customers [CNBC]
  • Walmart unveils ‘digital playground’ as it gets serious about toys [Marketing Dive]
  • Kohl’s cracks the retail code [Fortune]
MARKETING & SOCIAL MEDIA
  • Why holiday windows still matter [NYT]
  • Snapchat enlists Kylie Cosmetics to launch in-app social commerce [Mobile Marketer]
  • Canada Goose is turning the dressing room into a freezer [Free Malaysia Today]
  • Balenciaga just blew the CGI model debate wide open [Vogue]
  • How Farfetch leverages its WeChat strategy [Jing Daily]
  • Girlboss is launching a LinkedIn-like platform that’s exclusively for women [AdWeek]
  • Apple’s holiday ad is an animated short film [TechCrunch]
BUSINESS
  • YNAP drops Dolce & Gabbana following major Chinese retailers [WWD]
  • The race to replace Victoria’s Secret [BoF]
  • Gap plans to shutter ‘hundreds’ of its flagship stores [RetailDive]
  • The personal luxury goods market delivers positive growth in 2018 to reach €260 billion – a trend that is expected to continue through 2025 [Bain & Company]
CULTURE
  • Does fashion have a cultural appropriation problem? [BBC]
  • The art of woke wellness [The Atlantic]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. TheCurrent 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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business Campaigns digital snippets e-commerce Events product Retail social media Startups sustainability technology

ICYMI: Alibaba smashes Singles’ Day record, 2018 as the year of Virgil Abloh and Meghan Markle, holiday catalogs

Singles' Day 200 billion yuan sales figure
Singles’ Day 200 billion yuan sales figure

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Alibaba sets Singles’ Day record with $31 billion in sales [Bloomberg]
  • Ebay declares 2018 the year of Virgil Abloh, logos and the Markle Effect [FashionNetwork]
  • Why catalogs still have a hold on holiday marketing [RetailDive]
TECHNOLOGY
  • Sephora and Google partner on hands-free experience [WWD]
  • China is now using gait recognition to identify people [FastCompany]
  • AI news anchor makes debut in China [NPR]
  • AI bots are awkwardly learning how to dress themselves [Dazed]
SUSTAINABILITY & PURPOSE
  • Is sustainability incompatible with fashion? [i-D]
  • The suddenly surging business of recycled plastic puffer jackets [Fashionista]
RETAIL & E-COMMERCE
  • Glossier opens first NYC flagship [Fashion Network]
  • Zalando looks to Alibaba for connected retail inspiration [Fashion United]
  • Amazon to inaugurate first pop-up shop in Italy [WWD]
  • Dollar Shave Club plans vending machines in high-traffic areas [Retail Dive]
  • JD.com competes for luxury partners with high-tech and white gloves [Jing Daily]
MARKETING & SOCIAL MEDIA
  • WeChat reaches 1m mini programs, half the size of Apple’s app store [TechCrunch]
  • Anya Hindmarch gets down to business, helping procrastinators and the scatterbrained [WWD]
BUSINESS
  • Black Friday 2018: Consumers are eager, more digital, and willing to spend [McKinsey]
  • Betting on Richemont’s future [BoF]
CULTURE
  • This size-inclusive lingerie show just put the Victoria’s Secret runway to shame [Teen Vogue]
  • Saint Laurent launches art project with Daido Moriyama exhibition [WWD]
  • Why fashion’s future will be shaped by male consumerism [Highsnobiety]
  • Hedi Slimane and the art of the ‘drop’ [BoF]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. TheCurrent 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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Editor's pick Retail technology

Amazon Go has competition: Meet 6 other automated stores transforming retail

Amazon Go
Amazon Go

As consumers put more and more value on their time, it’s no surprise brick-and-mortar stores are increasingly relying on automation to speed up the shopping experience.

By 2021, Amazon Go plans to open 3,000 of its unmanned stores where customers will shop with no face-to-face interaction. It currently has three locations in Seattle, and a new store just opened in Chicago. Each one offers “Just Walk Out” shopping, powered by hundreds of cameras and sensors to record shoppers movements and purchases. To enter the store, customers scan their phone on a turnstile. Amazon says the stores don’t use facial recognition, just image recognition, which is cross-referenced with weight sensors on the shelves to understand which items have been grabbed.

But Amazon isn’t alone in this race to roll out unmanned doors. Three competing cashierless mini-markets launched within a month in San Francisco, including Standard Cognition, which actually beat them to opening. Meanwhile, on a global basis, they’re competing with everyone from China’s Alibaba to South Korea’s Lotte.

From facial recognition to palm-reading and payment via SMS, here are six further examples of automated stores we’re tracking:

Jack & Jones and Vero Moda

Jack & Jones

In China, facial recognition technology is so commonplace that you don’t need even a mobile phone to shop. Fashion retailers Jack & Jones and Vero Moda opened smart stores using this system in Shenzhen and Guangzhou. First, shoppers complete a facial recognition registration in-store that connects their face with WeChat Pay. At the exit, a digital kiosk reads their face and authorizes the payment. This technology, when combined with AI, helps boost sales; in the fitting room, the mirror also uses facial recognition to identify customers and recommend items based on their shopping history.

Hema

Alibaba’s Hema store

Alibaba also has its own cashierless grocery store, Hema. Launched in 2015, it’s expanded to 46 stores in 13 cities in China. At Hema, self-checkout kiosks use facial recognition to connect with Alipay, the company’s payment app, while digital screens display product details and dynamic prices that update automatically via Wifi-connected, e-ink price tags. In the next five years, Alibaba plans to expand Hema to 2,000 more branches.

Albert Heijn

Albert Heijn

Albert Heijn, a major supermarket chain in the Netherlands, has implemented technology to let customers scan and bag items as they shop more easily than ever. They have two checkout-free stores where customers can tap their phone or credit card on a shelf tag for the items they want. 10 minutes later, the customers’ bank accounts are debited for the amount they spent. If a shopper wants to put back an item, they reverse the chargers by tapping on the tag again.

Dirty Lemon

Dirty Lemon

Cult beverage brand Dirty Lemon made their way from online to real-life this summer. The company’s first store opened last month in New York’s Tribeca neighborhood. Shoppers pay via SMS, a heatmap tracker monitors the footsteps of people walking in and out, and RFID technology in the coolers keeps track of inventory. SMS payments isn’t new to Dirty Lemon’s shoppers – the website takes orders exclusively through mobile devices. To order, the customer has to link a credit card number to their phone, which makes it easy to restock by just texting.

Lotte

Lotte

South Korean mega group, Lotte, which owns the likes of Lotte Department Stores, introduced biometric verification of palm veins to its credit card Lotte Card, in partnership with Fujitsu. The result, HandPay, which aims to combat fraud, means users can literally just scan their own hand to pay for their items. Lotte has now begun installing self-registration for such technology at two 7-Eleven convenience stores in Seoul. Soon, the company plans to install these self-registers at all of its subsidiaries, including Lotte Department Stores, Lotterias, and Hi-Marts.

MobyMart

MobyMart

This one is still in prototype, but made the list for the way in which it’s innovating automated retail by putting it on wheels. MobyMart is an unstaffed, mobile grocery store from Swedish startup, Wheelys, that travels in a self-driving vehicle you can “hail” from an app. Payment works through RFID tags that are scanned via phone. There’s also image analysis to track inventory and collect data on customer behavior. For now, this is a beta project that has been running for six months on a university campus in Shanghai. Even though it might take some time for this prototype to hit the streets, the idea looks convenient, especially for remote areas.

How are you thinking about retail innovation? We’re all about finding you the perfect partners to do so.TheCurrent 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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e-commerce social media

Design your own high heels: Sergio Rossi showcases WeChat mini-program

Sergio Rossi on WeChat
Sergio Rossi on WeChat

Personalization previously only existed in a high-end couture world for private clients. Now, Italian luxury shoe brand Sergio Rossi grants a similar sense of privilege to a wider range of consumers and delivers it right to the fingertips of Chinese customers with a new WeChat campaign that showcases the brand’s ambitions to court digital-savvy Chinese consumers. 

Launched on September 10, customers can access the personalization service through Sergio Rossi’s WeChat mini-program. The homepage includes an English-language video, demonstrating how consumers can design a shoe. They can experiment with a wide variety of elements to create their very own Sergio Rossi shoe – from the material, color and length of the heel to plate and customized letters. And the vehicle, the WeChat mini-program, empowers a one-stop shopping experience, from design and payment to social media sharing. 

Participating customers can see how each customization option alters the price of their shoes in real time. Of course, design decisions need to be made carefully, as there is no refund or return option for the customized footwear once it is ordered. Thankfully, the mini-program provides a 360-degree digital preview, which can help customers gauge the look and feel of their personalized footwear.  

Sergio Rossi on WeChat
Sergio Rossi on WeChat

Sergio Rossi is trying to harness the direct-to-consumer luxury trend in China. Such personalized experiences not only allow the company to better cater their productsto consumers, but it also represents a valuable marketing opportunity for the company.

According to CuriosityChina – A Farfetch Company, who helped conceptualize and launch the campaign, the mini-program has already garnered substantial traction in China.

This WeChat mini-program campaign debuted after Sergio Rossi announced its partnership with brand management and distribution company Luxba Group earlier this year.

By Ruonan Zheng

This article was originally published on Jing Daily, a content partner of TheCurrentDaily: Design your own high heels: Sergio Rossi showcases WeChat mini-program 

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.

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Editor's pick Retail social media

Burberry to drop first Tisci products through exclusive 24-hour releases

Burberry
Burberry

Burberry is releasing limited edition products through a series of 24-hour releases across its Instagram and WeChat channels, as well as in-store at its flagship in London.

The move is to launch the inaugural collection from new chief creative officer Riccardo Tisci. It will see the first product released 30 minutes after the beginning of the brand’s show at London Fashion Week, happening on September 17 at 5pm.

This ‘drop’ culture is reflective of the strategy applied in the streetwear market, whereby new items are released on given days, often for a set amount of time only, in order to drive hype around their exclusivity. The luxury industry is increasingly jumping in this same direction in order to capitalize on the consumer appetite it’s created, and arguably build conversions in the somewhat complicated see-now-buy-now era.

For Burberry, the initiative also marks another step towards a complete brand overhaul under Tisci’s guise. The Italian designer has also recently introduced a rebrand that modernizes Burberry’s traditional logo.

During the month of September, he will translate this new aesthetic via an installation at the brand’s London flagship. Commissioned British artist Graham Hudson, will create ‘Sisyphus Reclined’, an immersive three-storey installation in the store, with themed rooms celebrating the brand’s rich history.

Burberry’s London flagship

The reimagined flagship will be open to the public from September 15, with Hudson’s installation remaining on display until early October.

It’s 24-hour product drops are also expected to continue beyond fashion week. This is not the first time Burberry has launched a bespoke e-commerce experience through its social channels. The luxury retailer has previously tapped into the potential of WeChat to sell product – for Chinese Valentine’s Day this year, it launched a WeChat mini-program that encouraged couples to take a quiz which, once completed, gave them access to a range of products created exclusively for the event.

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.

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mobile product social media

Burberry launches two handbags just for China on first WeChat mini-program

Burberry
Burberry

Following the likes of Longchamp, Gucci, Michael Kors and Fendi, Burberry has become the next global luxury giant to open an official WeChat mini-program. Launched today, the brand’s mini-program campaign takes the form of a social game in honor of Chinese Valentine’s Day – or Qixi – that this year falls on Friday 17 August.

Mini-programs, essentially apps within WeChat, have established themselves in China’s online ecosystem since launching early last year. For luxury brands, the feature now offers the opportunity to connect and engage with over 280 million daily active users, according to a recent report by research agency ALD.

Burberry’s new mini-program encourages followers to participate in a game with their partners, based on discovering different types of relationships. After a short quiz, with questions like, “Which shirt would you most like your partner to wear on a date?” (all Burberry, of course) couples are matched with one of 27 different “relationship outcomes” to describe their partnership – including “when cats meet dogs” and “the tale of ice and fire.”

Completing the game gives the user access to shop Burberry’s latest collection, including two new Qixi bags exclusive to China. For Chinese Valentine’s Day, Burberry has released its red “Belt Bag” and red “Pin Clutch”, which are only available in China on social platforms (WeChat and Weibo), burberry.cn and in mainland China stores. The exclusive Belt Bag is on sale for $2617 (17,900RMB), with the Pin Clutch retailing at $1637 (11,200RMB).

Burberry on WeChat
Burberry on WeChat

Josie Zhang, Vice President of Burberry in China, told Jing Daily,

“Mobile is now the largest digital channel for us in China. The WeChat mini-program allows the customer to experience our brand in a seamless and engaging way, which is perfect for social commerce.”

According to Burberry, the Chinese luxury customer is now demanding social commerce platforms that offer personalisation and responsiveness – to replicate an in-store experience.

“We’re expanding the leather goods offering and we launched the Belt Bag globally. The Belt Bag has performed extremely well in China, which is why we are releasing an exclusive red version. This is a very high-quality large bag at a higher price point and it’s been very well received, in particular in China.”

This is the first time Burberry has launched a China-only product, and comes following the release last month of the brand’s Q1 Financial Review. According to the report, sales in the Asia-Pacific region saw mid-single digit percentage growth, led both by Chinese customers shopping at home, and Chinese tourists spending in other Asia-Pacific destinations.

The launch of Burberry’s first mini-program is the next in a line of strategic ideas hoping to strengthen the brand’s Chinese social commerce presence. The British fashion house, however, is likely to have competition – as Chinese Valentine’s Day approaches, many luxury brands will be garnering for a slice of the lucrative mini-program pie.

By Tamsin Smith

This article was originally published on Jing Daily, a content partner of TheCurrentDaily: Exclusive: Burberry Launches 2 Handbags Just for China on First WeChat Mini-Program

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.