Categories
business Campaigns Editor's pick mobile product Retail technology

WeWork and LIKEtoKNOW.it introduce influencer shopping to office spaces

Co-working company WeWork is partnering with influencer shopping platform LIKEtoKNOW.it to host a pop-up space at a London location where all decor is shoppable.

Located at Aviation House, WeWork’s newest office location in London, the space will be open for the month of January and is decorated with influencers and social media sharing in mind, featuring goods from brands such as Urban Outfitters, Amazon, Matalan and Debenhams. All products are then available to shop directly through the LIKEtoKNOW.it app.

“At WeWork, we’re focused on creating a working environment that fosters collaboration as well as productivity, and this LIKEtoKNOW.it pop-up will only increase the opportunities for our members to connect,” said Mathieu Proust, general manager of WeWork UK and Ireland.

The activation also has a customer acquisition angle as WeWork is offering people who are not members of its network the chance to sign up online and visit the pop-up space for a day, as well as use all other facilities in the office space.

WeWork has been working hard on expanding its retail capabilities over the past year. This is the second time it collaborates with the shopping platform on a retail experience, having hosted a similar space in a Miami location last year where all products were sourced from Walmart. Over the summer, it also launched WeMRKT, which sells products made by its members. Lastly in October 2018, it introduced designated Rent the Runway drop-off spots in six major US cities, including New York, Chicago and Miami, in order to facilitate returns to members of both services.

To support the continued expansion of its business ventures, WeWork rebranded as The We Company earlier this week.

How are you thinking about interactive retail experiences? 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

Categories
Editor's pick Retail

WeWork launches retail vertical to promote members’ brands

WeWork's WeMRKT
WeWork’s WeMRKT

WeWork has launched WeMRKT, a new retail space featuring products made by WeWork members, giving up-and-coming companies visibility, support and feedback within the co-working space’s community.

Products will  include healthy snacks, office necessities and branded apparel. Julie Rice, the company’s chief brand officer, said the new format is “by our members, for our members” and that WeMRKT is “a great example of WeWork’s commitment to our members’ success”.

An initial selection of 10 products featured was chosen in a pitch competition in April, with winners being selected through criteria such as innovation, eye-catching packaging and a solid business plan. Included are brands such as Banana, a plantain chip company aiming to eliminate food waste on organic banana farms, and Misfit Juicery, which makes cold pressed juices using ‘ugly’ produce that farmers are unable to sell elsewhere.

Competitions will now be held quarterly, and winners will also further distribute through SnackNation, a healthy snack delivery service that partners with WeWork.

For chosen companies, this is an opportunity to not only promote their product, but receive more immediate feedback, says Molly Peterson, director of communications at yoghurt brand Icelandic Provisions. “That feedback actually really helps us in terms of product development,” she says. “We are really honored and feel lucky to have that kind of instant visibility within the WeWork community.”

WeMRKT’s first location was unveiled on June 25 at the New York WeWork 205 Hudson, with more locations planned to open in the city and across the country, imminently.

As legacy retailers struggle to react quickly to retail’s ever-changing climate, independent brands are increasingly being more nimble in their approach and finding new channels in which to get their products in customers’ hands. Also in New York City, for example, is Bulletin, a “flea market” type of store that rents shelf space to up and coming brands who were born in digital, enabling them to sell in the physical space.

Not all established retailers are ignoring this trend, however. In May this year, Macy’s announced it was acquiring Story, a retail space that changes its concept and merchandise every four to six weeks. Story’s founder Rachel Shechtman, now Macy’s brand experience officer, has been tasked with bringing the experiential nature of the concept into Macy’s department stores throughout the country.

Categories
Campaigns digital snippets e-commerce product Retail social media sustainability technology

ICYMI: Burberry and Farfetch, Natalie Massenet on exiting BFC, Alibaba’s retail strategy

Cara Delevingne in Burberry latest collection
Cara Delevingne in Burberry’s latest collection

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

TOP STORIES
  • Burberry to expand online reach with Farfetch tie-up [Telegraph]
  • For Natalie Massenet, change brings opportunity [BoF]
  • Alibaba invests another $1.3 billion into its offline retail strategy [TechCrunch]
  • Can Marchesa survive in a post-Weinstein world? [Refinery29]
  • NYFW roundup: #MeToo conversations, immersive runways and supersized robots [TCDaily]
TECHNOLOGY
  • In-depth: H&M puts tech at the heart of action plan to turn the brand around [TCDaily]
SUSTAINABILITY
  • When it comes to millennials’ fashion buys, price and convenience trump sustainability [WWD]
  • If you care about ethical fashion, it’s time to stop sleeping on G-Star Raw [Fashionista]
RETAIL & E-COMMERCE
  • Selfridges opens in-store boxing gym in “world first” [RetailGazette]
  • WeWork moves into retail with new partnership with J.Crew [Glossy]
  • Mulberry takes over Spencer House for London Fashion Week 2018 [Campaign]
  • Fewer happy returns in retail land as companies tighten generous return policies [Fung Global Retail Tech]
  • Target will roll out same day delivery in Twin Cities next month as it faces off with Amazon [StarTribune]
  • Google wants to change the way we shop online, beginning with beauty brands [Campaign]
MARKETING
  • How Nike’s “Nothing Beats a Londoner” advert taps into real London culture [HypeBeast]
  • PORTER becomes editorial voice across Net-A-Porter as it goes digital with daily updates [TheIndustry]
SOCIAL MEDIA
  • Inside Vans’ social media strategy [Digiday]
  • Pinterest now lets you archive boards, rearrange pins and more [AdWeek]
PRODUCT
  • This blouse comes with free performance coaching sessions [FastCompany]
  • Macy’s is making history with its new hijab-friendly clothing line [Brit+Co]
  • Customization in beauty is on the rise, but its scalability is uncertain [Glossy]
BUSINESS
  • Blockbuster Gucci continues to boost Kering [BoF]
  • Fashion unicorn Farfetch will soon interview bankers for its New York IPO [CNBC]
  • Richemont uncovers counterfeiters abusing customer service line to copy designs [WWD]
  • The future of luxury: 7 trends reshaping the luxury industry [CBInsights]
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
business Startups

UK fashion entrepreneurs take note: $1.5m up for grabs via WeWork’s Creator Awards

WeWork's Creator Awards will take place in London on September 14
WeWork’s Creator Awards will take place in London on September 14

Co-working business WeWork is offering a grant of over $1.5 million to UK entrepreneurs, SMBs, non-profits and artists as part of its Creator Awards this summer; a global initiative that will hand out a total of $20 million worldwide to innovative projects and the people behind them.

The team is looking to recognise and reward those who are thinking in new ways, building fresh projects and achieving real change across all industries. Fashion falls comfortably within that bracket, but what’s better is any stage of growth is relevant; whether you have an established business or even just the beginnings of a good idea.

Prizes from $18,000 to $360,000 are up for grabs across three categories in a bid to offer opportunity to as many different types of creators as possible. The Incubate award is for individuals with an idea or project that needs funding; the Launch award is for start-ups and non-profits that have launched but are still learning; and the Scale award is for those with a record of success that are ready for the next level.

“We’re a company that wants to provide people with an energy source. We want to provide people with motivation, excitement. We want them to love what they do,” Miguel McKelvey, co-founder and chief creative officer of WeWork, says in the above video. This is the first year of what’s set to be an annual programme.

The barrier to enter is low too – all you have to do is fill out a form and submit a 90-second video by the deadline of August 24. The regional finals will then take place in London on September 14, before the Creator Awards Global Finals in New York in November.

At the first three regional finals in the US, Emily Kane won $36,000 for GirlForward to bring her English Language Learning curriculum online to support girls who have been displaced by conflict and persecution around the world. Donovan Morrison won $72,000 for Luna Lights to help bring the safety light solution to 20 assisted living communities and 600 older adults this year. And Samuel Bain won $180,000 for Imerman Angels to take the one-on-one Cancer Support Community beyond the US.

London’s event on September 14 will also include a full day of public programming, a pop-up market with local sellers and a job fair. Further Creator Awards will be hosted in Berlin, Mexico City and Tel Aviv.