Categories
business digital snippets e-commerce Retail social media sustainability technology

ICYMI: Virgil on arriving at Louis Vuitton, Amazon’s treasure truck, The North Face releases renewed apparel

Virgil Abloh
Virgil Abloh

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

TOP STORIES
  • Virgil Abloh on the movement that brought him to Louis Vuitton [HypeBeast]
  • Who’s that selling steaks, seafood and toys in a parking lot? It’s Amazon’s Treasure Truck [USAToday]
  • The North Face kicks off pilot program for renewed apparel [WWD]
  • Fashion got woke. But at what cost? [BoF]
  • The power of Kate Spade’s ‘colorful, bold, cheerful’ brand [AdAge]
TECHNOLOGY
  • Waymo announces 7 million miles of self-driving car testing, putting it far ahead of rivals [ArsTechnica]
SUSTAINABILITY
  • Circularity: Sustainable fashion’s holy grail or greenwashing? [BoF]
RETAIL & E-COMMERCE
  • Stella McCartney brings meditation to Galeries Lafayette [WWD]
  • Why 2018 is the year of modernization for Target [RetailDive]
  • Club Monaco turns to in-store pop-up shops to diversify its retail experience [Glossy]
  • Harvey Nichols partners with Hero to offer “Live Shopping” online [TheIndustry]
  • House of Fraser to close 31 stores [BBC]
  • It’s not retail that’s dying. It’s our imagination [BoF]
  • Rent the Runway extends logistics tools to luxury fashion brands [FastCompany]
  • A mall in China put in a traffic lane just for people staring at their phones [FastCompany]
MARKETING & SOCIAL MEDIA
  • Adidas and the World Cup: Mass appeal or awkward deal? [BoF]
  • Instagram’s new shopping bag icon adds e-commerce element to advertisers’ Stories [MarketingLand]
  • Welcome to China’s KOL clone factories [BoF]
BUSINESS
  • Decoding the Dries Van Noten x Puig deal [BoF]
  • The future of fashion hiring is fast, digital and diverse [WWD]
  • Revolve could be on the brink of an IPO [SourcingJournal]
Categories
Campaigns Editor's pick technology

Bjo?rn Borg disrupts World Cup with blockchain and AR LGBTQ experiences

Bjo?rn Borg AR experience at the World Cup 2018

Swedish underwear label Bjo?rn Borg is taking a stand on LGBTQ rights, including marriage equality, with two digital initiatives that coincide with the start of the World Cup 2018 in Russia.

During the first match of the football championship, Russia versus Saudi Arabia, brand fans were encouraged to place an augmented reality “tifo” – the word for large organised visuals displayed by football crowds – via an online platform. Upon visiting the platform, users could place a visual of a gay couple kissing above the crowd, either on their desktop, or pointing their phones towards a TV playing the match. In the illustration, the couple is sporting painted stripes that represent each country’s flags, with a strapline that reads, “Love Will Win Tonight.”

Users can then share the visuals on social media, while the brand has developed web ads with similar messaging. The launch during the first match is particularly symbolic as in Russia, promoting homosexuality is considered propaganda, while in Saudi Arabia being gay is considered a crime that can be punished by death.

Although the AR experience will only be available throughout the football championship, it lives under a larger digital platform where the brand is further cementing its stance through the use of blockchain technology. Marriage Unblocked allows any user to propose, exchange vows and get married digitally by storing their information on a blockchain ledger, which can either be made public or remain anonymous. Users who participate, many of which are from countries where gay marriage is not legal, get a certificate for their digital marriage. Although not legal, the symbolic feature creates an emotional experience that allows those who have been denied the right to marriage to express their love for one another.

Bjo?rn Borg has long used the conversation around love to promote a more inclusive society, as well as tying the topic to their brand messaging in general. In 2011, a TV spot featured a traditional wedding ceremony with a twist; and 2015, it launched an online game where weapons included holographic kisses and heart-shaped soap bubbles, showcasing that love conquers all. The brand, much like cross-industry counterparts like Lush, has long understood that taking a stand on a major topic that matters to them is a pivotal strategy when engaging with younger customers who wear their values on their sleeves.

Categories
digital snippets e-commerce mobile social media

Digital snippets: Burberry, Levi’s, Nordstrom, adidas, Gap, Apple, CFDA, Bonobos

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

burberry

  • Burberry credits 9% revenue hike on strong online sales and ‘more targeted marketing’ [Marketing]
  • Levi’s launches $96m global campaign centred on user-generated content [The Drum]
  • Nordstrom is bringing Wanelo into 100+ of its stores [Glamour]
  • Inside adidas’ social media team at the World Cup in Rio [AdAge]
  • Gap’s former social chief: retail has shiny-new-object syndrome [DigiDay]
  • Might Apple have a future as a fashion conglomerate? [CNET]
  • CDFA embraces shoppable video technology to boost engagement [Luxury Daily]
  • Bonobos raises $55 million to expand its bricks-and-mortar locations [Internet Retailer]
  • In a sea of go-girl advertising, P&G’s ‘Like a Girl’ hits hardest [AdAge]
  • The science of shopping: digital innovations shaping the future of retail [The Guardian]
  • “Buy Now” buttons start appearing in tweets. Is Twitter shopping finally here? [Re/code]
  • Stores still critical to wooing men, but leaders re-wiring for digital age [BoF]
  • How top style bloggers are earning $1 million a year [Co.Design]
  • Is Instagram killing personal style blogs? [Fashionista]
  • Here’s the first-ever Google Glass hair tutorial [The Cut]
  • In Japan, Urban Research experiments with virtual changing booths [BoF]
Categories
Blocks social media

How luxury brands are showing their love for the 2014 FIFA World Cup

FIFA-World-Cup-Brazil-Wallpaper-Logo1

Speak to a Brazilian right now, and most will tell you there’s little else going on in their country other than the FIFA World Cup currently. “At the moment we (I mean the whole country, literally) are 100% focused on [the football] – so no other news,” one friend from an agency in Rio working with Coca-Cola told us.

On social that might particularly seem the case – during the Brazil x Chile match, 390,000 tweets were posted per minute, the highest number ever recorded during a sporting event on the platform.

The main brand players (in terms of share of voice) are inevitably the likes of adidas, Coca-Cola, Nike et al. But a handful of those from the luxury space have embarked on the odd World Cup initiative too in a bid to garner both local and global association with the event. Here’s a little round up of how…

Louis Vuitton was commissioned by FIFA to design the World Cup trophy trunk – a monogrammed, 18-carat gold, malachite and brass ensemble. Supermodel Gisele Bundchen will present the trophy to the winning team
Louis Vuitton was commissioned by FIFA to design the World Cup trophy trunk – a monogrammed, 18-carat gold, malachite and brass ensemble. Supermodel Gisele Bundchen will present the trophy to the winning team
The Tod’s campaign ‘I Cheer For My Colors’ follows a similar concept – accessories in different countries’ colour-ways are available for purchase
The Tod’s campaign ‘I Cheer For My Colors’ follows a similar concept – accessories in different countries’ colour-ways are available for purchase
As part of #FriendshipFriday, Monica Vinander  suggested football fans stack their friendship bracelets to reflect the colours of their team’s flag – some great imagery accompanied over social
As part of #FriendshipFriday, Monica Vinader suggested football fans stack their friendship bracelets to reflect the colours of their team’s flag – some great imagery accompanied over social
Lacoste created a capsule collection called Rio, inspired by Brazil and the Brazilian colours
Lacoste created a capsule collection called Rio, inspired by Brazil and the Brazilian colours
Hublot launched its ‘Hublot Loves Football’ campaign. Its UNICO Bi-Retrograde model is also this year’s official World Cup watch
Hublot launched its ‘Hublot Loves Football’ campaign. Its UNICO Bi-Retrograde model is also this year’s official World Cup watch
Calvin Klein tapped Brazilian football player Oscar Emboaba as the face of its new underwear and denim campaigns
Calvin Klein tapped Brazilian football player Oscar Emboaba as the face of its new underwear and denim campaigns
Tissot is running an Instagram competition using the hashtag #MyTissot. The prize: watches in colours to match the different participating countries’ flags
Tissot is running an Instagram competition using the hashtag #MyTissot. The prize: watches in colours to match the different participating countries’ flags
Gucci’s three-week ‘Forever Now’ exhibition arrived at the right time for the World Cup in São Paulo, using pieces loaned from their Museo in Florence
Gucci’s three-week ‘Forever Now’ exhibition, using pieces loaned from their Museo in Florence, arrived in São Paulo at the right time for the World Cup
Alexander McQueen created its own interpretation of the PUMA King cleats. Only 100 pairs exist, all of which will be gifted to friends of the two brands
Alexander McQueen created its own interpretation of the PUMA King cleats. Only 100 pairs exist, all of which will be gifted to friends of the two brands
Karl Lagerfeld in collaboration with plastic footwear brand Melissa, also created some footwear in the spirit of the World Cup; sandals adorned with a miniature football.
Karl Lagerfeld in collaboration with plastic footwear brand Melissa, also created some footwear in the spirit of the World Cup; sandals adorned with a miniature football
And in true team spirit, numerous brands have not just acted for their own benefit, but leveraged their creative talent to support children in Brazil too. The Make Kids Happy campaign, under the organisation of Luisa Via Roma and adidas, saw various luxury brands designing their own versions of the FIFA football. These were then auctioned off on eBay on June 16 and proceeds went to the Brazilian Gol de Letra Foundation. Participating designers included Dolce & Gabbana, Balmain, Cavalli, Missoni and MCM, as well as Giuseppe Zanotti shown here.
And in true team spirit, numerous brands have not just acted for their own benefit, but leveraged their creative talent to support children in Brazil too. The Make Kids Happy campaign, under the organisation of Luisa Via Roma and adidas, saw various luxury brands designing their own versions of the FIFA football. These were then auctioned off on eBay on June 16 and proceeds went to the Brazilian Gol de Letra Foundation. Participating designers included Dolce & Gabbana, Balmain, Cavalli, Missoni and MCM, as well as Giuseppe Zanotti shown here.
Categories
digital snippets film social media technology

Digital snippets: Beats by Dre, Alexander Wang, Apple, in-store tech, China social media

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

beats_worldcup

  • Did Beats by Dre just out-Nike Nike with this incredible World Cup ad? [AdWeek]
  • Alexander Wang and friends bring SNL’s Mango back in latest ad [GQ]
  • Apple’s newest ad says we’re ready for wearables, now [re/code]
  • In-store tech, sales driver or hype? [BoF]
  • Beyond Weibo and WeChat: four chinese social platforms with big luxury potential [Jing Daily]
  • Regent Street to deploy beacon technology in shops [The Telegraph]
  • Tanya Taylor partners with Instagram artist Kalen Hollomon on coolest lookbook ever [Fashionista]
  • Nike unveils world’s first-ever 3D-printed performance sports bag [WGSN Tumblr]
Categories
digital snippets e-commerce social media Startups

Digital snippets: Prada, John Lewis, Comptoir des Cotonniers, Sephora, L’Oréal

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

pradasphere

  • Prada delves into visual past with Pradasphere microsite [Luxury Daily]
  • John Lewis picks iBeacons, smart-home Sonos rival, and 3D planning start-ups as final partners for JLab incubator scheme [The Drum]
  • You can now buy Comptoir des Cotonniers directly from ads on bus shelters in France [Fashionista]
  • The ROI: Sephora, Thismoment share results of Pinteresting beauty board launch [BrandChannel]
  • L’Oréal targets ads based on hair colour in online photos [AdAge]
  • ‘Vogue’ makes its Instagram shoppable with Liketoknow.it [Fashionista]
  • adidas promises to exclude consumers unless they opt ‘#allin’ to World Cup campaign [Marketing]
  • Visual search set to make world of imagery instantly shoppable [BoF]
  • Condé Nast drafts an internal ‘Magna Carta’ for native advertising [AdAge]
  • Lingerie brand turns to Snapchat for a voyeuristic, vanishing lookbook [PSFK]
  • Fruit of the Loom turns GIFs into Father’s Day gifts [AdWeek]
  • The power women who are reinventing the way you shop fashion online [Forbes]
  • Mary Meeker’s 2014 internet trends report: all the slides plus highlights [Quartz]