Archive | June, 2011

Robbie Williams releases video shorts for new fashion line

30 Jun

British pop star Robbie Williams has narrated three fashion films to accompany the launch of his clothing line, Farrell.

In the first, he explains how his grandfather, Jack Farrell (the inspiration behind the brand), ensured he had a strong masculine role model growing up.

It sees celebrity hair stylist, Oliver Woods and stylist, Marcus Love, sporting items from the new collection, and was directed by Charlie Joe.

The collection launches in September. The second two films will be released in August.

DKNY PR Girl joins Tumblr

29 Jun

DKNY is the latest in a line of fashion brands to join blogging platform Tumblr.

From the voice of the award-winning @DKNY PR Girl Twitter feed, the blog is said to be about “what’s current and her stream of consciousness”.

As the strapline reads, it’s for “when 140 characters aren’t enough”.

“I’m your well-placed fashion source bringing you behind-the-scenes scoop from inside Donna Karan New York and DKNY and my life as a PR Girl living in NYC,” explains the bio. “Go ahead, take a chance and RSS me (that means kiss me in Digital),” she adds in her first post.

Included is a quirky to do list, which links in a personalised manner to each of the DKNY branded assets, including the Facebook page and e-commerce websites. There is also an embedded Twitter widget, and link to download the Donna Karan and DKNY apps.

Read more about fashion brands flocking to Tumblr, here.

And keep an eye out for more about Tumblr’s relationship with the fashion industry over the next couple of weeks when I find time to post about my interview with the site’s fashion director Rich Tong.

An interval

28 Jun

Apologies for the gap in content – I’m just back from an incredible week at Cannes Lions and catching up on everything as I type.

Lots of stories to flow shortly…

Digital snippets: Tom Ford, Net-a-Porter, Apple, Gilt Groupe, Anna Wintour

17 Jun

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

 

  • Tom Ford releases video lookbook of his autumn/winter 2011/12 collection (as above) [YouTube]
  • Net-a-Porter launches “live” app, lets you see what others are buying around the world [Daily Telegraph]
  • Gilt Groupe to launch upscale, full-price men’s fashion website called Park & Bond [JustLuxe]
  • P& G opens Facebook stores for Tide, Gillette, Olay, Gain, CoverGirl, Luvs and Febreze [Social Commerce Today]
  • LA boutique American Rag installs rearview cameras in fitting rooms [The Cut]
  • And in case you missed it (how could you), Anna Wintour’s five word acceptance speech at the Webbys: “Sometimes… geeks can be chic” [Fashionista]

In other news – this blog will be on a bit of a mini hiatus while I hit up Cannes Lions next week. Hopefully lots of exciting things to report back thereafter…

Digital billboards in Times Square, New York

16 Jun

American Eagle and Forever 21′s digital billboards in New York might have been written about numerous times before, but seeing them firsthand is quite another experience, so I couldn’t help but get my camera out.

Forever 21's interactive billboard at Times Square

Forever 21′s is the epitome of interactive. Using high-tech surveillance equipment and computer vision technology, it plays on the notion of vanity (who doesn’t like to see themselves on a 61-foot screen) to form a real-time image of the crowd.

A super-sized virtual model can be seen taking a Polaroid photo of onlookers before showing it to them once developed; picking up an individual and either turning him into a frog by a kiss or dropping him into a shopping bag; or placing a magnifying glass over certain groups.

The campaign, created by interactive agency Space150, even picks up on the yellow of the Forever 21 bag, to specifically pick out those that have shopped in the store. Bearing in mind consumers look at billboards for an average of six seconds normally, this one definitely has people captured for a couple of minutes at a time – and that’s a whole year after it first launched.

Check out the video, below:

Meanwhile, American Eagle’s similarly taps into the “15 seconds of fame” idea. It’s been about for a little while longer (first trialled in November 2009), but continues to fare well. Anyone who buys something in store can opt to have both their photo and a message posted to the multiple giant screens, some 25-storeys high, outside.

It all happens within 15 minutes so there’s not too much hanging around in the meantime, but while you wait, there’s also conveniently a rotation of all the current campaign shots too.

Check out the below slideshow of examples:

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And a couple of other related things I loved…

The fashion ads from Pepsi for its new skinny can, also in Times Square:

Clinique’s digital vending machines at JFK airport:

Boutiques.com traffic plummets, Google going out of fashion?

15 Jun

I was wondering why there hadn’t been much talk around Google’s Boutiques.com since its launch late late year – turns out traffic has dropped by an enormous 94%.

According to Google AdPlanner via Signature9, the site had 2.6m visitors per month in January, but in April, that figure fell to 170,000.

Furthermore, those stats compare with competitor ShopStyle‘s 3.8m and 3.9m respectively.

Some interesting thoughts on what went wrong, here.

Digital snippets: Diesel, Louis Vuitton, Net-a-Porter, L2 Prestige 100 Facebook IQ

13 Jun

I’m back from an incredible trip to Internet Week New York (more posts from that to follow), and just catching up on reading from last week. Here are some of the great stories surrounding all things fashion and digital I found:

 

  • Diesel integrates Facebook sharing with real-life shopping through in store “likes” (see video) [Digital Buzz]
  • Louis Vuitton partners with Chinese checkin service Jiepang [Mashable]
  • John Varvatos promotes new album from rock group Urge Overkill through social media sites [Luxury Daily]

In case you missed it, there were also some interesting thoughts surrounding Burberry’s placement as “average” in said L2 study. These pieces are worth reading:

  • Vanessa Friedman: Burberry’s web-wizardry a disappearing spell? [FT Material World]

Behind-the-scenes at Olsen twins’ StyleMint

13 Jun

The launch of Mary-Kate and Ashley Olsen’s new e-commerce site StyleMint is proving ever closer with the unveiling of a behind-the-scenes video from its first photoshoot in Brooklyn.

Watch it here:

And read more about the social strategy at camp Olsen, here.

Lanvin chief’s email-free Wednesdays

10 Jun

Love this: Lanvin chief Thierry Andretta, has declared Wednesdays email-free.

Having a full day without interruption reportedly helps him concentrate. He implemented the initiative earlier this year after feeling increasingly depressed and frustrated by the  volume of emails he was expected to handle each day, reports Reuters.

“Generally, I think we have become too accessible. We all lose too much time reading and writing emails and they prevent you from thinking clearly,” he said on the fringe of the FT Luxury Summit in Lausanne, Switzerland earlier this week.

He explained how he would frequently clear his inbox before flying from Paris to New York, but have another 250 messages waiting for him by the time he arrived.

Perhaps needless to say, there’s not been a huge amount of uptake from the rest of the employees at the luxury brand.

“I think they are not really interested but it might be also because they get fewer emails than me,” Andretta said.

Jean-Claude Biver, chief executive of luxury watch brand Hublot, however, said Andretta’s idea was nice but unrealistic and impractical. “The one who can allow himself not to read or answer emails during an entire day in a working week indulges in real luxury,” he told Reuters.

Footage from Burberry’s AW11/12 campaign

10 Jun

The autumn/winter 2011/12 campaign for Burberry has been released, featuring a series of British actors, musicians and models.

“I was inspired by iconic British portraits and our own archive campaigns from the late 1960s of Jean Shrimpton using her trench coat to shelter herself from the poetic and romantic British weather,” said chief creative officer Christopher Bailey.

The cast includes Matthew Whitehouse, Jourdan Dunn, Amber Anderson, Molly Smith, Thomas Penfound, Felicity Jones, Jake Cooper, Johnny George, Thomas Penfound, Sam Claflin and Cara Delevingne.

See the full campaign shot by Mario Testino, here.

Or watch footage of it below:

 

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