Archive | April, 2012

Digital snippets: Prada, Nowness, Oliver Peoples, Vogue Spain, Tavi, Etsy

30 Apr

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

  • Prada microsite features digital drawings for new Parallel Universes accessories campaign (as pictured) [Luxury Daily]
  • LVMH launches Chinese-language version of Nowness.com [brandchannel
  • Oliver Peoples launches new campaign film, redesigned website [WWD
  • Vogue Spain caught with stolen pics on Instagram [TheNextWeb
  • The business of blogging: Tavi Gevinson [BoF]
  • Etsy: a beginner’s guide to the crafty e-commerce site [Mashable]
  • Fashion blog posts outfits inspired by popular video game characters [PSFK]

Burberry World Live launches with immersive 360-degree experience in Taipei

27 Apr

Burberry kick-started the first in a series of global events last night with a multisensory experience in Taiwan that combined the brand’s pillars of British heritage, weather, music and fashion.

Staged in a custom cylindrical space, it included an eight-part 360-degree film featuring hologram Burberry models, digital rain that seemingly poured from the ceiling, and a live performance from British musician Tom Odell. The initiative follows on from the brand’s tech extravaganza in Beijing in 2011, and likewise celebrates the opening of a new flagship store; this time in Taipei’s 101 shopping centre.

Burberry World Live, as the series is being called, will now tour to other cities, including London, Hong Kong and Chicago.

“We created the Burberry World platform for our online community and tonight that came to life when we connected our guests with everything the brand stands for today, using original content to take them on an emotive and sensory journey, blurring the digital and physical dimensions of our brand,” said chief creative officer Christopher Bailey.

See the video below:

Met Gala to live-stream red carpet arrivals

26 Apr

The Metropolitan Museum is planning to live-stream from the red carpet for the first time at this year‘s Costume Institute Gala.

Coverage of celebrity arrivals will take place between 6.30pm and 8.30pm (EST) on Monday May 7, and be aired online via Vogue.com, Amazon.com/fashion and Metmuseum.org/metgala.

The stream will be hosted by Vogue‘s William Norwich and Elettra Wiedemann, who will interview  gala co-chairs including Carey Mulligan, Miuccia Prada and Anna Wintour, as well as a selection of other stars.

Throughout the two hours, there will also be additional pre-taped segments featuring the history of the benefit and insights into this year’s exhibition, Schiaparelli and Prada: Impossible Conversations.

Norwich and Wiedemann are also inviting consumers to send in their own questions for the A-list guests by using the #MetQuestions hashtag on Twitter. Furthermore, on the day itself, the duo will be giving fans an inside look at the prep for the gala through www.facebook.com/celebs.

DKNY PR Girl: fashion brands need to get out of Bedrock

25 Apr

Great quote from Aliza Licht, otherwise known as DKNY PR Girl, from a recent interview I did with her (and as featured on her Tumblr).

In a nutshell, it sums up what this blog is about too: brands that are jumping in, experimenting and not being afraid to let their consumers feedback on what’s working and what’s not.

Licht, as ever, is a great case study. Feel free to email me for the full article.

Digital snippets: Oscar de la Renta, Victoria Beckham, Kate Spade, Bloomingdale’s, Nike

23 Apr

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

  • Oscar de la Renta live pins bridal show (as pictured) [The Cut]
  • Victoria Beckham’s social whirl [WWD]
  • Bloomingdale’s virtual reality windows let shoppers try on shades [NY Daily News]
  • Nike creates new Twitter RSVP system to facilitate shoe releases [Stupid Dope]
  • New Balance Boston’s digital community board gives real-time running updates [PSFK]
  • LVMH on managing its brands on Facebook [WSJ]
  • US Elle tries Facebook commerce, launches shoppable trend guide [Mashable]
  • Fancy hits 500,000 users, 1,000 merchants [Gigaom]

C&A Brazil puts Facebook likes on store hangers to push Mother’s Day collection

22 Apr

This was just sent to me by a friend in São Paulo… C&A in Brazil has launched a Facebook tie-in for Mother’s Day, inviting shoppers to like their favourite items from a special collection in order to push the most popular pieces.

The “Fashion Likes” campaign is then integrated into the retailer’s flagship store in the Iguatemi mall in São Paulo, with hangers that show a real-time counter. The gist of the description on the C&A Facebook page is that by ‘liking’ an item, consumers are helping those who are in doubt over what to buy.

Take a look at the video below:

 

You might also be interested in this piece: Brazil’s new luxury focus

Vogue.fr launches English site

18 Apr

Vogue Paris has introduced an English-language option on its recently relaunched website, featuring a daily selection of exclusive content for its international audience.

The move comes hot on the heels of the site’s reported 130% increase in traffic to 520,000 unique users a month in February 2012; an impressive figure alongside Condé Nast’s English language sites such as Vogue.com, which has 1.2 million uniques, or Style.com’s 2.6 million.

“We know that we have a very international audience, which is why we expect the English edition to drive even more traffic and help us develop the brand,” Sarah Herz, director of Condé Nast Digital in France, told The Business of Fashion. “Our strategy is to embed the style and feel of the magazine across all formats, as it responds to the new way in which we consume information today, and meets readers needs in terms of temporality and mobility.”

The Vogue.fr brand also celebrated reaching 500,000 fans on Facebook recently, and 1 million followers on Twitter (making it the leading French media account on the platform).

Next up will be a new iPhone app next week, as well as a mobile-optimised version of its website. From June, there will be a rich media version of the magazine available on iPad, and an Android app at around the same time.

Harrods launches Pinterest contest for Queen’s Diamond Jubilee windows

16 Apr

Harrods has launched a competition on Pinterest that will result in one consumer’s mood board forming the basis of its store window in celebration of the Queen’s Diamond Jubilee.

The London department store has posted its own inspiration page on the virtual scrapbooking site, formed around the idea of a street party for the occasion, and invited UK residents to do the same. All they have to do is then tweet their link to @HarrodsofLondon, along with the hashtag #HarrodsWindows.

Mark Briggs, image director at the retailer, will select three of the best mood boards to post on Facebook, from which fans will be able to vote for one to be transformed into a window by the store’s visual merchandising team next month.

The deadline for entries is April 19.

UPDATE: See the winner’s video here – Harrods unveils Pinterest contest winner, #DiamondJubilee window

Digital snippets: in-store tech, Nike #makeitcount, Sephora, Reebok, Christian Louboutin

15 Apr

It’s been an interesting week of stories – lots of focus on the impact consumer behaviour online and technology itself is having on stores. The usual selection of brand digital activations too…

 

  • Macy’s CEO sees stores borrowing ideas from online [Reuters]
  • Digital tools boost in-store service [WWD]
  • Why brick-and-mortar players and fledgling e-commerce sites need each other [NY Times]
  • Gilt Groupe founders discuss the future of commerce [AdWeek]
  • Nike’s #makeitcount video (as above): the best branded story ever told? [Mashable]
  • Sephora’s smart social and digital makeover [Forbes]

Fashion forms key focus in new film shorts from auto industry

14 Apr

Both Fiat and Citroen turned to the fashion industry for inspiration with new video campaigns this week.

 

A celebration of the ongoing collaboration between Italian brands Fiat and Gucci, the first is a short directed by Chris Sweeney that appeared on Nowness.com. Based on the idea of plastic model kit cars, it features shoes, bags and perfume bottles being transformed into auto parts including a steering wheel and car exhaust.

“It’s an extreme, austere fashion version of Charlie and the Chocolate Factory or Wallace and Gromit, which are very playful, silly, colorful and magic,” explained Sweeney of the film, which he created with Italian Vogue’s Franco Sozzani and Purple magazine’s Olivier Zahm.

The Fiat 500 by Gucci car itself was customised by the fashion house’s creative director Frida Giannini, with a signature red-green stripe down its side and the “Guccissima” leather print on the seats.

 

Meanwhile, Citroën has released a series of images and a film in the build-up to its formal unveiling of its Numéro 9 concept car at the Beijing Auto Show next week.

Shot by Laurent Nivalle in Paris, they take their inspiration from the fashion industry, reports PSFK, with the stills in line with magazine editorial, and the film on par with a lifestyle piece that places the car more as a background element.

The Numéro 9, while just a show car, is said to underline Citroën’s focus on styling with the forthcoming launch of its upmarket ‘fashion cars’ – the DS3, DS4 and DS5 – in Beijing.

Follow

Get every new post delivered to your Inbox.

Join 437 other followers

%d bloggers like this: