Archive | September, 2012

Digital snippets: Burberry, Victoria Beckham, Target, Phillip Lim, Karl Lagerfeld

28 Sep

Just back from travels and playing major catch-up with what’s been going on with all things fashion and digital over the past 10 days. One inbox down and a full scour of my favourite news sources later, and here are some of the highlights:

  • Why Burberry wants to bring the online experience to stores and not vice versa [Mashable]
  • Victoria Beckham most talked about designer on Twitter during NYFW, adds 57k followers (as pictured) [Vogue UK]
  • Social-commerce at NYFW and LFW ensures Fashion Week is a democracy for everyone to enjoy [DisneyRollerGirl]
  • Five digital highlights from New York Fashion Week [Mashable]
  • Target launches shoppable short film series [NY Times]
  • Phillip Lim “Kill the Night” comic available online [3.1 Phillip Lim]
  • Karl.com gets a makeover [WWD]
  • Just launched: Versace’s new e-commerce site [StyleBistro]

And a couple of interesting Twitter tidbits from Business Insider:

  • The truth about Twitter: it’s not a mainstream technology [Business Insider]

Social stats from #LFW

23 Sep

This London Fashion Week was the most social yet, with over 225,000 online conversations, according to insights firm Precise.

It almost goes without saying the volume of chatter would be up on previous seasons, but it’s good to see that figure has reportedly almost doubled in a year. Better yet, over 95% of the posts overall were positive.

A few more interesting stats:

  • Burberry led the way with over 21,000 mentions on Twitter, Facebook and blogs. Referenced in over one third of them however, was the presence of One Direction pop star Harry Styles
  • Topshop meanwhile garnered 10,000 mentions, followed by Vivienne Westwood with 3,000
  • Lady Gaga’s appearance at Philip Treacy’s show generated over 5,000 mentions in association with LFW, while Treacy himself only attracted 3,000
  • When it comes to emerging labels, the two winners on social were Mary Katrantzou with over 2,700 comments, and House of Holland, with over 2,500

*Precise’s research is based on keyword analysis of every English language social media post created during LFW, followed by a qualitative examination of a sample of posts

Calvin Klein partners with FashGif for fun Tumblr images

19 Sep

Calvin Klein has enlisted Tumblr blogger FashGif to create a series of animated images of its new spring/summer 2013 womenswear collection.

The initiative sees still catwalks shots from the recent NYFW show brought playfully to life through added interest and detail, thanks to the signature work of FashGif’s Greta Larkin. As her page reads, it’s all about “making fashion move”.

Each image is appearing on Calvin Klein’s own Tumblr page every day this week. Below are two more examples of those released so far.

The company is also continuing its relationship with blogger and model Hanneli Mustaparta, focused on behind-the-scenes images from fashion week.

FashGif also created this exclusive image for trend forecasting site WGSN’s Tumblr last week, inspired by the Proenza Schouler SS13 show:

Digital snippets: Burberry, Dior, Dolce & Gabbana, Ralph Lauren, Proenza Schouler

18 Sep

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

  • Burberry opens digitally integrated store in London (as pictured) [Mashable]
  • Marie Claire claims UK first with Dolce & Gabbana video ad in October issue [Media Week]
  • Ralph Lauren previews SS13 accessories collection on Instagram [WWD]
  • Proenza Schouler’s spring collection was inspired by Tumblr [Refinery 29]
  • Uniqlo promotes San Fran store with interactive experience starring YouTube cat Maru [TheInspirationRoom]
  • Zappos crunches Pinterest data to suggest tailored purchase recommendations [Contagious]
  • New York Fashion Week street style is often a billboard for brands [NY Times]
  • These virtual models could be the future of online shopping [Business Insider]

Topshop show generates over 200m exposures

17 Sep

The Topshop Unique show held during London Fashion Week yesterday promised to offer consumers a social, customisable and shoppable experience through its live-stream on Topshop.com.

The result? A reported 2m people tuning in from over 100 countries across multiple platforms and devices.

Here’s a summary of some of the rest of the facts and stats from the event:

  • A total of 200m people were said to be exposed to images and content from the show, in the main because of its “shoot the Show” tie-up with Facebook, which allowed consumers to share images straight from their video stream
  • #TOPSHOP and #UNIQUE both trended globally on Twitter thanks to live-streaming through the platform for the first ever time, and a “tweet-off” invented by Topshop asking for followers to send in 140-character reviews
  • Topshop also partnered with Elle magazine for a Tweetwalk that saw images shared live from backstage over Twitter on both accounts moments before they hit the runway
  • The result saw Topshop.com clicked on by over 120 countries
  • More traffic was generated to the site from the USA on one day than in its entire history. This was highlighted as particularly exciting in a week were the brand has opened 15 new stores in the country through a partnership with department store Nordstorm
  • The “Customise the Catwalk” shoppable element of the initiative resulted in pieces selling out from the new collection within an hour
  • Make-up products were also purchased during every minute of the show

Harrods to run Twitter beauty Q&A at Burberry #LFW show

16 Sep

Harrods is set to host a live Twitter Q&A with make-up artist Wendy Rowe at Monday’s Burberry show during London Fashion Week.

Taking place immediately after the brand’s catwalk outing, the occasion will see Rowe (the brains behind Burberry Beauty) responding to questions put forward by Harrods’ followers.

Consumers are being asked to use the #Burberry and #AskWendy hashtags to do so. The show starts at 4pm GMT, with the Q&A slated to start at 4.30pm.

London Fashion Week: your digital preview

14 Sep

This article first appeared on Mashable

Once again, London Fashion Week is aiming to prove it has just as much muscle in the digital department as its counterpart in New York.

Innovation kicks off at Topshop. Newly installed chief marketing officer Justin Cooke, formerly vice president of public relations at Burberry, has developed an interactive, shoppable livestream experience for its Unique show on Sunday afternoon.

On Topshop.com, viewers will be able to browse product shots and color options for certain apparel and accessories as they come down the catwalk. Viewers can then place orders for delivery in six to eight weeks. Beauty products worn on the catwalk will likewise be available for purchase with delivery in 48 hours. And each look will be instantly shareable with Facebook friends thanks to a “shoot the show” feature developed in conjunction with Facebook engineers.

Jonathan Saunders is similarly offering fans the chance to pre-order his collection, this time on social platform Motilo, which allows users to shop together through live video and chat.

Ten of the looks from Saunders’s Spring/Summer 2013 line will be made available immediately following the livestream, which is being hosted in a specially-created hub on the Motilo site.

Visual diaries

The British Fashion Council (BFC) will be hosting livestreams of 47 shows at londonfashionweek.com/live this season, including those showing apart from the main catwalk venues, such as Christopher Kane, Mulberry and Paul Smith. The BFC’s in-house team will also be narrating the LFW story with behind-the-scenes snapshots on Instagram via the “BritishFashionCouncil” account.

Meanwhile, designer Anya Hindmarch, taking inspiration from Oscar de la Renta‘s bridal and spring shows, is working with the BFC to bring fans all the live action of her show via Pinterest.

Her experience throughout London Fashion Week, as well as of her show itself on Tuesday, will be pinned to the BFC’s board, providing a real-time visual diary for fans to engage with. Inspiration shots, backstage prep, even seating plans and invitations — not to mention the collection as it hits — will all be included. The Osman show on Monday will also be live-pinned.

The recently relaunched Net-a-Porter Tumblr promises to give a comprehensive overview of Fashion Week from both the front row, the street and, increasingly, backstage. The e-commerce site’s Fashion Fix blog meanwhile is equally as strong, hosting all manner of daily video insights and editorial content about trends.

Blogger, illustrator and photographer Garance Doré is also creating a series of videos for Net-a-Porter from each city, introduced in New York with an inside look at her prep for the week, and continuing through London with a second release on Tuesday.

Expert commentary

For those looking for some more expert analysis and professional insight on the collections, the place to head is SHOWstudio. Here, an exciting dose of live commentary and conversation is taking place alongside the livestreams on a number of key shows.

Hosted by SHOWstudio’s Lou Stoppard and writer Camilla Morton, you’ll find panel discussions with fashion experts including journalists, stylists, buyers and image-makers. “It’s about communicating fashion in a raw, unedited and honest way… and bringing the excitement of the front row to a broader audience,” the team explains.

SHOWstudio founder and director, Nick Knight, adds, “There is so much potential to cover the fashion shows in an entertaining way that can involve and excite a huge range of people. Sport events, for example, are always explained to their public by a panel of ‘experts,’ whereas fashion is just presented as if its only audience is the industry. Fashion coverage is also so inoffensive; everyone is too scared to rock the boat. Any art form benefits from a strong and robust critical forum — including fashion.”

Whistles CEO Jane Sheperdson, writer Colin McDowell, filmmaker Ruth Hogben, artist Daphne Guinness and more will all be featured. The initiative is occurring throughout fashion month (so New York, Milan and Paris too) from the company’s headquarters in London. LFW will see three shows covered: Burberry, Christopher Kane and Fashion East.

The BFC is looking to Twitter as always too, continuing its #AskLFW conversations from @LondonFashionWk with guest tweeters this season, including New York socialite Olivia Palermo, designers Matthew Williamson and Roksanda Ilincic, and Grazia magazine’s style director (and soon-to-be fashion director at Harvey Nichols), Paula Reed.

Geo-tracked transport

And finally, Vodafone is set to help LFW VIPs get about the city more easily throughout the week, thanks to an innovative bespoke app.

Each of the Mercedes-Benz cars VIPs travel in will include a Samsung Galaxy Note 10.1 tablet pre-loaded with “fleet management technology” so they can track their progress in the city. In other words, they’ll be able to view their location and speed — similar to how you would on an airplane — in relation to the press and photographer buses, helping them judge how long they have until the next show begins.

As Rosanna Falconer, digital marketing executive at the BFC, explains, “It lets them know how quickly they need to be there, and whether they have time to stop off for that all-important cup of coffee.”

The app also includes a calendar of the show schedule, a list of PR contacts, a Twitter feed displaying relevant hashtags and a stream of post-show videos from YouTube. The initiative helps ensure those all-important attendees remain as on the ball so as to keep providing content for the rest of us.

Despite being a city largely comprised of young, independent designers — with therefore decidedly low budgets — London’s support network sees it once again upping its game for Spring/Summer 2013, cementing itself as a true contender in the digital space. Of course, we will have to see what Burberry has planned for us on Monday.

DVF’s Google Glass film released

13 Sep

As promised following her show at New York Fashion Week on Sunday, Diane von Furstenberg has released a film recorded using Google Glass, the search engine giant’s new augmented reality eyewear. Check it out:

 

Topshop #LFW show to offer customisable, instantly shoppable looks online

12 Sep

Topshop is focusing on personalisation with the online streaming of its Unique show at London Fashion Week on Sunday, launching a variety of innovative initiatives for consumers to engage one-on-one with, including customisable catwalk looks.

Its first under the direction of new CMO Justin Cooke, formerly at Burberry, the experience will allow fans to see product shots of a set number of apparel and accessories items as they watch the live-stream on Topshop.com and simultaneously change the colour of them to their preference.

Those pieces can then be pre-ordered for spring/summer 2013 delivery in six to eight weeks – cleverly giving Topshop incredible insight into what it is their target market would most like to see on the shopfloor, and importantly, in what colours.

The beauty products worn on the runway will likewise be available to buy, with delivery in 48 hours, as will the music playlist immediately via iTunes.

Cooke, who admits to being particularly excited by customisable handbag colours, said: “This show is all about the customer and creating what we call ‘social entertainment’ around our product. We want to take the energy and the excitement of our iconic Oxford street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.’’

A “shoot the show” feature will also enable viewers to share catwalk looks with their Facebook friends in real-time. The result of a partnership between Topshop and the social networking site, it will see a camera button sitting in the corner of the live-stream video (and on demand version) that when clicked captures the screen and opens an image for sharing.

“Fashion enthusiasts are sharing the things they love on Facebook now more than ever. This is where the conversation happens, it’s among friends and it’s where great brands need to engage. Topshop clearly understand this, they are a cool young brand with a deep understanding of their customers, and by developing the innovative ‘shoot the show’ functionality with Facebook, they are enabling millions of people globally to share their favorite moments instantly with their friends,” said Joanna Shields, VP and MD of Facebook.

Adding to the entertainment is a challenge on Twitter. Branded the “tweet off”, it encourages fans to review the show in just 140 characters. The best will win VIP tickets to attend next season.

Watch the video below to see some of the plans in action…

Levi’s launches first brand magazine on Flipboard

11 Sep

In a press release for the launch of its autumn/winter 2012/13 ad campaign back in July, Levi’s said it would be revealing the “first-ever shoppable brand magazine” on social app Flipboard. Turns out, it’s finally here…

Referred to as a “social catalogue”, the initiative sees full-page spreads of the denim brand’s Go Forth campaign in nine publications already using the iPhone, iPad and Android platform. In style with the nature of the app, these ads then open to a magazine-like entity that pulls in content from across the Levi’s repertoire. The stories and images it’s sharing on Twitter, Facebook, Instagram or Google Plus for instance, as well as the videos on its YouTube page, and the product from its new collection, which can be both shopped (in-app) and shared with friends.

“Using the social underpinnings of Flipboard to create a magazine for individual brands is a great new way for advertisers to connect with Flipboard readers,” said Christine Cook, head of revenue at Flipboard. “For Levi’s they are bringing their beautiful, emotional ads to the specific publications they already know and love and expanding the experience using the social media content they are already creating. There’s very little work on the advertisers’ side, making Flipboard a simple way to reach the millions of people reading on mobile devices.”

The nine publications featuring the ads between now and October 31, 2012, are Vanity Fair, Glamour, Details, Elle, Marie Claire, Esquire, ESPN, Fast Company and Rolling Stone.

As reported by AdAge: “Flipboard has long promised to provide publishers with magazine-like advertising that takes advantage of the capabilities of tablets and smartphones.” With its now 20m users, and 3bn monthly “flips” (or page turns), it’s now doing so with integrated m-commerce too. Expect to see more…

Included below too is the most recent Go Forth film from Levi’s, a gutsy call for people who get dressed each morning with purpose.

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