Archive | October, 2012

Digital snippets: Chanel, Barnaby Roper, Michael Kors, Tod’s, Littlewoods, Chopard

31 Oct

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

 

  • Chanel No. 5 surges on viral video chart, aided by Brad Pitt parodies (as above) [AdAge]
  • Barnaby Roper’s Nowness film pushes interaction with user-controlled “future catwalk” [Nowness]
  • Michael Kors lauded for digital desire: report [LuxuryDaily]
  • Tod’s releases apps to accompany Italian Portraits book [Vogue.fr]
  • Chopard launches e-commerce in the US [CPP-Luxury]
  • Ikea releases clever making-of video with alternative storyline starring Darren the Bear [PSFK]
  • Business of Fashion reaches 500,000 followers on Twitter [BoF]
  • Consumers turn to social media for customer service [WWD]

Brazilian brand Triton first to make #SPFW collection available for online pre-order

30 Oct

Triton became the first Brazilian brand to sell straight from the runway this week; enabling consumers to pre-order its autumn/winter 2013 São Paulo Fashion Week collection while watching online.

According to Vogue Brasil, 30 select pieces including  jackets, blouses, skirts and trousers could be purchased, with delivery promised in February 2013 – at least 10 days ahead of the main store drop. While not quite at the speed of Burberry or Topshop with their six-eight week options, it’s a step forward for the digitally-savvy, but somewhat e-commerce shy, South American market.

Triton was encouraging consumers to sign up for the exclusive opportunity via its Facebook page ahead of the event on Monday, October 29. “Even better than watching the Triton show live, is being able to buy what’s on the catwalk, right?” it posted on one occasion. On another it emphasised the limited number of items available, and the ability to buy at the exact same time as the models walked out.

It directed people to a microsite that now shows the YouTube video of the show, a section from which to buy the collection, and a number of additional columns underneath tying in all the social media conversations around the event.

Colcci similarly made its collection available for pre-order during SPFW today.

Uniqlo UK pushes Heattech line with kinetic energy game

28 Oct

Uniqlo is encouraging consumers to convert their “social energy” through kinetic floor surfaces and a pop-up game console in various locations across London.

Designed to promote its thermal Heattech collection, the initiative sees footsteps transformed into energy at the entrance of the Japanese retailer’s flagship store in the UK in order to power digital screens, and custom-made game consoles inviting consumers to “step to generate” in exchange for an item from the line.

These “heat spots” (as pictured) are accompanied by an online version on the Uniqlo UK Facebook page, and a mobile game accessible via QR codes located on the heat spots and in Uniqlo store windows.

The resulting energy from both online and offline, as well as conversations around Heattech via Facebook and Twitter, are then being calculated and showcased on the in-store screens.

The campaign launched in Covent Garden in London on October 25 and continued in the Westfield London shopping centre over the weekend. From tomorrow, Monday, October 29, it will run in Westfield Stratford and Bluewater in Kent.

Topshop connects physical and digital worlds with #trickortweet Halloween campaign

24 Oct

Topshop is introducing the idea of tweets as currency this Halloween by inviting shoppers to take to Twitter while in store in exchange for certain make-up products.

Part and parcel of the British retailer’s #trickortweet campaign which celebrates its new Witching Hour collection, the initiative will see select flagship stores hosting a special “Tweet Shop” where the online-meets-offline experience will take place.

Trick or Tweet-themed backdrops and posters will be made available for consumers to take a twitpic of themselves in front of.

Fans away from the store are also invited to tweet to @Topshop using the hashtag with their favourite Halloween style tip or a twitpic of their Halloween outfit anytime between October 26-31. The same is being pushed across Instagram.

“We love the idea of using Halloween to connect our digital and physical worlds. We know our customer moves seamlessly between the two and we want to make that experience even more fun for them and drive conversation in our community around a moment that everyone wants to be a part of,” says Justin Cooke, CMO of Topshop.

Topshop will send back personalised thank you messages to entrants, with the best tweets each day winning £100/$150 gift cards.

Prizes will also be given in store to those dressed in the best Halloween-inspired outfits during the “witching hour” of  5pm-6pm on October 27 and 31. Further activities will include complimentary make-overs and a number of DJ performances.

Participating stores include Oxford Circus, Manchester Arndale, Liverpool, New York, Las Vegas and Chicago.

Digital snippets: Juicy Couture, Gap, Harrods, Fendi

23 Oct

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

  • Juicy Couture launching short shoppable film for holiday campaign (as pictured) [WWD]
  • Gap Inc restructures brand leadership for global, digital growth [BrandChannel]
  • Harrods partners with Stardoll to set up online store selling virtual copies of designer childrenswear [Marketing Magazine]
  • Fendi flaunts fall handbag line via Rome-set spy flick [Luxury Daily]
  • Bloggers on fashion’s front row [FT]
  • Sally Singer named creative director of digital at US Vogue [Fashionista]
  • Condé Nast UK expects digital to account for 30% of total revenues in 2014 [Media Week]
  • Pinfluencer brings Pinterest contests to brands’ sites, Facebook pages [AdWeek]

Matthew Williamson launches on Twitter, announces new digital strategy

22 Oct

British fashion brand Matthew Williamson launched on Twitter today, marking its first commitment to a new digital strategy headed up by Rosanna Falconer, previously of the British Fashion Council.

Created to give followers an insider view, the @MWWorld handle will capture all the action from behind-the-scenes of the collections and the studio. It kickstarted this morning with the above tweet, and has since continued with a photo of Matthew mid-meeting as well as a link to his YouTube page where a video documenting the shoot for his forthcoming XV film starring Sienna Miller, Poppy Delevingne and Valentine Fillol-Cordier exists (as below).

Matthew himself will also be sharing his insight, inspirations and travels.

As a follow on, the website and e-commerce platform will soon be relaunched to “reflect developments in technology, including mobile, and capture the brand digitally”.

Matthew Williamson will celebrate its 15-year anniversary this spring/summer 2013. The XV film will be officially unveiled next week.

Cinemagram’s crowdsourced GIF content could prove viral win for fashion brands

19 Oct

Rodarte

There’s no denying the unfathomable appetite online for GIFs at present, or Graphics Interchange Format images to use their full name. Although the simple animated pictures (made up of multiple frames on loop) are about to celebrate their 25th anniversary, they’re being feted across the web now more than ever.

Within the fashion industry, what’s followed of course is bundles of beautifully creative work – pioneered by blogger Jamie Beck and Kevin Burg with their “Cinemagraphs”, as reported here, and since carried on by all manner of Tumblr stars, including the likes of Mr Gif and FashGif.

In fact, on Tumblr, GIFs are hands-down the most successful posts. As Rick Webb, Tumblr’s revenue consultant explained at an event in New York recently it’s these that result in the most engagement actions – likes, reblogs and follows.

Needless to say therefore, fashion brands have cashed in on them too; Burberry, Oscar de la Renta and Calvin Klein as just a couple of examples. Below meanwhile is a recent tribute to the late Lee (Alexander) McQueen created by Nick Knight, and above another created by Rodarte, both of whom are part of the selection committee for a forthcoming GIF exhibition at Art Basel Miami created by Tumblr and Paddle8 called Moving the Still.

Over the past few months, Cinemagram is a name that keeps popping up in relation to all this. One of a number of apps dedicated to the GIF, it essentially simplifies the whole process for individuals to do themselves by using film, while simultaneously tapping into a sense of community once more (think Instagram for GIFs – grainy filters and all). It launched on the iPhone in March 2012, and reportedly has over two million users already.

Referred to as “a fun and beautiful way to animate your photos”, it has caught the eye of a number in the fashion industry especially. It’s interesting to see who is, or has been, on there already – the usual (largely New York-based) digital crowd when it comes to individuals, as well as the industry’s most tech-savvy brands, including Nicola Formichetti, Bergdorf’s and Rebecca Minkoff.

What seems to be the most interesting part of it, however, is nothing to do with corporations having to manage yet another social media outlet, but being able to use it to crowdsource content from their followers.

Brands such as Red Bull and music stars like Pink and Linkin Park have partnered with the platform to offer users the ability to remix official videos and create their own interpretations of the work. The sharing features built into the app then help spread it.

An original post introducing the “Remix” feature, reads: “For the first time, users can engage, interact, and be creative with official video content in a way that has never existed before. Companies want more exposure for their video content… We view cines as tweets for videos and therefore potentially a unique opportunity for Cinemagram to achieve their goals.” Users were doing it already, now they can do so legitimately, and directly from the source.

While a number of fashion brands told me they don’t see uploading their own content on Cinemagram to have too much of a future for them, one e-commerce site in particular said they’re excited to look at how to make use of this new crowdsourcing opportunity. Sending snippets of content out to fans and using it is as a teaser for a then full campaign video is enormously appealing, they explained.

Watch this space…

Nick Knight’s GIF tribute to Alexander McQueen

Vogue Paris tells #storyof1million Twitter followers with dedicated microsite

17 Oct

French Vogue has celebrated reaching one million followers on Twitter by launching a microsite dedicated to its digital history.

Storyof1million – available in both French and English – is an interactive experience featuring highlights of the @VogueParis Twitter handle, through images, music and video.

It documents over four years of coverage; from launch on September 4, 2008 to today. Its first ever tweet read: “Retrouvez dès le 5 septembre les télégrammes de Vogue.com en direct de la fashion week de New York” (See our Vogue.com telegrams from New York Fashion Week from September 5).

Sarah Herz, director of Condé Nast France’s digital operations, explained it as “a unique digital narrative with over 400 elements, created entirely by the editorial staff to celebrate the site’s most exciting and pivotal moments yet”. She added that the initiative was designed to express the magazine’s deepest gratitude to all the followers, fans and celebrities that have supported it.

The one million mark makes Vogue Paris the most followed French publication on Twitter. It continues to tweet from behind-the-scenes with its editorial team, covering everything from exclusive interviews to fashion week shows, news exclusives and after-party snippets.




Digital snippets: Bodyform, Chanel, Gap, Uniqlo, Thomas Pink, Hermès, Facebook

16 Oct

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

 

  • Bodyform responds to viral Facebook rant with ‘The Truth’ video (as above) [HuffingtonPost.co.uk]
  • Brad Pitt’s Chanel No 5 ad: the smell of disaster [The Guardian]
  • Gap tests Whispering Window ‘invisible audio’ displays [BrandChannel]
  • Uniqlo model draws as much on Intel and Toyota as Gap [Wired]
  • Thomas Pink launches instant mobile check out app [The Drum]
  • Hermès gets tech-y with computer-inspired ties [Styleite]
  • Facebook tests new ‘want’ feature for retailers [FT]

Ralph Lauren advertises for charity on Tumblr Radar

11 Oct

Nice use of the Tumblr Radar by Ralph Lauren today. The US designer has teamed up with the blogging platform to post a bold pink GIF that invites users to “join the fight against cancer”.

It appears in the right-hand box on users’ dashboards that usually highlights popular images from across the network, but was opened up to advertisers in May.

For every note (like or reblog) on that post throughout the month of October, Ralph Lauren Corporation will donate $1 to the Pink Pony Fund, part of the Polo Ralph Lauren Foundation.

At time of publication, there were 12,682 notes – Ralph Lauren will donate up to a total of $25,000.

To add some context, the average Tumblr post gets nine notes; the three prior posts from Ralph Lauren have received 27, 112 and 37.

Packages for Radar advertising reportedly start at $25,000 (though it is presumed this wasn’t a paid-for deal by Ralph Lauren) and significantly boost a brand’s following. GIFs have proved the most successful image types.

To learn more about the Pink Pony Fund visit RalphLauren.com/PinkPony.

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