Archive | December, 2012

Digital snippets: Burberry, Donna Karan, Chanel, Oscar de la Renta, Sephora

23 Dec donna_karan_atelier_app

As a final post for 2012, here’s one last round-up of stories from around the web surrounding all things fashion and digital over the past week.

We’ll be back in January, as previously mentioned with a very exciting update… Until then, happy holidays!

Donna_Karan_atelier_app

  • Square to announce payment trial with Burberry, its first luxury brand partner [TheNextWeb]
  • Donna Karan launches new celebrity dressing app (as pictured) [WWD]
  • Chanel strengthens digital brand experience via site relaunch [Luxury Daily]
  • Oscar de la Renta taps social media to recruit focus group [L2 Think Tank]
  • Sephora wins digital innovator award in prestige category [WWD]
  • The 20 biggest brand fails of 2012, featuring Harvey Nichols, Gap and La Redoute [AdWeek]
  • Fashion 2.0: amongst promises of a perfect fit, what fits and what doesn’t? [BoF]
  • Shopping sites open brick and mortar stores [NY Times]
  • Retail display plays product demo when customers select various items [PSFK]
  • How Stylistpick used personalisation to increase conversions by 33% [Econsultancy]

2012: a designer meets digital year in review

20 Dec google-dvf-fr

google-dvf-fr

Well what a year it’s been…

From designer musical chairs to the launch of the Nike FuelBand, not to mention Facebook’s overhyped IPO, the increasing use of animated GIFs in online communications, and Burberry as our ever-present tech powerhouse, one thing after another has rapidly impacted the role of innovation in this niche fashion x digital space.

Below, then, are the 10 posts you loved the most on fashion & mash this year. It’s an interesting collection, seemingly tied together by tangible experiences over purely inspirational concepts. We’re talking physical pop-up platforms, real-time shoppable integrations, heavily interactive images and of course, wearable technology hitting the catwalk.

Thank you for reading and look out for a very exciting update from us early on in 2013!

Topman live-stream to offer fans 360° augmented experience

19 Dec GAL_2126.jpg.imageLink.original

Topman Design spring/summer 2013

Topman is set to launch an interactive 360° live-stream experience for its London Collections: Men autumn/winter 2012/13 show on January 7.

The UK menswear brand will enable fans to scroll left or right, up and down to view the catwalk from any angle in a bid to make it feel ever more like they’re actually present. They can also interact with select industry insiders and celebrities in the front row, whose tweets will appear above their real location in an augmented addition to the live-stream.

As with the company’s Topshop Unique show in September, fans will also be able to “shoot the show” to instantly share images with their friends across social channels. The hashtag being pushed is #Topman360.

“Having streamed the Topman Design show for several seasons now and commenting separately via our social channels we really wanted to try and achieve a multi-faceted live stream experience which amalgamated all in one and make the experience as personal and unique for each viewer,” said Jason Griffiths, marketing director at Topman.

The initiative launches with a Facebook App from today that invites consumers to win a pair of front row tickets to the show as well as other prizes. It will also showcase the live-stream on January 7 alongside Topman.com and the brand’s digital magazine, Topman Generation.

Romeo Beckham fronts SS13 Burberry campaign

17 Dec burberry-spring_summer-2013-campaign-featuring-romeo-beckham-on-embargo-until-18-december-00_00-gmt

burberry spring_summer 2013 campaign featuring romeo beckham - on embargo until 18 december 00_00 gmt

Romeo Beckham has been announced as the spring/summer 2013 face of Burberry’s mainline campaign.

The 10-year-old son of David and Victoria Beckham, appears in a print image and short film (as below) shot by Mario Testino, which broke online earlier today.

He wears a signature Burberry trench coat while playfully pointing an umbrella at models Edie Campbell and Charlie France who appear alongside him. Tom Odell’s “Another Love”, which featured in Burberry’s SS13 show, plays over the top.

Future content released throughout the season will star other Brits including Cara Delevingne, Charlotte Wiggins, Alex Dunstan and Max Rendell, all of whom have previously featured in Burberry campaigns or runway shows.

Chief creative officer, Christopher Bailey, said: “This season’s campaign lights up with the infectious energy of an amazing young cast of old and new Burberry family. Cara, Edie, Charlotte, Charlie and Alex are joined by Max and Romeo, who was a joy to work with and really stole the show.”

The campaign is being rolled out across “all Burberry touch points and platforms globally”. That will include outdoor and print advertising, as well as Burberry.com, Facebook, YouTube, Twitter, Google+, Instagram, Pinterest, Sina Weibo, Douban, Kaixin001 and Youku.

As with last season, consumers are also able to purchase the new collection straight from the images on Burberry.com as well as in stores.

Burberry holiday film gives Regent Street store an animated festive spin

13 Dec Burberry_festivenight

 

Burberry is wishing its fans a”magical festive season” with the release of a short animated film set atop London’s snowy rooftops.

“A festive night at Burberry 121 Regent Street”, as it’s called, sees a silhouetted couple travel by umbrella to the doorstep of the new flagship store where a party awaits.

Accompanied by the soundtrack “Goodbye England (Covered In Snow)” by Laura Marling, it sees them dancing on the second floor while a fox and an owl, both central to Burberry’s autumn/winter 2012/13 collection, dart across the screen. Even the Burberry festive van pulls up, before the couple depart, catching a giftbag floating down on a balloon as they do that opens up to a coat for the woman to wear home.

Housed on holiday.burberry.com, the film ends with the closing of the greetings card, social icons to encourage fans to share and the festive message that it’s celebrating the season by donating to the Burberry Foundation, which helps young people realise their full potential through the power of their creativity.

Digital snippets: Burberry, Uniqlo, Jaeger, Rebecca Minkoff, Reebok, Asos, Target

12 Dec burberry-fetes-digital-at-chicago-flagship-opening-8c8f41124d

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

  • Burberry fetes digital at Chicago flagship opening (as pictured) [Mashable]
  • Uniqlo partners with GIF artists for holiday campaign [PSFK]
  • Jaeger’s new website let down by drab colour scheme [Econsultancy]
  • Rebecca Minkoff unveils new site [WWD]
  • Reebok edits and refines its social media footprint [AdAge]
  • Asos maintains heady rate of sales growth, Q1 up 30% to £165.8m [Reuters]
  • Target CMO: content and mobile matters more than campaigns [BrandChannel]
  • How eBay became a fast-fashion graveyard [The Cut]
  • Five years in and profitable, Gilt refocuses on new leadership, an IPO in 2013 and more [TechCrunch]

Lacoste film envisions intelligent polo shirts of the future

11 Dec LACOSTE-Polo-Future-6

 

Lacoste is celebrating its 80th birthday and honouring the visionary spirit of its founder, Rene Lacoste, with a video short that highlights how future technology might impact the classic polo shirt.

Created by agency MNSTR, the spot sees the item reinterpreted as an intelligent and dynamic piece of design – one that can change colour to its surroundings, adjust its crocodile logo at the touch of a finger and even add longer length sleeves or better fitting shoulders appropriate to the occasion.

“[It's] an intelligent polo, a connected polo, one that listens to its environment… a polo with no limits,” reads the write-up.

As though the surface of a tablet or smartphone, the models are seen effortlessly swiping, pinching and adapting various features of the styles they wear throughout. A tennis player keeps score on her front in another frame for instance, while a cyclist turns her horizontal stripes into portrait ones.

And that’s not all… While the spot highlights an “attainable future”, a dedicated microsite at www.lacoste-future.com encourages consumers to imagine “possibilities [that] are endless”. Accordingly, they are invited to send in their own vision of tomorrow’s polo shirt via Facebook.com/Lacoste. The most original and unique ideas will then be featured on that page at a later date.

Appropriately, the initiative launches for December 12, 2012, otherwise known as 12.12.12, which also ties in with the code name Rene Lacoste first gave to the polo shirt in 1933: L.12.12.

You might also like this story: Bloomingdale’s pushes wearable technology with Microsoft Printing Dress for #FNO and this infographic on wearble tech

lacoste_polo_future_01 LACOSTE-Polo-Future-6 LACOSTE-Polo-Future-8 LACOSTE-Polo-Future-10

Chanel tweeter @CC_Linlithgow revealed

10 Dec Chanel-Metier-dart-palace

DisneyRollerGirl published a great interview with the “Chanel Tweeter” @CC_Linlithgow this weekend.

Assumed originally to be an official Twitter account set up by Chanel surrounding its Metiers d’Art Show – this year held at Linlithgow in Edinburgh, Scotland – it did in fact turn out to be an adoring fan and local resident.

That individual, also known as Jenna, “aggregated hundreds of Instagrams, Twitpics and nuggets of as-it-happens commentary from the models, press and guests at the show”. For 10 days ahead of the event, she also provided atmospheric photos of the palace grounds being set up (as pictured) and the area’s beautiful surroundings.

Click here to read her full interview reveal: Who is the secret Chanel tweeter @CC_Linlithgow?

A pick of the best fashion films for holiday 2012

7 Dec

In the fast-paced run up to Christmas madness, here’s a little Friday respite with a highlight of 10 of the best festive fashion, retail and luxury films:

1. Topshop: Winter Wonderland

 

2. Barneys: Electric Holiday

 

3. adidas: The Cautionary Tale of Ebenezer Snoop

 

4. Warehouse: Christmas SOS

 

5. Selfridges: Not Your Usual Christmas

 

6. Cartier: Winter Tale

 

7. Debenhams: Christmas Made Fabulous

 

8. Macy’s: Another Miracle on 34th Street

 

9. Gap: Love Comes in Every Shade

 

10. John Lewis: The Journey

 

Social media isn’t a 9-to-5 job in retail, especially at Christmas

6 Dec johnlewis_advent

JohnLewis_advent

That title should be quite an obvious statement to most, but a number of stores seem to need reminding of it in the busy run up to the holidays this year.

At a time when capturing consumer attention is fraught with more noise than ever, any sort of social activity that has the ability to cut through should not be restricted to the standard Monday to Friday routine. Yet many of them are…

Not to pick on John Lewis, but in this instance it’s the most obvious example. The UK department store has been running an advent calendar competition via Twitter with the hashtag #JLChristmas.

A nice incentive-based initiative (and no doubt a traffic driver), it invites @johnlewisretail followers to guess what festive treat is behind the door of its advent house to be in with a chance of winning it.

Every day between 10am and 3pm, it tweets out clues. At 4pm it then reveals the answer as well as a winner. Every day except Saturday and Sunday that is.

As the press release reads: “We won’t be running our competition on Saturdays or Sundays, but that means we’ll be giving away three lovely prizes instead of just one each Monday so there are even more chances for you to win.”

You could argue it’s because Mondays are the strongest selling days for e-commerce over the holidays, which would be fair. But in this case, that’s thoroughly illogical. If the aim was to increase traffic on a Monday you could still up the content on those days while maintaining the usual over the weekend too. For the record, eBay UK expected Sunday, December 2 to be its busiest online shopping day of the year.

So the simple answer, of course, is resources. Retail marketing is not a 9am to 5pm, Monday to Friday job. It hasn’t been for a very long time. It certainly isn’t now, yet with social it’s frequently still seen like it is.

Customer service departments are a lot better at working around the clock (M&S has doubled the number of those in its e-commerce call centre), but enormous marketing opportunities are being lost by brands who only focus on pushing out messages at the times they’re also sat in the office. How many of the individuals on such teams then go home and browse through Facebook, or better yet do a spot of online shopping themselves I wonder?

And that’s exactly the point.

As Jeffrey Katzenberg, CEO of DreamWorks Animation, famously said: “If you don’t come to work on Saturdays, don’t bother to come in on Sunday.” Not a bad takeaway for Christmas traders…

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