Archive | January, 2013

Topshop targets Chinese consumers with New Year campaign film

31 Jan Topshop celebrates Chinese New Year with The Lanterns

 

Topshop is celebrating Chinese New Year with the launch of a short film that ties together its British brand and its growing international consumer base.

The Lanterns, as it’s called, sees two models captured in front of London’s Houses of Parliament and Big Ben, with Chinese lanterns floating above them. It is set to a cover of This Little Light of Mine by Berend Dubbe and Gwen Thomas, and ends with copy that wishes the viewer a prosperous New Year in both English and traditional Chinese characters.

“We wanted to create something fun that represented the spirit of the Topshop girl whilst capturing the energy of this special time of celebration and giving,” said Topshop’s CMO, Justin Cooke.

Importantly, the film was released on Topshop’s Chinese social media networks, including Weibo where it has over 10 million followers. It also launched on YouTube, Facebook, Twitter, Google+, Pinterest and Instagram.

Topshop will open its first store in Hong Kong in May, but this film is as much about reaching Chinese consumers worldwide as it is within China itself. According to stats from Topshop, Chinese travellers took over 70 million trips abroad last year, and 150,000 headed to London.

Cooke said: “Not only do we have a huge following in Asia but there are also enormous numbers of Chinese tourists and Chinese communities based in cities all over the world – for example Los Angeles, where we open a store on February 14, we know that there is a very strong Chinese community there…  I think it’s really important as a global brand that we speak to and understand the things that really matter to them, this is a significant time of year and it’s also a very personal one where people get together and thank the people they love.”

Even the length of the film is culturally considerate. At 58 seconds it coincides with Chinese superstitions of numerology; five and eight are both lucky numbers, symbolising wealth and prosperity.

Topshop has also created limited edition lucky red gift cards and envelopes to note the Chinese tradition to gift ‘Lucky Money’ as a wish of prosperity. They are available in its flagship stores and online globally.

Topshop celebrates Chinese New Year with The Lanterns Topshop celebrates Chinese New Year with The LanternsTopshop celebrates  Chinese New Year with The Lanterns

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Digital snippets: Louis Vuitton, Target, John Lewis, M&S, Chinese shoppers

30 Jan LouisVuitton2

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

 

  • Louis Vuitton releases Retracing the Trunk video (as above) [Dazed Digital]
  • Target hosts interactive runway show powered by Twitter [BrandChannel]
  • Q&A: John Lewis on the ingredients of a successful multichannel retail strategy [Econsultancy]
  • Rosie Huntington-Whiteley’s M&S lingerie advert complaints dismissed [Vogue.co.uk]
  • Chinese shoppers have gone mobile. So should brands [JingDaily]
  • Fashion 2.0: Online vintage heats up [BoF]
  • 50 must-have fashion apps to download now [StyleCaster]
  • The most influential personal style bloggers right now [Fashionista]

KCD’s Digital Fashion Shows open to the public

29 Jan KCD

The Digital Fashion Shows initiative launched by PR agency KCD in 2012 as an invite-only online catwalk series for press and buyers, will be open to the public for the first time this season.

Kickstarting for autumn/winter 2013/14 during New York Fashion Week, the virtual runway shows aim to provide fans with the same “front row experience” as industry insiders. A slicker version than live-streamed affairs, however, they incorporate a pre-recorded catwalk presentation, high res images ready for download, detailed notes about the collection, and even beauty shots.

“The log-in response from non-invitees was tremendous and as it continued to grow with each digital show it became necessary to respond to our client’s request to open the platform’s doors wider for greater exposure,” said Rachna Shah, KCD’s digital managing director.

Accordingly, the now open nature of the platform will also enable users to share each show via email and social media for the first time this season, as well as invite friends to watch.

Designers Peter Som and Pierre Balmain have already announced participation, hosting their runways on the site on Wednesday, February 13 at 9am EST, and Friday, February 8 at 9am EST, respectively.

Som said: “The eye goes through an added process designing for the digital runway. You see the looks more dimensionally and more cinematically which is an inspiring new challenge.” He explained that the format will provide “an opportunity to try out a new platform that can reach a lot of people. The show will tap right into the digital and online presence of my brand and it will allow me to try something new creatively.” It is being shot at Made at Milk in New York and wil feature eight models.

Pierre Balmain meanwhile is using DFS for the second season, previously with a show recorded in Beijing, this time in Paris. Menswear brand Alexander Plokhov will also show on the site on Saturday, February 9 at 10am EST. Further announcements will follow for Paris.

Brazil’s Reserva turns CCTV footage of burglary into creative YouTube sales promo

25 Jan CCTV footage

 

How’s this for inspired… Brazilian menswear brand Reserva has launched a video of the robbers breaking into its São Paulo store, to help promote its seasonal sale.

The spot, hosted on YouTube and being pushed across social networks, shows real CCTV footage of a gang of thieves raiding the boutique in December. Placed over the top is bold red copy reading: “It’s not necessary to break the window. Just come in! Inventory clearance: up to 40% off.”

It shows the robbers smashing the window, knocking over mannequins and making off with armfuls of merchandise worth $20,000. “Hurry!” reads the next caption. “Why are people doing such crazy stuff for Reserva?”

The Guardian refers to it as “creative revenge”. Or as Reserva owner Rony Mesiler told Brazil’s O Globo newspaper: “They stole my clothes and we stole their image.”

The YouTube write-up outlines that the store until that point had been beautifully prepared for Christmas. The team had to do a quick turnaround to clean it up ready for shoppers the same morning. They opened without a glass window and hit sales target for the day by 4pm. “DO instead of COMPLAIN,” is the message.

Mesiler adds: “Complaining gets you nowhere, business is about doing things. Rather than suck lemons, it is better to make lemonade with them.” The video, aptly, is called Limonada Reserva.

Topshop animates nail colours in SS13 video

24 Jan Topshop nails

 

Topshop has released a very cute stop-motion video short to promote its spring/summer 2013 nail colours.

Created by brother and sister filmmaking duo Sadie and Joe Williams, it brings to life a series of nail varnish pots, painted nails and even emery boards.

“Dancing nails in sizzling new season colours as well as statement glittery shades will transport you somewhere tropical!” reads the write-up. Watch it below…

[via AlexLoves]

Digital snippets: Chanel, Hugo Boss, Warby Parker, My Flash Trash, CES

23 Jan chanel-public-garden-spring-2013-short-film

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

 

  • Gamines and a godson star in Karl Lagerfeld’s new Chanel film [Telegraph Fashion]
  • Hugo Boss bolsters runway live-streaming via mobile, Spotify [Luxury Daily]
  • Warby Parker’s latest annual-report infographic is a sight for sore eyes [AdWeek]
  • 12 fashion forward tech accessories from CES [Mashable]
  • What can we learn from the top five retail brands on Twitter? [Econsultancy]
  • Hearst to host technology event during NYFW [WWD]

And as bonus, here’s an incredible deck on social, digital and mobile stats from China. It’s bulky, but well worth the read: [We Are Social]

British Vogue hits one million followers on Twitter

22 Jan BritishVogue_Twitter

BritishVogue_Twitter

The @BritishVogue Twitter handle has just reached one million followers after a period of significant growth off the back of its Vogue.co.uk site relaunch in September 2012.

The magazine added 250,000 followers in the past four months to hit the milestone, a fact it attributes to the “enhanced level of engagement that [its] users now have across platforms”.

“Social media is becoming ever more important and apparent in our users’ lives.  Our aim is to ensure that our Twitter feed remains relevant and entertaining, providing our core followers with up to the minute fashion news and authoritative fashion insight,” said Jamie Jouning, digital director of Condé Nast.

In comparison, @VogueMagazine (US Vogue) has 2.1m followers, @VogueParis has a similar following of just over 1m, @Vogue_Italia has nearly 275,000, and @styledotcom has just shy of 500,000. Alexandra Shulman herself has 11,000.

British Vogue has also just achieved 250,000 followers on Facebook and 10,000 followers on both Pinterest and Instagram.

Transparent display could spell future for shop windows – CES

21 Jan samsung-transparent-displaycase

samsung-transparent-displaycase

Amid all the tech trends to come out of CES this year, it was the Transparent Display Case from Samsung that particularly stood out from a fashion perspective.

Seemingly a glass box (in the above example holding a shoe), the front is in fact a see-through screen linked up to a built-in PC and speakers. What that means is videos are able to play over the top of real-life items, enhancing rather than distorting their view.

It might just be a 22″ screen at the moment, but as PSFK reports, what place does that sound more relevant than in the store windows and retail shelves of the future? See it in action in the video below.

“[The display] allows images and animations to dynamically interact with the merchandise inside the showcase while still enabling passers-by to view the product,” reads the write-up from Samsung, who refers to it as “a new era of creative display in digital retail design”.

Now, add that idea to the transparent smart window it launched last year, and we might be on to something.

Givenchy launches short graphic film for new lipstick

17 Jan givenchy_0008

 

Parfums Givenchy has released a short film called Le Rouge for the launch of its new lipstick of the same name.

Created by design studio Hellohikimori, the spot sees model Mariacarla Boscono wearing a leather dress interspersed with geometrical and graphic shots of the product.

The aim was to mirror the design of the lipstick, which in turn, with its leather casing and metallic mechanic inspired by the ‘stud’, captures the couture spirit of the Givenchy brand. It’s a “visual extension of artistic director Riccardo Tisci’s dark poetic universe”, reads the write-up.

David Ronhel, co-founder of Hellohikimori said: “We wanted to bring ‘Le Rouge’ alive by staging it in the dark atmosphere it brings out. We focused on the texture sets, graphic lines and colorimetry in this movie.”

Facebook Graph Search will prove key for local retailers

16 Jan Facebook

Facebook Graph Search in action, as seen on Mashable

The web is abuzz today with discussion around Facebook’s Graph Search, its new in-built social search system based on the data it’s been able to gather from all us users over the past eight years.

Safe to say, it marks an interesting move for the platform, and one that’s likely to impact significantly on all businesses alike, but particularly such consumer-facing ones as fashion brands and retailers.

If you’re a local boutique for instance, there’s no time like the present to make sure all your info is up-to-date, you’re doing everything you can to increase your following, and you’re thinking more than ever about how to stand out from the competition. It seems those who interact and engage with their fans the most, will be the ones that appear at the top of search results.

Here’s a good synopsis of what it’s about from Mashable: Facebook Graph Search could be its greatest innovation

And some nice comments from various industry experts over at Econsultancy: Facebook’s Graph Search: what does it mean for marketers?

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