Tag Archives: bloggers

Digital snippets: Fabergé, Dior, Gucci, Marc by Marc Jacobs, H&M, J.Crew and Kate Spade

13 Apr

A round-up of the latest stories to know about surrounding all things fashion and tech:

 

  • Fabergé’s NYC Easter egg hunt marks the largest Beacon deployment ever in the US [Fashionista]
  • Dior explores global flower sourcing with interactive map [Luxury Daily]
  • James Franco directs video for Gucci (as above) [WWD]
  • Marc by Marc Jacobs line crowdsources models with #castmemarc campaign on social [Vogue.co.uk]
  • YouTube fashion viral: Miranda Kerr is selfie obsessed in H&M’s spring 2014 campaign [Fashionotes]
  • J.Crew and Kate Spade to foster the next big fashion tech start-ups through new accelerator program [Co.Design]
  • IMG Fashion’s partnership with Tencent aims to boost Fashion Week China exposure  [JingDaily] bit.ly/1ltgJFZ
  • Fashion in the age of Instagram [NY Times]
  • How iBeacon and similar technology will change retail [eMarketer]
  • Five examples of how marketers are using iBeacons [Econsultancy]
  • ‘Showrooming’ hits luxury fashion – lack of e-commerce presence means clients buying elsewhere online [WSJ]
  • Luxury brands are stupid to snub the internet [BusinessWeek]
  • Decoded Fashion founder: ‘Designers need to launch like start-ups’ [The Guardian]
  • New app, Think Dirty, tracks the nasty chemicals in the beauty products you put on your face [Co.Exist]
  • The camera-wielding boyfriends behind fashion’s most famous bloggers [Fashionista]
  • How LiketoKnow.it is changing Instagram by monetising your photos [Pinetop Group]
  • Op-ed: The companies with the best software will lead fashion [BoF]

2013: a designer meets digital year in review

23 Dec

DolceGabbana_AW13

What a busy year it’s been…

From 3D printing taking its first trip down the New York Fashion Week catwalk, to the launch of Vine and Instagram videos, not to mention the continuing debate about the role of bloggers as influencers, the increased focus on the potential market size of wearables, and Oxford Dictionaries’ word of the year as ‘selfie’one thing after another has rapidly impacted the role of innovation in this niche fashion x digital space.

Below then, are 10 of the posts you loved the most on F&M this year. It’s an interesting collection, nodding to familiar ideas like storytelling and crowdsourcing, as well as higher quality content, and a general reassessment of what it is that actually works in this space. Video content does of course also have its place, as does the continuing power of celebrity.

Thank you for reading and see you in 2014!

On your reading list: Influencer Marketing

18 Apr Menkes_CircusofFashion_banner

Menkes_CircusofFashion

If you’re anything like me you constantly have a backlog of links saved in a ‘to read’ folder in your inbox, in an app on your iPhone and in a variety of reader tools on your web browser. I even have word documents with multiples of them pasted in for when I can’t get online during a flight, and numerous printouts just in case I get caught out some other how and can use the time to finally catch-up with what’s going on in this ever-evolving world.

The good news is I just had a great occasion all to myself to do so (namely a long haul journey during waking hours). While you likely won’t appreciate me adding to your own reading list, there’s a couple I had to share on the off-chance you haven’t yet got to them yourself. The first is this story on dispensing with the division of church and state, or editorial and advertising in the fashion media business, written by Jeremy Langmead of Mr Porter in a guest post for The Business of Fashion. This one on Facebook’s shifting marketing strategy – a mega read from Vanity Fair – is another example.

But if I can implore you to read any, it’s this one about influencer marketing by Macala Wright, published on PSFK in March. The title reads: “Why influencer marketing is failing in retail”, which is actually a little misleading. This piece isn’t so much of a downer on why the retail industry isn’t nailing its strategic partnerships with today’s bloggers, but a fabulous insight into how to go about getting it right for your brand specifically.

It was written soon after Suzy Menkes’ piece on The Circus of Fashion Week – a story that sparked a boatload of comment from other heavyweights in the space. But it takes a more strategic route, stepping beyond debates on ‘gifting’ for instance, and looking directly at “redefining and compartmentalising how to leverage influencers in long-term brand and marketing strategies”.  It points out basic, but all-important arguments on quality (smaller people or influencers with cult followers) versus quantity (number of followers, views, and impressions), and rounds-up with nine key points to consider for success.

Check them out here: Why influencer marketing is failing in retail

Capturing #SXSW Interactive’s fashion crowd

13 Mar Cannon_Bergdorfs

Hundreds of individuals can be spotted out and about during SXSW toting hefty cameras, ready at any moment to snap the über eccentric crowd for their various street style blogs…

During the music portion of the festival that is.

During Interactive, it’s somewhat of a different affair. The nerds are in town, an estimated 28,000 of them, and the style bloggers don’t so much follow. But there is a little bit of fashion hanging around in there too. Honest!

So as a little bit of a joke, my dear friend Sarah Owen captured some of them for me during Monday’s Fashion Brain Bar, thrown by Fashion’s Collective.

The best thing about the resulting mini gallery below, is it epitomises Fashion & Mash, each of those featured working at the very crossroads of designer and digital for the likes of Net-a-Porter, Burberry, Calvin Klein, Donna Karan, Aritzia, WGSN, Moving Image & Content and the aforementioned Fashion’s Collective. There is also, of course, the lovely Cannon Hodge from Bergdorf Goodman, and Aliza Licht, better known as DKNY PR Girl, in there too.

SXSW is all about what’s next; in our industry, these are some of the people really paving the way…

More insight to follow from the festival keynotes and panels soon…

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]

Digital snippets: Burberry, Marc Jacobs, Tom Ford, Nicolas Ghesquière, Hunter, G-Star, Dita von Teese

15 Jan Burberry_romeobeckham

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

 

  • Watch Romeo Beckham run circles around his fellow Burberry models in SS13 campaign video (as above) [Telegraph Fashion]
  • How Marc Jacobs is amping up the luxury e-commerce experience [PSFK]
  • Tom Ford will even be inviting bloggers to his first ‘real’ runway show [Styleite]
  • Nicolas Ghesquière’s first-ever tweet: an analysis [The Cut]
  • Hunter takes control of British weather in global Facebook campaign [Campaign]
  • G-Star Raw launches animated video campaign [WWD]
  • Dita von Teese sews QR codes directly into her clothing [PSFK]
  • Op-ed: Fashion’s unsung internet forums [BoF]
  • Do people actually shop on phones? The answer is decidedly yes [NY Times]
  • Shoedazzle taps Rachel Zoe as new celebrity spokesperson [AllThingsD]

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]

Digital snippets: Uniqlo, Abercrombie, Louis Vuitton, Nike, J.Crew, Club Monaco, Tory Burch, adidas

2 Jul

I’m playing a massive round of catch-up post work and leisure travel… more on the former to follow, but in the meantime, here’s a look at some of the biggest stories surrounding all things fashion and digital from the past couple of weeks. Did I miss anything? Let me know in the comments below…

 

  • Uniqlo mesmerises Pinterest users with mass pinning for Dry Mesh Project [BrandChannel]
  • Abercrombie & Fitch models cover ‘Call me Maybe’, video goes viral (as above) [Abercrombie & Fitch]
  • Louis Vuitton’s new interactive site teaches you how to pack [FastCo.Create]
  • Nike becomes first UK company to have Twitter campaign banned [The Guardian]
  • J.Crew’s latest online venture, Hello World, invites Scott Schuman and Garance Doré to capture five global tastemakers [Refinery29]
  • Club Monaco launches Facebook Timeline app [Mashable]
  • Tory Burch resets with app, revised blog [WWD]
  • adidas athletes #takethestage in its biggest-ever marketing push [Campaign]
  • Fashion to embrace ‘social gaming’ [WWD]
  • Nasty Gal’s Sophia Amoruso: fashion’s new phenom [Forbes]
  • Pinterest has users, Fancy has a business model [AdWeek]
  • NYC and Mayor Bloomberg launch Project PopUp, a fashion tech start-up competition [BoF]
  • 10 fashion memes that took the internet by storm [Fashionista]

Digital snippets: Oscar de la Renta, Hugo Boss, Nike, Michael Kors, Dove, Target

29 May

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

  • Oscar de la Renta sells five Resort tees in first day via TheFancy (as pictured) [NY Times]
  • Hugo Boss hosts New Dimension Beijing event, live-streams new collection and campaign in 3-D [Hugo Boss]
  • Nike’s interactive ad challenges viewers to find secret content [PSFK]
  • Michael Kors opens new store via email, social video invite [Luxury Daily]
  • E-commerce in China: how the world’s biggest market buys online [Mashable]
  • Op-Ed: Are we failing to fulfill the potential of fashion film? [BoF]

Mugler reveals digital plans, live consumer access to Paris Fashion Week show

24 Feb

Mugler, under the creative direction of Nicola Formichetti, has released a full timetable documenting its digital activity around next week’s Paris Fashion Week show.

Formulated by digital agency, Moving Image & Content, the #MuglerLive program includes live Formichetti interviews with bloggers from China and Brazil, backstage access to castings and fittings, and even a preview of the new collection. It begins the day before the show.

Viewers will also be able to ‘command’ Formichetti’s assistant, Prince, in the atelier throughout by using the hashtag #askprince. He will become the eyes and hands for viewers, answering special requests as well as questions on what’s happening behind the scenes.

The experience will be live broadcast on Mugler’s Ustream channel, with the show itself taking place on Wednesday, February 29 at 9pm CET. Here is the full schedule of activities, beginning the day before…. (timings are subject to change – check @muglerlive for real time updates)

Tuesday, February 28:

1pm: Live Q&A on Weibo with blogger Han Huo Huo regarding inspiration for the new collection

1.30pm: Hair test – beauty team & Formichetti to discuss with international beauty blogger

2pm: Make-up test

3pm: Digital pioneering – Formichetti discusses his groundbreaking approach to all things digital with The Business of Fashion

2-4pm: Live fitting and casting

4-5pm: Collection walk-through – Formichetti chats with Vogue.it and previews a couple of looks from the new collection. Vogue.It will also submit crowdsourced questions from their social network community.

5-6pm: Casting Conversation – Formichetti discusses his casting choice and decision with Made In Brasil founder, Juliano Corbetta

7-9 pm: Special guests including bloggers, journalists, and buyers visit to preview the collection

Wednesday, February 29:

6-8pm: A Minute With Mugler – Formichetti’s friend Chris will question five people backstage, including a model, and someone from each of the make-up, hair, design and production teams

8pm: Rehearsal / choreography

9pm: Show livestream with live comments from Prince and Chris

9.30-10pm: Post show – follow Formichetti backstage to see what happens after the event

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