Tag Archives: campaign

Oasis invites consumers to #springasmile with virtual good deed generator

18 Apr

SpringASmile1

Spring cheer is in the air over at Oasis just in time for Easter, with a new campaign encouraging consumers to undertake simple acts of kindness in a bid to make people smile.

The UK-based retailer has introduced a virtual good deed generator at springasmile.com that inspires users with ideas for things they could do through a slot machine-like experience. At the click of a button (spin), keywords like ‘buy’, ‘give’ and ‘make’ are surfaced in the left hand window, alongside ‘someone flowers’ through to ‘coffee for the next person in line’ on the right.

springasmile_oasis2

Once achieved, the user is invited to nominate three friends to do the same via Facebook or Twitter before they receive a plaque stating what they’ve pledged. Oasis refers to this as the “perfect way to pay it forward and raise a smile amongst even the grumpiest of friends”.

The site also encourages users to revisit and upload a photo or video of their #springasmile in action into the “good deeds album”. All round, it’s a lovely and very sweet experience.

Side note – some of the early tweets around #springasmile come from employees at the company. If anyone thought this was a campaign just for external consumption you’d be wrong. The positive effect it’s seemingly had internally is impressive. One such comment: “Even though I had a crazy day and left 2 hours after eveyone else I had the best day! Can’t stop grinning :D… Thats when you know you’ve chosen the right career and you work for lovely people! #springasmile.”

Below too is what the head office therefore looked like this week (Image credit: @AmieMartin_). A winner through and through…

Oasis_springasmile2

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]

The best April Fools’ Day pranks from fashion brands

1 Apr

This post first appeared on Fashionista.com

aprilfools

If we’re basing it on sheer volume of pranks, Google probably wins April Fools’ Day. But, perhaps seeing the “holiday” as a prime marketing opportunity, the fashion world got in on the fun as well — some of them incorporating elaborate videos and impressive new products into their jokes.

Here are a few brands and retailers that almost had us fooled…

Hunter

Hunter introduced a new open-toe Wellington boot just in time for festival season. Referred to as the “latest in product innovation” from the brand, the design is a replica of the original rain boot first introduced in 1955 but with a new focus on breathability. “This revolutionary design enables air flow to circulate from the opening at the toe, traveling along the footbed to then exit at the top of the boot (and vice versa). The wearer is afforded a truly ventilated experience. This new technology is expected to represent an industry changing moment for rubber footwear,” read the fictitious write-up.

Bonobos

Bonobos made fun of the wearables market with the “launch” of a line of tech-enabled shirts, blazers and jeans meant to make “living your life as effortless as your style”. In the above video, a man demonstrates the capabilities of a washed poplin shirt. There’s “wi-fiber” that keeps you constantly in contact with a female voice seemingly inspired by Spike Jonze film, “Her”; smart fabric that knows when you’re lying based on your body temperature; and a feature that posts things to your Facebook wall, sometimes when you don’t want it to.

John Lewis

This would be clever if it weren’t creepy: UK department store John Lewis announced a new hi-tech electronic mirror that will provide shoppers with their precise measurements in seconds. The Scanning Computer and Mirror (SCAM) system – note the first clue – was to be trialled in the retailer’s Isles of Scilly store – clue two – before being rolled out around the country. It will use technology similar to that in airports, allowing fit “advisers” to get an eyeful of customers, reported the Daily Mail. As a result, sales associates were to be given “special intimacy training so as not to infringe the customer’s dignity” according to the brand.

American Eagle Outfitters

“We pulled your tail” shouts the headline on American Eagle Outfitters’ blog today. It introduced the idea of a doggy line called American Beagle Outfitters a week ago, but what was intended to be an April Fools’ joke to raise money for the American Society for the Prevention of Cruelty to Animals (ASPCA), actually got such an overwhelming and positive response, the retailer is actually making it happen. A real canine collection is set to debut for Holiday 2014.

Lululemon

Lululemon promoted its new “Spray-On Yoga Pants” on its site today: It’s a $1200 can that pokes fun at the company’s see-through pants scandal of 2013. “Designed for lightweight flexibility and versatility, our newest innovation, Spray-On Yoga Pants, will take us to and through our practice without the fuss,” read the hilarious description.

Toms X Uber

Toms announced a partnership with Uber in a new initiative called shuberX. Basically, cardboard cars collect passengers and give them a pair of Toms shoes to wear as they run down the street. What’s great about this prank is that new Uber users who do actually enter promo code #shuberx when ordering a car will see $10 donated on their behalf to Footwork, TOMS’ partner in fighting podoconiosis. How very Toms of them.

Asos

On its men’s blog, Asos wrote a post chronicling the trend for beard bleaching. Those in the know are growing big bushy beards and then dyeing them radical new colors, like electric blue with purple highlights, it claimed. The e-tailer even attributed the trend to one “revolutionary Danish barber”: Alaxånder Alexandrå.

Honorary Mentions:

Here are couple of others we chuckled at:

Personal bra shopping site True&Co’s new kitten-themed sizing system

Statement anklets from Cupcakes and Cashmere

Lucky mag’s desks covered in Josh Hutcherson photos

& Other Stories releases irreverant Parisian film

24 Mar

H&M’s sister brand & Other Stories has unveiled a short campaign clip it refers to as “not your ordinary fashion film”.

Starring French It-Girl and blogger Jeanne Damas, the humorous spot portrays “the tormented soul of the self-indulgent ‘Bohemian’ who can’t decide which pieces from & Other Stories’ collection to wear”.

Shot inside a Parisian apartment, it sees the model conversing with the camera about how she feels; laughing, crying, jumping on the couch, running around the room, and all the while showcasing a variety of different looks from the line.

It was directed by Wendy McColm, who reportedly aimed to present a darker subtext pointing to changes that need to be made to the way women are portrayed both in, and by, the fashion industry.

Digital snippets: Burberry, Calvin Klein, Moschino, Saks, M&S, Primark

27 Feb

A round-up of all the latest stories surrounding fashion and tech…

 

  • Burberry reveals ‘digital innovation’ partnership with WeChat to strengthen social presence in China [The Drum]
  • Calvin Klein asks fans to snap selfies in their skivvies for #MyCalvins campaign [BrandChannel]
  • Fast-fashion: Moschino offers fans the ability to shop its McDonald’s-themed show live [Dazed Digital]
  • Saks recreates in-store beauty tutorials with six-second videos on Vine [LuxuryDaily]
  • Marks & Spencer launches new website to replace Amazon platform, after three years in the making [The Telegraph]
  • How Primark achieved 1.7m Facebook Likes in just six months [Econsultancy]
  • Former GQ editor Lauren Bans comes out as @CondeElevator Tweeter [Fashionista]
  • New privacy website lets you opt out of tracking in retail stores [AdAge]
  • Ebay buys virtual fitting room start-up PhiSix Fashion Labs [PC Mag]

Aritzia launches spring collection via digital Instagram mosaic

21 Feb

aritzia_lookbook_instagramCanadian retailer Aritzia has made clever use of the grid view on Instagram to launch its spring/summer 2014 collection.

A total of 510 images have been unveiled as individual Instagram shots, together creating a mosaic of the new season look book. Some images are mere blank pink squares, others show the corner of a leg, the edge of a shoe or a torso. The team refers to it as “a piece of (digital) art”.

Reminiscent in part to what Uniqlo did on Pinterest, albeit without the animation, this is one of the strongest examples seen on Instagram, not to mention the first at such scale – an impressive scrollable collage at 42 iPhone lengths long.

Said Aritzia CEO, Oliver Walsh: “We have moved into the age of the image-based social network. It makes perfect sense to release our spring lookbook in a place where our customer loves to spend a good deal of time indulging in beautiful visuals.”

The campaign exists via @aritzialookbook (the mosaic effect only works on mobile). It was maintained originally as a private account and launched to the public all in one go. To promote it, a series of the blank pink squares were posted via the main @aritzia feed with the line: “510 images. 42 iPhone screens long. View our collections like you never have before: @aritzialookbook.” In less than 24 hours its followers jumped from 0 to 2,485.

aritzia1 aritzia_lookbook_instagram2

Prada, McQueen, Lanvin, Belstaff, Miu Miu launch SS14 campaign films

27 Jan

miu-miu-spring-2014-campaign

It’s been a bumper start to the week in terms of spring/summer 2014 film releases. Here are five of the big ones:

1. Prada

Prada’s spot sees a bevy of models all acting as spectators at various different events – tennis, the cinema and a gig – so that shortly you realise they, in fact, are the spectacle. It was shot by Steven Meisel.

2. Alexander McQueen

Alexander McQueen’s short film is a haunting narrative starring Kate Moss as an otherworldly woman with sulphur yellow hair. Captured by Steven Klein, it follows the model as she is eerily being filmed by a tatooed stranger. A voodoo doll version of her can also be seen in the spot, and replicated in the print ads.

3. Belstaff

Belstaff’s relationship with David Beckham makes headway with a 90-second spot set in the English countryside. The star is seen zipping through fields on a motorcycle alongside friends “with a shared thirst for adventure”. It was shot by Hopi Allard, while the full campaign was captured by Peter Lindbergh.

4. Lanvin

Lanvin has captured sounds from its spring/summer shoot and overlaid them on its seasonal campaign film. Whisperings such as: “I think it is one of the most exceptional things I’ve ever tried,” and: “It’s my finest work,” can all be heard. Steven Meisel is also behind this one, with creative direction from House and Holme’s Ronnie Newhouse and Stephen Wolstenholme.

5. Miu Miu

Miu Miu’s is a personal favourite. Launched at the end of last week, it stars young actresses Elle Fanning, Bella Heathcote, Lupita Nyong’o and Elizabeth Olsen in what’s referred to as a “techno interpretation of the SS14 collection”. Inspired by video game speed and sounds, it was directed by Inez & Vinoodh, and edited by Otto Arsenault.

Digital snippets: Gap, H&M, L’Oréal, Dove, Lyst, Jelly

26 Jan

Here’s a highlight of the best stories in the fashion and tech space over the past week…

Gap_PinterestGIF

  • You can now pin animated GIFs: here’s Gap’s (as pictured) [Fashionista]
  • Will David Beckham’s H&M Super Bowl ad be #covered or #uncovered? [Fashionotes]
  • L’Oréal’s Matrix offers stylist’s-eye view with Google Glass [BrandChannel]
  • Dove launches short film, “Selfie”, about women’s self-image at Sundance [Creativity]
  • Meet the stylish Sapeurs, the Congolese stars of Guinness’ new ad and doc [Co.Create]
  • Why Amazon’s data store doesn’t scare people, but Facebook’s does [AdAge]
  • Lyst, a fashion e-commerce aggregator, raises $14m more, plans beacon rollout with PayPal [TechCrunch]
  • Keep.com helps you shop for items on Instagram [Mashable]
  • Nine unexpected ways retailers are using your data [Fashionista]
  • Vogue hosts its first Google+ Hangout celebrating The Fashion Fund [Vogue]

Digital snippets: adidas, Louis Vuitton, Neiman Marcus, Bitcoin, American Apparel

20 Jan

Here’s a highlight of the best stories in the fashion and tech space over the past couple of weeks…

adidas_Stan_Smith_Popup

  • adidas launches Stan Smith pop-up store, includes 3D-printing station (as pictured) [Dexigner]
  • Louis Vuitton debuts spring campaign on Instagram [Refinery29]
  • Neiman Marcus CEO apologises for data breach, offers free credit monitoring [The Verge]
  • Overstock CEO: Why we’re accepting Bitcoins [CNBC]
  • Five reasons why American Apparel is bullish on Twitter [AdWeek]
  • Aerie’s unretouched ads ‘challenge supermodel standards’ for young women [Huffington Post]
  • Warby Parker launches interactive 2013 annual report [Laughing Squid]
  • Wet Seal hires 16-year-old to build its following on Snapchat [AdAge]
  • François-Henri Pinault puts his money where his mobile is via Square, hints at future for luxury world buying into tech [FT Material World]
  • Show business: are fashion shows still relevant? [BoF]
  • Beacons: what they are, how they work, and why Apple’s iBeacon technology is ahead of the pack [Business Insider]
  • Personalisation is key for beauty omnichannel strategy: L’Oréal Luxe exec [Luxury Daily]
  • Try on virtual make-up and pay with your hand with retail tech at CES 2014 [BrandChannel]

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!

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