A highlight of the top stories surrounding all things fashion and digital of late:
- Drive-through Dior? Coming right up at Selfridges London [CN Traveler]
- Wes Anderson debuts latest Prada feature [Fashionotes]
- Victoria’s Secret creates 3D-printed angel wings for fashion models [Huffington Post]
- Gap rolls out “reserve in store” service [CNBC]
- Asos plans China launch with ‘culturally relevant’ marketing [Marketing Magazine]
- Behind the Lancôme digital experience [L2 The Daily]
- Valentino jumps in on China’s high-tech runway revolution [JingDaily]
- Under Armour looks to take a bite out of FuelBand success with MapMyFitness acquisition [BrandChannel]
- Nasty Gal is opening a brick and mortar store [Hollywood Reporter]
- Pinterest opens API to retail partners [TechCrunch]
- Google’s Eric Schmidt invests in retail tech designed to help personalisation and data measurement [WWD]
- Here’s why ‘The Internet of Things’ will be huge, and drive tremendous value for people and businesses [Business Insider]
- Why companies desperately need to make wearables cool [Wired]
- How brands get shoppers to volunteer their personal data: transparency and better experiences [PSFK]
- Social media drives less than 1% of shopping sessions, study says [Fashionista]
- Fashion retailers are still failing to optimise email marketing for mobile [Econsultancy]
- What retailers can learn from mobile commerce in the UK [Shop.org]
- 15 stats that show why click-and-collect is so important for retailers [Econsultancy]
Note: Look out for a separate holiday-specific digital round-up later this week, featuring all the top retail campaign stories as well as insights into the biggest innovations being pushed for the festive season.
Tags: 3d printing, angels, API, Asos, beauty, brick and mortar, catwalk, China, click and collect, commerce, data, digital, digital snippets, drive through, drive thru, e-commerce, email, email marketing, Eric Schmidt, experience, fashion, film, fuelband, Gap, high-tech, internet of things, investment, lancome, m-commerce, make-up, MapMyFitness, marketing, mobile, models, nasty gal, personalisation, Pinterest, Prada, reserve, runway, selfridges, social, social media, statistics, store, Valentino, Victoria's Secret, video, wearable technology, wearables, wes anderson
The British high street retailer has partnered with the virtual scrapbooking site in a bid to “showcase key product and facilitate the gifting process”, said its newly appointed global head of marketing and communications, Sheena Sauvaire.
“Dear Topshop”, as the initiative is called, sees a gift search embedded on its site allowing shoppers to explore by quirky categories such as “A gift that will wow”, “All things that sparkle” or “A bit of romance”. The results of each can all be pinned, shared and, of course, shopped.
Those pinned the most will be featured on the Topshop.com homepage daily.
Tying the campaign to the physical space, key products in store will also have a Pinterest call to action on their tags. Meanwhile, giant touch screens in the retailer’s flagship London and New York stores will likewise allow customers to pin, share and shop.
Staff in other stores will be wearing Pinterest t-shirts and carrying iPads in order to walk customers through the campaign.
Added Sauvaire: “Pinterest, being a strong visual platform, was the ideal platform as it allows our customers to collect products and inspirations to share with family and friends. Add the physical component, and we are creating true ‘social shopping’ during the festive period.”
Consumers are also invited to submit their own inspirational boards on Pinterest tied to the Holiday theme to be in with the chance of winning a variety of prizes including shopping sprees, front row seats to fashion week, and more.
Digital snippets: Michael Kors, Banana Republic, Macy’s, Kate Spade, John Lewis, L’Oréal, Juicy Couture, Sephora11 Nov
A short break here means there’s a stack of content to catch up on. Below are the top links for stories surrounding fashion and digital during my recent fortnight of travels. Hours of fun…
- Michael Kors’ widely hated Instagram ad was actually a massive success; received almost four times as many likes as the average post [Business Insider]
- John Lewis 2013 Christmas ad beats 2012 ad total YouTube views within days of release [The Drum]
- Banana Republic, CNNMoney and CNBC among top Twitter accounts during TWTR IPO [TechCrunch]
- Macy’s Santa mail campaign invites mobile users to submit images [Mobile Commerce Daily]
- Like what you see? Kate Spade video ad designed for instant shopping [Mashable]
- L’Oréal Paris launches make-up vending machines in NYC subway [Fashionista]
- Juicy Couture to be first brand to advertise using Snapchat Stories [The Drum]
- At Sephora, mobile-first means ‘connecting’ the customer’s experiences [eMarketer]
- Neiman Marcus teams up with Shapeways to offer 3D printed holiday capsule collection [PSFK]
- Printemps sets e-commerce strategy [WWD]
- Cartier North America CEO stresses importance of carefully curated digital presence [Luxury Daily]
- How can retailers make it easier to buy jeans online? [Econsultancy]
- Engineering the perfect big-data bra [Fast Company]
- On the same theme: This app can find your true bra size by taking two selfies of your breasts [Business Insider]
- Vanessa Traina launches new curated e-commerce venture The Line [BoF]
- Fashion bloggers see a missed opportunity to monetise Instagram posts – why aren’t links allowed? [AdWeek]
Tags: #selfie, 3D, 3d printing, advertising, Banana Republic, big data, bra, campaign, Cartier, Christmas, connections, crowdsourcing, curation, denim, digital, digital snippets, e-commerce, fashion, Holiday, Instagram, jeans, jewellery, John Lewis, Juicy Couture, Kate Spade, L'Oreal, Macy's, Michael Kors, mobile, Neiman Marcus, online, Printemps, retail, selfies, Sephora, shapeways, snapchat, social, social media, the line, Twitter, UGC, Underwear, user generated content, vanessa traina, vending machine, YouTube
Asos won the retail technology initiative of the year at this month’s World Retail Awards, for its Fit Visualiser tool.
Powered by Swedish company Virtusize, the technology enables shoppers to see how well an item might fit based on similar pieces they already own.
As pictured, it plays out in the form of a button next to the colour and size options on a product page (at this point for Asos’ own-brand products only). By clicking on it, users are invited to add measurements of a piece they already have to compare to the one they’re trying to buy.
The tool will then display overlaying silhouettes of the two garments in two-dimensional form and pinpoint the exact variations in bust, waist and length for instance. Different sizing options alongside allow the shopper to work out which to buy.
According to reports at launch earlier this year, using such a tool is proven to reduce fit-related returns, in some cases by up to 50%. Virtusize co-founder, Peder Stubert, said: “Many virtual fitting companies have tried and failed in this area because their solutions have been too costly or inaccurate. Our positive results from the ASOS [six-month] trial signal that there is a bright future ahead for our 2D garment comparison method.”
Other retailers who have used the tool include Nelly.com and Stylebop.com. A video below loosely demonstrates it being experimented with:
Social shopping site Lyst has introduced another nice feature to its platform – users can now receive alerts when items they’re interested in come back into stock.
Pitching the launch as combatting fashion FOMO (fear of missing out), the company says its mission is to make shopping as easy as possible. Now when users add items to their stylefeed they’ll be notified immediately when they become available to buy again.
This launch sits alongside the site’s already existing sale alerts, which lets users know when items they’re following get discounted.
The company also introduced an integrated checkout system earlier this summer, allowing users to shop directly from its site.
The signature black boxes that arrive from Net-a-Porter tied with a grosgain ribbon have long been a favourite for user-generated content. From Instagram images to YouTube haul videos, consumers recurrently share their luxury deliveries and their purchases enclosed inside.
Now, the e-commerce site has started calling for shoppers to do even more so, inviting them to share their photos over Twitter or Instagram using the hashtag #TheNETSet. It’s such an obvious move, it’s almost amazing the company hasn’t done it before.
A month since launch and dozens of images are being shared every day – over 1,500 in total so far according to a tweet from the team on September 27. The best of them are then being curated into a page on the Net-a-Porter site, as well as on some of its other platforms including Pinterest.
It’s also possible to Shop #TheNETSet through a separate page hosting products seen in the crowdsourced content.
This social project arrived in the same month as Net-a-Porter’s bigger announcement of its new social app, The Netbook.
Google’s latest foray into the fashion space comes in the form of live shoppable experiences though the Google+ Hangouts on Air app.
Through a new partnership with the Council of Fashion Designers of America, designers and retailers will be able to broadcast a multi-person video chat while offering viewers the ability to simultaneously browse and purchase products alongside. That functionality is seen in a right hand bar featuring key products, which it is assumed would line up to the content being discussed.
Designer Diane von Furstenberg (also CFDA president) will launch the feature on October 3 at 8pm EST. Using the tool as a form of personal styling, she will talk about three current trends with five of the brand’s biggest fans – selected especially for the occasion.
Lorraine Twohill, VP of global marketing at Google referred to the initiative as a “one of a kind shopping experience”.
Of course shoppable video at large is something that’s yet to be nailed by the industry, with reasons ranging from the technology that’s enabled it to happen, to the disconnect that is seen through the lean-back nature of video compared to lean-in side of shopping. On that basis however, there’s a lot to be said for engaging the consumer when they’re already thinking about the product (in this instance often the very reason they’re tuning in), and providing the easy ability for them to convert.
The experience marries up to Topshop’s Customise the Catwalk initiative in terms of being able to order straight from the runway through the live video being shown. The difference in this case of course is that the discussion surrounds current season. Rather than encouraging pre-orders, brands and retailers can offer live product; therefore capturing intent and delivering on it immediately.
Other brands set to participate shortly include rag & bone, Rebecca Minkoff, and Rachel Zoe. Google is particularly pushing the app’s relevance for the holiday period – retail’s most lucrative time of year, representing up to 40% of annual sales in 2012. It is calling for retailers to use it to “engage with consumers directly around key items or trends they want to highlight”.
Tags: CFDA, commerce, community, designer, Diane von Furstenberg, digital, DVF, e-commerce, engagement, fashion, Google, hangouts, hangouts on air, new tech, runway, shoppable, shoppable video, social, social media, style, technology
Here’s a rather hefty highlight of recent stories from around the web surrounding all things fashion and digital:
- Macy’s: marketers should defend data use but show restraint [AdAge]
- Levi’s hacks vintage items to function as modern-day social media devices (as pictured) [PSFK]
- Fox & Fawn proves key example of how innovative retailers are turning Instagram into an e-commerce platform [Fashionista]
- Hermès made the smart if overdue move of creating a scarf-tying app called Silk Knots [The Cut]
- Nars previewing Guy Bourdin collection on Snapchat [WWD]
- Nordstrom: how to remain relevant in a tech savvy world [Forbes]
- Salvatore Ferragamo looks to the web to lure young consumers [Reuters]
- Fendi microsite increases brand awareness during Milan Fashion Week [Luxury Daily]
- M&S to contact workers in Asia by mobile to check factory conditions [The Guardian]
- Urban Outfitters’ new app strategy: be cool [Bloomberg BusinessWeek]
- Burberry out-buzzes Topshop at London Fashion Week [Marketing Magazine]
- Net-A-Porter bets on social commerce with new ‘Netbook’ iPad app [Econsultancy]
- Pinterest announces first ad product: promoted pins [Mashable]
- Olapic brings the persuasive power of user-generated imagery to e-commerce [BoF]
Tags: app, data, designer, digital, digital snippets, e-commerce, fashion, fashion week, Fendi, Ferragamo, Fox & Fawn, Hermes, Instagram, Levi's, London, M&S, Macy's, marks and spencer, Nars, Nordstrom, olapic, Pinterest, promoted, retail, Salvatore Ferragamo, snapchat, social, social media, Urban Outfitters
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