Tag Archives: eBay

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]

Retail’s 7 most innovative Holiday campaigns

16 Dec

This article first appeared on Fashionista 

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The holiday season can account for up to 40% of a retailer’s annual revenue, and thus it’s no surprise to see some of our favorite stores (and fashion brands) go all-out with festive campaigns in a bid to capture as many dollars as possible.

Multiple initiatives have lined up to grab our attention this year, but if there’s one thing tying them together, it’s interactivity. From singing contests you can enter to touchscreens you can explore, participation is the biggest push for 2013.

Pinterest is also proving big news. According to a recent study by Lab42, 94% of users say the virtual scrapbooking site has changed how they prepare for the holidays, while 42% have created their own holiday-themed boards. Meanwhile, stats show such activity is also affecting sales. Revenue on retail sites that originated from Pinterest doubled over Thanksgiving weekend, and brands like Target and Topshop have quickly taken advantage.

Here’s our pick of the top seven activations.

1. eBay’s Touchscreen Storefronts

First up is the digital storefronts eBay set up for Rebecca Minkoff, Toms and Sony in the Westfield San Francisco Centre shopping mall this season. Shopping from them is easy. As with any smartphone or tablet device, you just touch the screen and start browsing products, then complete the order via PayPal on your mobile device. Items can either be delivered to your home for free or picked up at the Sony Gallery on the floor below.

2. Gap’s VSCO-Powered Gift Guide

Gap gave an indie twist to its holiday gift guide by partnering with seven well-known users of photo-editing app VSCO for its Make Love campaign. Those artists acted as both models and photographers, captured in various Gap products themselves and completing their own photo assignments based on one of Gap’s holiday themes: fair isle, indigo, metallic, plaid, stripes, texture and warmth. The results are featured on both a dedicated page on VSCO’s website as well as in Gap.com’s “Give A-Z” holiday guide.

3. John Lewis’ “The Bear and The Hare”

Over in the UK meanwhile, John Lewis wins for the biggest budget when it comes to advertising this year. It spent £7 million ($11.4 million) on a hand-animated and very cute tale called “The Bear and The Hare,” which has garnered more than 10 million views on YouTube to date. What’s innovative is all the components that go with it, and none more so than the windows of its flagship store in London. They feature some of the 188 animal sculptures made from 7,000 everyday products tied to the bear and hare theme, like a reindeer made of Dyson vacuums, a polar bear of Nintendo Wiis and a turkey crafted from a series of rolled up towels. The retailer is also running a contest with the campaign, calling all aspiring singers to record and upload their own versions of Keane’s “Somewhere Only We Know” for a chance to have their recording play with the commercial on Christmas day.

4. JC Penney’s “Jingle Mingle” Singing Contest

JC Penney also called for singing content from its fans this year. Up until Dec. 3 it invited aspiring vocalists to upload videos of themselves singing “Silent Night” to its Jingle Mingle website. Hundreds of the best are then going to be played on the facade of the retailer’s Manhattan Mall store. For each one submitted, JC Penney donated $20 to the United Service Organizations (USO).

5. Topshop’s “Dear Pinterest” Campaign

It was all about Pinterest for Topshop this season. The UK-based retailer used Pinterest to power its online gift guide, and even attached oversized tags to in-store merchandise identifying the ones that had been pinned the most. In November, there was also a giant touchscreen in Topshop’s New York and London flagships that allowed shoppers to pin, share and shop from a gift list there and then.

6. Target’s Pinteresting “Awesome Shop”

Pinterest also makes an appearance at Target this season. Target has launched an e-commerce storefront powered by Pinterest as well as its own reviews this year. Target Awesome Shop, as it’s called, incorporates over 1,000 products that have received four stars or higher in the customer reviews on Target.com and are one of the retailer’s most-pinned products on Pinterest. The result: a highly curated, not to mention awesome, list of recommended items. You can search by category and then click on each product for more information (such as those reviews), before being redirected to the main Target.com site to add them to your shopping cart.

7. Louis Vuitton’s “The Goose Game”

Louis Vuitton created an online board game to feature its holiday gifts. The game, which functions much like “Snakes and Ladders,” is made up of squares featuring Louis Vuitton products that players can purchase in just a few clicks.

Honorable Mention: Kmart’s “Show Your Joe”

It may not be a stunning piece of innovation, but Kmart’s “Show Your Joe” commercial sure brought the laughs — and the views. The video, which was made for TV, has racked up more than 16 million views on YouTube alone since its Nov. 15 release.

Digital snippets: Holiday retail round-up special

27 Nov

Given it’s the day before Thanksgiving in the US – meaning retailers are about to go all out on heavy promotions – here’s a special round-up of all the ways they’re using social and digital to help lure the seasonal shopper and start converting those all-important Holiday sales…

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  • eBay debuts shoppable touchscreens and digital storefronts for Sony, Toms And Rebecca Minkoff in San Francisco (as pictured) [TechCrunch]
  • Target launches “most digitally enabled campaign” in its history, pins hopes on Pinterest this holiday season [Co.Create]
  • Topshop partners with Pinterest for online and offline Holiday campaign [Fashion&Mash]
  • JC Penney launches first Holiday campaign under new marketing head, includes crowdsourcing initiative inviting users to upload videos of themselves singing ‘Silent Night’ [AdAge]
  • ‘Reserve in Store’ service rolling out to all Banana Republic stores across the US, 200 Gap [CNBC]
  • Jingle all the way at Kmart with #showyourjoe Christmas ad [Fashion&Mash]
  • Kohl’s adds emotional brand spots to Holiday mix [AdAge]
  • Hollister teases Black Friday deals on YouTube [ClickZ]
  • All the interactive elements accompanying John Lewis’ #bearandhare Christmas ad [Fashion&Mash]
  • Cath Kidston, Bauble Bar driving traffic with Christmas treasure hunt campaigns [Fashion&Mash]
  • Michaels offers interactive Holiday help with live elf available through streaming video [Chain Store Age]
  • M&S teases Christmas #magicandsparkle campaign over social [Fashion&Mash]
  • Louis Vuitton highlights gift ideas on interactive goose game [Luxury Daily]
  • Tillys runs ugly Christmas sweater contest over Instagram [Tillys]
  • Neiman Marcus teams up with Shapeways to offer 3D printed holiday capsule collection [PSFK]

Literal window shopping with Kate Spade Saturday’s digital, touchscreen storefronts

12 Jun banner

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Kate Spade Saturday has taken up residence in New York with four pop-up digital stores appearing as window fronts around the city.

The “weekend brand” from Kate Spade, which opened its first store in Tokyo in March, offers 30 products from its range through an interactive touchscreen experience that’s available 24-hours a day. New items launch every Saturday following.

“This gives us the ability to produce more from our retail space,” Kate Spade CEO, William McComb, told Reuters. “My nickname for it is the Wall as a Mall.”

Standing in front of the window, shoppers can click to explore looks, opt to buy them via PayPal, and best of all have them delivered with an hour to wherever they are in the city thanks to a partnership with eBay. Security also isn’t a concern – despite being a giant screen, the initiative doesn’t ask for credit card information or your address for every other passerby to see, instead texting you with a link that leads you to your window shop bag on your own phone instead.

Here are some images I took from the West 18th Street store. The other locations are 175 Orchard Street, 154 Spring Street, and 30 Gansevoort Street. All are open until July 7. Window shopping just hit a new reality…

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Digital snippets: Gap and DVF, JC Penney, Nike, eBay and Kate Spade Saturday, Burberry

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A round-up of recent stories from around the web surrounding all things fashion and digital:

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  • GapKids launches photo filters and stickers with Aviary to promote Diane von Furstenberg collection (as pictured) [TechCrunch]
  • JC Penney says ‘We’re Sorry’ and ‘Come Back’ with social media blitz [BrandChannel]
  • Nike gears customised shoe campaign to Instagram users [ClickZ]
  • eBay and Kate Spade Saturday to launch touchscreen store window [PSFK]
  • Fashion meets music with Burberry’s new eyewear campaign [Vogue Australia]
  • Condé Entertainment previews video channels for Vogue, Wired and Vanity Fair [WWD]
  • Making the best of a digital situation: what luxury brands can do to catch up online [Forbes]
  • Online, everyone can be a make-up critic [NYTimes]

HoH and eBay team up for exclusive #LFW collection

16 Feb HouseofHolland_ebay2

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House of Holland has released a capsule collection exclusively with eBay UK inspired by his autumn/winter 2013/14 collection that showed at London Fashion Week today.

The line went on sale from the minute the first model hit the catwalk at 7pm GMT, and will be available until next Sunday, February 24. It is comprised of a dress, an oversized slogan t-shirt, an iPhone cover and a pair of tights, each emblazoned with the signature House of Holland ‘rave wave’ print.

The aim is to provide fans with a nugget of access to the new season way before the full collection hits stores, satisfying the instant demand that goes with watching a live show. All proceeds from the sales will also go to Cancer Research UK.

Designer Henry Holland said: “The items I’ve designed for eBay have been inspired by my AW13 collection. I’m excited to be able to bring something exclusive and exciting to a completely new audience. I hope I am paving the way for more opportunities for designers coming through the BFC’s Fashion Forward programme.”

eBay is also continuing its support of this season’s Fashion Forward winners at London Fashion Week – Michael Van Der Ham, Holly Fulton and David Koma – live-streaming each of their shows to smartphones via its Style Collective blog.

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Digital snippets: Donna Karan, Kate Spade, Natalie Massenet, Tommy Hilfiger, Alexander Wang

7 Feb DonnaKaran.jpg.imageLink.mediumImage

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

  • Anjelica Huston gets behind the camera for Donna Karan hosiery film (as pictured) [Telegraph Fashion]
  • Kate Spade’s digital play [WWD]
  • British fashion gets a web dynamo: Natalie Massenet [NY Times]
  • Tommy Hilfiger launches “le voyage seafarious” campaign, first ever webisode [Vogue.it]
  • T by Alexander Wang taps Bon Qui Qui for spring video [AdAge]
  • Rachel Roy opts for digital runway show [WWD]
  • Whistles launches new website [Whistles]
  • Milk Made’s top 10 Instagrams to follow for NYFW [Milk Made]
  • How Pose became the ‘Instagram of fashion’ [Mashable]
  • Here’s Net-a-Porter’s new magazine The Edit [Fashionista]
  • Pinterest’s retail problem [AdWeek]
  • Ebay in agency talks over fashion project [Campaign]
  • Seven apps perfect for fashion week (or any week) [Refinery29]
  • Branded mini-movies as China marketing tool: boom or bust? [JingDaily]

eBay UK throws festive pop-up party for one of its one million Facebook fans

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Before the spring/summer 2013 campaigns sweep us away, and the forthcoming autumn/winter 2013/14 shows creep up on us, there’s one last holiday initiative I wanted to share.

eBay recently celebrated the fact it reached one million fans on its UK Facebook page by running a competition that offered one fan the chance to win a winter wonderland-themed party.

The “1 in a Million” contest saw 1,300 entries over three days, with a mother of two called Helen (an eBay buyer and seller of course) selected as the winner. She received a pop-up celebration in her local village just before Christmas that included a horse-drawn carriage, dancers, elves and circus performers.

The video above captures the scene. As Helen said: “The whole experience was really fun and totally unexpected… When a giant elf knocked on my front door it was all a little bit surreal. We all had a great time and we’ll not forget this day.”

A great example of personal, real-world social marketing.

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]

eBay opens social shopping experience in London’s Covent Garden – pictures

30 Nov photo 5

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eBay is hosting a “social shopping” pop-up in London over the weekend to tie in with what it predicts to be its busiest online shopping day of the year in the UK. Over six million people are expected to log on to its site this Sunday, and a significant number of those are likely to come from mobile, it says.

No surprise then, the Covent Garden setup is built around how to make the most of eBay using your smartphone or tablet, recognising at the same time how important social media is in that space too.

I just went along to check it out, as the pictures above and below show. On display is a real-time barometer of the most talked about gifts and products over Twitter, an augmented reality experience highlighting this year’s must-have toys (note the Furby in the below shot), an example of its image recognition technology in action, and more.

That latter one sees a number of fashion bloggers pictured on the wall alongside a fabric swatch they’ve picked out. Each one can be scanned using the eBay fashion app to bring up similar colours and items available across the site. We trialled our scarves to double check they weren’t preloaded results – it did of course work wonderful.

eBay says mobile technologies such as this, as well as augmented reality and 3D, will present the UK retail industry with a potential boost of £2.4bn by 2014.

Carrie Bienkowski, head of buyer experience at eBay, said it’s changing the way we shop. “Consumers now carry a global showroom in their pocket and are increasingly as inclined to seek recommendations online and shop mobile as visit the high street. At eBay we expect 2012 to be our most successful mobile Christmas ever with around 30% of the most popular Christmas products being bought through a smartphone.”

eBay’s social shopping pop-up space is open from today until Sunday – if you’re in the area, check it out.

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