Tag Archives: engagement

DVF to launch first shoppable Google+ Hangouts

26 Sep

GoogleHangouts_fashion

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”.

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?

Jean Paul Gaultier celebrates grown-up ‘enfants terribles’ with digital advent calendar

27 Nov

Jean Paul Gaultier has launched an online campaign for the festive period centred on a digital advent calendar.

Created with digital agency Isobar, and housed on jeanpaulgaultier.com, the calendar’s 24 dates appear as the inside pockets of Father Christmas’ coat (in this case with Jean Paul Gaultier playing the role).

Each one reveals a variety of games, entertainment and prizes to be won. Designed for “grown-up enfants terribles“ (Gaultier’s own long-standing nickname), and celebrating “the Christmas of naughty children”, it features animations including sexy reindeers and naughty elves, and names such as “Shake your snowball” and “Eat the log”.

“Once upon a time, it was a Christmas unlike any other. An alternative Christmas, an upside down Christmas, a new slant on Christmas, as only Jean Paul Gaultier could imagine it, “ reads the write-up.

Users will be able to open three pockets at random each day, followed by a further three when they share the experience with their Facebook or Twitter friends. Prizes include bottles and boxsets of fragrance, Jean Paul Gaultier stuffed animals and a special gift due to be revealed on Christmas Eve.

Check out the intro video below:

Could Louis Vuitton’s site relaunch set a new pace for ‘digital destinations’?

31 Oct

It’s great to see luxury fashion houses finally grasping hold of the fact the web provides an ideal place for them to demonstrate the richness of their brands.

Slowly but surely, we’re moving away from tremendously uninspiring sites built on basic building blocks, to innovative platforms housing everything the company both stands for and creates. Accordingly, that once awful label of ‘digital destination’, might finally be warranted after all.

Admittedly not all of them are quite there…

Dior.com recently relaunched, for instance, and its yet to prove itself as impressive as its preview video implied – a little clunky in functionality, and that’s before we get into the remaining lack of e-commerce debate.

And then there’s say Marc Jacobs, which, as Tony King, creative director of King & Partners, highlighted last week at the Fashion Forward Digital conference in New York, doesn’t quite live up to the luxurious persona with its animated entrance point. (For the record he drew on the likes of Burberry, Oki-ni, Bally and Tory Burch, among others, as examples of digital best practice).

But LouisVuitton.com has just announced its redesign, and if its previous efforts in the online space are anything to go by, this could be one that sets a new pace.

Said to be “an exciting, ever-changing format of exceptional richness and visual appeal”, its design is based on the concept of a journey, tying in, of course, with the brand’s longstanding initiative, The Art of Travel.

 

On the homepage, a moving cloud of images entices users towards five sections of content:

  • New, Now: the brand’s online magazine, which offers insights into the house, interviews with international personalities and coverage of events
  • Collections: a presentation of the entire product range, featuring new moving and 360° images. A multiple search functionality is also integrated, allowing users to refine by category, line, colour or collection
  • Stores: a detailed information feed of Louis Vuitton stores worldwide
  • My LV: a dedicated personalised space for users to access bookmarked content such as news and wish lists, and info on past purchases

It’s certainly a hefty offering. The question is, once users have entered in, will they stay long enough to actually navigate their way through it all? While the content is beautifully done (albeit surprisingly in Flash), the functionality is a little slow, and if it’s a sale they’re after, the route to buy is not all that straightforward, once again. But on what level does this matter?

With a brand like Louis Vuitton, is it more important to immerse and engage consumers in the experience with the aim of developing them into sales properties later? Or certainly at least driving them into store instead? Maybe so.

As Rich Tong, fashion director of blogging platform Tumblr recently told me in reference to Oscar de la Renta’s use of social media, it’s about awareness and brand building.

“Oscar de la Renta sells $5,000-$10,000 dresses; there is absolutely no correlation between those dresses and a 15-year-old in the Tumblr community. But Erika [Bearman, director of communications] is aiming more for establishing the Oscar brand in that little girl’s mind, so that when she grows up and does become established or successful, or becomes engaged and wants to get married, she’s thinking: ‘I want to be in an Oscar dress, I want to be an Oscar girl’,” he said.

“For Erika, it’s really about the persistence of the brand; seeding the Oscar brand in these girls’ minds really, really early on. It’s a long-term play.”

Louis Vuitton – once it’s ironed out a few creases – in that case, might just be on to a winner. It’ll be interesting to see how it develops.

Ted Baker drives social engagement with in-store campaign

6 Oct

Ted Baker is once again turning its attention to digital with the launch of a new campaign called “It’s Rutting Season”, which ties retail theatre together with social media engagement.

Conceived by digital agency Guided Collective, the initiative celebrates the brand’s autumn/winter 2011/12 collection, Worn to be Wild, by inviting shoppers in various stores around the UK to dress up and have their photo taken by a high profile blogger.

Each of the bloggers – among them Les Garcons Des Glasgow’s Jonathan Pryce, Sara Luxe’s Sara Louise and Mademoiselle Robot’s Laetitia Wajnapel – will be using popular photography app Instagram. The results will then be posted on Ted’s Facebook page, where fans are encouraged to share content by tagging themselves and getting their friends to “like” them in a bid to win a £500 shopping spree.

The rutting season name refers to the fact the collection look book was shot in London’s Richmond Park, which is home to over 600 deer. At this time of year stags can be seen to prove their dominance and does display their desirability out in the wild.

Accordingly, shoppers are being called on to “show off their animal instincts and reveal their wild sides by dressing to impress”. They will each be styled and given a fantastical stag or doe mask to wear.

Sam Reid, founder of Guided Collective, said: “Ted Baker is a fashion brand that we genuinely admire for its principles of building its business primarily through quality product and word of mouth. We hope ‘It’s Rutting Season’ delivers a fun retail experience for shoppers and lots of online content and noise for Ted”.

It launches on October 8 in the Glasgow Princes Square store, followed by Manchester New Cathedral Street on October15 and London Regent Street on October 22.

It also follows on from the success of the Take on Ted campaign in November 2010, which saw a Twitter-operated styling studio created for the launch of the brand’s US e-commerce site.

Other teams involved in the campaign include Collective members Creative Trust on set and deer mask design and production; RAAK on Facebook app and social strategy; and Oh Juliette on project and event management.  Mike Kus, Instagram’s most-followed user, will also be in London taking incidental shots of the participants as they prepare and pose. Kus recently worked with Burberry for its spring/summer 2012 show.

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