Tag Archives: H&M

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]

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: H&M, Instagram, Uniqlo, Ferragamo, Urban Outfitters, Nike

6 Jan

Happy new year all and welcome to 2014!

It’s straight to Vegas for me and headfirst into CES for what’s looking set to be a week heavy on the wearables front. More of that to follow, but for now, here’s a highlight of some of the fashion and tech stories you may have missed over the past couple of weeks…

david-beckham-underwear_HM

  • H&M and Beckham return to The Super Bowl with ground-breaking shoppable TV ad campaign [WGSN]
  • Instagram reveals ‘promising’ results of Levi’s and Ben & Jerry’s ad trial [Marketing Magazine]
  • Ferragamo weaves founder’s history into fairy tale film [Luxury Daily]
  • Nike, MTV are top global brands on Instagram in 2013 [BrandChannel]
  • How in-store analytics is changing the way you shop [Fashionista]
  • Beacons: What they are, how they work, and why Apple’s iBeacon technology is ahead of the pack [Business Insider]
  • What fashion adds to the tech world: Vanessa Friedman on wearables [FT]
  • Smart eyelashes and fingernails: the next wave of wearable tech [Mashable]
  • Can Apple’s Angela Agrendts spark a retail revolution? [Fast Company]

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!

Press may have pushed “tech” angle of new H&M store, but less than a week since launch, nothing seems to be working

20 Nov

H&M tech store, Times Square

H&M’s deserted digital catwalk in its new Times Square store

I’ve been looking forward to visiting the new H&M store in Times Square since it opened last Thursday off the back of the tech innovation it’s supposed to house. As per the headlines that ran:

I finally got there last night, but unfortunately was sorely disappointed.

Don’t get me wrong, from the moment you walk in the space feels fantastic; it’s high energy and it looks beautiful. Three floors and 42,000 square feet of great design, only enhanced by the huge volume of fluorescent signage throughout. But the technology story that’s dominated the press, well… none of it was working.

In the first instance, there are mannequins with screens in front of their faces supposed to play videos, display photos and showcase special deals. Screens that on a busy Tuesday night the week before Thanksgiving in the US, were switched off (as pictured below). All of them.

Then there’s the fitting room checkouts. Not a high tech initiative, but certainly a forward thinking one to help bust queues in a store that’s on one of the most trafficked corners of New York City – 42nd Street and Broadway. Again, closed. And the store was busy.

H&M tech store, Times Square

The blank digital screens in H&M’s new Times Square store

It was the mezzanine level with its dedicated DJ booth supposed to “spin music continuously”, and digitally-enabled runway, that I was most looking forward to. There, shoppers should be able to pose for a series of photos in pieces from the H&M line, and then see themselves displayed on one of the other LED screens around the store (there are 7,000 square feet of LED screens in total, including two 30-by-20-foot ones on the outside of the building).

As per WWD: “Shoppers choose an outfit in the nearby dressing rooms, enter their e-mail address into a computer and await the signal: ‘Walk’ on a red flashing sign. Each ‘model’ is told what time his/her image will be on view on the screens inside and out. Images sent to shoppers’ e-mail accounts can be used on social media.”

When I arrived on that level at about 5.30pm last night, there was no one to be found, not even the DJ (as the top picture shows). A lone sales associate clearing up behind the desk said she hadn’t seen anyone on the catwalk all day so she presumed they weren’t using it. I asked another on the ground floor who said she wasn’t sure but assumed they just had it turned off for the day, and another who said it was broken so she thought they weren’t able to use it. None of them were 100% confident about what was going on.

The computer next to the runway also displayed an error message regarding potential damage to its battery life if left plugged in (as pictured below). I was in the store for about an hour and nothing changed, though I didn’t overly expect it to as the story was the same on Monday night when a colleague of mine also visited.

The disappointment of all this for me is nothing to do with the fact a few glitches mean things aren’t working right now, but more that it’s such a sign of what retailers are achieving at present across the board – aiming too high and delivering too low. No wonder there’s constant push back from senior management about ROI.

There’s a huge amount happening with in-store technology, and a lot of it really exciting stuff that garners an enormous amount of press coverage, but does it really mean anything at all if it doesn’t work merely a few days after the big launch party when most of the journalists have walked away? A classic tale of smoke and mirrors.

I’ve had other experiences recently where I know something is working in a department store but it’s supposed to be a guided experience and without a sales associate on hand to demonstrate it to me I can’t participate in it. That’s essentially the same issue; an attempt at tech integration failed at the first hurdle, that being enabling the consumer to even use it.

There are a lot of arguments about the pros and cons of retail technology these days – from making it feel seamless to the shopper rather than gimmicky and unrelated to the persona of the brand, to ensuring staff are rightly trained to use and demo it – but I would argue the most important thing of all, and I think you’ll agree, is that there needs to be a commitment toward it working for longer than just on opening night.

H&M tech store, Times Square

The empty mezzanine level of H&M’s new Times Square store

H&M tech store, Times Square

H&M’s empty DJ booth in its new Times Square store

H&M tech store, Times Square

An error message on the digital runway screens of H&M’s new Times Square store

H&M tech store, Times Square

An error message on the digital runway screens of H&M’s new Times Square store

H&M tech store, Times Square

A blank digital screen in H&M’s new Times Square store

H&M tech store, Times Square

H&M’s new Times Square store

Digital snippets: Diesel, J.Crew, David Beckham, New Look, Benefit, Alexander Wang

27 Aug

Here’s a highlight of recent stories from around the web surrounding all things fashion and digital:

Diesel_reboot

  • Diesel goes to Tumblr to cast Reboot ad campaign (as pictured) [WWD]
  • J.Crew takes autumn catalogue digital with exclusive Pinterest debut [BrandChannel]
  • David Beckham strips for H&M Bodywear range once again [Campaign]
  • 17 reasons for New Look’s 79% leap in online sales, and eight areas for improvement [Econsultancy]
  • Benefit’s ballsy mascara ad touts nice “packages” [Mashable]
  • Alexander Wang crowdsources charity bag for Samsung [Vogue.co.uk]
  • Yahoo’s Marissa Mayer: hail to the chief [Vogue.com]
  • Sophia Amoruso expands Nasty Gal [WSJ]
  • Comparison shopping comes to Google Glass through new app, Crystal Shopper [The Verge]
  • DailyCandy partners with Tribeca Enterprises for Fashion in Film festival [DailyCandy]

Social content fuels H&M’s & Other Stories launch success

21 Mar HM_otherstories2

If you haven’t already noticed, H&M’s new brand & Other Stories has been doing a phenomenal job of using social media to seed its launch. I first wrote about them doing so here, when content across YouTube, Tumblr, Facebook and more was being teased before much was known about the line at all. The same continued as stores opened in three European cities (including London), and its e-commerce website – also heavy with shareable content – launched just this month. The reception was reportedly “tremendous”.

In a report released today, CEO Karl-Johan Persson said: “Sales, both in stores and online, have far exceeded our high expectations… This opens the possibility that & Other Stories can expand more widely and faster than we originally planned.”

Also unveiled today was another piece of shareable content; this time one tapping into the idea of collaboration. A short film called Co-Creatives (another nice social term there), shows the personal stories of “friends” of the brand including Julia Sarr-Jamois, Valentine Fillol Cordier, Ada Kokosar and Bea Åkerlund as they style their favourite looks from the collection.

Each of them was armed with a Polaroid camera and tasked with capturing their inspirations as they went. It’s a simple short spot, but another great example of how well this team seems to know it’s consumer base…

Spring films arrive from Lanvin, Calvin Klein and David Beckham Bodywear for H&M

9 Feb Fashion David Beckham

It’s been a bit of a week for fashion film releases, with highlights coming in from Lanvin, Calvin Klein and H&M surrounding the spring/summer 2013 campaigns.

 

Lanvin, a firm favourite every season thanks to the genius of creative director Alber Elbaz, has unveiled a spot that seems as though it’s just focusing on the print shoot in action. The models are each seen posing in beautiful surrounds very calmly, before suddenly a Skype call comes in from Elbaz who was unable to get to New York due to Hurricane Sandy.

What follows is highly amusing commentary from him on the “sick perspective” and “beautiful lighting” of the campaign. “It’s very very poetic, very chic,” he says. “There’s something very Californian about [it]… You know I’m still at the office. I feel I’m in a dream, I feel I’m in a cloud.”

 

Calvin Klein meanwhile, followed its Super Bowl underwear spot with the rest of its spring/summer campaign. Actor Alexander Skarsgård and model Suvi Koponen both star in its film, Provocations, which sees the men’s and women’s Calvin Klein Collection, ck Calvin Klein and Calvin Klein Jeans brands all brought together for the first time. There are three variations of it available: 10 minutes, 60 seconds and 30 seconds (above).

Shot on location in California by Fabien Baron of Baron + Baron, it focuses on recurring elements of fire, air and water as the pair are seen in a variety of “sleek, architectural settings to dark and mysterious milieus”.

 

And H&M roped in film director Guy Ritchie to shoot David Beckham in his first video spot for the retailer. The ad sees Beckham chasing after his family car after his bathrobe gets stuck in the door. As he runs / jumps / swims through the Beverly Hills neighbourhood he continues to lose other items of clothing remaining in just the boxers from his Bodywear line.

“David makes the perfect leading man,” said Ritchie. “For me this felt more than a campaign; it was like directing a short film.”

Digital snippets: Louis Vuitton, Love magazine, & Other Stories, Nike, Caché, Hearst

2 Jan louisvuitton_paperdoll1

Happy new year one and all! To kickstart 2013, here are a handful of stories surrounding all things fashion and digital from over the holiday period you may have missed:

LouisVuitton_paperdoll

  • Louis Vuitton pushes spring/summer line with downloadable paper doll cutouts (as pictured) [Luxury Daily]
  • Love magazine released a star-studded Fashion Nativity video on Christmas Day featuring Laura Carmichael, Pixie Geldof, Giles Deacon, Henry Holland, Abbey Clancy and more [Love]
  • New video from H&M’s forthcoming & Other Stories line reveals craftsmanship of bags in its first collection [YouTube]
  • Nike gamifies every day human movement with NikeFuel Missions video game [DigitalBuzzBlog]
  • Fashion retailer Caché launches mobile app featuring push notifications [AdWeek]

H&M teases digital content ahead of & Other Stories line launch

23 Nov

There’s some nice digital content going on to seed the launch of H&M’s new upmarket concept, & Other Stories.

The womenswear line, which will include ready-to-wear, shoes, bags and accessories, was teased through a one-minute video on Vogue.co.uk this week (as below).

The “Shoes & Other Stories” spot sees a series of polariod frames streamed one after the other as though a slideshow. It features a woman walking around Paris barefoot until she receives a delivery of & Other Stories footwear.

“Documentary-like snapshots tell the story of a day in the life of a Parisian girl while giving glimpses of & Other Stories’ concept and SS/13 collection,” reads the write-up.

There’s also a Tumblr page in action showcasing all manner of inspiration and product shots (including some from the film), as well as a couple of what looks like the & Other Stories team at work in the atelier.

Facebook, Twitter and a website have also launched, the latter inviting fans to sign-up in order to “receive tons of inspiration on a regular basis because we love to share our secrets, tips and tricks with you”.

The line aims, it says, to inspire women to create their personal style, or story. It will launch for spring 2013 in stores and online in selected European countries. Expect lots more to come…

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