Tag Archives: interactive

French Connection launches in-store #selfie campaign

22 Apr

#canthelpmyselfie_press_small

French Connection is launching the “ultimate selfie challenge” in the UK this spring.

Kickstarting officially in London on April 24, the retailer is introducing a campaign called #canthelpmyselfie, inviting shoppers to snap pictures of themselves to create a live display of its seasonal collection in store windows.

Fans are invited to book an appointment via the website for a variety of stores around the country (starting in Regent Street this week before touring to five other cities including Manchester and Newcastle through May) – once there they will select their favourite pieces from the line to wear, indulge in  a mini makeover session and then jump into an interactive selfie booth to snap their photo for the whole high street to see.

Jon Carney, creative partner at digital agency Somewhat, which collaborated on the project, said: “Mobile and social channels are an essential part of how millennial consumers interact with brands, and especially how they can experience fashion brands. As consumers’ physical and digital worlds are increasingly converging and colliding, brands need to respond with campaigns that bridge both worlds seamlessly.”

The real-time “phy-gital” initiative, as its being referred to, simultaneously employs live engagement with passersby by inviting them to ‘vote’ for their favourite look by placing their hand in front of sensors in the windows. The best selfies selected will be in with a chance of winning a £1,000 shopping spree.

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]

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!

Colette hosts Art Drive-Thru at Art Basel Miami

10 Dec

Colette_ABMB12Parisian retailer Colette hosted an ‘Art Drive-Thru’ as part of Art Basel Miami last week, open 24/7 and complete with shoppable digital screens.

A partnership with local concept boutique, Alchemist, the initiative was inspired by retro American drive-thrus of the 50s. Far from typical burgers and fries, however, the menu offered everything from a $27,500 Bamford x Rolex watch to a $6,500 set of Damien Hirst skateboards (both sold out by the way). There were multiple other big names on sale including Jeff Koons, Kenzo, Thom Browne, Karl Lagerfeld, Zaha Hadid, Kitsune, Longchamp and of course Colette.

It was hosted at 1111 Lincoln Road on level five of the car park. Drivers could pull up to one of three kiosks reminiscent of pinball machines and use iPad size screens to order their items. Those pieces would then be delivered by girls on roller skates.

The temporary space, in place from December 2 to 8, was created by René Gonzales Architect.

Colette_ABMB1Colette_ABMB2Colette_ABMB5Colette_ABMB711Colette_ABMB7Colette_ABMB9Colette_ABMB8Colette_ABMB10Colette_ABMB3 Additional photography by shelasher.com

Saks unveils interactive holiday windows, offers Makerbot 3D-printed snowflakes

2 Dec

Saks_yeti5

Consumers are invited to flick personalised digital snowflakes onto the windows of Saks Fifth Avenue’s flagship store in New York this Holiday season.

The initiative, developed in partnership with creative digital agency, The Science Project, and sponsored by MasterCard, is part of the retailer’s wider focus on the legendary Yeti rumoured to reside on its roof making snow during the festive period, this year.

The Yeti Snow Workshop as this particular window is called, invites passersby to visit saks.com/snow on their mobiles where they can find out their own Yeti name, add it to a snowflake design and then flick it from their device to instantly see it gently falling down the window.

In-store those who spend over $150 or more with their MasterCard, can then receive a 3D-printed snowflake created by the MakerBot. Harry Cunningham, senior VP-store planning and visual at Saks, also told AdAge: “3D printing has been a big of late, so some of the figures in our window this year are actually 3D printed. As technology advances and as things move forward, we’re looking for opportunities to inject that into our process.”

Six of the other store windows depict different scenes of the Yeti’s life, from being “an under-appreciated snowmaker in Siberia to his starring role as a true snowflake artist in New York”. Each also features the hashtag #SaksYeti.

They were unveiled last week with a 3D light show mapped onto the façade of the store created by Iris Worldwide (as in the YouTube video below). It runs every seven minutes each night from 5-11pm over the Holiday season.

Saks_yeti3Saks_yeti1Saks_yeti4Saks_yeti2

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…

ebayinc_digitalstorefront_rm4 (2)

  • 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]

All the interactive elements accompanying John Lewis’ #bearandhare Christmas ad

26 Nov

JohnLewis_bearharestory2

Hopefully by now you will have all seen, or at least heard about, John Lewis’ epic £7 million Christmas ad: The Bear and The Hare, created by adam&eve DDB.

The hand-animated tale has received an enormous 8.7 million views on YouTube since launch on November 8, and according to reports, helped drive sales of £101.45 million in the British department store in the week that followed, up 10.7% on 2012.

Despite the fact the spot premiered on TV in the UK during The X-Factor (played as an entire two-minute ad break), this campaign lives well beyond its traditional format. Here’s a breakdown of some of the more interactive ways how: 

  • An accompanying e-book called ‘The Bear who had never seen Christmas’ has been introduced for iPad, iPhone and Android. It features a series of touch-to-activate features, including a treasure hunt throughout the pages of the story in order to decorate a Christmas tree at the end, and a musical component for kids to tap their screens along to  
  • As with last year’s snowmen, the two main characters, Bear and Hare, each have their own Twitter profiles. Following them reveals all sorts of insights into their friendship: Hare planning to tickle Bear in his sleep, and Bear snoozing through the majority of it only waking briefly now and again to tweet out a line of Zzzzzzzzz’s
  • A Christmas card maker allows consumers to create their own personalised e-cards too. A selection of templates featuring the different woodland animals can be selected from first, then a personal picture uploaded or chosen by connecting with Facebook. Lastly, a message can be added before sharing it over social, downloading it to send via email or print out, and/or adding it to the online gallery

 

JohnLewis_bearandhare2Screen Shot 2013-11-26 at 00.18.59JohnLewis_bearharestory3JohnLewis_bearharestory1JohnLewis_Hare

“Which Hilfiger are you?” asks digital Tommy pod in NJ mall

19 Nov

TommyGSPdigitalpod3

Tommy Hilfiger opened a new store in the Garden State Plaza mall in New Jersey last week, and with it introduced a ‘digital pod’ tied to its autumn/winter 2013/14 campaign.

Hosted near the AMC theatre at one end of the shopping centre, the pod invites shoppers to take a quiz to determine which member of the Hilfiger family they are. The resulting character is showcased on a digital card that offers the option to add a tagline from a series of keywords.

It then asks the user for their email address to receive a copy of it in their inbox (from which they can share on Facebook), before posting it on the other side of the pod for others to see. The whole initiative is tied to the hashtag #tommyxgsp.

It will be in place through the end of December 2013.

TommyGSPdigitalpod1TommyGSPdigitalpod2HilfigerMyHilfigerAlterEgoTOMMYHILFIGER_digitalpod

Giant digital installation anchors Phillip Lim for Target NYFW event

6 Sep

Target_PhillipLim_digital5

Target hosted an event at New York Fashion Week last night to celebrate the forthcoming launch (September 15) of its 3.1 Phillip Lim line.

Hosted at the new Spring Studios, the party centred around an enormous digital installation – the Stylescape, which is the longest-ever created cinemagraph in fact, comprised of multiple interactive components.

You could blow on a pin-wheel to make a gust of wind breeze across various components on the screen, pull on a cord to see fireworks light up the sky or a string of fairy lights illuminate, and even jump on a spot to get Phillip Lim to turn round from a park bench and smile for your picture. Other sections saw the crowd dancing with one of the virtual models, or giggling as a dog appeared behind a counter.

The initiative took over four months to produce, Refinery29 reported. It was created across six cities, representing a full day-to-night span from one end to the other. It kickstarts with early morning in LA, crossing through Dallas, Toronto, Chicago, and Miami, and wrapping up with a 5am cab in NYC.

Target_PhillipLim_digital3 Target_PhillipLim_digital4 Target_PhillipLim_digital1

 

Burberry and Google bring emotion to digital with virtual kissing campaign

13 Jun Burberry Kisses - Skyline (London)

Burberry Kisses

The latest digital innovation from Burberry sees a reimagination of the classic love letter, as fans around the world are able to send and share virtual kisses with one another.

Burberry Kisses, as it’s called, is a partnership with Google that combines personalised content and new technology in a bid to bring an element of emotion to online communications.

Users are able to send an impression of their own real kisses to loved ones by either using their desktop webcams via Google Chrome or by having direct lip contact with their touch screen devices. This so-named “kiss recognition technology” captures the outline of the pout, from which one of five Burberry lip colours can be added to dress it up, and a message typed in to the intended recipient.

On sending, both parties will see personalised animated content dependent on where in the world they are and where they’ve sent their kiss to, thanks to Google Earth and Google Streetview technology. The skylines of New York, Hong Kong, London and more are each shown for instance as the love note flies through the air to its destination. Detail also appears in puddles reflecting local views and recognisable street names.

The aim, according to the company, is to “humanise technology”, and to “translate the emotion of what we create and experience in the real world, into the digital space”.

Christopher Bailey, Burberry’s chief creative officer, said: “We’re constantly thinking about how we translate the emotion of what we create and experience in the real world into the digital space, whether that’s capturing the energy and excitement of a live gig, the hum and buzz of anticipation before a runway show, or just the feeling you get when you pull on your trench coat on a rainy morning. Burberry Kisses began with the idea of giving technology a bit of heart and soul, and using it to unite the Burberry family across the world – by telling a story that makes the digital personal.”

The soundtrack, Evergreen Love, by British Burberry Acoustic musician Misty Miller, was also chosen to provide “emotional resonance”. All outcomes can of course be shared over Google+, as well as the other usual social platforms.

The entire project will be captured in a World of Kissses map. This has two views – a real-time interactive version that shows ‘live’ kisses as they move around the world, and an ‘all’ option that reveals the cities sending and receiving the most.

The initiative is part of Google’s Art, Copy & Code series, which will be showcased during next week’s Cannes Lions International Festival of Creativity.

BurberryKisses1Burberry Kisses - Skyline (New York)Burberry Kisses - World of Kisses

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