Tag Archives: online

Digital snippets: Michael Kors, Banana Republic, Macy’s, Kate Spade, John Lewis, L’Oréal, Juicy Couture, Sephora

11 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…

MichaelKors_Instagram

  • 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]
  • 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]
  • 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

Digital snippets: Burberry and Apple executive special

15 Oct

The big news today has of course been about Burberry CEO Angela Ahrendts’ move to become an SVP at Apple, as well as the subsequent announcement of Christopher Bailey’s new title covering her role as well as his existing one as chief creative officer at the luxury brand. Here are the must-read stories on it:

AngelaAhrendts_ChristopherBailey

  • As outlined in a statement from Apple, Ahrendts’ role will be to have “oversight of the strategic direction, expansion and operation of both Apple retail and online stores”. She will join the company by mid-2014 and report directly into Apple CEO Tim Cook
  • Meanwhile, a tweet from Warby Parker co-founder Neil Blumenthal said the announcement is a signifier of how the “convergence of fashion and technology continues”, a sentiment that’s been echoed elsewhere. Vanessa Friedman of the FT wrote: “It also demonstrates the increasing give and take between luxury and tech, as great personal gadgets become luxury accessories, design plays a big role in brand equity, and luxury increasingly becomes tech-savvy”
  • Let’s not forget, Ahrendts is the second senior fashion executive to be hired by Apple this year. As reported by The Business of Fashion, Paul Deneve, former chief executive of Yves Saint Laurent joined Apple in July, and is thought to be working on wearable devices
  • But Ahrendts offers Apple another significant value too; namely understanding China. As highlighted by Quartz: “It is also gaining the expertise of one of the most successful luxury brands in China, which happens to be the world’s largest smartphone market and one of Apple’s target markets”
  • Over at The Telegraph there’s a great outline of how the first Apple Store came about under Steve Jobs, and grew to its 408 locations worldwide today. But it highlights how Ahrendts will not inherit a business without challenges. “Rivals such as Samsung and Microsoft have copied the Apple Store template and are expanding their own retail footprints around the world,” it says. And: “Apple retail has been without permanent leader for over a year following the brief tenure of former Dixons chief John Browett, who took over after Ron Johnson left in 2011 for the top job at JC Penney.”
  • But there’s also an argument the move is a bit of a step down for her – from the top of the pile at Burberry (not to mention the highest paid CEO on the FTSE 100 last year) to another fish in a big pond at Apple. Mashable has a few thoughts on that however, including the fact Apple could be grooming her for the CEO role in the future. It also outlines that Apple’s retail revenues are about seven times that of Burberry. (There’s some nice background info in this piece about the impact Ahrendts has made at Burberry too)
  • Meanwhile, the news of Bailey as Ahrendts’ successor at Burberry (taking on the dual role of chief creative and chief executive officer) has been met with mixed response. Shares dropped 7.6% on London’s stock exchange today, suggesting there’s not a great deal of confidence surrounding it, despite enormous backing from Ahrendts and from Burberry’s chairman Sir John Peace in the brand’s video announcement. During this, Bailey himself refers to the fact the brand has “only just started dreaming”, mentioning future strategies surrounding beauty and re-integrating Japan back into the business
  • As the Guardian reported, there were suggestions Bailey had been handed the top job to stop him following Ahrendts out of the door, though Burberry was forced to deny it. It instead reinforced the support he has in the rest of the company management team; in spite of the fact finance director Carol Fairweather only stepped into the role  in July this year, and chief operating officer John Smith joined in March
  • Another piece from The Business of Fashion notes  it is “truly unprecedented for a designer to graduate from creative director to chief creative officer to chief executive officer, as Bailey will have done when the transition is complete”. It asks: “Can Mr Bailey, someone who is not obviously au fait with the dollars and cents of balance sheets, intricacies of global supply chains and the excruciating detail of retail operations, run a multi-billion dollar creative business in every sense of the word and also communicate with analysts on Wall Street and in the City of London?”
  • As Friedman at the FT likewise says: “Now we have an art-school-trained man without an MBA atop a £7bn public company – albeit one who was always referred to by Ms Ahrendts as a “partner”. And we have final confirmation that these days, corporate and creative are becoming one and the same when it comes to high-end fashion. Argue all you want about whether or not it is a good development for either side (and I betcha people will argue) – the fact remains it has happened.”

Pic via Fast Company

Anya Hindmarch unveils astrological #whatplanet campaign at #LFW

17 Sep

AnyaHindmarch_whatplanet_2

Anya Hindmarch launched a cute digital campaign alongside its London Fashion Week show today tied to the collection’s planetary theme.

“What Planet Are You On?” allows fans to create personalised charts based on their date of birth. The resulting content (as per the below sample), features astrological facts and quips ranging from your ruling planet to your age in dog years or the amount of energy the candles on your next birthday cake would produce. It also says how many seconds you’ve lived for, which celebrities you share your birthday with and what date you were conceived.

“Boldly go on an astro-biological journey to discover your universal truths, astro-facts and space oddities,” reads the write-up.

Guests at the show were each presented with their own chart, while online followers are invited to visit whatplanetareyouon.com to create one too. The content is being shared over social using the #whatplanet hashtag.

The initiative follows on from last season’s Anyagrams campaign, which invited fans to generate anagrams from their own names.

AnyaHindmarch_whatplanet_1

#NYFW: your online guide

3 Sep

Mashable_NYFW

Mashable has, as always, posted a stellar round-up of how all to tune into the upcoming New York Fashion Week online.

More than 80 designers are planning to unveil their spring/summer 2014 collections simultaneously on-site and to consumers via live-streaming video, reports Lauren Indvik. She also highlights the very best fashion news sites and social accounts to follow in order to keep up with all the action.

Check out the full piece here: Where to watch New York Fashion Week online 

Digital snippets: Michael Kors, Agent Provocateur, Mulberry, Kate Spade, Lucky

16 Aug

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

michael-kors-fragrance

  • Michael Kors launches choose-your-own-adventure Facebook app for new beauty and fragrance lines [Mashable] 
  • See Penélope Cruz’s First Film for L’Agent Starring Irina Shayk [Fashion Gone Rogue]
  • Mulberry’s new responsive site shows luxury brands how to do UX [Econsultancy]
  • Kate Spade taps mobile photo-sharing to push new KSNY X Darcel line [Mobile Marketer]
  • Eva Chen, trending now at Lucky magazine [NY Times]
  • VFiles to stage ‘user-generated’ fashion show at New York Fashion Week [BoF]
  • Is ‘buy now, wear now’ really the future of fashion? [Fashionista]
  • How brands are using Instagram’s new video upload feature [Mashable]
  • Five ways online retailers are preparing for Holiday 2013 – mobile proves key [Shop.org]
  • Four online brands that are building their reputations offline, because it’s called street cred for a reason [TechCrunch]
  • Low-price retailer TJ Maxx plans to open an online store this year, as does rival Saks Inc’s Off Fifth outlets [Reuters]

Personalised fashion marketplace Lyst launches “integrated checkout”

4 Jun Lyst_banner

Lyst_integratedcheckout

Ever wanted to be able to buy a dress with the same sort of ease you can purchase an app? That’s the aim from social shopping site Lyst, now referred to as a “personalised fashion marketplace”, with the launch of its new integrated checkout feature from today.

The three-year-old company is introducing an express shopping option directly from individual product pages, meaning users are no longer taken to third-party sites to buy the pieces they want. In doing so it’s aiming to capture consumers at the moment of inspiration, rather than expecting them to fill out multiple sets of payment and shipping details around the web.

Launch partners include both retailers and brands, from Alexander Wang, Theory and Helmut Lang, to Satine, Revolve and Lane Crawford. Initially it’s for shipping to the US market only, with plans to expand internationally throughout the rest of the year.

Speaking at the press launch this morning, Chris Morton, co-founder and CEO, said there were already two million people visiting Lyst every month, 50% of which are in the US. “We expect to see a step change increase in the number of sales that we generate for our partners as a result of this,” he explained. Mobile is another big focus of this move to make checking out seamless, based off the fact traffic to Lyst from smartphones and tablet devices has grown from 8% in 2012, to 30% so far this year. “People are happy to buy on mobile today, we just have to make it easy for them,” Morton said.

Importantly, the process is also a very simple one for Lyst’s partners, separating the site out from other companies attempting to introduce the same. “There’s no integration work required for our partners, meaning there’s therefore no fees for them either. We’re really proud of that. It’s hard to make something very easy,” said Morton.

Lyst handles the actual purchase, using proprietary technology to securely store users’ payment and shipping information, reports WWD, but the fulfillment of the purchase is then carried out by the designer or retailer. Morton refers to it as “moving the buy button”. Everything after that from the delivery, to the customer service, even the packaging belongs to the brand. “Think of us as a shopping mall,” he said. “A marketplace.”

A key factor in making this work is that inventory availability is constantly tracked by Lyst. “I’ve been waiting for this day for three and a half years,” Morton started this morning, “but it was too difficult to do from a tech point of view before. The most important thing is that what we have on Lyst matches with what’s on those partner sites. If it doesn’t, that results in a bad experience for our consumers and seriously breaks down those relationships.” He has a significant tech team in place to make sure they’re constantly solving that problem.

Other launch partners include James Perse, Hudson Jeans, Maiyet, Rag & Bone, Cynthia Rowley, Intermix, the Yoox Group, Trina Turk and Seven For All Mankind. More than 7,000 designers are currently represented on Lyst.

Shopping tool Hukkster hits Time Inc’s top 10 NYC start-up list for 2013

30 Apr Hukkster_banner

Hukkster

Time Inc has revealed its third annual list of the 10 start-ups to watch in New York City, and… there’s a fashion name in there again.

Hukkster, as it’s called, follows in the footsteps of Fab.com and Warby Parker (in 2012 and 2011 respectively) – highlighted by the Time Inc group as one of the most promising companies to transform the shopping space.

In this instance, it’s a tool that notifies shoppers when the products they want go on sale. Hukkster tracks more than 1,000 popular online stores, allowing any user to add its bookmarklet to their browser and then hit “Hukk It” when there’s an item they want to keep tabs on.

Once the price drops you get an email, a text or push notifications. You can also opt to only find out when it goes down by at least 25% or at least 50%.

According to WSJ’s profile on the start-up in 2012, and its founders Erica Bell and Katie Finnegan, each time a user buys an item they’ve been watching, Hukkster collects a fee for lead generation, using a third-party service that has relationships with more than 18,000 retailers. Its top revenue drivers, back when the piece was written, were J.Crew, Amazon.com’s Shopbop and Macy’s.

Furthermore, in November 2012, the Winklevoss twins led a $750,000 investment in it.

Hukkster appears in Time Inc’s list this year alongside nine other start-ups from a variety of fields. Included in them are ArchetypeMe, Custora, FiftyThree, Fitocracy, Grouper, IMRSV, Klooff, Qwiki and Upworthy.

Kmart #shipmypants ad goes viral

19 Apr kmart_ship_my_pants

 

If there’s one brand grabbing the viral video headlines at present, it’s Kmart. The US retailer has released an ad that plays on the phrase “Ship my Pants” to tout its new free shipping service for loyalty members when items are out of stock in store.

The 30-second spot, created by agency DraftFCB Chicago, sees a series of characters situated in store stating the fact they can “ship my pants”, “ship my drawers”, “ship my nightie”, and “ship my bed”. Say that a few times over and you get the joke. Accordingly it has nearly 13m views on Youtube in the week since it was released. One in nine viewers are reportedly sharing it. It’s also being pushed with the hashtag #shipmypants.

The ultimate ingredient for viral video success is proven once again to be comedy.

Despite a handful of protests toward it being inappropriate, overall response to the ad has been extremely positive. The Huffington Post called it “puerile and pure gold”, while Mediapost.com’s Barbara Lippert says you should “never underestimate the power of a doody joke“.

It might be true schoolyard humour, but we’re all in on it.

Alice + Olivia, Topshop kickstart prom season with online push

31 Mar Topshop_prom

AliceOlivia_prom

A number of designers and retailers are reaching out to teens through a variety of online initiatives in the build-up to the forthcoming prom season.

Alice + Olivia is one such example; utilising social media to do so. The brand’s designer and founder Stacey Bendet is hosting a live Twitter chat on Tuesday, April 2 at 3pm EST. She will be answering questions and giving styling tips to help shoppers achieve the “perfect prom look”.

Users can submit questions via the hashtag #askstace.

Topshop_prom

Topshop is also looking to prom with a series of store events held in specific cities during March (three in the US and five in the UK), and a collection of dresses, accessories and shoes inspired by a touch of Kurt Cobain grunge.

All of that is tied together with online content including the below film from director Sean Frank. Referred to as a “vintage-inspired ride in getting prom perfect”, the clip is cast with a filtered light as the model is seen getting ready for the evening, dancing under a disco ball and ending up jumping in the swimming pool.

The British-based high street retailer has slowly been upping its focus on more holiday-based marketing – pushing out relevant collections around the likes of Halloween, holiday and Chinese New Year with dedicated campaigns. Doing so is of course further cementing its presence in the US market especially. Expect more to follow.

Paul Smith partners with artist Kate Moross for #LFW Vine clips

16 Feb PaulSmith_vine

Another example of how to use Vine to beautiful effect has just come in from Paul Smith. The British designer has partnered with London-based artist Kate Moross, who is shooting a series of imaginative six-second clips in the run up to tomorrow’s London Fashion Week show.

The first, called BLINDS and shown above, sees shutters opening and closing on the Paul Smith logo. Others so far, and as below, have been titled REFLECT and INFINITE, hinting at the venue and print and pattern respectively,

“We’re drawing influence from the themes and palette of the collection revealing glimpses of what’s to come in Sunday’s catwalk show,” said Moross. “The format is so immediate, all professional video tools are off limits, instead we’re creating animations, loops and video effects using colour filters, miniature lenses and simple objects.”

You might also like:

Matthew Williamson to magnify intricate garment detail in #LFW Vine strategy

Vine scores big with #NYFW crowd

Take a look at Calvin Klein’s Vine posts during Super Bowl XLVII

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