Tag Archives: Tumblr

Key fashion week trend: social media quality

16 Oct

There’s a lot to be said for the level of quality our industry is producing over social media these days, and rightly so for a world that prides itself on luxury. Whatever it is – better cameras, bigger teams, more budget – it’s working.

Take a look at some of the content highlights from the most recent round of fashion weeks:

Burberry_SS14ToryBurch_SS14Chloe_SS14Prada_SS14DolceGabbana_SS14

In order: Burberry, Tory Burch, Chloé, Prada and Dolce & Gabbana (as highlighted individually last season), all with beautiful executions across multiple platforms.

In terms of cameras, partnerships with tech companies for Burberry and Tory Burch have undoubtedly helped. The former, as reported at the time, teamed up with Apple (ahead of the news this week of CEO Angela Ahrendt’s move to become Apple’s senior vice president of retail and online stores) to exclusively capture its social media content using the new iPhone 5S iSight camera. This meant incredibly high res images, not to mention benefits including auto image stabilisation, a new ‘burst’ mode that allows users to shoot 10 photos per second, as well as an option for slow-motion.

Tory Burch on the other hand partnered with Sony to shoot its show using the F55 professional 4K camera, resulting in content with four times the resolution of standard high definition video. A detailed view of each and every look was hosted at runway.toryburch.com.

Meanwhile, we’re also seeing those in attendance at the shows sharing higher quality imagery too. Yes there are still blurry runway shots, but better smartphone cameras are of course at the root of this improving. That said, there are two other factors helping this along too:

The first is down to designers increasingly creating scenes for the crowd to want to capture. As Elizabeth Holmes of the WSJ reported: “Designers have a few tricks – falling under the heading ‘Instabait’ – to create moments that even hard-to-impress fashion week veterans can’t help but click and post.” These vary from elaborate set designs and props, to celebrity showcases.

The BoF covered this during the menswear shows in July too, writing: “In recent seasons, it’s become increasingly common for fashion shows to end with a tableau of models, perfectly positioned to be snapped and shared on social media. But at the most recent round of Paris menswear and couture shows, the staging of these instantly sharable moments rose to a whole new level of sophistication.”

A second factor that might begin shaping this lean towards quality all that much further, was hinted at by Tommy Hilfiger this season. As previously covered, it offered up a service that delivered assets – pictures through to collection information – upon request to showgoers over email in real-time. The aim was to “allow the industry to curate and share a new layer of exclusive, customised content on their own digital platforms for their followers during the show”. Doing so however cleverly put Tommy Hilfiger back in charge of the look and feel of its brand in the social space, ensuring its quality was as on-brand as possible throughout.

It might be a week for talking about technology, innovation and where the two cross with fashion thanks to that news from Burberry and Apple, but it’s important to ensure nailing content and quality likewise gets the attention it deserves. Overall the result is undoubtedly a better experience for the consumer so long may it continue. And for once, long may other industries be inspired by just how well (and by that we mean beautifully) ours can do digital.

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]

Rebecca Minkoff launches talent contest via Tumblr

18 Jul Minkoff_banner

New York-based designer Rebecca Minkoff is using Tumblr as a platform to call for artists, models and photographers to enter a competition being run in partnership with Nordstrom.

The initiative invites artists to submit collages, graphics, illustrations or prints inspired by “strong and feminine” women. Those will be used to create a graphic t-shirt and canvas tote for Minkoff’s upcoming spring/summer 2014 fashion week show.

It also asks would-be models to send in their headshots and photographers to send in their portfolios. All will be judged by Minkoff, as well as David Karp, founder and CEO of Tumblr, and Jeffrey Kalinsky, EVP of designer merchandising for Nordstrom.

The winning designs will not only appear on the New York catwalk on September 6, but be sold in Nordstrom on the same day. They will also feature in a campaign worn by the winning model and shot by the winning photographer.

“My main purpose in doing this contest is to give talent on Tumblr a voice and an opportunity to be discovered. I am also excited by the opportunity of providing my customers the exciting, groundbreaking initiative of buying my product the same day they see it on the runway,” said Minkoff.

Submissions should go to tumblr@rebeccaminkoff.com by July 25, 2013. Winners will be announced on July 30. For more details see Rebecca Minkoff’s own Tumblr post about the contest.

Tumblr_RebeccaMinkoff

Digital snippets: DKNY, Chanel, Mary Meeker, Karl Lagerfeld, Jaeger, Lululemon

10 Jun DKNY-Art-App

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

DKNY_timessquare

  • DKNY campaign combines art with augmented reality (as pictured) [Mashable]
  • Mary Meeker’s annual internet trends report highlights mobile momentum, wearables and digital China [BOF]
  • Karl Lagerfeld opens concept store complete with social media dressing rooms and wearable cash registers [PSFK]
  • Jaeger’s relaunched e-commerce site deconstructed [Econsultancy]
  • Lululemon uses digital to build local communities [L2 Think Tank]
  • Zegna group Tumblr bows [WWD]
  • Sears turning old department stores into data centres [Fast Company]
  • China e-commerce: Why Tmall works [BoF]
  • Six brands that have been busy experimenting with Google Hangouts, including Asos, Glamour [Econsultancy]

Digital snippets: Tumblr, Versace, Club Monaco, Chanel, Abercrombie, McQueen

21 May Versus_Versace_banner

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

Versus_Versace

  • Is a Yahoo-owned Tumblr more attractive to brands? [AdAge]
  • Versace transforms Versus line into a ‘digital brand’ (as pictured) [Fmag]
  • Club Monaco creates all-blogger look book (and launches it on Tumblr) [DisneyRollerGirl]
  • Keira Knightley stars as Coco Chanel for new Karl Lagerfeld film, Once Upon a Time [Fashionologie]
  • Video takes aim at Abercrombie & Fitch for “exclusionary” policy, spurs homeless campaign [Hollywood Reporter]
  • Alexander McQueen and McQ websites get new look [WWD]
  • Why Victoria’s Secret and Burberry win in social media — and other fashion brands fail [Business Insider]
  • The seven species of social commerce [Mashable]
  • YouTube jumps into retail with shoppable videos for brand channels, first client is Unilever’s Tresemmé [BrandChannel]
  • Wearable technology market set to explode, could reach $50 billion, says Credit Suisse [BoF]

How to follow #NYFW online

7 Feb nyfw-runway-2

nyfw-runway-2

In case you didn’t already see it, and now that New York Fashion Week is a go, be sure to check out this piece from Mashable on keeping abreast of it all from home: How to follow New York Fashion Week online

Topshop teases holiday film with social game of celebrity guess who – #whosthatgirl

3 Dec Topshop6

Topshop6

Given the fact online films now pop-up left, right and centre from fashion brands and retailers, it’s always fun to see those who go the extra mile to make sure their fans are fully engaged ahead of launch, almost securing the spot’s virality before it does so.

Kudos then to Topshop, who has made its first holiday campaign an altogether more significant affair by using social media to tease who its star is.

“Winter Wonderland” will premier tomorrow on YouTube, fronted by a Hollywood A-lister. Accordingly, Topshop has been using Twitter, Facebook, YouTube, Google+, Tumblr, Pinterest and Instagram to build anticipation as to who she is.

 

Five teaser trailers reveal shots of her from the neck down, pictures on Instagram capture her in London over the weekend from behind, and comments on Twitter provide clues into where she’s from and what she likes doing. A board on Pinterest houses everything together in one space.

All of it is accompanied with the hashtag #whosthatgirl encouraging consumers to guess for the chance to win a £500/$1000 shopping spree at the store.

Justin Cooke, CMO at Topshop, said: “We are very excited about the launch of our first Christmas movie, its a true 360 degree campaign with some surprise elements that you will see tomorrow! We wanted to create real anticipation before it premiered and it looks likes its working with over 100,000 people watching 10 second teasers and an incredible number of posts and tweets across all platforms.”

Some of the clues have included:

Topshop_whosthatgirl_teaser2Topshop_whosthatgirl_teaser1

This one is particularly fabulous:

Topshop_whosthatgirl_teaser3

And the guesses have been flying in. “From Elizabeth Olsen & Georgia May Jagger to Whitney Port & Diane Kruger…” tweeted Topshop on Saturday, December 1. So too have there been suggestions such as Cara Delevingne, Kate Bosworth, Chloë Grace Moretz, Emma Stone and more.

Fans themselves have been saying things like: “@Topshop’s #whosthatgirl competition is so addictive, keep trying to guess who it is, I really haven’t got a clue!”

And: “@Topshop #whosthatgirl can’t wait til Tuesday to find out if I’m correct, most fun game I’ve played in a long time, feel like a detective!”

And: “Tortured by @Topshop’s #whosthatgirl campaign. Talk about brilliant social media marketing. Can’t wait to find out who she is tomorrow!”

As for the film itself, Topshop says its inspired by The Fabulous Baker Boys – the film that made Michelle Pfeiffer famous. Until tomorrow then… (and some more pics below in the meantime).

Topshop5Topshop1Topshop2Topshop3Topshop4

Digital snippets: adidas, Nars, Hermès, Cole Haan, Wall Street Journal, F-commerce

29 Nov adidas

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

  • adidas gives Facebook users personalised version of Ebenezer Snoop holiday campaign [PSFK]
  • Nars creates a digital journey into the world of Andy Warhol [L2 Think Tank]
  • Hermès launches on Tumblr and Pinterest [Hermès]
  • Tumblr unveils accessories spotlight section sponsored by Cole Haan [Mashable]
  • Wall Street Journal launches shoppable holiday gift guide [AdAge]
  • F-commerce ‘too soon’ for retailers, says Facebook’s retail director [Marketing Magazine]
  • The end of the smartphone era is coming thanks to computerised glasses [BusinessInsider]
  • EyeSee store mannequins gather intelligence on shoppers [Gizmag]
  • Ready to download your next pair of shoes? How 3D printing is turning bits into atoms [BusinessInsider]
  • Facebook aims for luxury brands with study into how the rich use social [Econsultancy]

Cinemagram’s crowdsourced GIF content could prove viral win for fashion brands

19 Oct

Rodarte

There’s no denying the unfathomable appetite online for GIFs at present, or Graphics Interchange Format images to use their full name. Although the simple animated pictures (made up of multiple frames on loop) are about to celebrate their 25th anniversary, they’re being feted across the web now more than ever.

Within the fashion industry, what’s followed of course is bundles of beautifully creative work – pioneered by blogger Jamie Beck and Kevin Burg with their “Cinemagraphs”, as reported here, and since carried on by all manner of Tumblr stars, including the likes of Mr Gif and FashGif.

In fact, on Tumblr, GIFs are hands-down the most successful posts. As Rick Webb, Tumblr’s revenue consultant explained at an event in New York recently it’s these that result in the most engagement actions – likes, reblogs and follows.

Needless to say therefore, fashion brands have cashed in on them too; Burberry, Oscar de la Renta and Calvin Klein as just a couple of examples. Below meanwhile is a recent tribute to the late Lee (Alexander) McQueen created by Nick Knight, and above another created by Rodarte, both of whom are part of the selection committee for a forthcoming GIF exhibition at Art Basel Miami created by Tumblr and Paddle8 called Moving the Still.

Over the past few months, Cinemagram is a name that keeps popping up in relation to all this. One of a number of apps dedicated to the GIF, it essentially simplifies the whole process for individuals to do themselves by using film, while simultaneously tapping into a sense of community once more (think Instagram for GIFs – grainy filters and all). It launched on the iPhone in March 2012, and reportedly has over two million users already.

Referred to as “a fun and beautiful way to animate your photos”, it has caught the eye of a number in the fashion industry especially. It’s interesting to see who is, or has been, on there already – the usual (largely New York-based) digital crowd when it comes to individuals, as well as the industry’s most tech-savvy brands, including Nicola Formichetti, Bergdorf’s and Rebecca Minkoff.

What seems to be the most interesting part of it, however, is nothing to do with corporations having to manage yet another social media outlet, but being able to use it to crowdsource content from their followers.

Brands such as Red Bull and music stars like Pink and Linkin Park have partnered with the platform to offer users the ability to remix official videos and create their own interpretations of the work. The sharing features built into the app then help spread it.

An original post introducing the “Remix” feature, reads: “For the first time, users can engage, interact, and be creative with official video content in a way that has never existed before. Companies want more exposure for their video content… We view cines as tweets for videos and therefore potentially a unique opportunity for Cinemagram to achieve their goals.” Users were doing it already, now they can do so legitimately, and directly from the source.

While a number of fashion brands told me they don’t see uploading their own content on Cinemagram to have too much of a future for them, one e-commerce site in particular said they’re excited to look at how to make use of this new crowdsourcing opportunity. Sending snippets of content out to fans and using it is as a teaser for a then full campaign video is enormously appealing, they explained.

Watch this space…

Nick Knight’s GIF tribute to Alexander McQueen

Ralph Lauren advertises for charity on Tumblr Radar

11 Oct

Nice use of the Tumblr Radar by Ralph Lauren today. The US designer has teamed up with the blogging platform to post a bold pink GIF that invites users to “join the fight against cancer”.

It appears in the right-hand box on users’ dashboards that usually highlights popular images from across the network, but was opened up to advertisers in May.

For every note (like or reblog) on that post throughout the month of October, Ralph Lauren Corporation will donate $1 to the Pink Pony Fund, part of the Polo Ralph Lauren Foundation.

At time of publication, there were 12,682 notes – Ralph Lauren will donate up to a total of $25,000.

To add some context, the average Tumblr post gets nine notes; the three prior posts from Ralph Lauren have received 27, 112 and 37.

Packages for Radar advertising reportedly start at $25,000 (though it is presumed this wasn’t a paid-for deal by Ralph Lauren) and significantly boost a brand’s following. GIFs have proved the most successful image types.

To learn more about the Pink Pony Fund visit RalphLauren.com/PinkPony.

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