Tag Archives: video

Innovating the humble hanger: flashback from Japan

15 Apr

I discovered this video when writing a story about the future of shopping this week, and thought it worth resurfacing.

It’s a simple premise: the  shopper removes items from the rail and as they do so they activate content on nearby video screens. It’s not the garment that holds the sensors, but the hanger it is hung on – recognising unique details, from the fabric it is made of, to shots of models wearing it.

It was a concept from a company called teamLab in Tokyo – featured as part of an exhibition called We Are the Future, and then later in retail store Vanquish around 2010-2012.

But it’s also one you can imagine working very effectively in a luxury store today, in part similar to the connected fitting rooms we’ve seen at the likes of Burberry with RFID tagged garments, or reportedly in pilot from Microsoft and Accenture with Kohl’s. But it’s also reminiscent of the Mother’s Day campaign run by C&A Brazil two years ago, which saw hangers embedded with real-time counters for Facebook Likes.

There’s a lot to be said for the humble hanger it would seem…

teamlab_hanger4 teamlab_hanger1 teamlab2 teamlab_hanger3

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]

Topshop launches Kate Moss video series ahead of new collection

2 Apr

Topshop has revealed the first in a series of videos in the run up to its new Kate Moss collection launch.

The line will hit stores on April 30 for the first time since 2010. Accordingly the retailer has teamed up with NOWNESS to tease its arrival through a total of eight films dedicated to the “supermodel, muse and designer”.

Each one will feature one of Kate’s friends and fashion contacts shot by Leigh Johnson, and providing “never before seen access to the notoriously private Kate”, as Grazia puts it.

The first, as above, stars BBC Radio 1 DJ Nick Grimshaw. Others will include Charlotte Tilbury, Amanda Harlech, Beth Ditto, Cara Delevingne, Vivienne Westwood and Natalie Massenet. That makes a total of seven, meaning the eighth may star the always-elusive Moss herself.

Here in the meantime is an additional Topshop teaser featuring the model talking about the collection from behind-the-scenes at the Topshop design studio:

Digital snippets: Oculus, Luxottica, Wren, Asos, Nike, Birchbox, Tom Ford, Kenzo

28 Mar

The big tech story this week has of course been about Facebook’s purchase of virtual reality headset company Oculus VR. But there were lots of others to know about too. Read on for an edit…

oculus-rift-dk2

  • Google deal with Luxottica will bring Glass to Ray-Ban, Oakley [WSJ]
  • How Wren made a viral video of strangers kissing and increased sales by nearly 14,000% [Business Insider]
  • Asos and Nike celebrate 27 years of Air Max with first Google+ shoppable hangout [Marketing Magazine]
  • Birchbox, seller of beauty products, steps out from web to open New York store [NY Times]
  • Tom Ford joins the world of e-commerce with sexy new web store [Fashionista]
  • Kenzo’s virtual aquarium highlights the danger of overfishing [PSFK]
  • Chanel releases new Coco Mademoiselle Keira Knightley ad – She’s Not There [The Inspiration Room]
  • Lancôme ramping up digital initiatives [WWD]
  • How Yoox became the Amazon of the fashion world [Telegraph]
  • Why in-store tracking might not be as bad as it sounds [CNNMoney]
  • The Shazam of fashion is here, introducing ‘ASAP54′ [Styleite]
  • Silicon Valley never talks about the real reason you don’t own a smart watch or ‘wearable tech’ [Business Insider]

 

& Other Stories releases irreverant Parisian film

24 Mar

H&M’s sister brand & Other Stories has unveiled a short campaign clip it refers to as “not your ordinary fashion film”.

Starring French It-Girl and blogger Jeanne Damas, the humorous spot portrays “the tormented soul of the self-indulgent ‘Bohemian’ who can’t decide which pieces from & Other Stories’ collection to wear”.

Shot inside a Parisian apartment, it sees the model conversing with the camera about how she feels; laughing, crying, jumping on the couch, running around the room, and all the while showcasing a variety of different looks from the line.

It was directed by Wendy McColm, who reportedly aimed to present a darker subtext pointing to changes that need to be made to the way women are portrayed both in, and by, the fashion industry.

Digital snippets: Burberry, Calvin Klein, Moschino, Saks, M&S, Primark

27 Feb

A round-up of all the latest stories surrounding fashion and tech…

 

  • Burberry reveals ‘digital innovation’ partnership with WeChat to strengthen social presence in China [The Drum]
  • Calvin Klein asks fans to snap selfies in their skivvies for #MyCalvins campaign [BrandChannel]
  • Fast-fashion: Moschino offers fans the ability to shop its McDonald’s-themed show live [Dazed Digital]
  • Saks recreates in-store beauty tutorials with six-second videos on Vine [LuxuryDaily]
  • Marks & Spencer launches new website to replace Amazon platform, after three years in the making [The Telegraph]
  • How Primark achieved 1.7m Facebook Likes in just six months [Econsultancy]
  • Former GQ editor Lauren Bans comes out as @CondeElevator Tweeter [Fashionista]
  • New privacy website lets you opt out of tracking in retail stores [AdAge]
  • Ebay buys virtual fitting room start-up PhiSix Fashion Labs [PC Mag]

Hunter uses Instagram video as second screen to #LFW show

16 Feb

HUNTER_LFW_Instagram

Hunter might be the new kid on the block this London Fashion Week season, but its show and accompanying social media coverage was as slick as the best of them.

The famous wellington boot brand introduced its new Hunter Original line with models parading along a catwalk covered in water. Under the creative direction of Stella McCartney’s husband Alasdhair Willis, this was a stylish line of practical outerwear, not to mention numerous new footwear pieces, fit for the current UK weather.

But for those watching online, it was the Instagram video posts that particularly stood out. In a sea of thousands of #LFW tagged images, not to mention endless blurry runway Insta-videos, Hunter took to the platform with a series of high quality, pre-produced clips.

Created as part of the wider #beahunteroriginal social media campaign, each one was designed to “capture the inspiration behind the collection and allow a deeper insight into what is being seen on the runway”. What that actually meant was quite abstract, creative work.

Overlaid copy set the theme – “If you’re born a pioneer”, “Forged by the desire to discover” or  “Take the path that others dare not take”, from one to the next. Graphics spliced in then showed a section of a boot, a close-up on a fabric or an original sketch, as well as a series of autumnal outdoor scenes nodding to the heritage of the brand.

Willis said: “Born out of a passion to innovate, a pioneering spirit has always been at the heart of the brand. This spirit is key as the future vision for Hunter is developed and the reason for leveraging Instagram in this way. We are delivering a unique experience for the Instagram community, in real time, providing a deeper insight into the story of the collection and the world of Hunter Original.”

Hunter referred to the Instagram move as its LFW “second screen experience”. See each of the posts below…

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!

Animation features heavy in this year’s branded Christmas videos

19 Dec

There’s a lot in the way of cute animation happening this festive period, with noteworthy spots from Hermès, Dolce & Gabbana and Cartier, as well as that big budget number from John Lewis.

Check them each out below:

 

Bonus: This is not quite a Christmas spot, but there’s a fun animation worth a watch from Louis Vuitton too. It pays tribute to games like Tetris and Space Invaders to promote its new iPhone and iPad cases just in time for the holiday season…

Asos offers personalised styling sessions via Google Helpouts

18 Dec

Asos_helpoutsAsos is taking advantage of Google’s brand new Helpouts service this Christmas, offering shoppers 15 minute time slots for real-time video chats with style experts.

Based on the Google Hangouts technology, these one-on-one sessions aim to provide live styling advice in a way that “really breaks down the barriers between the brand and our customers”, said a representative from the e-commerce site.

The promo / sign-up page for the initiative offers men and women “the lowdown on what’s in, what suits you and where to find it”. Users can get tips and advice on what to wear for specific events, on choosing someone the perfect gift and on new ways to wear items they already own. There are also make-up artists on hand to talk beauty.

Sessions can be booked for free anytime from 9am-9pm, Monday to Friday for those in the UK, US and Australia.

Launched just on Monday, December 16, three reviews on the Helpouts page prove the initiative is resonating with consumers already. One reads: “Fantastic service, really helps you find [the] end product of that ‘idea’ you were looking for.” Another concluded: “It is quite obvious that Asos is an innovator when it comes combining personalized ‘fashion advice’ with a national brand.”

The only other brand currently utilising Helpouts under the fashion and beauty category is Sephora. It has a total of 12 different sessions available based on how-to get a smoky eye through to achieving the perfect brow, but this time with a cost of $15 for each.

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