China | fashion and mash

It’s set to be a little bit quiet on here over the space of the next week as I head down to Austin to check out this year’s SXSW. In the meantime therefore, here’s a quick round-up of some of the best fashion and digital stories from around the web these last few days:

Facebook redesigns news feed: what’s in it for brands [Inc]

Dita Von Teese debuts 3D-printed dress (as pictured) [Mashable]

Dior, Prada, Marchesa, Elie Saab and Giorgio Armani top Sina Weibo’s most buzzed about brands from Oscars red carpet [WWD]

Topshop is fashion’s most social high street brand [The Wall Blog]

Calvin Klein launches Dark Obsession fragrance ad starring model Matthew Terry [The Cut]

Content marketing with Instagram: five lessons from Anthropologie [The Bureau]

Dove Canada’s Photoshop ‘hack’ reverts airbrushed, edited photos [Huffington Post]

Five brands that reaped rewards after adopting responsive design [Econsultancy]

One e-commerce winner, one loser; two lessons – Farfetch vs Luxup [Material World, FT]

Shangpin taps China’s fashion e-shoppers [Financial Times]

Tags: 3D, 3d printing, anthropologie, beauty, China, designer, digital, digital snippets, Dita von Teese, Dove, e-commerce, exclusive, Facebook, Farfetch, fashion, fragrance, hack, high street, Instagram, luxup, matthew terry, oscars, responsive design, retail, shangpin, shapeways, sina weibo, social, social media, Topshop, Weibo

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Categories digital snippets, e-commerce, film, social media

Digital snippets: Donna Karan, Kate Spade, Natalie Massenet, Tommy Hilfiger, Alexander Wang

7 Feb

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

Anjelica Huston gets behind the camera for Donna Karan hosiery film (as pictured) [Telegraph Fashion]

Kate Spade’s digital play [WWD]

British fashion gets a web dynamo: Natalie Massenet [NY Times]

Tommy Hilfiger launches “le voyage seafarious” campaign, first ever webisode [Vogue.it]

T by Alexander Wang taps Bon Qui Qui for spring video [AdAge]

Rachel Roy opts for digital runway show [WWD]

Whistles launches new website [Whistles]

Milk Made’s top 10 Instagrams to follow for NYFW [Milk Made]

How Pose became the ‘Instagram of fashion’ [Mashable]

Here’s Net-a-Porter’s new magazine The Edit [Fashionista]

Pinterest’s retail problem [AdWeek]

Ebay in agency talks over fashion project [Campaign]

Seven apps perfect for fashion week (or any week) [Refinery29]

Branded mini-movies as China marketing tool: boom or bust? [JingDaily]

Tags: #NYFW, Alexander Wang, anjelica huston, apps, bon qui qui, British, British Fashion Council, campaign, catwalk, China, designer, digital, Donna Karan, eBay, fashion, fashion week, hosiery, Instagram, intimates, Kate Spade, magazine, milk made, Natalie Massenet, Net-a-Porter, New York Fashion Week, Pinterest, Pose, Rachel Roy, retail, runway, T by Alexander Wang, the edit, Tommy Hilfiger, video, webisode, whistles

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Categories digital snippets, film, Uncategorized

Topshop targets Chinese consumers with New Year campaign film

31 Jan

Topshop celebrates Chinese New Year with The Lanterns

Topshop is celebrating Chinese New Year with the launch of a short film that ties together its British brand and its growing international consumer base.

The Lanterns, as it’s called, sees two models captured in front of London’s Houses of Parliament and Big Ben, with Chinese lanterns floating above them. It is set to a cover of This Little Light of Mine by Berend Dubbe and Gwen Thomas, and ends with copy that wishes the viewer a prosperous New Year in both English and traditional Chinese characters.

“We wanted to create something fun that represented the spirit of the Topshop girl whilst capturing the energy of this special time of celebration and giving,” said Topshop’s CMO, Justin Cooke.

Importantly, the film was released on Topshop’s Chinese social media networks, including Weibo where it has over 10 million followers. It also launched on YouTube, Facebook, Twitter, Google+, Pinterest and Instagram.

Topshop will open its first store in Hong Kong in May, but this film is as much about reaching Chinese consumers worldwide as it is within China itself. According to stats from Topshop, Chinese travellers took over 70 million trips abroad last year, and 150,000 headed to London.

Cooke said: “Not only do we have a huge following in Asia but there are also enormous numbers of Chinese tourists and Chinese communities based in cities all over the world – for example Los Angeles, where we open a store on February 14, we know that there is a very strong Chinese community there… I think it’s really important as a global brand that we speak to and understand the things that really matter to them, this is a significant time of year and it’s also a very personal one where people get together and thank the people they love.”

Even the length of the film is culturally considerate. At 58 seconds it coincides with Chinese superstitions of numerology; five and eight are both lucky numbers, symbolising wealth and prosperity.

Topshop has also created limited edition lucky red gift cards and envelopes to note the Chinese tradition to gift ‘Lucky Money’ as a wish of prosperity. They are available in its flagship stores and online globally.