Digital snippets: Gap and DVF, JC Penney, Nike, eBay and Kate Spade Saturday, Burberry

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

• GapKids launches photo filters and stickers with Aviary to promote Diane von Furstenberg collection (as pictured) [TechCrunch]

• JC Penney says ‘We’re Sorry’ and ‘Come Back’ with social media blitz [BrandChannel]

• Nike gears customised shoe campaign to Instagram users [ClickZ]

• eBay and Kate Spade Saturday to launch touchscreen store window [PSFK]

• Fashion meets music with Burberry’s new eyewear campaign [Vogue Australia]

• Condé Entertainment previews video channels for Vogue, Wired and Vanity Fair [WWD]

• Is Primark mad to ignore e-commerce? [Econsultancy]

• Making the best of a digital situation: what luxury brands can do to catch up online [Forbes]

• The best fashion/tech start-ups at NY Tech Day [Fashion’s Collective]

• Online, everyone can be a make-up critic [NYTimes]

HoH and eBay team up for exclusive #LFW collection

House of Holland has released a capsule collection exclusively with eBay UK inspired by his autumn/winter 2013/14 collection that showed at London Fashion Week today.

The line went on sale from the minute the first model hit the catwalk at 7pm GMT, and will be available until next Sunday, February 24. It is comprised of a dress, an oversized slogan t-shirt, an iPhone cover and a pair of tights, each emblazoned with the signature House of Holland ‘rave wave’ print.

The aim is to provide fans with a nugget of access to the new season way before the full collection hits stores, satisfying the instant demand that goes with watching a live show. All proceeds from the sales will also go to Cancer Research UK.

Designer Henry Holland said: “The items I’ve designed for eBay have been inspired by my AW13 collection. I’m excited to be able to bring something exclusive and exciting to a completely new audience. I hope I am paving the way for more opportunities for designers coming through the BFC’s Fashion Forward programme.”

eBay is also continuing its support of this season’s Fashion Forward winners at London Fashion Week – Michael Van Der Ham, Holly Fulton and David Koma – live-streaming each of their shows to smartphones via its Style Collective blog.

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

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]

eBay UK throws festive pop-up party for one of its one million Facebook fans

 

Before the spring/summer 2013 campaigns sweep us away, and the forthcoming autumn/winter 2013/14 shows creep up on us, there’s one last holiday initiative I wanted to share.

eBay recently celebrated the fact it reached one million fans on its UK Facebook page by running a competition that offered one fan the chance to win a winter wonderland-themed party.

The “1 in a Million” contest saw 1,300 entries over three days, with a mother of two called Helen (an eBay buyer and seller of course) selected as the winner. She received a pop-up celebration in her local village just before Christmas that included a horse-drawn carriage, dancers, elves and circus performers.

The video above captures the scene. As Helen said: “The whole experience was really fun and totally unexpected… When a giant elf knocked on my front door it was all a little bit surreal. We all had a great time and we’ll not forget this day.”

A great example of personal, real-world social marketing.

Digital snippets: Burberry, Uniqlo, Jaeger, Rebecca Minkoff, Reebok, Asos, Target

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

• Burberry fetes digital at Chicago flagship opening (as pictured) [Mashable]

• Uniqlo partners with GIF artists for holiday campaign [PSFK]

• Jaeger’s new website let down by drab colour scheme [Econsultancy]

• Rebecca Minkoff unveils new site [WWD]

• Reebok edits and refines its social media footprint [AdAge]

• Asos maintains heady rate of sales growth, Q1 up 30% to £165.8m [Reuters]

• Target CMO: content and mobile matters more than campaigns [BrandChannel]

• How eBay became a fast-fashion graveyard [The Cut]

• Five years in and profitable, Gilt refocuses on new leadership, an IPO in 2013 and more [TechCrunch]

• Co-creation: the real social media revolution [Harvard Business Review]

eBay opens social shopping experience in London’s Covent Garden – pictures

eBay is hosting a “social shopping” pop-up in London over the weekend to tie in with what it predicts to be its busiest online shopping day of the year in the UK. Over six million people are expected to log on to its site this Sunday, and a significant number of those are likely to come from mobile, it says.

No surprise then, the Covent Garden setup is built around how to make the most of eBay using your smartphone or tablet, recognising at the same time how important social media is in that space too.

I just went along to check it out, as the pictures above and below show. On display is a real-time barometer of the most talked about gifts and products over Twitter, an augmented reality experience highlighting this year’s must-have toys (note the Furby in the below shot), an example of its image recognition technology in action, and more.

That latter one sees a number of fashion bloggers pictured on the wall alongside a fabric swatch they’ve picked out. Each one can be scanned using the eBay fashion app to bring up similar colours and items available across the site. We trialled our scarves to double check they weren’t preloaded results – it did of course work wonderful.

eBay says mobile technologies such as this, as well as augmented reality and 3D, will present the UK retail industry with a potential boost of £2.4bn by 2014.

Carrie Bienkowski, head of buyer experience at eBay, said it’s changing the way we shop. “Consumers now carry a global showroom in their pocket and are increasingly as inclined to seek recommendations online and shop mobile as visit the high street. At eBay we expect 2012 to be our most successful mobile Christmas ever with around 30% of the most popular Christmas products being bought through a smartphone.”

eBay’s social shopping pop-up space is open from today until Sunday – if you’re in the area, check it out.

Digital snippets: Alexander Wang, Sephora, Moschino, YSL, eBay, Goertz, FIT

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

 

• Azealia Banks fronts new T by Alexander Wang campaign (as above) [JustJared]

• Sephora expands digital palette with Pantone color-matching technology [BrandChannel]

• Coming soon: Moschino’s Gennarino bear iPhone cover [DisneyRollerGirl]

• Facebook commenters horrified by the new Saint Laurent Paris logo [CutBlog]

• eBay partners with British Fashion Council to support emerging design talent [Marketing]

• German footwear e-tailer Goertz launches AR-enabled shoe fitting installation [DigitalBuzzBlog]

• FIT museum expands virtual collection [Fashion Notes]

• Debating fashion week’s role in the digital age [Style.com]

• Op-Ed: What’s fit for print in the digital age? [BoF]

• How the web made us a nation of designer fashion bargain hunters [The Independent]

Start-up Material Wrld partners with New Yorkers on first online pop-up shop

Material Wrld, a peer-to-peer marketplace due in beta this spring, launched an online pop-up shop to drive awareness of its new concept last week.

The start-up partnered with New Yorkers including Leandra Medine of The Man Repeller and stylist Chelsa Skees; enabling consumers to raid some of the items from within their stylish closets.

One happy customer tweeted: “Shop the very cool closets of very cool people.” Meanwhile, the tagline of the site itself refers to them as “your favorite tastemakers”.

Eventually users will be able to create their own shop, tell the stories behind each piece they’re selling and follow other people they find of interest. Co-founder Jie Zheng, explains the concept as “a prettier and friendlier eBay with social features”, reports BetaBeat.

Further tastemaker pop-up sales are set to follow during April – and this time on a global scale – while the launch of the full site will include “100 hand-selected sellers and slowly scale up to preserve the quality of our community and content.” The aim is to do so through a referral system.

“We’ll have strict guidelines around types of product that can be sold. So no fast fashion (Zara, H&M, Forever 21),” says Zheng.

Zheng’s partner is Rie Yano, a former digital media marketer for Coach (Zheng comes from J. Crew). “Rie and I have been bouncing around ideas since graduating from b-school,” she explained.

“Last summer, two of our ideas converged during a trip to Montauk. My idea was a P2P marketplace for pre-owned fashion with community elements (like Etsy but not just vintage/handmade) and Rie’s idea was a platform to allow self-expression (e.g. uploading fav items and outfits).”

Digital snippets: DKNY, Calvin Klein, Aldo, Osoyou, Luisa via Roma Firenze4ever

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

• Ashley Greene for DKNY spring/summer 2012 campaign: video (as above) [DKNY PR Girl]

• Calvin Klein Underwear partners with stylist Annabel Tollman for video series [WWD]

• A new breed of macho fashion bloggers writing for a post-metrosexual world [NYTimes]

• Aldo launches contest to identify and reward “the next stars of Tumblr” [Mashable]

• Fashion site Osoyou relaunches shopping offering [Marketing Magazine]

• Street Style: Luisa Via Roma Firenze4Ever 4th edition [MyDaily]

• 75% of women think about resale value when shopping [MediaPost]

• Five trends that will shape the online fashion world in 2012 [Huffington Post]

• Tablets to drive e-commerce in 2012 [NewMediaAge]

Digital snippets: Stella McCartney, Vogue’s Online Fashion Week, American Apparel, JC Penney

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

Stella McCartney's autumn/winter 2011/12 campaign

• Stella McCartney ups social activity with new website, second edition iPad app and ad campaign preview [WWD]

• UK Vogue to follow up Fashion’s Night In with Online Fashion Week this December [Vogue.co.uk]

• American Apparel to launch eBay store [Nasdaq]

• JC Penney introduces “Haul Nation” for teens to blog about fashion [Social Times]

• Project Runway fans vote for designers on Twitter [Mashable]

• Start-up Ave23.com looks to change fashion search engines with visual intelligence technology [WWD]

I’m now away for 10 days, so there won’t be any posts for a while. Expect a mega digital snippets update on my return!