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

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

• 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]

2012: a designer meets digital year in review

Well what a year it’s been…

From designer musical chairs to the launch of the Nike FuelBand, not to mention Facebook’s overhyped IPO, the increasing use of animated GIFs in online communications, and Burberry as our ever-present tech powerhouse, one thing after another has rapidly impacted the role of innovation in this niche fashion x digital space.

Below, then, are the 10 posts you loved the most on fashion & mash this year. It’s an interesting collection, seemingly tied together by tangible experiences over purely inspirational concepts. We’re talking physical pop-up platforms, real-time shoppable integrations, heavily interactive images and of course, wearable technology hitting the catwalk.

Thank you for reading and look out for a very exciting update from us early on in 2013!

• C&A Brazil puts Facebook likes on store hangers to push Mother’s Day collection

• DVF introduces Google Glass to NYFW catwalk

• Topshop #LFW show to offer customisable, instantly shoppable looks online

• Physical Pinterest board pops up at Westfield UTC mall

• ThingLink’s interactive Twitter images could be a natural fit for fashion brands

• Levi’s launches first brand magazine on Flipboard

• Asos partners with Aurasma on scan to shop app

• Chloé launches digital archive for 60-year celebration

• Harrods launches Pinterest contest for Queen’s Diamond Jubilee windows

• Shoppable films: fad or future?

Shoppable films: fad or future?

You might remember I posted a comment piece from Marketing Magazine about shoppable videos last week. Well, the extended piece was published on The Huffington Post UK’s tech pages today. Here it is in full:

If there’s one keyword at the centre of the burgeoning fashion and tech scene at the moment, it’s ‘shoppable’. Just as retailers and brands get a grasp on how to handle content, it’s commerce that begins to drive the sector forward again – undoubtedly the effect of greater need for ROI within the social space.

What’s resulted is a lot of experimentation with multiple great ideas, numerous not so good ones, and a handful of indications as to what the future might bring.

Video has proved one of the most thought-provoking and headline grabbing methods; click-to-buy moving images, as the industry tries to cash in on the increasing appetite for highly creative and beautiful films.

ASOS did so imaginatively with a campaign called Urban Tour last year that pulled together street artists from around the world to drive men towards its site. And Danish denim brand Only Jeans did so as well with what it called a “fashion catalogue, movie, game, music video, and the world’s first on demand, online, video, retail environment”. Both won awards at Cannes Lions this year.

The stats were impressive too – ASOS saw 14% of viewers purchase within seven minutes. Accordingly, it’s launched another series, this time for women for the holiday season under the #BestNightEver tagline. Starring hip-hop artist Azealia Banks, model Charlotte Free and singer Ellie Goulding, it’s sure to be another runaway success.

And yet, despite that, I remain to be convinced these highly interactive, not to mention big budget options, are the best answer if we’re talking about scaled commerce.

As pointed out by Lauren Sherman, executive digital editor of US Condé Nast shopping title, Lucky Mag recently, most consumers actually don’t want to watch videos (especially those any longer than 30-60 seconds) if they’re trying to get something out of it – in this case items to buy. There’s a disconnect between viewing for entertainment and for purpose as yet.

Yes today’s tweens are growing up on video, but equally expecting them to sit through lengthy creative film work is not so suited to their on-the-go, real-time behaviour. There are brand identity pieces and then there’s the type designed to encourage consumers to buy. The first often inspires the second, but trying to make them one and the same is a big ask.

Case in point: a luxury brand (that shall remain nameless) attempted a similar interactive film last year, but the functionality proved so poor you couldn’t move your cursor to the item being advertised in time before the frame changed. Juicy Couture meanwhile just launched a new initiative thanks to YouTube’s beta external annotations technology (as reported by AdAge). It works wonderfully, but to view the items featured you’re pulled away to another tab on your browser. Do that a few times and you’ve lost the point of the narrative – a Terry Richardson-directed tale about supermodel Candice Swanepoel and her Juicy Couture-fuelled dream sequence.

Not a great case for engagement you could argue.

And that for now is where the main issue lies. Shoppable content aims to capture consumers at the point of inspiration and the moment of intent, but to do so, it has to work, and more intuitively so.

Target’s new short film series, Falling For You, perhaps provides a better example by merely hinting at the idea of shopping with a column running alongside the content featuring items from its new collection as they hit the screen. As you watch, you can “heart” things that pop up; a digital update on product placement if you will.

It’s that idea that seems more exciting, applicable across media and likelier to scale. But even then, the process to buy consists of several, almost clunky, click throughs.

Video undoubtedly plays an enormous role in driving consumers to websites, but shopping from them directly still needs some work. As Darrell Whitelaw, executive creative director at IPG Media Lab, told Fast Company: “This is the Sony Walkman of ecommerce and video. The thinking is spot-on, but the execution is just awful.”

Which is why I return to the ASOS holiday example. Although it likewise uses the new YouTube technology, it recognises the fact there remains a gap for consumers between entertainment (in this case, music videos) and commerce (it’s transactional site). It has therefore tried to fill it by placing additional content around the campaign. Yes you can click on items Ellie Goulding is wearing as you watch her sing, but so too can you see behind-the-scenes images, the whole collection on one page and an interview with the star. You can even win certain pieces by connecting via other social media platforms.

It’s not about the technology in that case, it’s about the content. Yet so too is it ultimately about the product.

With the concept of shoppable film still novel, there are column inches to be gained in encouraging consumers to interact, but in the long run it has to be fast, seamless and closer to the nature of online user behaviour for it to have true and lasting cut through.

Yet to be seduced by shoppable advertising

There’s an interesting debate about shoppable videos in this week’s issue of Marketing Magazine in the UK. In it, I comment on why I’m not yet sold on the idea in its entirety.

Read the full story here – Branded content: watch before you buy – or see below for my extract…

Click-to-buy videos have grabbed the headlines as the industry tries to cash in on the growing appetite for highly creative and beautiful films, but I am unconvinced.

Most consumers do not want to watch a video, especially those any longer than 30-60 seconds, if they are trying to get something out of it. There’s a disconnection between viewing for entertainment and for purpose.

Shoppable content aims to capture consumers at the point of inspiration and the moment of intent, but to do so, it has to work – and easily.

This is not always the case, as one luxury brand learned last year when its shoppable ad simply didn’t work – there was not enough time for the user to move the cursor to click on the item being advertised before the frame changed.

Perhaps Target’s short-film series, Falling for You, provides a better example of where this trend is going to go. Its column running alongside the content featuring items from its collection is like a digital update on product placement.

The concept of the shoppable film is novel, but to work in the long run, it has to be fast, seamless and closer to the nature of online behaviour to have true and lasting cut-through.

Brazilian brand Triton first to make #SPFW collection available for online pre-order

Triton became the first Brazilian brand to sell straight from the runway this week; enabling consumers to pre-order its autumn/winter 2013 São Paulo Fashion Week collection while watching online.

According to Vogue Brasil, 30 select pieces including  jackets, blouses, skirts and trousers could be purchased, with delivery promised in February 2013 – at least 10 days ahead of the main store drop. While not quite at the speed of Burberry or Topshop with their six-eight week options, it’s a step forward for the digitally-savvy, but somewhat e-commerce shy, South American market.

Triton was encouraging consumers to sign up for the exclusive opportunity via its Facebook page ahead of the event on Monday, October 29. “Even better than watching the Triton show live, is being able to buy what’s on the catwalk, right?” it posted on one occasion. On another it emphasised the limited number of items available, and the ability to buy at the exact same time as the models walked out.

It directed people to a microsite that now shows the YouTube video of the show, a section from which to buy the collection, and a number of additional columns underneath tying in all the social media conversations around the event.

Colcci similarly made its collection available for pre-order during SPFW today.

Digital snippets: Juicy Couture, Gap, Harrods, Fendi

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

• Juicy Couture launching short shoppable film for holiday campaign (as pictured) [WWD]

• Gap Inc restructures brand leadership for global, digital growth [BrandChannel]

• Harrods partners with Stardoll to set up online store selling virtual copies of designer childrenswear [Marketing Magazine]

• Fendi flaunts fall handbag line via Rome-set spy flick [Luxury Daily]

• Bloggers on fashion’s front row [FT]

• Sally Singer named creative director of digital at US Vogue [Fashionista]

• Condé Nast UK expects digital to account for 30% of total revenues in 2014 [Media Week]

• Pinfluencer brings Pinterest contests to brands’ sites, Facebook pages [AdWeek]

• Here’s how consumers are shopping with their phones [Business Insider]

Digital snippets: Burberry, Victoria Beckham, Target, Phillip Lim, Karl Lagerfeld

Just back from travels and playing major catch-up with what’s been going on with all things fashion and digital over the past 10 days. One inbox down and a full scour of my favourite news sources later, and here are some of the highlights:

• Why Burberry wants to bring the online experience to stores and not vice versa [Mashable]

• Victoria Beckham most talked about designer on Twitter during NYFW, adds 57k followers (as pictured) [Vogue UK]

• Social-commerce at NYFW and LFW ensures Fashion Week is a democracy for everyone to enjoy [DisneyRollerGirl]

• Five digital highlights from New York Fashion Week [Mashable]

• Target launches shoppable short film series [NY Times]

• Phillip Lim “Kill the Night” comic available online [3.1 Phillip Lim]

• Karl.com gets a makeover [WWD]

• Gilt Groupe to shutter Park & Bond [AllThingsD]

• Just launched: Versace’s new e-commerce site [StyleBistro]

And a couple of interesting Twitter tidbits from Business Insider:

• The truth about Twitter: it’s not a mainstream technology [Business Insider]

• Instagram’s daily users blow past Twitter’s [Business Insider]

Topshop show generates over 200m exposures

The Topshop Unique show held during London Fashion Week yesterday promised to offer consumers a social, customisable and shoppable experience through its live-stream on Topshop.com.

The result? A reported 2m people tuning in from over 100 countries across multiple platforms and devices.

Here’s a summary of some of the rest of the facts and stats from the event:

• A total of 200m people were said to be exposed to images and content from the show, in the main because of its “shoot the Show” tie-up with Facebook, which allowed consumers to share images straight from their video stream

• #TOPSHOP and #UNIQUE both trended globally on Twitter thanks to live-streaming through the platform for the first ever time, and a “tweet-off” invented by Topshop asking for followers to send in 140-character reviews

• Topshop also partnered with Elle magazine for a Tweetwalk that saw images shared live from backstage over Twitter on both accounts moments before they hit the runway

• The result saw Topshop.com clicked on by over 120 countries

• More traffic was generated to the site from the USA on one day than in its entire history. This was highlighted as particularly exciting in a week were the brand has opened 15 new stores in the country through a partnership with department store Nordstorm

• The “Customise the Catwalk” shoppable element of the initiative resulted in pieces selling out from the new collection within an hour

• Make-up products were also purchased during every minute of the show

Topshop #LFW show to offer customisable, instantly shoppable looks online

Topshop is focusing on personalisation with the online streaming of its Unique show at London Fashion Week on Sunday, launching a variety of innovative initiatives for consumers to engage one-on-one with, including customisable catwalk looks.

Its first under the direction of new CMO Justin Cooke, formerly at Burberry, the experience will allow fans to see product shots of a set number of apparel and accessories items as they watch the live-stream on Topshop.com and simultaneously change the colour of them to their preference.

Those pieces can then be pre-ordered for spring/summer 2013 delivery in six to eight weeks – cleverly giving Topshop incredible insight into what it is their target market would most like to see on the shopfloor, and importantly, in what colours.

The beauty products worn on the runway will likewise be available to buy, with delivery in 48 hours, as will the music playlist immediately via iTunes.

Cooke, who admits to being particularly excited by customisable handbag colours, said: “This show is all about the customer and creating what we call ‘social entertainment’ around our product. We want to take the energy and the excitement of our iconic Oxford street store to millions of people all over the world through Topshop.com. It’s social, it’s commerce and it’s entertainment all rolled into one.’’

A “shoot the show” feature will also enable viewers to share catwalk looks with their Facebook friends in real-time. The result of a partnership between Topshop and the social networking site, it will see a camera button sitting in the corner of the live-stream video (and on demand version) that when clicked captures the screen and opens an image for sharing.

“Fashion enthusiasts are sharing the things they love on Facebook now more than ever. This is where the conversation happens, it’s among friends and it’s where great brands need to engage. Topshop clearly understand this, they are a cool young brand with a deep understanding of their customers, and by developing the innovative ‘shoot the show’ functionality with Facebook, they are enabling millions of people globally to share their favorite moments instantly with their friends,” said Joanna Shields, VP and MD of Facebook.

Adding to the entertainment is a challenge on Twitter. Branded the “tweet off”, it encourages fans to review the show in just 140 characters. The best will win VIP tickets to attend next season.

Watch the video below to see some of the plans in action…

Levi’s launches first brand magazine on Flipboard

In a press release for the launch of its autumn/winter 2012/13 ad campaign back in July, Levi’s said it would be revealing the “first-ever shoppable brand magazine” on social app Flipboard. Turns out, it’s finally here…

Referred to as a “social catalogue”, the initiative sees full-page spreads of the denim brand’s Go Forth campaign in nine publications already using the iPhone, iPad and Android platform. In style with the nature of the app, these ads then open to a magazine-like entity that pulls in content from across the Levi’s repertoire. The stories and images it’s sharing on Twitter, Facebook, Instagram or Google Plus for instance, as well as the videos on its YouTube page, and the product from its new collection, which can be both shopped (in-app) and shared with friends.

“Using the social underpinnings of Flipboard to create a magazine for individual brands is a great new way for advertisers to connect with Flipboard readers,” said Christine Cook, head of revenue at Flipboard. “For Levi’s they are bringing their beautiful, emotional ads to the specific publications they already know and love and expanding the experience using the social media content they are already creating. There’s very little work on the advertisers’ side, making Flipboard a simple way to reach the millions of people reading on mobile devices.”

The nine publications featuring the ads between now and October 31, 2012, are Vanity Fair, Glamour, Details, Elle, Marie Claire, Esquire, ESPN, Fast Company and Rolling Stone.

As reported by AdAge: “Flipboard has long promised to provide publishers with magazine-like advertising that takes advantage of the capabilities of tablets and smartphones.” With its now 20m users, and 3bn monthly “flips” (or page turns), it’s now doing so with integrated m-commerce too. Expect to see more…

Included below too is the most recent Go Forth film from Levi’s, a gutsy call for people who get dressed each morning with purpose.