Digital snippets: Nike, Burberry, Selfridges, DKNY, John Lewis, Burt’s Bees

It was perhaps Nike that was the buzziest of brands over the past couple of weeks, if you take into consideration both the successful launch of its unofficial World Cup campaign, Winner Stays (as above), and the rumoured shift in strategy for its FuelBand wearable device. That latter news reported the brand is laying off 70-80% of the fitness tracker’s hardware team in a bid to focus on software and the NikeFuel metric instead. A further interview with Nike President Mark Parker added fuel to the fire on a big partnership with Apple.

Burberry meanwhile was another brand with various stories to follow. It opened its new Shanghai store to much theatrical, multimedia fanfare; pushed yet another social tie-in via WeChat; launched an online store on Alibaba’s Tmall; and was announced as one of the first brands to advertise using Instagram video. And if that wasn’t enough, Angela Ahrendts just made that move officially over to Apple. “Did you notice?” asked the FT.

Safe to say, some other companies were up to things too. Here are the best of the fashion and tech stories not to be missed…

• Selfridges launches biggest ever beauty campaign with Google+ partnership [Campaign]

• DKNY shoppers go product hunting with Awear Solutions chips [FierceRetailIT]

• John Lewis looks back on British history in TV spot to mark 150 years [Campaign]

• Burt’s Bees creates promotional messages via appointments in digital calendars [NY Times]

• What can fashion-tech companies learn from Instagram’s success? Co-founder and CEO Kevin Systrom shares his start-up secrets [BoF]

• Instagram is brands’ best bet for consumer engagement… but not for long [Fashionista]

• ‘Brand tagging’ mobile apps: China’s next selfie sensation [Jing Daily]

• Fashion retailers eye up image-recognition apps for smartphones [The Guardian]

• Microsoft to push into fashion space “like never before” as it boosts commitment to UK start-up community and unveils ASOS as partner [The Drum]

• Why online retailers like Bonobos, Boden, Athleta mail so many catalogs [WSJ]

• Crowdemand is like Kickstarter for fashion designers [Mashable]

• Like a dating site for fashion, PopInShop plays matchmaker for brands and boutiques [Fashionista]

• The golden era of ‘fashion blogging’ is over [The Cut]