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]

Multimedia Burberry campaign invites users to pre-order new collection

Burberry is inviting consumers to purchase directly from its autumn/winter 2012 campaign and ahead of store delivery, through a series of short films and imagery.

In a continuation of the brand’s Runway to Reality concept, which allows consumers to pre-order items straight from the catwalk, fans will be able to buy straight from the campaign gallery on Burberry.com for the first time.

The campaign – starring up-and-coming British actress Gabriella Wilde, alongside musician Roo Panes – will break on June 1, with new creative rolled out on a monthly basis thereafter. Referred to as the brand’s “most cinematic shoot to date”, it was captured by Mario Testino at the Royal Naval College in London at night.

“We wanted to play with everything that’s at the heart of the Burberry world – celebrating our brand and London through imagery, film, music, weather and our iconic outerwear, all in a very poetic and British way,” said chief creative officer, Christopher Bailey.

Panes has written and recorded a track called “Indigo Home” exclusively for Burberry, due to be released on iTunes also on June 1. The campaign will also be pushed across international platforms including Facebook, YouTube, Twitter, Google+, Instagram, Pinterest, Sina Weibo, Douban, Kaixin001 and Youku.

Digital snippets: The Outnet, Tiffany & Co, Coca-Cola, My-Wardrobe, #IWNY

Tiffany & Co's Love is Everywhere

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

• Net-a-Porter’s designer discount site The Outnet launches iPhone app [WWD]

• Tiffany & Co releases multimedia microsite inviting users to tag ‘Love is Everywhere’ map with most romantic memories [Mashable]

• Coca-Cola teams with Yahoo for digital fashion channel ‘Style it Light’ [Brand Republic]

• Outdoor clothing brand Merrell launches website to create world’s largest ever panoramic picture [Contagious]

• E-commerce sites turn to stylists to cash in on consumer desire for Hollywood experience [WSJ]

• Online retailer My-Wardrobe sees sales soar 96% [Drapers]

Meanwhile, next week looks set to be another exciting one – I’m off to Internet Week New York, attending events including the CM Summit, the IAB Innovation Days, Realtime NY11, OMMA Social and more.

There are also some fun fashion inserts including talks from Sarah Bernard of The Thread on Yahoo! Shine, and a crowdsourced runway show to celebrate the 5th Anniversary and relaunch of social shopping site Kaboodle.com.

I’ll post all things relevant as often as I can.