Software Is Reshaping Fashion's Back End | Fashion-Tech | BoF. NEW YORK, United States — From e-commerce to social media, digital has revolutionised the consumer-facing front-end of fashion, reshaping sales and marketing. Yet, for years, the industry’s less glossy back-end systems — used to manage everything from production to excess inventory — have remained relatively untouched. “Brands and retailers have been focused on what’s sexy,” says Ronen Lazar, co-founder and chief executive of Inturn, which helps brands more easily unload unsold inventory to off-price retailers. And while new platforms can certainly offer advantages, “technology in general creates really serious demands on time, from managing data flows and storage to [sharpening] accuracy and flexibility,” he adds. “Everyone has been putting it off to the side.” Now, as more millennials and executives trained in other sectors join fashion companies, expectations are rising and brands and retailers are rethinking their back-end solutions.
Related Articles: Burberry becomes first luxury brand to personalise on Pinterest. Burberry has become the first luxury brand to offer customers a personalised experience on Pinterest, letting them create customised make-up boards to promote its new ‘Cat Lashes Mascara’ product. The personalisation works by asking visitors three questions. Their answers, along with their initials will be combined to create the personal Pinterest board. The partnership allows Burberry to benefit from Pinterest’s features and data to cater its posts to individuals though personalised and monogrammed content.
Pinterest is currently the largest beauty platform in the world, with 38.5 million unique viewers of its hair and beauty category. Content will include makeup preferences, inspirational images, ‘how to get the look’ guides, product tips and information. The move comes after Burberry said it would focus on boosting customer loyalty by expanding its “digital prowess”, after its pre-tax profits fell 10% to £415.6m for the year to 31 March 2016. Luxury brands must redefine the way they do business | Media Network.
There were times when China was the holy grail for global retailers. Logo-obsessed Chinese buyers seeking opulence were armed with cash fresh from the economic boom. Luxury retail brands flocked to the new market, with the result of 35% of sales for brands such as Omega, Harry Winston and Balmain coming from Greater China, according to estimates by Exane BNP Paribas. The region is responsible for a whooping 25% of sales at Burberry and 20% of sales at Prada. The strategy of growth by opening stores in emerging and existing markets is neither new nor unique to luxury retail. It is a reflection of the modus operandi of the industrial age, where scaling growth is linked to incessant production.
The logic of this is that if consumers aren’t buying your stuff, create more stuff. From 2008 to 2011, there was a 42% spike in the number of luxury retail stores in Asia, compared with a 28% rise in Europe and 5% rise in North America, according to Lux Redux report by Boston Consulting Group. Meet the Milan-ennials: How luxury fashion houses are trying to win over a generation who can’t yet afford their clothes. Burberry uses first ever Snapcode to let in-store customers unlock online Sna... The Snapcode allows in-store shoppers to scan a barcode using their mobile device to unlock content from Burberry’s new campaign for male fragrance Mr Burberry. Burberry is running the content on Snapchat’s Discover channel, offering access to style and fragrance content, including tailoring and grooming tips.
The channel will also feature the full-length director’s cut and behind-the-scenes content from the campaign. The content will be available for two months. READ MORE: Burberry in Snapchat first as it premieres new fashion collection online Launching today (4 April) and directed by Oscar-winner Steve McQueen, the ad tells the story of a couple madly in love. Besides Snapchat, the campaign will be supported by TV, print and OOH. From 25 April, there will be scent-dispensing posters in Knightsbridge, London, which will spray the fragrance directly onto the user’s wrist when inserted underneath the sensor. Customers are able to personalise their Mr. Luxury brands tap into social media to reach Chinese customer. Luxury brands have hit some bumps on the road to expanding their sales in China, so many are coming up with new ways to reach their customers, especially younger ones, by opening up more social media accounts.
CCTV’s Hu Xiaocen reports. Luxury brands tap into social media to reach Chinese customer Luxury brands tap into social media to reach Chinese customer Luxury brands have hit some bumps on the road to expanding their sales in China, so many are coming up with new ways to reach their customers, especially younger ones, by opening up more social media accounts. CCTV’s Hu Xiaocen reports. If you haven’t noticed, an increasing number of luxury brands are showing up somewhere new these days, especially with accounts on new media.
The pages have information about the brand’s latest products, their culture, and sometimes even personal tailoring services. Zhu said the way luxury brands are marketing has changed in recent years. Related China's gray luxury market threatened by new tax regime.
Coach, Michael Kors Discounts To Disappear As Luxury Brands Strive To Become More Exclusive Again. Coach and Michael Kors luxury brands are both doing a bit of revamping in an attempt to increase the exclusivity of their brands. What that means for consumers is that those looking for discounts on the designer purses and other items may find themselves at a loss. Brands like Coach and Michael Kors were once pretty exclusive, and not just anyone could own the luxury handbags and other products marketed initially for the elite. As popularity has increased for the designer fashion labels, their actual exclusivity has dwindled. That wasn’t helped when the brands began popping up in middle-class department stores that are shopped by the masses.
In order to get their brands back to exclusive status, the Washington Post reports that Michael Kors discounts will be a thing of the past. On the other hand, Coach discounts are also on their way out. The goal is to eliminate Coach and Michael Kors discounts and to sell fewer products but at a higher price point. Prada seeks younger customers in bid for growth. Image copyright AP Italian luxury fashion group Prada has predicted a return to growth as it seeks to connect with younger customers through online sales and flexible pricing.
First half profits fell 25% to €330m (£282m) due partly to falling demand in China and Italy. But Prada said it saw 2016 as "a turning point. " It has been reviewing prices, product variety and online marketing to appeal to more customers. Revenue fell 15% to €1.55bn compared to this time last year and in April Prada announced its lowest profits in five years. It was previously criticised for opening too many new stores and failing to invest enough online. Prada said it was on track with plans to double its e-commerce sales over the next two years by increasing the number of products it offered online, particularly shoes. It will also expand its social media activities so it can raise its profile among "the 'always connected' millennials," referring to the 20s -30s age group.
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