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Software Is Reshaping Fashion's Back End

Software Is Reshaping Fashion's Back End
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: Related:  luxury/designerfreyahannayTechnology

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. 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. And it isn’t the first time the company has put the emphasis on personalisation.

Luxury Daily Media group Condé Nast is connecting the dots between readers’ content consumption and purchase behavior through the launch of a new data product. Condé Nast Spire leverages proprietary insights from 1010data, looking to better target campaigns for advertisers. With today’s fragmented media landscape, it can be difficult for marketers to follow the purchase path back to the original point of inspiration, but by merging first party and third party data, Condé Nast is looking to pinpoint the right message to deliver to the right person at the right time. Purchase pathCondé Nast Spire goes beyond the one trillion and more data points created each month across the media group’s titles. Condé Nast will use this information to develop micro-segments of its readership, giving advertisers a specific audience to target. These insights will be used to develop custom content that will resonate with this segment of the population. Condé Nast headquarters at One World Trade

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. If you haven’t noticed, an increasing number of luxury brands are showing up somewhere new these days, especially with accounts on new media. Zhu said the way luxury brands are marketing has changed in recent years. Some of the brands even include an online shop in their social media accounts. “I value the quality and service of luxury brands so if I want to buy something, I will go to offline stores. Related April 8, 2016

Amazon (AMZN) is developing a 3D modeling system to solve online clothes shopping's biggest problem — Quartz In the 19th century, a hirsute aboriginal woman from Mexico named Julia Pastrana was billed on the freak-show circuit as “The Ugliest Woman in the World.” Brought to Europe, she performed according to Victorian norms: singing and dancing, speaking in foreign languages, undergoing public medical examinations, and other spectacle entertainments. Both in her lifetime and posthumously, she was labelled “ugly.” This word has medieval Norse roots meaning “to be feared or dreaded.” “Ugly” associations leave behind a trail of bedfellows: monstrous, grotesque, deformed, freak, degenerate, handicapped. The Japanese concept of wabi-sabi values imperfection and impermanence, qualities that might be deemed “ugly” in another culture. “Ugly” is usually meant to slander, but in recent decades, aesthetic categories have been treated with growing suspicion. In different times and places, any one of us might have been considered ugly: from the red-haired to the blue-eyed, left-handed to hook-nosed.

Decoding Amazon's Fashion Ambitions | Fashion-Tech | BoF NEW YORK, United States — In 2012, Amazon debuted its first fashion advertisement. It was reminiscent of an American Vogue spread and featured a dolled up Chanel Iman in a taut, alert pose. Printed across her shins was the phrase “Smart is Beautiful,” a tagline still employed by the glossiest division of the e-commerce and cloud computing giant, which generated combined revenues of $107 billion in 2015. Over the past five years, Amazon has made a series of moves aimed at the fashion market that go far beyond print advertising. The announcement of Amazon Fashion Week Tokyo | Source: Amazon Over the same period, Amazon executives have spent countless hours meeting with designers and brands across the pricing spectrum, trying to convince them to sell their products through the site. Even so, getting consumers to buy luxury products on Amazon.com is just one small piece of the company’s wider fashion strategy. Taking the Long View At Amazon we like things to work in five to seven years.

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 strategy of growth by opening stores in emerging and existing markets is neither new nor unique to luxury retail. 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. Overexposure is a bad strategy. Exactly how dangerous, luxury retailers are only about to find out. They can be solved by amplifying the stores and inventory companies already have through digital business models.

Brand Ellen: Can Happiness Sell Clothes? | People | BoF LOS ANGELES, United States — For the uninitiated, attending The Ellen Degeneres Show is like entering an alternate reality. In stark contrast to the divisive American election campaign, pitting poor against rich, black against white, straight against gay and left against right, Ellen’s set is one where everyone can sit comfortably together, singing and smiling — and dancing. Welcome to the world of Ellen Degeneres, a uniting force for good and one of the most followed and connected celebrities on the planet. Today, The Ellen Degeneres Show is seen in the USA, UK, Canada, Australia, New Zealand, India, China, Indonesia, Malaysia, Brunei, Macau, Myanmar, Papua New Guinea, Singapore, Thailand, the Philippines and Sweden. In the US alone, Ellen reaches 5 million adults and a staggering 23 percent of the total television audience. At press time, the Ellen show had more than 130 million followers on Twitter, Instagram, Facebook and YouTube combined. It’s some start-up.

Instagram reveals just how addicted fashion fans are Certain labels might be banning it from their runway shows but, as a platform for discovering brands, following your favourite designers and as a democratising tool to grant virtual access behind the scenes of major fashion houses, Instagram is unmatched. Now, results of a new report compiled by the app on the habits of European fashion fans has revealed the ins and outs of Insta activity. In unsurprising news, The Feed Fashion report found that the clothes-minded among us dedicate a lot of time to ‘gramming. Compared to the average user, European Instagrammers with an interest in fashion post three times more than the rest, consume five times more photos and check feeds 15 times a day. It also seems that fashion is all about give and take when it comes to sharing the love on Instagram: your average European Instagrammer with an interest in high street fashion will follow 2.5 times more accounts than their non-sartorially obsessed counterparts, and in turn have 2.3 times more followers.

Brexit: what does it mean for online retailers? | Guardian Small Business Network Whether it’s selling to a customer in France or importing supplies from Italy, Europe plays an instrumental role for many of the UK’s online retailers. The EU is Britain’s largest trading partner, while western European markets account for more than 50% of the export market for online businesses, according to Volo, the community of multichannel sellers. Now online retailers – like many businesses, politicians and the rest of society – are grappling to understand what the decision to leave the EU might mean for their future. While nothing is clear-cut as yet, etailers say the effect is already being felt, not least because of the depreciation of the pound. On the other side of the currency fluctuation, wine etailer Baacco says the weakening of the pound has made some of its expensive and sought-after wines more attractive to international buyers. Batchelor adds that goods may attract local VAT and import duties depending on how any trade agreements are set up.

Is Stitch Fix the Goldilocks of Fashion? | Fashion-Tech | BoF SAN FRANCISCO, United States — When Melora Simon goes shopping for clothes at the mall, she has no trouble finding what she likes. “I use labels and brands to help signpost,” says the 37-year-old mother of two, who is currently employed by Stanford University’s School of Medicine. “I know I like the look of J. Crew, the aesthetic of Theory and Diane von Furstenberg. But after Simon had her second child, her trips to the mall became less frequent. For Simon, the concept held real appeal. The first box was a “total miss,” Simon says. We have so much control. More than a year later, “I still wear those things all of the time,” she says. Indeed, for many Stitch Fix users, the service is often as much about entertainment as it is about buying clothes. Getting things “just right” — à la Goldilocks — was one of Lake’s main motivations for starting the company. From the beginning, Lake knew data would have to play an outsize role. Consider a tough-to-fit category like denim. Related Articles:

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. 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. This is not the first time that the brand has used Snapchat and personalisation to engage consumers.

FTC Cracks Down on Influencer Posts | News & Analysis | BoF Fashion blogger Cara Loren Van Brocklin with PCA Skin sunscreen | Source: Cara Loren Van Brocklin WASHINGTON DC, United States — Snapchat star DJ Khaled raves about Ciroc vodka. Fashion lifestyle blogger Cara Loren Van Brocklin posts a selfie with PCA Skin sunscreen. Internet personality iJustine posts Instagrams from an Intel event. Missing from their messages: any indication about whether they have been paid. This uptick in celebrities peddling brand messages on their personal accounts, light on explicit disclosure, has not gone unnoticed by the US government. “We’ve been interested in deceptive endorsements for decades and this is a new way in which they are appearing,” he said. This means more cases like the one against Warner Bros. Companies have been pouring marketing dollars into social media endorsements, paying everyone from a Hollywood celebrity to a mom who regularly Instagrams her baby snuggling with a puppy. The FTC disagrees.

London fashion week: why technology is in fashion | Media Network At London fashion week the multibillion dollar worlds of tech and fashion are colliding like never before. For many, the launch of Apple’s new watch, announced this week with impeccable timing to coincide with the global fashion weeks, will mark an important turning point for fashion tech, a new sector with huge potential for growth. While Apple’s entry into the market is almost guaranteed to boost the industry’s profile, in reality the fashion industry has been driving fashion tech for years. In 2010, London Fashion Week was the first in the world to grant access to the masses by live streaming the runways. Now, everyone has their smartphone camera primed, ready to make their contribution to the zeitgeist. The next generation of high tech fashionistas are already emerging. Two rising stars from this growing trend are Kate Unsworth and Roberta Lucca. Unsworth is a former model and mathematician bringing her two worlds together to create Kovert Designs, her own digital agency.

Fashion’s big brands follow the money to join the wearable tech revolution | Technology We’ve all been there. You rush out of the house to catch the train to work, elbow your way into a seat and immediately reach for your smartphone. But it isn’t there. Cue sense of panic as you contemplate a day (an hour!) without being connected. But, in the future, as you look down in despair, you may suddenly realise that at the last minute you threw on your two-in-one ready-to-wear “smart” jacket with built-in phone and Twitter feed. It might sound like the stuff of sci-fi, but clothes that double up as smartphones aren’t as far away as you might think. From its studio in Shoreditch in east London, Rosella and her team have been fusing technology with clothing for a decade and have a reputation for coming up with some of the most innovative stuff. Britain – and London especially – has long been seen as a trendsetter in smart clothing. One big brand name that’s keen to talk about wearables is Ralph Lauren. But why now?

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