Fashion brands struggling to find the right social influencers Social media influencers are fast becoming brands’ go-to option for generating trust and credibility among young consumers. According to a new report by Fashion and Beauty Monitor in association with Econsultancy – both sister brands of Marketing Week – 57% of marketers and business owners in the fashion and beauty sectors use influencers as part of their marketing strategy, with an additional 21% looking to introduce this type of activity over the next 12 months. The growing authority of online commentators and YouTube stars such as Zoella has given rise to this new breed of peer-to-peer brand ambassador. The fact that 41% of respondents have been collaborating with online content creators for three years or more, in what is considered a maturing space, also suggests fashion and beauty firms are ahead of the curve in their use of influencer marketing.
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.
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. London fashion week: why technology is in fashion 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. Fashion tech is much more than just tech inside a timepiece, and nowhere is this more apparent than in London. In 2010, London Fashion Week was the first in the world to grant access to the masses by live streaming the runways.
American Luxury Companies Remain Cautious as Weak Traffic Weighs on Sales NEW YORK, United States — Luxury-goods sellers are keeping the champagne on ice. Despite posting earnings that topped analysts’ estimates for their most recent quarters, Coach Inc., Ralph Lauren Inc. and Michael Kors Holdings Ltd. all offered less-than-rosy forecasts. The gloomy outlooks weighed on shares of Coach and Michael Kors, while Ralph Lauren’s stock rose on optimism that a turnaround plan from its new chief executive officer is gaining traction. Executives at the companies — which sell merchandise ranging from $400 handbags to $5,000 pea coats — say decreased tourism to the US and dwindling spending are hurting sales at department stores as well as their own locations. Luxury brands must redefine the way they do business 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.
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. Topshop names smart fabric start-up winner of Top Pitch Smart textiles start-up, The Crated, wins Topshop's wearable tech competition. Topshop has revealed The Crated as the winner of its wearable tech programme. This summer, three technology start-ups dedicated to wearable technologies travelled to London to be coached by Topshop during its Top Pitch start-up programme. The winner, The Crated, integrates electronic circuitry into textiles and will work with Topshop on a heated garment prototype.
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.
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.
Fashion meets the future as garments go hi-tech Social media users curate the runway at Fyodor Golan's London Fashion Week show An interactive garment created by Nokia Lumias became the world's first interactive smart skirt Celebrities including Alexa Chung and Pixie Geldof whip out their smartphones on the front row at London Fashion Week Apple launched its smart watch in September, allowing users to call and message friends with a click on the device Ralph Lauren's biometric shirt tracks your body's data before sending it to your smartphone Google Glass is often credited as the trailblazer of wearable tech, and the product has since been adopted by designer Diane von Furstenberg
On the cutting edge of fashion technology Steps to disable Ad Blocker on your browser In order to serve content on our website, we rely on advertising revenue which helps us to ensure that we continue to serve high quality unbiased journalism. From our end, we will aim to show clean and unobtrusive ads to provide you with a great browsing experience. Gucci slammed for ‘irresponsible’ ad featuring ‘unhealthily thin’ model The ad, which appeared on The Times’ website in December last year, included several photos of models posing. The ad was investigated after one complainant argued the models were unhealthily thin, making the ad irresponsible. Gucci said the ads were part of a video that portrayed a dance party and was aimed at an older, sophisticated audience. The Times and the luxury fashion retailer said it was, to some extent, a subjective issue as to whether a model looked unhealthily thin. The brand believed both models had slim builds, but were not depicted in a way that could be interpreted as unhealthily thin. It said nowhere in the ads were any models’ “bones” visible, their makeup was natural rather than heavy (which might have accentuated the impression of thinness), lighting was uniform and warm to ensure there were no hollows caused by shadows and their clothes were not revealing.