The Best Of Snapshot is an ongoing series prepared by the LHBS Inspiration-Hub team. Snapshots are filled with curated signs and cases related to a certain topic or industry and are selected around the three following areas of our expertise: business development, brand building and customer experience. This one features signs and cases from the fashion industry, how it is changing and what new marketing efforts it's coming up with.

1. THE BEST OF FASHION
A collection of business development, brand building and customer experience signs & cases from
and related to the fashion industry.
PRADA – TOPSHOP – DIESEL – BURBERRY – TIFFANY – CK - FOREVER 21 - and more
LHBS Snapshot Series
October 2015

2. THE BEST OF
SERIES.
The Best Of Snapshot is an ongoing series prepared by the LHBS
Inspiration-Hub team. Snapshots are filled with curated signs and
cases related to a certain topic or industry and are selected around
the three following areas of our expertise: business development,
brand building and customer experience.
Ž
http://www.lhbs.com

3. INSPIRATION-
HUB
The Best Of Series and signs featured in each of the Snapshots is
powered by the LHBS Inspiration-Hub.
The LHBS Inspiration-Hub is a digital platform that brings customized
insights and inspiration to the heart of your organization. It is a digital
platform that tracks changes in people, markets and technology.
Ž
http://www.inspiration-hub.com

4. ABOUT
LHBS.
We are an unconventional strategy firm that helps clients better
understand today and successfully shape tomorrow. LHBS has
extensive experience & expertise in business development, brand
building and customer experience. The firm works across all major
industries for clients from the FT Global 500, German Mittelstand
and fast growing startups.
Ž
http://www.lhbs.com

5. What is happening in the
fashion industry?
From Prada & Burberry to Zalando & Forever21

6.
Prada Venturing Into Food
Spaces
Prada has opened a second food space collaboration— it started
with a Wes Anderson-designed Bar Luce, and is now expanding into
a new branch of Milanese Pasticceria Marchesi.
Pasticceria Marchesi, one of the symbols of Milanese culinary excellence,
has been one of the most fashionable places to hang out since 1824. The
partnership illustrates the growing collaboration between food and drink
industry with the creative and retailing ones that create a full shopping
experience— as more and more of the stores include thematic cocktails
bars, underground restaurants and smart patisseries.
*
Source:
Pas-cceria
Marchesi

7.
Periscope Live-Streams NYFW
In the first 5 days of the New York Fashion Week, designers have
already shared a staggering 47 Periscope live streams.
Periscope has been used to stream some small events, but the NYFW is the
first major event since the app was launched 6 months ago. From the names
like Tommy Hilfiger, Carolina Herrera and Balenciaga— the designers are
embracing a multitude of engaging Periscope broadcasts that aims to bring
the fashion a little closer to the fans.
However, the content that the brands are streaming varies widely,
sometimes it is a straight fashion show, but other times a preview event,
front rows interviews or an atelier tour. Streaming through Periscope also
changes the idea of exclusivity behind fashion. Brands can no longer rely on
the idea that this is what consumers want— the younger shoppers are
expecting “access-all-areas” attitude from brands, and ideally, immediate
and live-streamed too.
*
Source:
Digiday

8.
Zalando Curates Orders via
Whatsapp
Zalando Germany is testing curated shopping via a personal chat
with their customers on Whatsapp.
Undecided shoppers will be able to ask for outfit recommendations based
on certain occasions like work or wedding, their lifestyle, matching with
their other clothes, their figure type and style preferences. A real person
will then ask questions and provide them with a general style advice and
links to the items. It will also offer a possibility to order items directly from
the app, without the need to having to add the items manually to the basket.
*
Source:
Etailment

9.
Retailer Recommends Clothes
Based on Pinterest Activity
Topshop has teamed up with Pinterest in order to create a
personalized e-commerce experience that is based on the pins of
consumers.
The "Pinterest Palette” analyzes the colours over all of the pinned images
and based on these colours, recommends Topshop items that the user may
be interested in. In the recent months, Pinterest has been ramping up the
efforts to monetize the site, firstly announcing the "buy buttons" and then
introducing Pinterest Developers Platform that is open for partnerships
with brands.

10.
Diesel Programatic Ads
Diesel supports its unconventional offline campaign with an
innovative approach to mobile advertising, that sees Tinder and
Shazam as the main medium.
This year’s Diesel campaign has been based around the self-aware and
ironic statements like “This is where we tell you what to wear” and “Blah
blah blah”— paired with shots of models with a bored look. For the mobile
advertising, the retailer is using Tinder and Shazam as means of reaching
their target audience— those who live in a big city, are fashionable, young
and most likely single and with an interest in music.
The ads have 400 varieties that are displayed based on user’s behaviour in
the ads and mobile browsing habits, using programmatic technology to
reach the right audience with a relevant message they enjoy seeing.
*
Source:
Diesel

11.
Burberry Gets Their Own
Music Channel
Burberry fashion house is one of the first major brands to get their
own channel on Apple Music.
Burberry will be using their Apple music channel for two major purposes.
The brand will be featuring playlist with tracks that are carefully picked by
themselves and which are close to their brand identity (e.g. George Ezra,
Adele, Jake Bugg etc.). Another purpose of teaming up with the service is to
host exclusive videos that include footage from their fashion shows.
*
Source:
Forbes

12.
Thread Screen Spins Artwork
Out of Customer’s Instagrams
Forever 21 has developed a massive screen out of 6,400 spools of
thread that creates a digital screen-like effect to display specially
tagged Instagram pictures in real-time.
The screen's threads rotate around, conveyor belt style, in order to create
pictures from 36 different colors. The screen, which is made up of 200,000
parts and weighs an imperial ton, is run by sophisticated software which not
only arranges the threads to replicate photos, but also match colors with a
limited palate. When the screen has mimicked the Instagram post, the
thread screen is photographed and sent back to the user via a dedicated
website.
The engineering challenges are considerable, but this fabric tableau is a
significant investment into driving brand awareness over social media.
*
Source:
F21
Thread
Screen

13.
Tiffany's Same Sex Couples
Jeweler Tiffany & Co has launched its first ever TV and print ads
featuring gay, older and mixed-raced couples.
The jeweler that has previously communicated a rather conservative
portrayal of love and relationships, has become the latest major company to
depict same-sex, older and racially diverse couples. The ad features people
on the verge of asking their significant other that one question- ‘Will You?”,
and gears towards celebrating diversity of love and the simple act of
genuine affection. During the launch a Tiffany spokeswoman explained :
“Nowadays, the road to marriage is no longer linear. True love can happen
more than once with love stories coming in a variety of forms.” Social issues
aside, the ad also draws the attention to more ordinary details of love:
sharing a quiet drink or private joke, making fun of a parter’s
eccentricities or fixing the buttons on a lover’s shirt.

14.
Burberry Live-Streams Shows
through LINE App
Burberry plans to bring their Japanese audiences closer to the
brand by offering them unique content and initiatives through
social platform LINE.
This global partnership will start along one of Burberry's upcoming
London fashion shows. The brand plans to expand in the Japanese market
and since LINE has over 181 active monthly users and has a lot of
social touch points, it seems a perfect tool to build devoted audience.
Burberry plans to start in Japan and roll the content through live-streaming
globally. Audiences will be exposed to unique creative content, engaging
experiences and real-time technology events including fashion shows.
*
Source:
LINE

15.
Instagrammers Document
Fashion Week Show
For New York Fashion Week, fashion designer Tommy Hilfiger
introduced the first ever runway show InstaMeet, a way for locals to
meet up and hang out with fellow Instagrammers in their area.
The designer teamed up with influential NYC Instagrammers Brian
DiFeo and Anthony Danielle of The Mobile Media Lab for the unique
InstaMeet. The designer unveiled his latest womenswear collection and 20
Instagrammers have been chosen to attend and document the event.
The hashtag for the runway show was #tommyfall14, and one for the
InstaMeet is #nyfwinstameet.
This initiative has been a creative and relevant way to make viewing the
show and participating in fashion a more democratic experience for fans.

16.
Calvin Klein Promotes
#mycalvins by Sexting
To continue its #mycalvins campaign, the label has started sexting
on popular dating app Tinder.
A black-and-white photo of two women laying against a shirtless man, is
captioned: “Hahah a light threesome never hurt anyone ☺ ☺ ☺”– as if the act
just happened. A corresponding text message box captions all five new
Calvin Klein Jeans campaign images, as the brand wants to start a dialogue
about how real people approach dating in the digital world, on apps like
Tinder and through sending explicit SMS. The print and outdoor campaign
was recently supplemented with a steamy video.
*
Source:
AdWeek

17. Need more inspiration?
Contact us to get exclusive access
to the curated
Fashion Inspiration-Hub
with rich media cases and signs.

18. • How your organization can track relevant business and innovation
opportunities?
• How other industries and companies affect your customer needs?
• How insights & inspiration be can easily accessed and shared within your
organization to fuel innovation?
Feel free to visit inspiration-hub.com or get in touch with Fabiola
Lewandowska at fl@lhbs.com.
If you would like to learn more about:

19. THANK YOU!
Impressum:
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LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unautorisierte Nutzung,
die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
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