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The Best of Fashion - Snapshot Series

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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.

Veröffentlicht in: Einzelhandel, Marketing
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The Best of Fashion - Snapshot Series

  1. 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. 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. 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. 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. 5. What is happening in the fashion industry? From Prada & Burberry to Zalando & Forever21
  6. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 17. Need more inspiration? Contact us to get exclusive access to the curated Fashion Inspiration-Hub with rich media cases and signs.
  18. 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. 19. THANK YOU! Impressum: Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 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. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany  

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