hilary milnes

  • Fashion’s wary approach to Amazon

    Amazon hasn’t been shy about its ambitions in fashion. Since 2012, the company has sponsored Met Galas, fashion weeks and Vogue Fashion Funds, built a photo studio in Brooklyn, hired a former Vogue editor to lead fashion editorials, launched seven in-house fashion labels and recruited brands like Michael Kors, Calvin Klein, Coach and Theory to sell products on its platforms.

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  • ‘It’s PR’: Fashion marketing is failing to understand data

    To promote its recent collaboration with Gigi Hadid this September, Tommy Hilfiger launched a cheeky fashion chatbot on Facebook Messenger, which customers could interact with in order to look at items from the collection and learn pre-programmed fun facts about Hadid. For the Tommy brand, the tool checked a few boxes: It milked more use of the brand’s most recent fashion show ...

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  • How fashion rental companies help designers reach new customers

    Luxury fashion rental companies have become unlikely allies for designer brands. Platforms like Rent the Runway, armed with data on what their customers like, are working with high end brands to inform their collections of luxury dresses, accessories and outerwear. Some items on Rent the Runway are even designed exclusively for the platform, where customers can rent them for 1 ...

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  • How a new idea of luxury helped Coach correct course

    To revive its declining brand, Coach finally embraced that the definition of luxury was changing. So, it had to change with it. At Coach’s Spring 2017 runway show during New York Fashion Week, models paraded in ecd Stuart Vevers’ third collection for Coach, which ...

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  • A day in the life of Sandra Lopez, Intel’s fashion technologist

    As Intel’s fashion technologist, Sandra Lopez is at the forefront of the company’s growing fashion partnerships. Since hiring Lopez in January 2014, Intel has positioned itself to be at the forefront of the budding wearable industry, debuting a wearable chip module called the Curie last year as a way to embed clothing with a data server.

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  • How fashion startups get funding in a male-dominated VC industry

    Fashion apparel is a $300 billion global industry, but Nineteenth Amendment founders Amanda Curtis and Gemma Sole still spend a lot of time explaining to venture capitalists why there’s money to be made in fashion tech. The two women have found themselves defendin ...

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  • Absolut is launching an online art marketplace

    Absolut Vodka is taking a break from the bar to get into the art dealing business. Absolut Art, an online retail platform for small-batch original edition artworks by global artists created for Absolut, will launch in the U.S. on October 5. Collectors can shop for pieces, which c ...

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  • Why Coach ditched its mobile app for iMessage

    When Coach released its iOS app in 2014, apps were all the rage. A lot has changed in two years. “The app is no longer viable” said Dana Randall, Coach’s head of innovation, at an Advertis ...

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  • Wet N Wild’s 1.3m social followers are guiding brand decisions

    Affordable beauty brand Wet N Wild struck gold on Instagram when it announced its new rainbow highlighter. Selling for $5, the Wet N Wild version was a cheap riff on the viral beauty trend that hit YouTube tutorials earlier this year. The product — a shimmery, pearlescent com ...

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  • ‘Desktop is on the decline’: 70 percent of online retailer Boohoo’s traffic is now mobile

    Boohoo, an online retailer for fast, affordable, fashion, has shifted to become mobile-first. Boohoo’s business is dependent on customers frequently checking in for new product launches. Five hundred new products debut on the site each week, with about 100 pieces available for each. The Boohoo team then responds to what’s selling well by adding more inventory to popular produc ...

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  • How constant promotions have plagued Banana Republic

    Banana Republic is banking on a buzzy capsule collection, co-signed by a celebrity, to help pull itself out of a retail cycle reliant on promotions. At the retailer’s presentation at New York Fashion Week, a selection of the Spring/Summer 2017 products were designed with fashion personality Olivia Palermo, its newly hired global style ambassador.

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  • The best and worst of New York Fashion Week

    New York Fashion Week ends today, drawing to a close one of the most confusing fashion seasons to date. Some designers were showing collections for the spring (per tradition). Some were showing collections for the fall, as in, right now. Some were showing smaller collections for the fall at consumer-facing shows while withholding their spring collections for an appointment-only ...

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  • Why ‘see-now-buy-now’ is a behind-the-scenes headache

    Fashion brands from Burberry to Rebecca Minkoff have dreamt up a new consumer-driven vision for the fashion show: The clothes they send down the runways will go on sale as consumers are seeing them for the first time, rather than at a six-month delay. This see-now-buy-now model has been top of mind in the fashion industry since Feb ...

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  • What Apple’s updates will mean for retailers

    Apple’s iPhone 7 and iOS 10 announcement coming on Sept. 7 could mean new updates with high potential upsides for retail brands. It’s a long time coming: Retailers have had a hard time adapting to user behavior on mobile. While the customers are spending more time on their phones as they browse online and shop in stores, the devices haven’t become the bridge between the d ...

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  • Ann Taylor Loft joins Snapchat with a shopping strategy

    Ann Taylor is late to Snapchat, but it has already rolled out a strategy to get its followers on the app to shop from its Stories. The women’s retailer started its Snapchat account last weekend by posting about a trip to Chicago for an event. The social te ...

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  • How Brooklyn graffiti artist GucciGhost landed a role at luxury’s hottest brand

    Trevor Andrew, a Brooklyn graffiti artist known by the moniker GucciGhost, began spray painting versions of Gucci’s double-G logo on New York City ATMs, street corners, bathroom walls and dumpsters in the early 2010s. The designs resurfaced online on Andrew’s Instagram feed, his website, and in the background of his music videos (Andrew is also a DJ under yet another moniker, T ...

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  • Fashion network Made2Measure is investing in branded content

    Made2Measure, a video network owned and programmed by entertainment agency WME/IMG, is taking on fashion as educational entertainment full time. The channel, which can be accessed on streaming services and a mobile app, is comprised of interview series, deep dives into the pre-fashion show processes of international designers, and fashi ...

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  • How social media capsized the fashion show

    With a 40-foot Ferris wheel, carousel, carnival games and cotton candy, Tommy Hilfiger’s “Tommy’s Pier,” a carnival-themed party and fashion show, will play out as an Instagram fashion influencer’s fantasy. Two-thousand tickets will be passed out to fill the pier during the Sept. 9 event in the Manhattan Seaport, half of which are for the public.

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  • September issue ads by the numbers

    Thousands of pages of September issues landed on newsstands this week with a thud. For brands and retailers advertising in the issue, it’s the fashion equivalent to the Super Bowl. But as readership of print magazines declines and online content and mobile apps jockey for attention along ...

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