• For fashion brands, 2018 will be the year of the ‘influencer roster’

      The Instagramming and unboxing mass of inspirational lifestyle gurus known as influencers are only becoming increasingly central to the marketing strategies of fashion and luxury brands in 2018. There are still frustrations, as brands figure out how to track the results of campaigns and sponsored posts, including conversions and the value in engagement.

      Digiday- 24 readers -
    • Why beauty brand pop-ups are primarily event spaces, not stores

      For beauty brands, pop-up stores aren’t about product. Some of them don’t even carry physical inventory. Instead, they’ve become event spaces. Frequently seen on the schedules at these industry pop-ups are hair and makeup masterclasses, influencer appearances, fitness classes, panels and Q&A sessions.

      Digiday- 17 readers -
    • Why beauty brands keep investing in chatbots, despite growing pains

      Although the fashion industry has struggled with its chatbot strategy, beauty brands are placing more confidence in the technology. Brands including Sephora, Estée Lauder and L’Oréal have all rolled out chatbots in the last year, with more planning to launch in the coming months, including Coty and at least four undisclosed brands partnering with AR platform ModiFace.

      Digiday- 11 readers -
  • How artificial intelligence is informing how fashion designers create

    … Since launching “TommyNow,” a series of fashion collections made immediately available for purchase worldwide as they sashayed down the runway on co-designer Gigi Hadid and her crew of models, designer Tommy Hilfiger has never moved faster. For one, the collection goes from design to market in six months, a clip three times faster than…

    Digiday- 8 readers -
  • Why see-now-buy-now makes sense for China’s luxury customers

    … The see-now-buy-now runway model has found a fitting audience — not in the U.S. or Europe, but in China. NYFW: China Day, a new initiative formed in partnership between Alibaba’s e-commerce marketplace Tmall and industry trade association the Council of Fashion Designers of America, will launch this February during the men’s fall 2018 runway…

    Digiday- 12 readers -
  • Inside the on-demand designer production process that could replace see-now-buy-now

    … Ever since it became widely accepted that the fashion calendar is broken, the industry hasn’t been able to find a fix-all solution that would bring the release of designer collections in line with changing customer demands. See-now-buy-now, thanks to being a drastic and expensive undertaking, never became the revolutionary movement it was propped…

    Digiday- 12 readers -
  • The Off-White guide to the new diffusion line

    … in mall stores all over America, lost its cachet quickly. “If Abloh wanted to partner with a mass retailer, sell his brand and pocket half a million dollars, he could do that easily,” said Wu. “This isn’t what’s happening. He’s following the marketing and release of any streetwear brand, including Supreme.” The smartest part of Abloh’s diffusion…

    Digiday- 11 readers -
  • With The Ones, Zappos looks to woo female sneakerheads

    … Zappos is attempting to appeal to the female streetwear market with its new editorial section, The Ones. The Ones operates as a separate hub on the Zappos website that includes blog posts and Q&As with female artists and style influencers discussing their work and favorite types of shoes. People can also shop from a curated collection…

    Digiday- 12 readers -
  • Speed-to-market: How luxury brands are picking up the pace of production cycles

    … In luxury fashion, speed matters more than ever. Labels like Gucci, Ralph Lauren, Coach, Helmut Lang, Burberry and Rag & Bone — all brands that could once call the shots around trends and fashion cycles — are adopting new strategies focused on increased flexibility and faster-paced production windows, in order to adapt to increasing…

    Digidayin How To's- 13 readers -
  • How Swarovski is winning over Chinese customers on WeChat

    … Swarovski spent the Christmas holiday gunning for Chinese customers on WeChat. The luxury brand launched a campaign on the China-based social and messaging app to drive engagement, brand awareness and purchases (both online and in stores) during the Christmas season, which is seeing more consumer traction in the region. Over the month…

    Digiday- 12 readers -
  • Why Matches Fashion is investing more in shoppable video

    … It wasn’t until Matches Fashion started seeing results that the online luxury retailer began investing more in its in-house video creation team. This year, Matches expanded its video team from one employee to six to support a marketing agenda that aims to produce about one video per week. The strategy: Anchor video content around the retailer’s…

    Digiday- 18 readers -
  • How China’s luxury e-commerce market will evolve in 2018

    … companies, including the e-commerce marketplaces and Alibaba, as well as WeChat, to get off the ground faster in a complicated market. “The key point is that it is very complicated to run e-commerce in China,” Farfetch CEO José Neves told Glossy at the time of the deal. “Few brands are able to do it, and very few work directly…

    Digidayin How To's- 18 readers -
  • 5 things social media revealed about fashion and beauty in 2017

    … As social media continues to serve as an extension and reflection of the lives of consumers, it’s providing important insights into the evolution of fashion and beauty trends. Facebook IQ, the research arm of the social network, released its first annual trend report today, which highlights the most talked about subjects in fashion and beauty…

    Digiday- 18 readers -
  • Looking to mirror success of Stitch Fix, retailers experiment with subscription models

    … Hoping to imitate the success of Stitch Fix and reach new consumers, retailers including ThredUp and Gap are trying their hand at subscription box services. For e-commerce second-hand retailer ThredUp, the intention is to provide a new, thrift-focused service within the “try-before-you-buy” subscription box market. ThredUp’s new service, Goody…

    Digiday- 9 readers -
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