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Fashion

Mobile App | Mobile site | Technology | Fashion, Retail

Express Boosts App Downloads With QR Code

January, 2012

Express has added QR codes to store windows and clothing tags inorder to encourage downloads of the store’s app and promote their social sites to their consumers. The QR codes placed on the windows of the New York stores and placed on tags for clothing lead to the mobile landing page where consumers can learn about and easily download the Express app for iPhone, Android, or Blackberry platforms. Express hopes that the app downloads will lead to more memorable in store experiences as well as increase engagement with the fashion retailer’s social media sites. For more information see Mobile Commerce Daily.

01/17/12

Social | Fashion

Tag Heuer Hypes “Ultimate Lap” FB Game

January, 2012

Tag Heuer announced they would introduce a gaming application on their Facebook page that allows users to experience racing with Lewis Hamilton. To promote the launch of the application (coming this January), the company released a teaser video demonstrating the lifelike experience users will be able to feel while playing the game. “Ultimate Lap is an occasion to celebrate Tag Heuer’s motoracing heritage as well as our long-lasting relationship with Vodafone McLaren Mercedes, with whom we share a real passion for innovation,” said Alexandra Wolf, community manager at Tag Heuer , La Chaux-de-Fonds, Switzerland. To learn more about this new experience, please visit InTheMoment.com.

01/12/12

Mobile App | Social | Fashion

Net-A-Porter Releases “Find Karl” App

January, 2012

Karl Lagerfield and Net-A-Porter partnered to develop a mobile application that was multi-faceted: users could play an interactive game, preview the collection, a transformational photo opportunity sweepstakes and video. The interactive “Find Karl & Win” game requires users to roll a digital marble over Karl’s faces to score points; those with the highest score are entered to win a $1,000 N-A-P gift card. Users who scan Karl icons on the company website can watch videos featuring the designer. Participants of the photo transformations, to “Karlify” themselves, are entered for a chance to win a piece from the collection. To learn more, please visit LuxuryDaily.com.

01/11/12

Mobile App | Social | Fashion, Retail

Hugo Boss Increases In-Store Traffic Via Mobile

November, 2011

Hugo Boss is taking social media to the next level. The high-end menswear designer is increasing their social media fan base by providing a mobile check-in contest to allow fans to win a shopping trip in New York City. Customers that check-in at one of the worldwide retail locations will be entered into the raffle. For more information, please see Luxury Daily.

11/30/11

Mobile App | Fashion

Chanel Pushes Aug. Reality for J12 Launch

November, 2011

Chanel will promote it’s new line of J12 watches through an augmented reality iPhone app. When landing on the app homepage, users can view different watch lines available. Once a product has been selected, iPhone users can get a better idea of how the watch will look when on through augmented reality. While perusing the app, users can also view a clock that demonstrates how the watches tick and find nearby locations to try the watches on in person. To learn more about Chanel’s latest mobile and digital effort, please visit LuxuryDaily.com.

11/22/11

Mobile Commerce | Mobile site | Fashion

David Yurman Introduces mCommerce Site

November, 2011

David Yurman, luxury jewelry designer, recently launched an mCommerce site to increase sales, especially during the holiday season. After learning about the increase in mobile purchases (20% of luxury shoppers, accumulating roughly $5 million in sales each year), Yurman decided to revamp his mobile site to be more consumer-friendly. Visitors to his site can search for products based on the campaign or celebrities who have worn particular pieces. Upon clicking on a particular item, consumers can now easily move a product into their shopping bag and seamlessly purchase the item. “[Consumers] will [now] enjoy the greater speed, ease and convenience of shopping on-the-go from anywhere they please at any time of the day,” he said. “It will make holiday shopping faster and easier for time-pressed shoppers as well as discriminating affluent consumers searching for the most unique and perfect gifts,” said Createthe Group’s Mr. Kung. To learn more about this new site, please visit LuxuryDaily.com.

11/08/11

Mobile Ads | Fashion, Retail

H&M Promotes Versace Line With Mobile Ads

November, 2011

In an effort to drive in-store visits to see the new Versace line, H&M will be running mobile ads on Pandora.com to create awareness. As an added value and incentive, users who click on the ads will win a chance for tickets to see the line debut in New York City. In addition, after clicking the ads, consumers have an opportunity to sign up for the company’s e-newsletter. To learn more about this mobile campaign, please visit LuxuryDaily.com.

11/01/11

Mobile App | Fashion

Cartier Releases Bridal Collection Application

October, 2011

Cartier has created a Bridal Collection application for the iPad and iPhone that allows users to create their ideal wedding ring set. After choosing a ring (wedding band or engagement ring), users can search through the brand’s multiple classic collections to find the perfect ring to pair with their band. Visitors can zoom in on the rings, and even put their set on a “wish list” where they can list their ring size for their special someone to see later on. To learn more about this new app, please visit LuxuryDaily.com.

10/04/11

Mobile App | Social | Fashion, Retail

Neiman Marcus Leverages Foursquare

September 2011

Designer and luxury retailer, Nieman Marcus, will launch a scavenger hunt via Foursquare to enhance its shoe and handbag event. The retailer will hide 15 Nancy Gonazalez clutches in 41 of its stores. Shoppers can check in at the retailer using Foursquare to receive clues and beat other customers to find the hidden clutch for keeps. Those who do not find a clutch or visit a location without one hidden can be entered to win one of many more Nancy Gonzalez clutch giveaways. With the scavenger hunt occurring soley within store walls, Nieman Marcus is able to drive consumers in-store during the event. For more information please see Mashable.

09/30/11

Mobile App | Mobile site | Fashion, Retail

Ralph Lauren Customizes QR Codes

September 2011

Ralph Lauren showcased their iconic logo in customized QR codes featured in store front windows. The branded QR code enticed consumers to scan the code, which drove them to a mobile site where they could purchase apparel specially designed for the 2011 US Open. Additionally, users could register for a chance to win a trip to the 2012 US Open final, complete with a $3,000 Ralph Lauren wardrobe. Luxury Daily notes, “Custom QR codes have a three-to-one ratio of scans over traditional codes,” according to Matt McKenna , founder and president of Red Fish Media, Miami. For more information, please see Luxury Daily.

09/23/11

Mobile App | Fashion

W Magazine Offers Exclusive iPad Content

September, 2011

W Magazine, a Condé Nast publication, will be providing users with exclusive content via their iPad application. The magazine will update content everyday in periods between the release of their monthly print magazines. In addition to fashion tips and updates, readers can view exclusive “Screen Test” videos of interviews Lynn Hirschberg, Editor in Chief, has been conducting. “The fashion picks work great on the iPad given the ability for users to instantly click on the links and buy the items,” said Christina Caldwell, W’s online editor. To learn more, please visit LuxuryDaily.com.

09/20/11

Social | Fashion

Burberry Premiers “Tweetwalk” Before Show

September, 2011

Burberry, the fashion company based out of London, has partnered with Twitter for the first ever “Tweetwalk”. Twitter followers will be able to see the entire 2012 Spring/Summer womenswear collection via Twitpics before they appear at the fashion show that takes place in Hyde Park. In addition, the show will be streamed live in HD on burberry.com and the company”s Facebook page. Burberry also hired Mike Kus, the most followed Instagram user in the UK, to take photos for their Instagram account. The photos will become available for download later on iTunes. For more info, please visit: burberry.com

09/19/11

Social | Technology | Entertainment, Fashion

Bloomingdale’s Uses In-Store Aug. Reality

September, 2011

Bloomingdale’s stores have partnered with CBS to provide in-store shoppers with an augmented reality experience. When in-store, shoppers can pose in different sections seemingly alongside characters from CBS’ line up of fall shows and share their photos with friends via social media. During the first promotion, visitors to any of the 44 Bloomingdale’s stores could “pose” with cast members of the new show The Playboy Club. In addition to posing in photos, some shoppers also have the opportunity to win a trip to LA to visit the set of one of CBS’ shows or a grand-prize trip to Chicago for a part in The Playboy Club. To learn more about this partnership and promotion, please visit LuxuryDaily.com.

09/13/11

Social | Fashion

ODLR Crowdsources Fashion Show

September, 2011

Fashion giant Oscar de la Renta, is trying something new to showcase his 2012 spring collection this Tuesday. The American fashion designer is collaborating with Tumblr to crowdsource live coverage of the fashion show. Editors, models, bloggers, and viewers at home can upload photos with the hashtag #odlrlive that will be generated on the Tumblr page in real time, creating a collage of photos on the site. For more information, please visit: http://odlrlive.tumblr.com/

09/12/11

Mobile App | Fashion

Ralph Lauren Buys All Sept. NYT App Ads

September, 2011

Ralph Lauren has purchased all of the ad space on the New York Times iPad app for the month of September. The New York Times usually has six ad sponsors per month, and stated that Ralph Lauren’s solo sponsorship has never been done before. For the month of September, Ralph Lauren will have complete access to the 2.5 million NY Times app owners and the 850,000 unique visits that the NY Times receives each month. For more information, please see Ralph Lauren September.

09/01/11

Social | Fashion

Fashion Brand Frette Relaunches Digital Store

August, 2011

Italian men’s fashion brand, “Frette”, has relaunched their website as a digital flagship store for international shoppers. The website is more interactive, with eight tabs for varying departments of the website, and a scrolling background that moves throughout each tab. In addition, customers can zoom in closely on products to see the textures and fabrics used on the product. To promote the relaunch, social media outreach was used by the brand to drive site visits.

08/23/11

Mobile App | Fashion

Snapette App Introduces Sharing for Fashion

August 2011

Snapette, a new iOS app, allows users to share their favorite fashion trends with one another. Users can take photos of their fashion finds, and post them to the app with a location and recommendation. They app allows users to build their own “virtual closet”, to share products they Snap, Like and Want that they discover while in-store. Snapette allows for veiwing both global and local trending fashion Snaps. For more information, please see TechCrunch.

08/17/11

Mobile App | Fashion

New Balance uses augmented reality

August, 2011

In a new campaign to drive traffic to their New York flagship store, New Balance has launched an app that really gets consumers on their feet. The iPhone program “Urban Dash” has users in an all out race to retrieve virtual batons around the city. Once they obtain the baton and secure it on the app, they are on the clock to arrive at the store location before their competitors to redeem a free pair of NB NYC 574 shoes. But athletes beware, other players can steal your baton from you if they get in close enough range! The player in possession of the most batons at the end of the program wins a real 14k gold baton, worth $20,000.This truly interactive project runs until September 10, 2011. For more information, please see Mashable.

08/17/11

Technology | Fashion

Sevenly Online Sales For Philanthropy

July 2011

Sevenly launches an online shopping philanthropic effort to benefit major non-profit organizations world wide. The site sells t-shirts that are available for 7 days, with $7 of sales donated to a select non-profit. Sevenly has already partnered with well-known organizations such as International Justice Mission and World Relief, aiding their efforts. The co-founders of Sevenly hope customers will share their do-good purchases on social media channels like Facebook and Twitter to further sales. For more information, please see Mashable.

07/15/11

Mobile App | Social | Fashion

LV Creates Social Media Badge For “Voyages”

June, 2011

Luxury fashion-brand Louis Vuitton has developed a check-in badge to encourage visitors to the brand’s exhibition, “Voyages”, to check-in via mobile. The brand hopes that with users who win the badge, the brand will experience more presence at other high-end luxury locations these users check-in to. “Upon checking-in at Louis Vuitton Voyages, consumers earn a branded Louis Vuitton badge which is displayed to the their friends and followers.” To learn more, please visit LuxuryDaily.com.

06/10/11

Mobile App | Social | Fashion

Harrods Launches Digital Campaign For Stores

June, 2011

U.K.-based retail store Harrods recently launched a multi-channel digital campaign to drive visitors to their new men’s shoe department. Leading up to the department launch on June 2, the brand sent e-blasts and developed an iPhone application to provide users with information regarding the new section of the store. Included within the blasts was fashion-related content and locations. Following the launch event, photos of guests were added to the brand’s Facebook page. To learn more about this campaign, please visit LuxuryDaily.com.

06/07/11

Mobile App | Social | Fashion

T. Hilfiger Pushes Mobile Augmented Reality

May, 2011

Tommy Hilfiger developed a mobile augmented reality application that allows users to “try on” Tommy Hilfiger-branded apparel. As users pass-by Tommy Hilfiger pop-up stores, the app prompts the users to try on apparel through their phone. Users can then upload their outfits to the Tommy Hilfiger “Fitting Room”. This augmented reality application is in support of the Tommy Hilfiger “Prep World” campaign. To learn more about this campaign, visit MobileCommerceDaily.com.

05/10/11

Mobile site | Fashion

Amazon’s Membership-Only Fashion Site

May, 2011

The powerful e-retailer Amazon is making it way into the high-fashion discount arena. The new membership-only site, Myhabit.com, will offer members up to 60% off fashion items. The new site launched yesterday and included discounts of brands like Doo.Ri and Vera Wang. The site will offer clothes for women, men and children, and it’s free, all you need to do is sign up. Current members of Amazon can also use their Amazon login for access.

05/04/11

Social | Fashion

Breitling Promotes New Watches Via FB

May, 2011

Swiss watch-making company, Breitling, is supporting it’s newest campaign “Spirit of Aviation” via the brand’s Facebook page. Facebook fans upload photos of what aviation means to them. Up to five photos can be added per user, and the winning photos will be chosen by Breitling Ambassador, actor John Travolta. The winning fan will have the opportunity to train for their private pilot’s license. As for the promotion having nothing to do with watches, Chris Ramey, president of Affluent Insights, said “Brand leaders focus on the category, not their product. This promotion will further indelibly connect the relationship between Breitling and flying, and it will sell watches.” To learn more, visit MobileMarketer.com.

05/03/11

Mobile App | Social | Fashion, Retail

Bergdorf Goodman Pushes 5th/58th Via QR Codes

May, 2011

Bergdorf Goodman is leveraging QR codes to connect shoppers to their social media sites. QR codes placed in store catalogs will direct users to tips on make-up and fashion found on the company’s blog, “5th/58th”. Various links throughout the catalog also provide users with phone numbers to call for more information on products. Mike Wehrs, president/CEO of Scanbuy New York said, “When using codes in any media, you have to think about what is going to add value for the audience at the point of engagement.” T0 learn more, visit LuxuryDaily.com.

05/03/11

Social | Fashion

ELLE/GUESS Search For Ambassador Via FB

April, 2011

ELLE Magazine and fashion brand GUESS are partnering to find the “Global Street Chic Ambassador” for ELLE’s Global Street Chic digital franchise. Users will be directed to visit the GUESS Facebook page, which they must “like” to gain access, to enter their street chic styles. Facebook fans will vote on their favorite styles, and two winners will be chosen – the Fan’s Favorite and GUESS/ELLE Editor’s Choice. The Editor’s Choice will be crowned the new Ambassador and the Fan’s Favorite will win a new collection of clothing from GUESS. To learn more about the partnership and contest, visit SFGate.com.

04/26/11

Social | Fashion

DKNY’S Twitter Scavenger Hunt

April, 2011

The fashion brand DKNY hosted an Easter-themed scavenger hunt through Twitter last Thursday at its New York and London stores. The company tweeted clues that led followers to find chocolate Easter eggs and other treats. Two winners were selected in each city and received a $1,000 shopping spree.

04/25/11

MMS/SMS | Fashion

Gap Offers Discounts Via Text Messages

April, 2011

GAP has partnered with Visa to offer a program where consumers can receive discounts in real time to GAP stores via text message. Consumers opt to to the program online through Gap Mobile 4U and are eligible to receive up to 2 offers per week. In order to receive an offer, the shopper has to meet pre-specified criteria such as shopping in a specific ZIP code, a specific type of store, or a certain time of day. If a consumer meets this criteria in real time, then a coupon is sent through to the consumer’s phone. They can then redeem this coupon by presenting the text message on their phone at the cash register of their local GAP. GAP tested this program on a limited basis last November and has now launched it nationally this week. For more information, see Mashable.

04/22/11

Social | Fashion

Coach Celebrates Mother’s Day

April, 2011

COACH puts a new spin on retail therapy this Mother’s Day by asking consumers to reminisce and share their favorite memories of their mother, themselves and COACH handbags via Facebook. The space provides a forum for rave customer reviews and definitely helps to justify the purchase of a new handbag! For more information see Facebook.

04/15/11

Social | Fashion, Retail

Diesel’s Land of the Stupid, Home of the Brave

April, 2011

Diesel, an Italian clothing and fashion design company, has rolled out its new online advertising and marketing campaign “Diesel Island: Land of The Stupid, Home of The Brave” to promote its new products that strongly tie with urban culture and encourages them to create their own society. As part of its advertising and marketing strategy, Diesel has developed an interesting microsite that directly ties to a Facebook application. This application (which could be compared to a “Lost” setting) allows fans to inhabit the island and vote on laws, compose the country’s new anthem, etc. If you are deemed an active “resident” you can run for President of Diesel Island.

04/12/11

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