Snapping Up Fashion With Asos


Last month, Asos started testing a feature that allows customers to upload photos taken from magazines and social media websites to search for similar outfits of shoppers’ favorite celebrities and bloggers. When customers want to look like their favorite celebrities and bloggers, they take snaps of them in desired outfits to put it into the Asos app. About 100 similar styles pop up to offer a variety of choices. In total, Asos digital wardrobe owns 85,000 products for snapping up similar fashion styles of famous characters.

Asos already thinks like a consumer tech business. Retailers must move away from being just retailers in the future. Some high street players such as the UK shopping center operator, Hammerson, uses the app, FindSimilar, that let shoppers upload a picture to search products on sale at specific retailers in the shopping center or across the shopping center. Also, voice search is being implemented through Amazon’s Alexa product. A voice-controlled selfie camera helps Alexa to give advice to fashion tips. That forces retailers to come up with similar services.

Read more about this topic on The Guardian.

Would you like the idea of wearing a similar outfit of your favorite celebrity or blogger? This is definitely an interesting tool that will attract millennials and generation Z consumers. Also, we probably cannot wait for augmented reality or 3D models in order to rely on the right fit while ordering and, ultimately decrease our returns. (ML, 11:07 PM)


How Social Media Makes Fast Fashion Big

With social media, a big portion of our daily life, two types of social media users exist: Sprinklers and vacuums. While sprinklers share content, vacuums soak it up. Especially, sprinklers, who are identified with fashion bloggers and other lifestyle influencers, build their content by posting their new fashion outfits every day. Vacuums that see these posts, like you and me, recognize the bloggers in completely new outfits daily. We get inspired by them and come up with ideas what to shop next. We want to fill our closets with new fashionable items as often as possible, thus social media gives the impression that once an outfit or item is shared on platforms like Instagram and Snapchat, it can never be worn and photographed again. The problem is, most people cannot afford to buy the more expensive items to wear those only once. Rent The Runway came up with a solution by offering people to rent fashion items for a certain time and return them after. No one on social media will notice this smart strategy.


In general, people are now more encouraged to purchase low-cost, fashion-forwarding clothes, famously known as fast fashion since social media has set the rule that it is a no-go to wear shared outfits multiple times. The concept of shorter lifecycles is a true benefit for H&M, Zara and co., the number one fast fashion retailers that promote their items big on social media.


They have recognized that people go less into retail stores to find their next look, instead they look into their social media feeds to see who wears what and order the same items or same-looking items online, often through Instagram’s’ shoppable tags directly. According to consumer studies, 85 percent of people get influenced by celebrity/ blogger endorsements when making purchase decisions.

Read more about social media and fast fashion on Adweek.

What is your opinion about this no-go, wearing items/ outfits multiple times that have been photographed once on social media? I think that depends on how engaged you are with Instagram, Snapchat and co. Of course, famous fashion and lifestyle bloggers can show different outfits and items daily since they get gifted in order to promote those clothes and accessories for the fashion brands. However, in our cases, we must buy our clothes. Purchasing fast fashion products can be expensive when having this no-go opinion that let us shop probably weekly. (ML, 12:20 AM)


How A Normal Looking High Heel Emerges As The Future Of A True Fashion Wearable

Do you struggle with pairing your heels to your outfits every day? There is now a solution for this problem. A smart high-tech heel has been conquering the market since March 12 this year. This heel is called Volvorii Timeless smart shoe developed by a Lithuanian startup with the name iShüu Tech. It is available on Indiegogo right now for $249 and expected to be shipped as from this December. What makes this heel so special and how does it simplify women’s daily struggle? No matter what color your outfit has, the high-tech heels change colors.


How? You just download the smartphone companion app that will be announced and available on iTunes later during the year. Through clicks within the app, you can change colors in seconds. The heels are made of smooth leather and rubber, outfitted with hidden circuitboard, Bluetooth as well as battery components. They are provided with electronic e-ink paper on the sides. For now, just black, white and the Louis Vuitton logo can be chosen but the developers will add more color and pattern options to the app. The battery powering the display, recharges through an integrated USB wireless charger. It takes two hours for reaching the heel’s full power again.


Read more about this Volvorii Timeless smart shoe on the Entrepreneur.

What an invention, right? Looks like we do not need so many shoes anymore since we can switch colors depending on outfits and moods multiple times a day. The price is affordable and the heel looks very comfortable. Make sure to watch the stunning video in the sidebar. (ML, 11:57 PM)


LVMH – The New E-Luxury Competitor

Looks like Net-A-Porter will compete soon with LVMH’s multi-brand e-commerce site covering all 70 brands.


The site will be one of the luxury group’s most powerful investments and will be part of the Parisian luxury department store, Le Bon Marché.  Recently hired Chief Digital Officer at LVMH, Ian Rogers, describes today’s luxury business as a “mass (market) niche”. “The luxury business is in a great position relative where the world is going”, he claims. LVMH enters the e-world relatively late. A reason could be that e-commerce only accounts for a small percentage of the overall luxury goods sales. However, between 2009 and 2014, online sales increased four times faster than offline. By 2025, online sales are predicted to grow to €70 billion according to McKinsey & Company. 18 % of that amount will make up for luxury sales. As demand from China has fallen since 2015, the luxury market will only grow around 0.5 % to 1 % this year.

Lately, LVMH and other luxury groups such as Kering as well as Richemont, feel threatened by Amazon which sets its sights high on dominating the luxury market in the future. By the end of 2017, Amazon will become the largest apparel retailer in the US. However, LVMH believes that the giant retailer does not fit with its brands.

Read the whole article on Business Of Fashion.

What does LVMH’s entrance into multi-brand e-commerce mean for luxury consumers? Many tend to have less time for shopping due to long working hours and will appreciate LVMH’s e-commerce operations of multiple brands. Thus, they do not need to access several own-operated luxury brand websites anymore. It is time-saving and more convenient since they can order from wherever they are currently located.

Luxury consumers expect beautiful high-quality packaging. Therefore, LVMH should think about unique packaging for shipments as well as hand-written cards in order to stand out from competition. Also, 24/7 customer service should be offered as well as virtual try-ons. (ML, 2:45 PM)

This Fall On The Market: Levi’s Interactive Commuter Jacket

The First Commercial Fashion-Tech Product

Are you a heavy bike user or always on the move on busy city streets? Then, this item will definitely simplify your way to use technology while walking or driving around. Levi’s and Google created a high-tech denim jacket that does more than just keeping you warm. It is the first commercial product that will take over the fashion market this fall. Advanced Technology and Projects (ATAPs), a small Google team, uses Jacquard technology combining thin, metallic alloys with natural materials like cotton and silk.

google_jacket_Story_1489486091693Tiny wires allow to send and receive signals. So, this conductive fabric connects to electronic devices. You do not longer need to use your smartphone. Levi’s interactive commuter jacket shows a black tag on the sleeve that looks like a button. When pushing it, you can pause or skip a song or use Google maps without grabbing your phone out of your pocket. The jacket will cost $350 and is washable after removing the tag. It was first announced at the Google I/O Developer Conference in May last year.


Paul Dillinger, Head of Global Product Innovation at Levi’s, is convinced that the denim brand makes a big step as the first marketer launching a fashion-tech product available for consumers. “This jacket helps to resolve that real-world challenge by becoming the co-pilot for your life, on and off your bike”, he said.

Read about the full article on Daily Mail. Also, watch the video Levi’s Commuter.

There is no doubt that life for busy city bikers and walkers will be made easier. The price is affordable for a wearable, lasting high-tech fashion product. Moreover, the jacket can prevent accidents as everyone of us gets distracted while grabbing our smartphones to text friends or find out an address on Google maps. Also, being among friends helps staying focused during dates as you avoid looking at your phone and simply use the tag to navigate the phone. What do you think about Levi’s high-tech commuter jacket? Would you buy it? (ML, 2:19 PM)

A New Way Of Online Shopping In India – The Mood E-Store Idea

Imagine, you have planned a night out with your friends but it feels like you do not have the right outfit in your closet. Here comes Jabong into play. The leading Indian fashion online retailer has recognized that its fashion customers prefer to shop an entire look based on their moods and feelings. A marketing campaign promoted through outdoor advertisement and cinemas as well as by social media posts through Indian influencers is going to support the launch of the online Mood Store. Moreover, digital shoppable videos that will be featured on YouTube and Facebook will enable customers to purchase fashion shown in those videos while clicking on product cards. Jabong describes its customers as affluent, well-travelled and very fashion-forward who like the idea of buying a complete outfit for specific moods as well as occasions. To find out more about The Mood Store and explore various outfit ideas, visit

Shop The Mood

These characteristics sound familiar to New York City’s Gen Z and Y consumers. The idea of digital shoppable videos featuring fashion outfits for any possible moods on YouTube and other popular social media platforms would be a real hit for many American brands and directly attract the two consumer groups. Innovations like these should be taken into consideration as it can be recognized that many fashion brands shift in attracting new target audiences, mainly Gen Z and Y consumers. Objectives are to change old-fashioned images and to prevent sales losses. In order to stay competitive on the market as well as relevant in the fashion business, brands must combine new shopping and outfit ideas with digital media.

To read the Mood Store article on Fibre2Fashion, click here. (ML, 7:47 PM)