Snapping Up Fashion With Asos

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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)

Is There Still A Need For Vogue And Co. In The Age Of Digital Media?

It is nothing new to hear that the fashion publishing world struggles in the age of digital media. Runway shows used to be taken place twice a year for editors and buyers only, who reported about the upcoming fashion trends to readers as well as customers and decided what pieces will hit the stores. These days, many hyped fashion and style bloggers are invited to runway shows. Moreover, shows are live-streamed today. Therefore, the influence and power of magazines has been diluted.

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With today’s technology, fashion has become more democratic. Fashion magazines are no longer the holy “fashion bibles.” Instead, fashion Instagrammers and bloggers show consumers a different way how to get information about latest trends which also changed how people consume fashion today. However, magazines would not disappear since people still liked to have something tangible in addition to the online word according to Bronwyn Cosgrave, former features editor at British Vogue. The secret to survive in fashion publishing is diversification. Magazines must become omni-platform businesses. Vogue Festival is a good example of this strategy. It is a unique event where some of the biggest names in the fashion industry come together for discussions.

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Diversification also means that magazines need to become more heterogeneous in content in order to survive. Glamour for example, will report about “The Instagram Issue” in its August issue which is a step towards digital content in fashion print.

Read more about fashion publishing in the digital age on The Guardian.

What do you prefer? Reading fashion news online or do you like to have an actual magazine in your hands, sitting down in a park, a beach or the subway? Magazines will definitely not die but need to create a better seamless line for readers. It can be recognized that Snapchat is a useful tool for magazines. Editors create funny story lines about the latest celebrity gossips, fashion news as well as personal life issues. Since digital fashion matters, magazines need to report about those stories in their print versions as well. I came across a very interesting future approach of Jefferson Hack’s digital publishing trial. Watch a video of this in the side bar. (ML, 6:27 PM)

6 Signs Our Lives Got Worse Thanks To The iPhone

Happy Birthday iPhone! It is the 10th anniversary of Apple’s brilliant smartphone series. This device dominates our daily lives in many good ways but unfortunately also bad ones. There are six signs, our lives have become less great since we are smartphone users:

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1. They are bad for our brains

With the iPhone, we can do many things simultaneously, but is that a good thing? It is actually not, since studies show that we think more slowly and have worse long-term memories as it gets harder to filter out less relevant information in our brains.

2. We ignore the world around us while we are busy on our iPhones

We miss out opportunities to talk to people as we chat with them all the time. Also, meeting new interesting people is less expected while on the phone. Moreover, we miss to see beautiful landscapes.

3. They can ruin relationships

Instead of calling, we text partners and people by inserting lols and emojis that should help express feelings. However, when we text, we can often not identify what kinds of emotions the partner really expresses which can end up in arguments or misunderstandings. In addition, we get suspicious quickly when the partner does not respond fast enough. A study found that people who are heavily engaged in social media, were lonelier than those with more in-person interactions.

4. They are responsible of FOMO (fear or missing out) and comparison with others

iPhones allow us to constantly check our social media. Social media profiles make our lives look better than they actually are since we do not party, go on vacation and hang out with friends on a 24/7 basis. Furthermore, we tend to compare other peoples’ social media accounts with ours which is a bad thing that can cause depressions.

5. We are expected to be available 24/7

Even if we are done with work for the day or are on vacation, colleagues and clients expect from us to respond to emails as fast as possible. What a pressure during times off!

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6. We always need validation

When we post pictures on social media, we constantly check likes and comments in hope to get more than on the picture that we posted yesterday. Inner values, goals etc. are no longer the most important measures for many people.

Read more about how the iPhone has made our lives worse on CNN.

This is so scary. We always say that our lives have become so much easier since the evolution of the smartphone and constantly updated apps. Thus, let us ask ourselves the following questions: When was the last time we have spent a whole day without our iPhones? Do we and our partners decide on leaving our iPhones at home when going out for dinner or something fun during the weekend? How important is social media for us? What are reasons to use it? Is it purely to communicate with friends or to crave for popularity and to compare ourselves to others who have more followers are prettier than us? If we feel like it gets too much sometimes, we should decide on a day to leave our iPhones at home in a drawer. Instead, we should meet friends outside, read an actual book at home or in a park, hang out at a café etc. (ML, 3:42 PM)

 

6 Easy Mobile Marketing Optimization Tips For Your Business

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Today, mobile marketing is an important factor for a successful business. With Google’s currently tested mobile-first index, search engines will examine the mobile version of business websites first instead of the desktop version. All businesses are encouraged to create mobile versions of their websites as otherwise, they will slip down in search engine results pages (SERPs). Below are some helpful DIY tips on how to improve in mobile SEO which means creating and tagging content that makes mobile websites outstanding.

1. Open a Google My Business account

It is free and simple. Fill out some information and include a lot of images of your  business. People that search for it online or via a Google app, will recognize your business information and images.

2. Update and review listings

Those include popular business sites such as Yelp, local websites, TripAdvisor, Facebook and The Better Business Bureau. Those listings ensure that searchers receive the right information about your business.

3. Be social

Social media contributes to a huge amount of traffic. It is checked to 80 percent on mobile devices. You should use platform-specific advertising, post matching and exciting content regularly to engage with your followers.

4. Use keywords for visible content

You can either purchase certain tools to find the right keywords for your mobile content or search for keyword comparisons by device in Google’s Search Analytics. This is very important since users search differently on their mobile devices than on their desktops.

5. Optimize images

To avoid long page loading times on mobile devices, images must be optimized. If you do not use a plugin for this, use a page speed tool to change the dimensions for faster loading times.

6. Improvement for local searches

Local searches can be optimized while including the city and state in title tags, the URL, the H1 heading and Meta description.

Find out more helpful tips on the Entrepreneur.

These tips can easily be done without having a lot of digital knowledge. My tip, get familiar with certain terms and read the book SEO 2017: Learn Search Engine Optimization With Smart Internet Marketing Strategies. (ML, 10:16 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.

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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)

A Customized Data Dress For Every Occasion

H&M’s fashion start-up, Ivyrevel, and Google make it possible

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Imagine having an app on your smartphone that tracks your activities to customize your Saturday night dress. Awesome right? Watch the stunning video. This January at NY Fashion Week, Google announced its partnership with Ivyrevel, a Swedish online-only fashion brand backed by H&M, to introduce couture in the digtial age. Ivyrevel’s mission is to combine fashion creativity with technology innovation. Trends are analyzed in a fashion tech lab to develop algorithms that improve the direction of the clothing’s design. To get started, female customers download Google’s Coded Couture app and grant permission for monitoring daily activities such as locations when going out for dinner, to work, meetups with friends, and weather conditions. The next step is to select the occasion for the Data Dress.

The embroidery on the dress will then reflect different daily activities. Within a week, women can watch the design unfold since the app gets to know them better.

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Finally, female customers can track all activities at the end of the week. Until now, no price announcements have been made for the Data Dress. Google’s Coded Couture app will not be available before fall this year. The whole concept is currently being tested by a group of selected style influencers. Designing own clothes interests around 25 to 30 % of 1,000 shoppers based on a survey conducted by Bain & Company.

Read more about this exciting Data Dress of Ivyrevel and Google on the Business Insider. Also, visit Ivyrevel for further information like the selected style influencers who test this innovative fashion technology for us.

Would you use this app in order to customize your occasional Data Dress? In general, customization is very demanded and lucrative. Nike is one of those brands offering customized shoes. What makes it so special? Well, customers turn into designers while choosing different shapes, styles and colors. The idea of combining it with technology, is very future-oriented and different since the app takes care of creating the dress based on our activities within a week. However, customers could argue that Google will get access to their private lives by tracking their ongoing activities when granting permission for the development of the Data Dress. Are we ready to completely reveal our privacy for the fashion future? (ML, 11:34 PM)

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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.

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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)