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)
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)
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.
Tiny 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)
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 www.jabong.com.
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)