“Burberry’s new flagship on Rodeo Drive here is its latest step in Christopher Bailey’s drive to marry the high tech with heritage.”

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Decoded Fashion - Fashion Tech Daily - Burberry

Decoded Fashion - Weekly Stories - Kenzo Loves Printemps

We might be on our phones 99.9% of the time, but luxury brands increasingly have to think outside the box to have any chance of getting past that iPhone lock screen. Making connections between mobile strategy and other aspects of a customer’s journey – in-store experiences, social media platforms, and dedicated websites – are essential for a successful omnichannel strategy, but also for telling the kinds of stories that drive loyalty to brands.

Like a leggy late 90s Naomi Campbell, the undeniable ‘super’ of digital innovation is 158-year old brand Burberry. Headed by Angela Ahrendts (until she was poached by Apple last year), Burberry has dominated mobile engagement since launching its mobile site in 2011. Today, a third of Burberry’s online business is achieved through a mobile device. So why is Burberry’s strategy so damn good? A mix of an all-out digital-focussed strategy, plus one or two creative social media driven campaigns a year – last year’s Burberry Kisses, in partnership with Google, allowed users to send a virtual kiss around the world using their smartphone. Mobile engagement dictated the redesigned flagship Regent Street store in 2012 – including mobile apps, iPads for staff members, QR codes, digital labels, beacons and mobile payments to enhance the store experience.

One brand that has only more recently turned to mobile to enrich the in-store experience is Kenzo, whose tangible popularity amongst millennials makes smartphone engagement essential. Kenzo recently launched their first mobile app, in conjunction with its pop-up at French department store Printemps’ Haussmann flagship. ‘Kenzo loves Printemps’ lets consumers browse through the exclusive pieces created for the store, as well as enter a contest to win exclusive prizes through an interactive game. By gamifying the shopping experience, the brand are creating real incentive to download the app – Klever Kenzo. Massimiliano Pipolo, head of Visual Identity at Kenzo, will be revealing some of his secrets at our Milan event this month (more on that later).

This doesn’t mean luxury brands should jump to create apps – without real incentive to download, some will just end up floundering in the app store. The key is to know when (and when not) an app will add value to cohesive omnichannel storytelling. Mobile apps are platform specific, making it difficult for your brand content to flow freely across the digital ecosystem. For brands who don’t need super sophisticated graphics or access to a user’s camera or mic, a dedicated mobile website – such as Ralph Laurens’ m.ralphlauren.com – might just make a lot more sense.

Our Milan event, taking place on 22nd October in partnership with e-Pitti.com, will take such innovations in omnichannel strategy as its starting point. With expert speakers such as Barbara Corti, Paul Van Zyl and Juliet Warkentin due to appear, the day will aim to address the possibilities for mobile strategy looking forward: everywhere, everywhen, everyhow.

Reported by Claire Healy

Decoded Fashion Milan will take place on October 22, 2014 at La Pelota. Check out the full agenda here.


Image source: tmagazine.tumblr.com

“Boredom is the biggest problem in fashion”, pronounced JW Anderson after his womenswear debut for heritage fashion house Loewe this week. It’s a sentiment reflected, for many onlookers, in fashion’s ongoing obsession with all things tech. From communication to (e)commerce, the designers who kept things fresh this fashion month were those who found a meaningful way to employ technologies in their show formats – here’s our pick of the best.

New York

Shopping looks straight from the catwalk – whether on the label’s own e-commerce site or through third party retailers – has been a FROW presence for a few seasons now. The problem, so far, has been getting enough people to watch the shows to make the necessary technical construction worthwhile. A live stream will never get the same dedicated ‘footfall’ of Instagram, for example. Exclusive to BCBG Max Azria and sister brand Hervé Leger this season was precisely that – an app called LiketoKnow:It, from Reward Style, that made Instagram shoppable. Once signed up, users could shop straight from the runway photos of various Instagram influencers.


Think London Fashion Week, think Burberry. Or should that be #burberry. The Brit stalwarts teamed up with Twitter for their Burberry Prorsum show for SS15, with the launch of the site’s click-to-buy button. The move allowed customers in the US to buy nail polish worn by the models in the show directly from a tweet. Long considered the zeitgeist in its embracing of tech, Burberry’s Twitter exclusive ensured its place at the head of the pack.


Kenzo’s hot-of-the-press SS15 show took place on the outskirts of Paris – in a skate park. Disgruntled editors in the suburbs aside, the show’s giant digital screens depicting talking avatars were equally eye-raising. “Kenzo would like to remind you that there is no Planet B, protect what is precious.” Humberto Leon and Carol Lim like to wear their ecological messages on their statement sweater sleeves; their cyber-aesthetic set design was PFW’s most brilliantly Instagrammable statement of intent. As Humberto told Susie Bubble after the show, “We’re definitely embracing technology and looking at what is our vision for the future – cleanliness, purity, the right energy and being responsible.”

Reported by Claire Healy


“Commerce has been on Twitter’s roadmap for a while now, but on Monday morning the company announced on its blog that it has finally taken the plunge. The team has begun rolling out “buy” buttons in posts to a small group of users to test the waters, with just under 30 merchants signed on at the outset.”

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Decoded Fashion - Fashion Tech Daily - Twitter Testing Commerce

“The strongest omnichannel players [in fashion] are currently Gucci and Burberry.

Gucci launched in-store inventory visibility to empower its customers, while Burberry has put that information in the hands of its sales associates; the latter is also one of the few luxury players that offers in-store pickup on online purchases. Nordstrom, which puts iPads in dressing rooms and in the hands of its employees, also offers the option to ship an online purchase from a nearby store, which both helps it clear inventory from slower-moving locations and get the product in the shopper’s hands faster.”

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Decoded Fashion - Fashion Tech Daily - Burberry

“Burberry’s chief executive and chief creative officer’s, Christopher Bailey’s, compensation package has been rejected by the brand’s shareholders, albeit non-binding, WWD has reported.”

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Decoded Fashion - Fashion Tech Daily - Christopher Bailey

“Burberry’s focus on the integration of its online and physical presence is beginning to reap rewards, with the fashionable trend remaining in the company’s favour. Less positively, the previously flagged currency headwinds are likely to prove a material drag on full year profits [and] the sector remains notoriously competitive.”

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Decoded Fashion - Fashion Tech Daily - Burberry Catwalk

“Fashion chain seeks to capitalise on 17% revenue rise by scaling up presence in second-largest luxury goods market.”

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Decoded Fashion - Fashion Tech Daily - Burberry

“Next week, Burberry will open the Burberry Kerry Centre, its eighth store in the city of Shanghai. The flagship store’s exterior has an animated facade that reacts to changes in natural light and weather. Inside, select merchandise will have RFID technology that will trigger runway footage and product information in the dressing room, as mirrors turn into screens.”

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Decoded Fashion - Fashion Tech Daily - Burberry Flagship Shanghai

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