kenzo

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.

KENZO

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.

London

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.

Paris

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

Decoded Fashion - Fashion Tech Daily - Kenzo Digital Pop Up Paris

 

1. Tom Ford Launches E-Commerce

“From today, tomford.com will offer an accessories-driven selection of the designer’s goods including handbags, shoes, small leather goods, eyewear and jewellery, as well as the Tom Ford Beauty collection of cosmetics and fragrances.”

2. Google Glass Partners With Luxottica

Google Glass has entered a strategic partnership with the parent company of eyewear brands such as Rayban and Persol to “design, develop and distribute” Google Glass eyewear.

3. Kenzo Hosts A Digital Pop-Up In Paris To Benefit Marine Life

To support their #NoFishNoLife collection, luxury brand Kenzo are hosting a digital pop-up installation in Paris – “every time someone makes a purchase or posts an Instagram photo of the pop-up with the corresponding hashtag, a fish is added to the virtual aquarium.”

4. Steve Madden And Brian Atwood Make Some Fashionable Plans

After reporting over $340 million in net sales for 2013, Steve Madden has acquired shoe brand Brian Atwood.