social media

“It seems DKNY has decided it needs a clean slate. The fashion house has purged its Twitter and Instagram handles of all past posts, as Mashable so astutely pointed out in a post published Tuesday. While @DKNY sits empty on Twitter, devoid of the tweets from SVP of Communications Aliza Licht (aka DKNY PR Girl) that made it so popular, the brand posted a spliced-up black-and-white photo on its Instagram last week and updated its bio to read, “Work in progress. 9.16.15.””

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Decoded Fashion - Fashion Tech Daily - DKNY

Decoded Fashion - Weekly Stories - Gisele
Image source: AdWeek

Looking at the fashion retail landscape today, storytelling hasn’t been this fashionable since we were still being tucked into bed every night. Telling effective stories has become the key strategy for fashion brands, for whom it is now essential to negotiate the online and offline worlds with ease. Omnichannel success might mean approaching customers from all angles – digital marketing, social networking, data collection, in-store technology and point-of-sale innovation – but there’s little point if they don’t come together to tell a seamless story for your brand.

At our Autumn Milan Summit, taking place from 17-18 November, an expert panel including representatives from Mr Porter and La Repubblica will debate the art of effective storytelling. In the meantime, we take a look at the red-hot storytelling successes of the summer so far – where digital storytelling and real-life engagement are seamlessly combined for a (hopefully) happy ending.

Amazon Fashion

Once sniffed at by some in the industry, Amazon Fashion is demanding to be taken seriously as an e-tailer to be reckoned with. This summer heralded surprisingly high quarterly profits for the e-commerce giant, demonstrating that relative gambles like investing in its fashion business could be paying off.

After opening a massive photo studio in Williamsburg, Brooklyn in 2013, this summer has seen Amazon Fashion repeat the trick in London: the city’s own Amazon Fashion studio launched in Shoreditch last month. But more than an essential bricks-and-mortar powerhouse to build its fashion business – helping to create more than 500,000 images for its site every year, says Amazon – the company has leveraged the studio to emphasise the story it wants to tell.

If photos of cool girl Suki Waterhouse – the new face of Amazon Fashion – in the studio weren’t enough to convince you, the studio has already hosted a Fashion Forum event with Dazed & Confused magazine to inspire young people starting out in the industry.

Under Armour

Winner of a Cannes Lions award, the sports apparel brand Under Armour’s ‘I Will What I Want’ advertisement with supermodel Gisele Bundchen is surely the campaign of the summer.

Demonstrating an amazing use of the bad side of social media as well as the good, the video campaign sees Bundchen kicking and punching a large boxing bag with gusto. Meanwhile, real social media comments posted by the public in response to news of her signing days earlier, appear on the walls around her. Many are negative – “stick to modelling, sweetie” and “Gisele is sooooo fake” – while her workout demonstrates she has just as much right to be there as any sportswoman.

But it doesn’t just work on TV and YouTube – the campaign includes an immersive web experience, ‘Will Beats Noise’, that shows Gisele working out while real-time social commentary streams in. What’s more, the campaign has driven sales.

Catch Under Armour’s Vice President, Direct-To-Consumer, Digital, Sid Jatia speaking at our NYC Summit in October.

Burberry Snapchat & Periscope

Snapchat and Periscope offer huge scope for brands to tell unique stories that cut straight to the interested consumer on the move – but they can be difficult to negotiate. As usual, you can look to Burberry as an example of a brand that is doing the trend right.

Last month, it announced that its early moves on the apps have been a success, with a live fashion show beamed from LA and the promotion of its last menswear show through the two channels producing a record number of impressions: both topped 100 million for the first time.

You can book your ticket to the Milan Summit here.

Reported by Claire Healy


“Next March, Otte, a small boutique chain in New York City, will open up a store in Shanghai — its first outside of the East Coast of the U.S. and a significant feat for a multi-line retailer that the majority of Americans haven’t even heard of.”

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Decoded Fashion - Fashion Tech Daily -  Otte

“We share images, updates and locations over social channels to remain ever-connected to our peers, but the most efficient and effective way to successfully reach someone is by shooting them a text. All day, every day, people of all ages are affixed to their personal devices for business and pleasure. Should we have known that the only communication tool we really need is the most standard messaging feature on our phones?”

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Decoded Fashion - Fashion Tech Daily -  PSFK Labs

Decoded Fashion - Weekly Stories - Couture Week July

Image source: Elle

The value of couture in the digital age has been much debated – it works, after all, at a polar opposite pace to the rest of luxury fashion, which has become so sped up as to see its seasons increasingly merge. But in a fast-paced industry subject to near-constant fashion weeks and the rise of the mid-season collection, Paris Haute Couture Week has retained its sense of occasion.

Paradoxically, for the facet of the industry most dedicated to creating in slow-time, the value of couture for luxury houses is now anchored in instant gratification, too. In a fashion environment that’s inextricable from social media, the bigger the event, the better the buzz.

In Paris, the most traditional and luxurious of houses has also emerged as the most social-media savvy of recent times. Chanel mounted its star-studded online offensive with a fantasy casino set up in the Grand Palais. There, the likes of Julianne Moore, Lara Stone, Kristen Stewart and Lily-Rose Depp (daughter of Vanessa and Johnny and Instagram heroine to teenage girls everywhere) placed their bets on gambling tables. The show, inevitably, hit the social buzz jackpot, enthralling press and followers alike.

Elsewhere during couture week, Giambattista Vali x Mac’s rose-covered Opéra and Dior’s pointillist church made the point that the outside of the show can pack just as much of a social media punch as the inside. What’s more, though Miu Miu has no couture collection of its own, the brand made the schedule work for its own benefit – throwing a disco party to show its Resort 16 collection that doubled up as a launch for its first ever fragrance. For brand-loyal fans, the #MiuMiuClub was a reminder of what youth and fun can do for couture – even without any couture clothes to speak of.

The value of physical events to brands in a social-mediated world is something not lost on many consumer brands: just look at the Super Bowl in the US, where the ad break bonanza resonates across social media like never before. But during a high-fashion institution like Haute Couture Week, the injection of social media value forms an important part of the pushback against minimalism for global brands: as the clothes, event and social media output of houses like Chanel demonstrate, it is still worth gambling on all-out excess.

Reported by Claire Healy


“You can finally make purchases directly on Pinterest, but going on a crazy shopping spree will be tougher than you think. The social network on Tuesday began rolling out Buyable Pins, essentially items for sale, to iOS users nearly one month after the feature was announced at a company event.”

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Decoded Fashion - Fashion Tech Daily -  Pinterest x Buyable Pins

Decoded Fashion - Weekly Stories - YouTube Newswire
Image source: Google

YouTube’s new channel Newswire keeps viewers up to date on breaking news with a verified and curated stream of eyewitness videos. YouTube’s parent organisation Google has partnered with Storyful, a social news agency that verifies social content, to launch the project.

In recent months, both Twitter and Instagram have announced updates to their services that will give users more efficient access to news. Twitter’s Project Lightning will be a feed of curated stories from specific events that are drawing users’ attention, such as the Super Bowl or the Oscars. Similar to Snapchat’s Live Stories, which started in 2014, Twitter will try to process news more easily and allow users to keep on top of live global events as they unfold.

Likewise, Instagram recently added a whole new ‘search and explore’ feature, wherein trending tags highlight popular themes and events across the platform. Instagram has also added customised recommendations on who to follow, as well as an option to search by location, all of which help users discover content beyond their immediate interests.

Social media outlets are progressing beyond breaking news and surfacing trends through what their global users are sharing in their millions. Tighter curation and discovery tools such as these will enable them to engage in sustained events and news coverage by filtering the masses of information. In effect, the platforms are working towards being real-time current events networks with the power to hold users’ attention, rather than prompting them to seek more information elsewhere.

Guest post by Thomas Goulde

Image source:

Before setting up in New York and Milan in the autumn, Decoded Fashion is heading East – on 9 July, we will be partnering with Condé Nast Japan to host our first Tokyo Summit. Bringing together the biggest names in luxury, fashion and retail technology in Japan and from the UK and the US, the day will see brands, publishers and technology start-ups presenting their case for how fashion can engage with tomorrow’s consumer in a digital world.

With founders and execs from Google, the Business of Fashion, Farfetch and AllSaints due to attend, some of the industry’s most successful storytellers will be bringing key insights to Tokyo – but what about the home-grown talent in the city? In Tokyo, where investors have been cautious to get behind start-ups, the beginnings of a retail technology scene have been slow to get up and running. But the scene has gained serious momentum in 2015, with exciting trends from the technology world colliding with the needs of retailers and consumers alike.

Here’s our rundown of the top trends coming out of Japan right now – and, if you’re local, you can book tickets to the summit here.

Social Media as E-Commerce? Line Got There First

With news of Instagram and Pinterest’s plans to make their platforms shoppable hitting the radar this month, it might surprise you to know that a popular Japanese messaging app got there first.

Big in Japan, Thailand, Taiwan and other Asian countries, Line’s initial launches were commerce-led pilots such as flash sales and a consumer-to-consumer standalone marketplace app, Line Mall. Last summer, Line Shop was launched – a standalone app that connects bricks-and-mortar and online brands with users. Earlier this year, the chat app even moved into delivering groceries in Southeast Asia, promoting various deals for the delivery of online-to-offline goods via the messaging app.

Tying the various shopping pilots together, Line Pay is the app’s payment service, allowing users to make payments via the chat app itself – spearheading the trend that companies like Facebook and Snapchat are now experimenting with.

Isetan Department Store is Embracing the Apple Watch

Alongside high-end, trendsetting stores Colette Paris and London’s Dover Street Market, Tokyo’s Isetan department store was among the first to sell the Apple Watch in April – further confirming the tech giant’s new edge when it comes to luxury strategy. Isetan has gone one step further by building a store specifically for the watch on the ground floor, nestled between Cartier and women’s high-fashion clothing.

Elsewhere in Japan, mobile carrier SoftBank will also sell the Apple Watch through its stores – but for the luxury gold editions, the trend-setting Isetan is the retail destination of choice. Catch Isetan’s president and CEO Hiroshi Onishi in conversation with Imran Ahmed (Business of Fashion) at the Tokyo Summit, where they will discuss the changing face of retail today.

M-Commerce has a Tokyo Trailblazer

New start-ups in Tokyo are beginning to disrupt the status quo on the retail scene, and one m-commerce company has recently hit the headlines for receiving the equivalent of $13.3m in series B funding.

Origami, which has attracted more than 800 retailers to its platform since launching in April 2013, pioneers an online-to-offline model that allows retailers to bridge the digital and physical spaces of their shops. The mobile app allows users to follow retailers, receive updates on new items and, ultimately, purchase products in-app or in-store.

With new investment from SoftBank Group, the app will utilise the parent company’s CouponGATE technology, allowing retailers to distribute vouchers for product vouchers or discounts via physical voucher-issuing machines. Catch founder Yoshiki C. Yasui at the Tokyo Summit.

Meet Pepper the Robot

Also making an appearance at the Tokyo Summit, Pepper the Robot is Japan’s latest robotic star – except this one can be yours for 198,00 yen, or around £1,000. Developed by Softbank, it completely sold out in under a minute when it went on sale over the weekend. Why is everyone so excited? Pepper can detect human emotions such as anger, joy and sadness – check out our 4ft-high attendee for yourself at the summit next month.

Reported by Claire Healy


“More than 300 million people use Instagram. They share more than 70 million photos a day. But for most of us, those gigantic numbers don’t mean much: We live in our own little Instabubbles, where we only see images from people we’ve chosen to follow. And even if other people are sharing great stuff, there hasn’t been any obvious way to locate most of it.”

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Decoded Fashion - Fashion Tech Daily - Instagram

“Olapic, which helps brands boost sales with user-generated images from social media, has raised $15 million in new funding. Olapic aggregates images submitted by users on various social media channels such as Twitter, Instagram, Pinterest and Facebook.”

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Decoded Fashion - Fashion Tech Daily -  Olapic x Instagram
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