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Decoded Fashion - Weekly Stories - Adrenaline Dress
Image source: Chromat

This is the first season that WME/IMG’s ownership of the ‘big four’ fashion weeks has truly come into play – but has that changed the way fashion shows work with tech? As New York Fashion Week comes to a close, we’ve analysed five of its best tech moments, from smart sportswear and phone-charging accessories to the use of social media as a customer engagement tool.

Chromat’s Clever Tech

Chromat collaborated with Intel – using the tech company’s Intel Curie Module which, according to Chromat, serves “as an extension of our sensory systems” – to create two garments that adapt to the wearer: the Adrenaline Dress and the Aeros Sports Bra.

The Adrenaline Dress responds to adrenalin levels; sudden spikes in the wearer’s adrenalin cause the 3D-printed, tech-powered framework to go into ‘fight or flight’ mode, forming an imposing shape around the wearer. Meanwhile, the mechanisms behind the Aeros Sports Bra are triggered by perspiration, respiration and body temperature. The responsive bra, which marks Chromat’s first foray into activewear, has air vents that open when the body starts overheating.

Hilfiger’s Halo

Tommy Hilfiger’s S/S 16 show was the first ever event to use Twitter’s new ‘Halo’ feature, which allows users to record 360-degree video footage with multi-camera devices. It wasn’t the first time Hilfiger had partnered with the social media site, though, as last season’s show made use of the ‘Twitter Mirror’ software.

The Instagram Takeover

Instagram offered a daily feature, The Best of Fashion Week, in its Explore section during NYFW, and fashion brands themselves also utilised the image-sharing app to engage customers.

DKNY’s newly appointed creative directors Dao-Yi Chow and Maxwell Osborne decided to connect with the brand’s fans through Instagram. Using the new ‘Direct’ arrow on the app, users could send runway looks from the #DKNYSS16 hashtag to @DKNY in order to receive information about the story behind specific S/S 16 items.

Misha Nonoo, meanwhile, went a step further by foregoing the runway to stage her S/S 16 presentation on Instagram, uploading the whole shoot to an account called @mishanonoo_show. Speaking of her decision to use Instagram, the CFDA finalist said: “It’s so strange to me that [fashion] touches everyone, yet we have these location-specific events that touch just a rarefied few. To me, that doesn’t make sense; I love the inclusiveness of Instagram.”

Tumblr Goes Offline

For the past five years, Tumblr has been sending its most popular tastemakers to NYFW to document the shows. This September, however, the popular blogging platform decided to add an ‘offline’ element to the mix in the form of a pop-up shop and designated blogger meet-up space in New York’s Chelsea neighbourhood. From September 11-13, it displayed a fashion line created by 10 Tumblr ‘artists’.

Rebecca Minkoff Loves the Apple Watch

A drone hovered over the Rebecca Minkoff runway last week, as the brand showcased an array of tech-enabled wallets and shoulder bags for S/S 16. Luxury bands for the Apple Watch also featured, meaning Minkoff has beaten Hermes to become the first designer label to sell Apple Watch bands.

The best thing about these thoroughly modern accessories? They’re all available to buy now. Uri Minkoff, CEO and co-founder of the brand, told TechCrunch: “Unlike the Hermes band, our [bands] are available to ship this month… with the new iPhone 6S coming out, women are wanting to buy their tech accessories now instead of waiting six months.”

Interested in who’s innovating at Fashion Week? Next month in New York, Decoded Fashion and W Magazine will launch the Fashion Futures Awards, celebrating talent across the fashion and technology industries. Find out more here.

Reported by Grace Howard

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“Twitter’s standalone app for live-streaming video, Periscope, now has nearly two million daily active users watching 40 years of broadcasts a day.”

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Decoded Fashion - Fashion Tech Daily -  Twitter x Periscope
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“Twitter doesn’t just want to be where you discuss the Kardashians’ latest sartorial choices. The social network would like to become the place where you make your sartorial choices.”

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Decoded Fashion - Fashion Tech Daily - Twitter x Shopify

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 Stylus.com by Thomas Goulde

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“Twitter is beginning to roll out pages for products and places with e-commerce integration. The pages, which include purchase buttons, are part of the social networking site’s increasing foray into e-commerce and monetization.”

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Decoded Fashion - Fashion Tech Daily - Twitter
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“Twitter’s latest new feature involves celebrities and brands curating “collections” of their favourite products and places for their followers on the social network – although in some cases, their lists are decidedly self-promotional.”

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Decoded Fashion - Fashion Tech Daily - Twitter
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“Twitter’s plan to expand its reach doesn’t require that it also grow its user base, something which it has not done at a pace investors have found satisfactory since going public in 2013. A new report from BuzzFeed’s Mat Honan details ‘Project Lightning,’ a new initiative at the company that’s designed to reach both logged in and non-member audiences, providing instant access to rich media content around an event for easy, comprehensive coverage.”

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Decoded Fashion - Fashion Tech Daily -  Twitter
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“Tyra Banks smiled a toothy grin and chatted idly with a captive audience earlier this week, showing off her new pixie haircut. She later flipped a blond-streaked auburn lock at the crowd, asking in a half-mocking tone, “How do you like me now?” Ms. Banks was not on the set of her daytime television show or modeling on the runway at New York Fashion Week. She was staring into her smartphone camera while using a test version of Periscope, a live-streaming video app that Twitter introduced on Thursday, one among a surge of such apps with names like Meerkat and Camio that are taking the social media world by storm.”

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Decoded Fashion - Fashion Tech Daily - Twitter x Periscope
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“Topshop has a reputation for bringing the runway show experience to its customers, having offered a live-streamed online glimpse into its Topshop Unique shows since 2012. Now, to mark London Fashion Week, the retailer has teamed with Twitter to harness the trends that the fashion industry is Tweeting about during the shows and giving its customers the chance to shop those trends.”

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Decoded Fashion - Fashion Tech Daily -  TopShop

Decoded Fashion Meetup in London, January 2015

On Wednesday’s evening, fashion and retail’s social-media savviest flocked to Twitter’s UK HQ for Decoded Fashion’s first London Meetup of the year. The topic of discussion was one surely to be at the forefront of many brand’s minds going into 2015: how can new technologies help brands turn content into cash? Well positioned to answer that question were the evening’s four speakers, who each offered their own insights as to how we can move beyond mere hashtags when it comes to making a return on digital investment (although, of course, there had to be a hashtag – check out #DFMeetUp for running commentary from our network). For those of you who couldn’t make it, here’s our highlights from the discussion: from #TwitterFashion, to deeplinking ads, to taggable video and shoppable Instagram.

Kira O’Connor – Twitter Fashion

“Information, insight, and a little bit of personality once in a while.” That’s the magic formula if you want to get a follow from fashionable Whole Foods fangirl, Kira O’Connor. Head of Twitter’s Media Partnerships, O’Connor caught our attention with some seriously impressive stats with regards Twitter’s potential reach for fashion brands. With 47% of users having bought from a brand as a result of following them on Twitter, there’s no excuse for brands to be getting their content strategy wrong on the micro-blogging site. With vines and images likely to gain 2-5 times more engagement, one way to show Twitter nous is to use the multiple photo upload function: O’Connor used the example of Vogue’s red carpet snaps during the Met Gala.

Tarika Soni – TapCommerce

Next up, Tarika Soni of Tap Commerce had some tips for app developers and advertisers looking to hear more about the field of app retargeting in the e-commerce industry. TapCommerce, which was acquired by Twitter last summer, is a mobile advertising tech company that specialises in app retargeting. Aiming to retain user’s attention through in-app targeted advertisements, the technology aims to tap audiences just at the right moment. As Soni assured us, they’re not “those stalker guys on Facebook” – rather, through deep-linking and real-time segmentation, they can offer reminders to users in-app. So, next time that pair of shoes is floundering in your basket, there’ll be plenty of relevant calls to action to complete the checkout.

Steve Callanan – Wirewax

The Wirewax presentation was one of the best received of the evening, with CEO Steve Callanan waxing lyrical about “the most powerful interactive video platform in the universe” (his words, not ours). Wirewax is the taggable video platform that has been most enthusiastically taken up by the fashion and retail industries, allowing users to add moving ‘tags’ to any person or object within video content. Those tags can then link to extra content or opportunities to buy (directly or externally). Clients creating shoppable video experiences include Coach, Pepe Jeans and NY cashmere brand Ivory Row – in a neat twist, the latter allowed you to buy directly from the video, without having to click-through externally. Allowing viewers to act on impulse, the platform has seen amazing results – on one Southern Living video (a niche client, as Callanan admitted), the content saw a 90% click-through rate with 90% of people then buying the product.

Dave Murray – LIKEtoKNOW.it

Last but not least, Executive VP of International Operations at rewardStyle Dave Murray gave the audience insights into the company’s new LIKEtoKNOW.it tool. The tool allows digital publishers such as high-profile bloggers and luxury mags to make their Instagram shoppable. Like most good ideas, it’s pretty simple: after users register their Instagram handle online, each post they like by an affiliated blogger will generate an email with the links to products to purchase. Impressively, 95% of users have opted to receive their email content immediately when they ‘like’ a post – demonstrating the fact that users want product information as soon as possible, without interrupting the flow of their daily browse.

Check out Decoded Fashion’s Twitter and #DFMeetUp for more insights from the night.

Reported by: Claire Healy

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