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Published: 20 Feb 2017

Gap X Tango: Advanced AR Dressing Room Concept

Gap has piloted a soon-to-be-rolled-out, fully shoppable augmented reality (AR) app that lets shoppers try on clothes remotely, showing them in context and adjusting to the consumer’s size.

The concept, Dressing Room by Gap, was developed in partnership with San Francisco-based 3D avatar developer Avametric and Google – the latter deploying its AR platform Tango, which uses camera devices to overlay images onto a physical space in real-time, not unlike the Pokemon Go mobile game.

After selecting an outfit (the catalogue shows 3D renders of Gap's current e-commerce offer), shoppers are required to add personal info such as height and weight, and choose one of 10 featured body sizes (0-20). The app consequently creates a 3D avatar wearing the item, placing it into the environment directly in front of the shopper via their mobile device screen. Shoppers can move the digital mannequin to view the clothing from different angles, as well as changing whole outfits, sizes and colours, with the avatar reacting in real-time (see also Rapid Retail). All the items are purchasable in-app.  

The concept is currently exclusive to Google Tango-enabled smartphones, making it relatively prohibitive. There is only one model on the market at present – Chinese computer manufacturer Lenovo's Phab2Pro, with a model by Taiwanese electronics company Asus due to launch at the end of 2017. However, the potential to review consumer behaviour and ‘trigger points’ for purchase remains strong. 

For more on AR-powered retail, see Rimmel’s AR App, Paul Mitchell’s AR Hair Salon and BMW’s AR Visualiser.

Published: 17 Feb 2017

Fendi’s Soft-Sell Youth E-Platform

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Bidding to strengthen its relationship with social-media-savvy younger fans, Fendi has launched an online content platform and app called 'F is For...'.

The initiative digs deeper into the playful breed of luxe the brand's been co-opting since its 2014 arcade-game-style Fendi Fun pop-up in Harrods department store, London (see Haute Humour). This sensibility was reprised last year with a boisterous-looking, year-long Tokyo pop-up featuring giant fur dolls, mini theatres and neon projections (see full blog post for more).

The visual-centric, Tumblr-style 'F is For...' is accessible via the brand's main e-commerce site, a separate microsite and a standalone app, and boasts five sections. Freaks is an 'About' section pitched as a creative call-to-arms for millennials (aka 'freaks'); Fulgore hosts editorial shoots unique to the platform; Faces features interviews and images of Fendi's latest 'ambassadors'; Freedom offers global listings of hip venues; and Fearless spotlights 'creators' and emerging talent within the arts. All articles can be shared on social media.

For now, keeping the mood soft sell, nothing can be purchased on the platform. See Rise of the Exploratorium for more on the 'post-transactional' space.

While the concept illustrates Fendi's allegiance to fun, it also highlights how luxury brands are 'splintering' to ensure wider appeal. In December 2016, Fendi created an elegant 'Happy Room' pop-up at Design Miami geared towards older consumers, showcasing materials innovations. See Retail: Digitising Luxury, 2017 and Tiered Retailing for more on this tactic.

See also Luxury for Millennials, Rites, Rituals & Culture Clubs and Contextual Commerce.

Published: 15 Feb 2017

Kids' Fashion: Recommerce Sites Boom

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Little Circle

Parents' increased willingness to spend on kids' fashion, combined with an appetite for seeking value at all levels of purchasing (see The Austerity Opportunity for more), is fuelling an upsurge in online recommerce initiatives in Europe and the US. The UK childrenswear market is expected to hit £7.8bn by 2019 (Mintel), with global sales growing at a CAGR of more than 6% by 2020 (Technavio).

  • Circular Commerce: Created by Tatler's former fashion director Anna Bromilow and ex-investment banker Lisa Picardo, British company Little Circle specialises in high-end childrenswear. Items are returned to the company once they are outgrown. Rather than being resold for a direct profit like Ebay, users sell the clothing in exchange for a site credit, or donate the money to charity.
  • Upfront Payment for Choice Items: At San Francisco-based reseller ThredUp, consumers order a pre-paid shipping bag, fill it with kidswear, and arrange a pick-up. Users receive payment for the highest-quality items before they're sold, while standard 'consignment' items result in a payout 14 days after they're traded online. European resale competitors include Percentil in Spain and Dutch site Vintykids.com.
  • Luxury Resales: Premium French recommerce business Vestiaire Collective requires users to submit photos of pre-worn items, selecting only the best-quality pieces for resale. The company has now launched a kids' section, stocking brands including Baby Dior and Bonpoint.

For more on children's retail, see Kids-Centric Commerce 2017 (publishing on February 16), and Toy Worlds: Targeting Gen Me. For more on reselling, see Rent the Runway's Subscription Mode, Sneakerhead Resale Mega-Concept, The Berkeley Vintage Style Service and Byronesque: Vintage E-Tail App.

Published: 14 Feb 2017

Valentine’s ‘17: Marc Jacobs’ Innuendo-Fuelled Infomercials

One of the standout retail initiatives for Valentine’s 2017 comes from US pop-culture provocateur Marc Jacobs. The fashion designer has gone against the traditionally schmaltzy romantic grain with a trio of short, low-fi commercials that echo the sex hotline infomercials that were prevalent during late-night 90s TV shows.

Each of the three 35-second videos stars a female model with OTT early 90s styling, teased hair and dramatic make-up, and is slightly different in tone. ‘Lexie’ reads romantic poems, ‘Chloe’ speaks in hotline innuendo, and ‘Jessica’ offers a comedy spoof – spraying herself in the face with perfume mid-enticement.

Shared across the brand’s social media channels alongside still imagery of small leather goods and cosmetics, the tongue-in-cheek campaign invites customers to call 1-844-LUV-MARC to receive a discount. When dialled, an automated recording of a sultry voice provides a 10% discount code (for US and Canadian consumers only) on all products on Marc Jacobs’ e-commerce site. 

While the shorts are circulated on social media, the surprise factor of unusually low-fi communication, and the shift away from standard-formula sponsored posts on platforms such as Instagram and Twitter, makes them likely to generate major brand buzz.

For our full coverage of the best Valentine’s concepts, including new forms of personalisation, feminism-fuelled commerce and the value of ‘self-help selling’, see Retail: Valentine’s Strategies 2017.

See also Valentine’s Strategies 2016: Digital & Experiential, Hashtags for Handbags: Marc Jacobs NYFW Tweet Shop, Retail: Digitising Luxury, 2017 and Millennials: Does Sex Sell?

Published: 10 Feb 2017

Retail Futures: Blockchain’s Trust-Boosting Opportunity

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Walmart Shopper

Walmart’s trial of Blockchain technology in China looks set to shift it from an interesting-sounding yet entirely enigmatic phenomenon to an innovation with major retail relevance. 

Largely the preserve of the finance sector to date, Blockchain is a shared digital ledger, providing anyone in a network with a view of a complete list of steps in a particular process. Every person in the network can enter information at their stage of a process, with the technology using complex codes to validate and link chains of information. This makes it nearly impossible to tamper with or change an entry after recording it, presenting uses in any area where provenance is valued.

Walmart’s trial involves tracking products through complicated supply chains as a way to reassure its consumers – either by making the data directly visible, or by including it in marketing and PR communications. It will potentially allow brands to build trust, maximise interest in provenance, or tackle counterfeit goods.

Considering that consumer trust in multiple sectors – from food to fashion – has fallen over the last decade (in 2016, Havas Media Group reported that US consumers only trust 20% of all brands), the concept holds notable mileage.

British start-up Provenance goes a step further than Walmart’s trial, allowing consumers to access Blockchain-verified information about a product’s story. The company provides retailers with the infrastructure needed to trace products and materials, and has built a consumer-facing portal where product stories can be told.

See also Retail: The Eco-Ethical Upsell, The Value of ‘Made In’, Positive Provenance and Brands Behaving Authentically, Part 2

Published: 9 Feb 2017

Super Bowl 2017: Three-Way Trans-Brand Promo 

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Amazon x Honda x Buzzfeed

As noted by Stylus in Food Content is King, the popularity of short-form cooking videos has opened up creative opportunities for brand collaboration – most recently in a three-way retail-media initiative involving BuzzFeed, Amazon and Honda, homing in on the annual hype surrounding the Super Bowl.

During the run-up to the Super Bowl (February 5), BuzzFeed’s video recipe channel Tasty partnered with both Amazon and Honda on a campaign designed to make two game-day party recipes easily shoppable.

Under the umbrella title The Upgrade Presented by Honda, both recipes were featured on BuzzFeed.com/Tasty and Tasty’s Facebook, Snapchat and Pinterest channels, where viewers interesting in buying items used could click through to an Amazon microsite. Another click led to an associated shopping list, where consumers could add desired items to a Prime Now cart.

The videos break with the usual overhead-only viewpoint by ending with the cook packing up the dish and placing it in a Honda CR-V – signalling Honda’s sponsorship of the promo (it did not facilitate deliveries). Fulfilment was handled by Prime Now, Amazon’s free two-hour delivery service for household items (available in a growing roster of US metropolitan areas).

The microsite has since transitioned to feature a week-long Valentine’s Day promotion, culminating with the cook taking the dish to a romantic dinner in the videos. See also Retail: Valentine’s Strategies, 2017.

For more on collaborative innovation, see The Streamlined Sell in our Roaming Retail Industry Trend, Shoppable Content: Entertainment, Trans-Industry Collaborations in our Anywhere Retailing Industry Trend and Retail’s Elastic Brands.

Published: 2 Feb 2017

Fabletics: Subscription E-tail Gets Experiential

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Fabletics

US athleisure e-tailer Fabletics has introduced an experiential component to the upper level of its two-tier subscription model – giving ‘VIPs’ exclusive access to shoppable fitness videos and discounts on wellness retreats and products.

Regular members can shop whenever they want at regular prices simply by signing up with an email address. VIP members get deals on products and free shipping for a monthly fee of $49.95, redeemable against purchases. Should VIPs skip a month, the fee is still charged, but transitions into a store credit that never expires. However, the new experiential perks are withheld for that period – incentivising members to stay fully on board.

The shoppable fitness classes are filmed at Fabletics’ LA headquarters and involve partnerships with different high-profile studios each month, such as US dance-based interval-training programme Body By Simone; and High Intensity Training from NY based Fhittingroom. Images of all the garments worn by instructors are displayed below the video (see also Contextual Commerce).

There are also discounts on wellness retreats (aka ‘fit-cations’) and experiences such as massages by US on-demand service Soothe, or juice cleanses by American cold-pressed beverage brand Suja. All perks are embedded behind a login wall on Fabletics’ lifestyle blog The Core.

Fabletics currently has more than one million VIP members, increasing its revenue by 35% each year since launching in 2013.

See also Athleisure: New Store Aesthetics, Athleisure: Best UX & Digi Strategy, Membership & Tiered Retail and The Supportive Sell.

Published: 30 Jan 2017

Activist Attitudes: Retail Brands Stage Own Summits

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Topshop

Hopping onto the ‘New Year, New You’ bandwagon with a subtly activist stance (a perspective that chimes with our Currency of Dissent Macro Trend), two British retailers are remit-pushing with proprietary London summits.

  • Lush’s Eco Summit: Natural beauty brand Lush is staging a free Lush Summit (February 8-9) inviting campaigners and fans alike to celebrate mutual eco-ethical interests. The agenda will include presentations from international speakers, charities and grassroots organisations (all still TBC).

    It’s organised by Soapbox– an interestingly under-the-radar arm of Lush dedicated to exploring social and environmental issues via content hosted on its website (there is no Soapbox tab on Lush’s site – only those in the know are aware of its existence). The Summit will be broadcast live via both Soapbox and Lush TV, the brand’s content hub. See also Brands Take a Stand and Retail’s Elastic Brands.
  • Topshop’s Self-Improvement Expo: Fashion retailer Topshop is hosting a New Year Goals festival (January 26-29) in its London flagship – a series of health, wellness and new skills events run by locals. These include early morning yoga by Secret Yoga Club; workshops hosted by knitting brand Wool and the Gang and skills collective TheIndytute; talks from female entrepreneurs such as Phoebe Lovatt, founder of gym empire Frame; and goal-setting sessions with The Working Women’s Club – a women-only networking society. See also Feminism-Fuelled Retail. Tickets cost £5 ($6.27), redeemable against purchases.

The theme of retailers becoming enablers is also explored in B2C Retail Trade Show Trend, Active Flagships and The Supportive Sell.

See also: Stores Tap January Wellness Surge

Published: 25 Jan 2017

Millennial x Malls: Macerich’s PopSugar Partnership

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The Modern Muse

In pursuit of female millennial shoppers, US mall operator Macerich is partnering with digital media publisher PopSugar on a yearlong series of heavily editorialised brand experiences.

Macerich’s portfolio comprises 50-plus centres including prominent LA area malls Santa Monica Place and the Westside Pavilion, but remains below the profile of super groups such as Westfield. Bidding to boost comparatively low levels of brand recognition, the new partnership seeks to connect across a number of touchpoints:

  • A trends micrositeThe Modern Muse, highlights key fashion products at Macerich Mall retailers. Showcasing seasonal trends, the content will be posted five times a year and promoted across both brands’ social channels.

The partnership represents a “triangulation between PopSugar, Macerich and specific retailers at shopping centres” Fred Yeries, vice-president of digital marketing at Macerich, told WWD

For more on editorialised brand experiences, see Contextual Commerce and Omni-Interactive: In-Store Strategy. For more on mall retailing, see Mall Worlds, Monetising Mindfulness, Christmas ’16: In-Store Activations, Smart Stores (Geofeedia) and Auto Brands Target Mall Shoppers. 

Published: 23 Jan 2017

Price Negotiation Tech Plays to Disloyalty Culture

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Savvy Watch X PriceWaiter

Boosting conversion rates and keeping even the most budget-conscious shoppers on board, US multi-brand watch e-tailer Savvy Watch has introduced PriceWaiter – an e-commerce price negotiation technology.

The plug-in tech delivers call-to-action prompts in two places: a pop-up window (‘Leaving already? Time to make an offer!’) that appears when a customer is on the cusp of leaving the site; and, as a gentler nudge, a ‘Make an Offer’ button below the ‘Buy Now’ tab.

Customers then haggle privately via the button, naming their price and submitting it. Required to provide an email address, the bidder is notified as soon as the offer is accepted, countered or rejected.

The technology uses both human and machine learning to drive negotiations. Retailers can opt in to handle each offer individually or use the tool’s applied algorithms, which are based on a pre-arranged set of retailer-established rules to stay within acceptable gross margin levels. By choosing the automated response option, shoppers get a real-time response and can checkout immediately with their personalised price.

Savvy Watch has confirmed that the tool has already led to a 9% increase in conversions since being implemented in 2015, with average customer savings of around 10%.

The tool trades heavily on a growing culture of consumer disloyalty and promiscuity, as detailed (alongside key opportunities) in Renegade Retail, part of our Macro Trend The Currency of Dissent.

For more on reactive personalisation, see Personalising E-Tail, Reactive Retail, Everlane’s Honesty E-Tail Sale, Miista’s ‘Like to Lower’ Social E-Discounts and Redefining Consumer Loyalty.

Published: 20 Jan 2017

Magic Mirror Shoppable Beauty Tutorials

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Memomi Mirror at Neiman Marcus

US department store Neiman Marcus has installed interactive mirrors in 21 of its US outlets – enabling consumers to record personalised beauty tutorials in-store, and replay and shop directly from them later.

The concept responds to statistics revealing 25% of US consumers are interested in interactive/digital in-store experiences such as virtual mirrors, VR headsets and interactive displays (Mintel, 2016).

Created by US technologists Memomi (see Neiman Marcus' Interactive Fixtures and Smart Stores: Connected Flagships), the 22" 'Memomi Makeover' mirrors are being deployed at counters of Neiman Marcus' own beauty brand, Le Métier de Beauté. Nine other beauty brands will join by the end of January 2017.

The mirrors film staff applying the cosmetics, subsequently sending consumers high quality, voice-note-embedded video footage – a series of shortened clips showing each step – via email or text message. The make-up artists can even mark on the mirror the products that were tried, bought and preferred post-session; consumers simply click on the links attached to the video to make a purchase.

The mirrors also simulate different lighting (night, sunlight or office), letting consumers view different scenarios side by side – especially useful for obtaining more realistic data on desire and purchase intention.

The brand is already planning to create a 'feedback loop' in future iterations, allowing consumers to communicate with make-up artists via the feature after they've left the store.

For more on beauty tech, see YSL Google Glass Tutorials, Beauty Flagships, Future Beauty: Connected Cosmetics and HiMirror: Intuitive Beauty Tech. See also Contextual Commerce.

Published: 18 Jan 2017

Healthy Retail Incentive: RYU's Discounts for Fitness

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RYU 'UP + Down'

Canadian technical athletic brand RYU (Respect Your Universe) is tapping into the annual January fitness drive with a distinctly cruel-to-be-kind initiative. Fans are being offered discounts on new gear – but only if they’ve altered their shape by working out in the year since their original purchase.

Titled Up + Down, the replacement plan is part of the retailer’s Athlete Members Program. The free membership gives subscribers exclusive access to discounts and events, priority access to promotions and private shopping, training and nutrition tips and recipes – see also Membership & Tiered Retailing.

Members can return items purchased within the last year if they’ve added muscle mass or lost weight, and repurchase the same or similar workout wardrobe in their new size for half the regular price. RYU will donate all returned items to local charitable organisations that are also invested in helping individuals reach their fitness goals. See also Retail: the Eco-Ethical Upsell, Brands Behaving Authentically: Culture & Inclusivity and Pioneering Perspectives.

The scheme launched on January 3 2017 and is running both online and in-store. H&M trialled a similar concept last year – see Calories for Clothes: H&M Poland Targets Young Urbanites.

For more on retail concepts with an empathetic and/or supportive edge, see The Supportive Sell (part of The Business of Wellbeing Macro Trend), Audio Make-Up Tutorials by L’Oreal and Fashion Clinics: Aftercare Retail. See also Athleisure: New Store Aesthetics & UX Strategies.

Published: 16 Jan 2017

Aficionado-Focused Audio Tours Augment Sneaker Retail

Tapping into the continued rise of sneakerhead culture (trainer obsessives), US retailer Foot Locker has introduced a contextual audio sneaker guide in 300 standalone stores across the US.

Encouraging shoppers to indulge in self-steered exploration (see The Rise of the Exploratorium for more) and putting the shoe category on a distinct pedestal, the sneaker areas mimic art galleries, with the footwear displayed on the walls like installations.

Visitors can access ‘Behind the Sneaker’ stories and contextual information via their own headsets and smartphones. All they have to do is connect to a dedicated URL that hosts the recorded audio tracks (in-store signage gives shoppers prompts). To access audio on specific shoes, customers simply input the code shown beside the relevant pair into a dialogue box on their mobile device.

The audio tours reveal information on design inspiration, cultural influences and impact, as well as the technologies used in the product development process. They also offer interviews with influential figures such as Nike designer Tinker Hatfield, urban culture experts and athletes such as former NBA player Walt ‘Clyde’ Frazier.

For more on the continued boom of sneakerhead culture, see Sneakerhead Resale Mega-Concept and Rites, Rituals & Culture Clubs.

For more on the growing educational and experiential power of audio retail, see Audio Make-Up Tutorials by L’Oreal, Sonic Branding and Sonic Brands: Fashion x Apple.

See also Contextual Commerce, Google’s Virtual Xmas Window Tour and Retail Footwear Focus.

Published: 13 Jan 2017

Dept. Stores Tap Jan Wellness Surge with Events & Editorial

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Nordstrom

With consumer appetite for wellness still booming (see The Business of Wellbeing) and global athleisure sales predicted to rise by 30%+ to $350bn in 2020 (Morgan Stanley, 2015), it’s little surprise that most US and UK department stores’ new year-based initiatives focused overwhelmingly on fitness and health. But there was also an interesting eco-ethical nod, trading on a resolve to consume more ‘consciously’.

Initiatives were largely split into two camps – editorialised, largely video-based content, and in-store events. We highlight the best:

  • Nordstrom’s Athleisure Fashion Film: US-based Nordstrom’s What Moves You fashion film, which appears on its website and social media channels, serves as an editorialised shopping guide to its female athleisure trends for 2017. While the video itself isn’t directly shoppable, the website version lists all items featured in a dedicated shopping section below.
  • Barneys Blog Gives Guidance from NY Wellness Big Guns: American chain Barneys has tapped three NY-based wellness experts for professional advice: Sam Yearsley – an instructor at spinning community SoulCycle; Jerrelle Guy – the chef and food blogger behind Chocolate For Basil; and Krissy Jones and Chloe Kernaghan – founders of dance-inspired yoga studio Sky Ting Yoga. Every piece of guidance, published as blogs on The Window – Barney’s digital content hub within its e-commerce site – is accompanied by a curated edit of athleisure pieces.
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  • Liberty’s Boutique Wellbeing Programme Champions Fellow Brits: Following its 2016 Be Well initiative (see Department Stores: Wellness Drives), London store Libertyhas dedicated part of its fourth floor to a boutique wellbeing programme titled Reset. The space, which spotlights British wellness leaders, is being used for workouts and post-session brunches by yoga and breakfast pop-up brand Yoga Brunch Club; barre, dance and cardio classes by fitness club Frame; readings by astrologer Jessica Adams; and product demos by sustainable water bottle brand S’well. It also features pop-ups by online fitness publication and athleisure retailer Hip & Healthy and clean eating brand The Detox Kitchen.
  • Selfridges Shines Spotlight on Conscious Consumption: Following the launch of its female-celebrating Body Studio in 2016, British retailer Selfridges kicked off this year with a spotlight on the conscious consumption of both food and fashion. Under the title Thoughtful Foodies, clean eating restaurant Hemsley + Hemsley (founded by the super-blogger Hemsley sisters) is hosting a month-long pop-up in the food hall. A nearby product demo space hosts edited product ranges representing ‘conscious alternatives’ (gluten free, organic, superfood, waste free and vegan) to highlight issues surrounding plastic and meat consumption, mass-production and the need to seek more sustainable food sources.

    The Material World fashion component sees eight of the store’s famous windows hosting a different material used in the apparel industry (leather, cotton, wool, plastic, denim, linen, viscose, yak) alongside products from eight brands innovating with them to push their sustainability credentials. Selfridges is also publishing online shopping guides featuring these sustainable brands, encouraging customers to question the provenance of products and their impact on the world. See also Retail: The Eco-Ethical UpsellEco-Ethical-Sustainable and Positive Provenance.

See also Retail: Monetising MindfulnessWellness RetailingMarketing WellnessAthleisure: New Store AestheticsAthleisure: Best UX Strategies and Athleisure Engagement Strategies.

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Published: 11 Jan 2017

Feminism-Fuelled Retail

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Birdsong

Continuing to fuel discussion surrounding the female empowerment that's now so important to brands (as highlighted in Female-Focused Retail Stories, NY, Women's World and 360-Degree Feminism), a wave of retailers have unleashed store-based concepts designed to celebrate women, offer support and spotlight entrepreneurial opportunities.

  • Feminist Frenemies: The ground floor of the Wah Nails salon/store in London – which began life in 2005 as a fanzine focused on girls in hip hop – encourages consumers to experiment with its products (nail polishes, files, art pens) alongside similar items from other female-founded independent labels. The Wah team and its founder, stylist-turned-entrepreneur Sharmadean Reid, chose all items.
  • Micro In-Store Pop-Ups Push Feminist Agenda: UK teen-targeting fashion e-tailer Missguided is also collaborating with female-owned businesses. Its first bricks-and-mortar store in London's Westfield Stratford City shopping mall features a Wah Nails pop-up and a concession by London hair-braiding studio Keash.
  • Work-Shopping Entrepreneurial Support: US lingerie label Aerie has opened a year-long pop-up in New York that features a shoppable plant display created by local female-owned florists Uprooted Flower Truck. Supporting female endeavour is central to the concept, with the space also hosting events including monthly seminars by female entrepreneurs, aiming to establish a community network. See also Community & Commerce: NY Flagships.
  • The Supportive Sell – Making Space for the Marginalised: In December 2016, UK 'feminist ethical' fashion label Birdsong – which is renowned for rejecting Photoshop in its ad campaigns, and gives 80% of sales proceeds back to the women's organisations from which it sources its clothes – opened a festive 'feminist concept pop-up' in Shoreditch, London. It offered products from other like-minded brands including US period-proof underwear brand Thinx, British magazine Riposte and female fashion designers including Katie Jones and Clio Peppiatt (both London based) alongside its A/W 16/17 fashion line. In-store events included a feminist book club and workshops for trans women at the start of their transition seeking advice on cosmetics. See also Christmas 2016: In-Store Activations & Services and The Supportive Sell in The Business of Wellbeing.
  • Women of Note: On a more basic level, in December 2016 LA-based fashion label ALC, founded by American super stylist-turned-designer Andrea Lieberman, introduced #theALCway – a social media call-to-action and section on its e-commerce site that depicts 10 non-models wearing ALC clothes. For more on brands using similar tactics to illustrate their commitment to their 'real' fan bases, see Marketing Imperfection in our Get Real Macro Trend.

See also Female-Focused Retail, and for more on the need for brands to create meaningful, socially relevant conversations, see Brands Take a Stand and Renegade Retail.

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