Welcome to the February edition of The Hype – our monthly digest of the hottest products, trends and innovations from the world of premium and luxury retail, hand-picked by our Premium Panel.
The Culture Cloud
Lulu Guinness has just launched The Culture Cloud – an interactive hub and online magazine. Each issue will present a new topic to explore, collaborating with a brand partner to give exclusive content and will also offer the chance to review products, attend exclusive events and win prizes. Click here to join the newsletter.
Very Exclusive launches
This month also saw the launch of Very’s new online shopping destination Very Exclusive.
The site is the latest project of Sarah Curran, founder of My-Wardrobe, and offers an expertly edited selection of over 100 of the world’s leading designers and beauty brands.
The bit that has got everyone the most excited is the fact that the site operates on Very’s payment model, allowing customers to buy an item and spread the cost in installments in order to make luxury designer labels accessible to all.
The Premium Panel were impressed with the new website which looks slick and stylish but also includes every ecommerce tool, filter option, social media links and product information that you see other websites criticised for not including. The user journey and editorial content is also seamless with links to inspiration pieces which add value to the customer and link to the products on offer.
The new High Street label
Another new launch this month was the highly anticipated new fashion label Finery London. The label is the brainchild of a former Topshop designer and ex-Asos fashion and buying directors and offers luxurious, concept-driven designs at an accessible price point. The Premium Panel were particularly excited about this new launch due to the uniqueness and price of their garments which are reminiscent of labels such as Cos and Whistles.
Live trends at London Fashion Week
Last week also saw London Fashion Week come round once again with designers showing off their AW15 collections. This year, more brands than ever used technology during to engage their customers and deliver an omnichannel experience for not only those attending the shows but also for shoppers.
Topshop and Hunter both launched large scale outdoor digital ads to engage with fashion fans not attending the trade event.
Tosphop teamed up with Twitter to analyse real-time data to identify trends as they emerged and allow shoppers to buy goods in real-time. As key trends emerged they appeared in the Topshop trend cloud on billboards as hashtags such as #colourblocking, #pleats and #utility.
Topshop then allocated a screening area at its Oxford Circus flagship store to allow customers to watch the Topshop Unique fashion show streamed live from Tate Britain. The move furthers the brands attempt to democratise London Fashion Week for its customers and involve them in the event.
Customers were then able to Tweet @Topshop using one of the trend hashtags to receive a curated shopping list from the store which was inspired by the trend.
Hunter streamed their Fashion Week show live across the UK. In partnership with Ocean, an outdoor marketing specialist, the brand’s autumn/winter show in London was shown to shoppers and fashion fans on large-scale outdoor screens in some of Britain’s largest cities; including Glasgow, Birmingham and Manchester in order to bring their show to a wider national audience.
Forward thinking British brand Burberry also partnered with Twitter and offered users of the social media site the chance to capture pictures of its show live from the runway.
By tweeting #Tweetcam to the @Burberry Twitter account, users will trigger a camera to take a photograph from the best vantage point within the show space as the models walked down the runway.
Each picture is then personalised with the user’s Twitter handle, a time stamp of the moment the image was taken and then tweeted back to them.
The Leapfrogg Premium Panel survey
Thanks to all who filled in our February survey. You can read about our findings on sale shopping over on The Insight Edit. Big congratulations to Laura Mottam who won our survey giveaway and will be receiving a rather lovely subscription to Not Another Bill.
Watch this space for our next survey launching mid-March!