Tag Archives: online retail
Here’s the latest ‘Ask Alison’ guest post from retail expert and DRG contributor, ALISON BISHOP, on last week’s experiential retail pop-up from FINERY LONDON
A good pop-up still has its place and this one blends a few retail trends at once. As a taster prior to its launch onto the ‘premium high-street’, last week online fashion site Finery London opened a week-long pop-up showroom that mixed physical creativity with digital experimentalism.
Visitors to the tiny Greek Street store could see the label’s resort collection shown on a revolving carousel, set against a backdrop displaying the creative process behind the Finery London team’s design journey, eg sketches, patterns, branding ideas. From the street, visitors could swipe through an interactive look book and find a discount code (for early bird shopping) hidden on a screen in the window using motion-sensing technology connected to their devices.
“Creating an online audience can start just as effectively with an experience in the physical world, and for an online-only fashion brand like Finery London, we wanted to make the product tangible, visible and highly desirable to Londoners,” says Thea Frost, partner at Somewhat, the digital agency responsible for the digital concept. “The interactive screen mechanic reminds visitors that Finery is a digital brand and allows them to browse as they would on the website,” she adds.
After trialing the site among early adopters in December, Finery London launches properly on February 5th. With a team comprising of Caren Downie (ex-fashion director at ASOS), Rachel Morgan (former head womenswear buyer also at ASOS) and Emma Farrow (until recently Topshop’s design director), the brand’s fashion-forward ethos is well considered. Farrow says Finery London has launched as an antidote to the current lack of femininity elsewhere on the high-street. “It’s about flattering the female form,” she says adding the brand has a London feel but is “a little bit quirky and not too serious,” according to a report on the Business of Fashion.
ASK ALISON: WHAT DOES IT ALL MEAN?
This pop-up reflects the retail trend for interactive billboards that is breathing new life into the pop-up genre. Finery London’s launch onto the market is a clever mix of creative storytelling and digital experimentalism. Showrooming retail tactics blend a physical presence with digital discovery-commerce. By encouraging early adopter shopping on the site through simple rewards, the campaign is a great example of how to utilise social-commerce from the word go.
Aaaaand here she is! The much-hyped Net-a-Sporter category has launched on Net-a-Porter and it has a pretty broad edit of product for the seriously sporty or the pretender who wants to look the part (guess which one I am?). Is it me or is the equestrian gear a little bit kinky? I’m all over those riding boots and prim ‘show shirts’. I’m also loving the primary-coloured one pieces from Lisa Marie Fernandez – the deep neckline and high cut legs are perfect.
Here’s an edit I prepared earlier, or click HERE to go to the site.
It’s the eve of London Collections: Men, so the latest DRG STYLE INDEX is a little bit menswear focussed. Here’s my ranking of the brands on my radar this week…
1) J CREW X PUBLIC SCHOOL
Every good menswear designer knows there’s more money to be made from womenswear. So naturally it makes sense for (newly crowned CFDA Menswear Designer Of The Year) Public School to work with J Crew on this womenswear collab. Continue reading
It’s all go at J W Anderson. Jonathan Anderson’s new London HQ is up and running, complete with shiny new CEO. Stratgies are in place to launch an ecommerce website (due 16th June) that represents this very millennial luxury brand, while a pricing structure is also in place to appeal to its equally millennial customer (my understanding is that prices will come down slightly). Continue reading
This has been quite the year for My-wardrobe. It’s changed it’s remit to offer a more mixed hi-lo edit, with a stable of Brit designers in its ‘London Lab‘ sitting alongside our international favourites. There’s a ton of Carven (hello wool gazar bell-shaped skirt) and an injection of Kurt Geiger London amongst core My-wardrobe brands like Joseph, DVF and Goat.
ABOVE LEFT TO RIGHT:
TOP: Carven blouse, £457; Diane Von Furstenberg bag, £361; Carven red jumper, £291
MIDDLE: O’2nd coat, £540; Mother Of Pearl jumper, £495; Lizzie Fortunato earrings, £158
BOTTOM: Kurt Geiger London shoes, £250; Carven skirt, £338; Goat red top, £250
Farfetch continues its discovery and celebration of independent retail with the winner of its global Superstore contest. Le Mill in Mumbai is this year’s victor, winning the opportunity to sell a selection of its product on the site. Launched in 2011, by Cecilia Morelli Parikh, Julie Leymarie and Aurélie de Cort, Le Mill is a vast concept store in Wadi Bunder, housing international and Indian designers (Isabel Marant, Peter Pilotto, Savio Jon and Sabayaschi among them) alongside furniture, books, interiors and even flowers. Frankly, this looks like my kind of shop.
Le Mill is the first Indian store to be added to Farfetch’s global online marketplace, a coup that will bring awareness to the store from shoppers worldwide. My favourite pieces include Isabel Marant’s patent flats, 3.1 Phillip Lim’s sequin-scattered sweatshirt and Andraab’s raw-edged cashmere scarf…
Flash sale websites are raising their game as competition between them increases. Which is good news for the consumer. Cocosa has already stepped up its offer with a beauty section (which is quite impressive with regular sales from some of my favourite brands including Cowshed, This Works, and Super by Dr Perricone), and from today opens its first bricks-and-mortar store. The four-day pop-up shop will give customers up to 80% off international menswear and womenswear brands including Halston (above left), Issa (above right) and Missoni.
But why a pop-up and why now? “The pop-up shop experience is designed to raise the awareness of Cocosa to new audiences and enables both new and existing customers to experience Cocosa live, where they can browse and buy incredible designer brands at up to 80% off,” says Cocosa’s Head of Operations, Andrew Miles. And the timing is no coincidence. “The pop-up shop is centred in one of the most fashion forward cities of the world just as fashion weeks across the globe start to kick off,” says Miles. “It’s perfectly positioned to display our ethos to consumers and that’s simply handpicked designer fashion at incredible prices.” For all the hoopla about online shopping, it seems that a physical presence is still a plus when it comes to raising brand visibility.
Cocosa’s pop-up is at The Oui Rooms, 40 Eastecastle Street, W1 from 11-15th September.