Online shopping

Danish retailer Only launches interactive, shoppable fashion film



As with a still photo shoot, there are a number of elements that have to add up for a fashion film to get my tick of approval. The casting, the clothes and the narrative are important of course, but for moving image, the acting, music and cinematography are crucial. Danish retailer Only has created a compelling five minute film with all these elements executed to perfection. But the clever part is that ‘The Liberation’ also incorporates interactive storytelling as well as shoppable and social media functionality to make this a really game-changing marketing move. (more…)

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DRG’s diary dates: April and May 2012



Smythsons at the ready, here are a few events I think you should know about…


Extended until 28th April 2012: Paolo Roversi at the Wapping Project Bankside
Situated five minutes from Tate Modern, the photography outpost of The Wapping Project hosts Roversi’s first UK solo exhibition. It’s not big but there are enough pictures of Guinevere and ‘portraits’ of Roversi’s lights, tripod and blanket backdrop to satisfy you if you’re a fan of his poetic, minimalist aesthetic. (more…)

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House of Holland launches pre-tail



Roland Mouret in 2007, Burberry in 2010, Moda Operandi in 2011. Is 2012 the year that pre-tail goes mainstream? Henry Holland has just launched pre-tail for the first time with selected AW12 looks available for pre-order directly from his House of Holland website. Customers pay 50% up front with the balance payable just before delivery a few months later. The thinking goes that by asking customers to pay in advance, designers get a heads-up on which pieces will sell best thus avoiding wasteful over-production (not to mention easing cashflow). While Moda Operandi doesn’t give refunds if you receive your item and decide it’s a nonstarter (you can only get ‘store’ credit on the site – a bit jammy, non?), Holland operates the same 28 day refund policy as for his other online sales.

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On Gap’s virtual stylist and Topshop’s ‘Spotted’ feature




Some may say that Gap is widely missing the mark with its Styld-by site but I think it’s rather inspired. Enlisting the individual style of its media partners Lookbook.nu, Refinery29, Rue, Who What Wear and MOG, it features outfits styled on non-models using Gap mixed with their own clothes. (more…)

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