Tag: fashion
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Selfridges and Snapchat launch AR locker room for summer of sport
Selfridges has partnered with Snapchat to launch an AR locker room at its Oxford Street store for the summer of sport. The pop-up allows shoppers to virtually try on sports kits and interact with AR mirrors. Customers can save and share their looks via a one-time QR code on Snapchat. This initiative is part of…
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e.l.f. Beauty and Walmart testing real-world commerce in Roblox
e.l.f. Beauty has partnered with Roblox to launch a pioneering initiative, blending real-world product purchasing within a virtual gaming environment. This collaboration enables players, specifically in the U.S., to buy a special “Pets Hoodie” that aligns with e.l.f.’s cruelty-free ethos directly through a virtual kiosk powered by Walmart within the Roblox platform. e.l.f. Beauty is…
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Motorola Unveils AI-Crafted Ad Campaign
Motorola has launched an entirely AI-generated advertising campaign, “Styled by Motorola,” featuring digital models and music inspired by its brand logo. This cutting-edge campaign was created over four months using multiple AI tools and highlights the new Razr 50 smartphone in various colors, aligning with a digital-first creative approach. Seemingly undeterred from the backlash that…
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A framework for using AI in marketing
In this Think with Google post, Marie Gulin-Merle (global VP of Ads marketing at Google) and Alison Wagonfeld (VP of marketing at Google Cloud) outline a framework for integrating AI into marketing. The framework focuses on using AI for measurement and insights, media and personalization, and creative and content. Key steps include leveraging first-party data…
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Hugo Boss Launches Web3 Loyalty Program
Hugo Boss has launched a new customer loyalty program called Hugo Boss XP, which integrates blockchain and Web3 technologies. This program is designed to enhance customer engagement by allowing users to collect and redeem digital tokens and NFTs for exclusive products and experiences. Additionally, the program supports token trading among customers, enhancing the personalized and…
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UK Clothing Retailer Sees Boost in Google Shopping Ads with AI-Written Copy
UK clothing retailer Matalan and agency Havas Media UK found that AI-generated Google Shopping ads outperformed human-written ones, with up to a 16% increase in search impressions for men’s suits. The AI utilized, including ChatGPT-4, optimized product descriptions with keyword-heavy sentences that were more favorable to Google’s algorithms, enhancing product visibility and impressions significantly. Sounds…
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Adidas digital collectible sells for record-setting $20k in Roblox
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Brands on Vision Pro
Here’s a great list of brands experimenting with early Vision Pro experiences…
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PacSun promotes presence on Roblox with ads
Pacsun is deepening its engagement on Roblox by launching digital advertising a year after introducing its “Pacsun LA Tycoon” game, which attracts 60,000 monthly users. The company plans to expand its Roblox presence with new L.A.-inspired features to align with its summer campaign, enhancing both virtual and physical customer interactions. This strategic move highlights Pacsun’s…
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Reebok’s new AI tool helps people turn memories into digital sneakers
Reebok Impact introduces a unique virtual experience where users can design custom sneakers incorporating personal photo memories. This initiative, a collaboration between Reebok and Futureverse, enables users to port their digital creations across Fortnite and Roblox. Reebok Impact capitalizes on the popularity of wearables that can be purchased via in-game currencies or rewards points. Rather…
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New Absolut program aims to fight AI bias in fashion
Absolut Vodka has partnered with Copy Lab in an effort to increase diversity and inclusiveness in fashion content generated by AI. AI, especially the generative kind, has continued to captivate adland in 2024, serving as the focal point for both the latest earnings discussionsand creative marketing swings alike. However, the buzzy tech has equally found…
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Christian Dior sees strong results from virtual try-on campaign
The ability to virtually try on clothes, beauty products, jewelry and other fashion accessories is of strong appeal to consumers – enabling them to try before they buy without having to go into a retail store. We’ve cataloged many examples of virtual try on, and now luxury house Christian Dior has entered the mix. The…
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Cartier launches virtual try on via Snap AR
Virtual try on has been gaining momentum in the beauty and fashion industries as brands like Walmart, E.l.f. cosmetics, Coach, Gucci, Nike and many more seek to drive engagement and reduce return rates for e-commerce purchases. Cartier is the latest to dive in, launching a Snap-powered AR experience to mark the 100th anniversary of its…
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Nike returns to Fortnite for Airphoria Vol 2
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SXSW 2024: A Communal Experience Designed for Individual Exploration
South by Southwest is a very unique and special event. Its superpower is rooted in bringing together smart, talented people from different disciplines and walks of life: artists, technologists, consultants, filmmakers, musicians, influencers, customer experience specialists, CMOs, CCOs, startup founders, senior agency executives, and more. Something magical happens when you bring together this sort of…
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The brand opportunity in Roblox hair is heating up
Fashion and beauty brands have continued to experiment with Metaverse activations despite many other industries souring on the trend. Now, hairstyles from the likes of Adidas, Ulta, Amika and more are becoming hot commodities in Roblox. Hair resale on the platform is growing, with items being resold for 97% more than the original selling price.…
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D&G launches Fortnite experience
Dolce&Gabbana have unveiled an immersive experience in partnership with Epic Games’ Fortnite. The luxury brand dives into gaming and the metaverse with a custom-built island meant to evoke the essence of the brand. Crafted in partnership with Monogrid, an Italian studio specializing in digital and mixed reality, the Dolce&Gabbana island on Fortnite unveils evocative settings…
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Under Armour testing “Toolkit” GenAI service
While legal, copyright and ethical questions remain, more and more brands are moving past experimentation and into implementation of GenAI tools… Like most apparel brands, Under Armour faces a continuous need to spend portions of its advertising budget on product photography and videography. Creative directors often lament what comes next—the long days on set, equipment…
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Hugo Boss launches AR Holiday Portal
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Adidas and Reebok launch digital wearables
Sports, apparel and fashion brands continue to experiment with Web3 tech via a combination of digital goods and NFTs. Adidas and Reebok follow Nike, Puma (here and here) and others in pursuing the space. Reebok and Adidas have both announced new projects for bringing goods into virtual spaces, expanding an already salient trend in the…
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Coach expands virtual try on for the holidays
Building on the brand’s experiment with AR virtual try on from earlier this year, Coach has partnered again with Zero10 for a virtual try on experience across five physical stores. As part of its holiday campaign, luxury fashion brand Coach partnered with augmented reality tech company Zero10 to bring AR Storefront technology to five Coach…
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AdAge Creativity’s November AI Roundup
Adage is out with their latest AI activation roundup. This month’s highlights feature AI fashion, AI-generated focus groups for agencies, Coca-Cola’s latest AI work and more. It’s been another wild month for AI in the marketing world and beyond, too. OpenAI’s future was jeopardized in a boardroom dispute that briefly led to the ousting of…
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AdAge November Metaverse round up
AdAge’s top 5 metaverse moments from November: 5. The Sandbox lurches back to life – the platform grabs headlines again with Gucci partnership 4. Cool Cats in the material world – the NFT brand launches float balloon in Macy’s Thanksgiving Day parade 3. NHL launches NFT trading platform – “NHL Breakaway” platform seeks to turn…
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Macy’s leaps into the shoppable metaverse
The metaverse has had its fair share of detractors over the last year or so, but this iconic retailer is jumping in with two feet – launching a new 3D gamified experience that hooks into e-commerce as well. The experience was built in partnership with Journee. The marketing world may be suffering from some metaverse…
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Bratz World AR Experience Brings Fashion Dolls to Life at Walmart
From a recent AdWeek story… Ahead of the holiday shopping season, toy company MGA Entertainment has brought a Bratz World augmented reality experience to Walmart stores across the U.S., allowing fans to celebrate their love of the fashion dolls in a variety of ways. Now through the end of the year, shoppers will be able…
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Ralph Lauren launches new virtual store
Evidently built primarily to showcase the RL 888 handbag, this immersive 3D experience presents additional items from a new collection in a nearly museum-like experience, but it’s all shoppable with links out to purchase from the brand’s e-commerce website. The full experience can be found here.
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Vans celebrates milestone as it reaches 100M+ visitors to its Roblox activation
Vans World, launched in 2021, recently became the first fashion activation to surpass 100 MILLION Roblox visitors. The brand took a smart approach to engaging its young target audience on the metaverse platform – tapping into consumer desire for customization, actively listening to customer feedback via multiple channels, and keeping the experience fresh via innovative…
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Ralph Lauren continues Fortnite collab with physical boot modeled after digital version
Ralph Lauren has been in Fornite since last year, having launched a collection of in-game outfits and items. Now they are producing a limited edition real-world boot inspired by the digital version. On August 3, Ralph Lauren is launching the Polo P-Wing Boot, a physical shoe modeled after a digital Ralph Lauren garment sold inside…
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UGG programmatic DOOH case study
Interesting case study shared by Ian Dallimore from Lamar – highlighting the brand’s usage of weather-triggered targeting for contextual relevance and mobile retargeting for additional frequency.
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Gap x Barbie use AR to virtually take over Times Square
This is a really fun-looking example promoting the collaboration between Gap and Barbie, leveraging Adobe Aero and Google’s Geospatial Creator. Full story via production studio UNIT9.
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Lacoste Reveals The Next Phase Of Its NFT UNDW3 Loyalty Program
Brands have a bit of a hit-or-miss record when it comes to NFT programs, but Lacoste is doubling down with an expansion of its “UNDW3” (pronounced “Underwater”) loyalty scheme. Holders of Lacoste’s 11,212 UNDW3* genesis pass nonfungible tokens have been checking their wallets. 12 months after its first foray into Web3, the French brand has…
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J.Crew Launches New App and Virtual Store
The new app gives shoppers a 48-hour headstart on new product launches while the virtual store/experience marks the brand’s 40th anniversary. On the app, from Glossy: Jumping off of the launch of J.Crew Passport, the brand’s loyalty program that came out in August 2022, J. Crew is now tackling mobile commerce with a new shopping…
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LVMH teaming up with Epic Games for customer experiences
The luxury holding company is thinking big about 3D immersive experiences and going beyond in-game collaborations and 3D recreations of physical stores. LVMH aims to embrace multiple use cases such as virtual fitting rooms, virtual fashion shows, 360 product carousels, augmented reality, and the creation of digital twins. French luxury conglomerate LVMH Moët Hennessy Louis…
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Puma expands its web3 shopping experience
Puma seems to be doubling down on Web3 and immersive brand experiences. The UI and overall experience is a bit confusing and challenging, but interesting to see a brand continue the investment in the face of macro-economic challenges and misguided media pundits declaring the death of metaverse and web3. Launching on Tuesday, Puma’s second digital…
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Clothing retailers want QR codes to replace bulky tags
If the apparel industry gets its way, small labels with QR codes on them would replace the bulky clothing tags that offer washing instructions and other information. Why it matters: Digital product labels — which brands like Ralph Lauren are already starting to use — could provide a lot more information to consumers, who could…
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Adidas Lets Shoppers Try On Indigo Herz Drop in AR
Adidas is using augmented reality to promote its fashion line based on Indigo Herz, one of the Bored Apes, by giving shoppers the chance to view and virtually try on select clothing items from the collection through a Snapchat lens. Adidas partnered with creative tech studio Beyond to create this activation. Snapchat users can activate…