HOW OUR SENSES AND EMOTION AFFECT OUR BUYING BEHAVIOUR

HOW OUR SENSES AND EMOTION AFFECT OUR BUYING BEHAVIOUR

Think of the last time you walked into a retail store; can you recall your emotions and feelings? Chances are that one of them would have been hope – but how long did that feeling last? Because in general, we have high expectations and a low stress threshold when we’re on a purchasing mission. Our consumer needs must be met as seamlessly as possible, whilst at the same time we seek to enjoy the purchasing experience. Consider for a moment the regular grocery shop; it’s what retailers refer to as a ‘distress’ or ‘convenience’ shop – for the most part, made as easy and convenient for us as possible. However, whilst the navigation of the store might go relatively smoothly, the end of that particular journey is almost guaranteed to frustrate – arrival at the checkouts; we spend time evaluating the queues, skilfully selecting the one which is obviously quickest and almost invariably pick the wrong one. Typical. Result? We leave the store feeling frustrated and a little irritable. Head vs Heart Most consumers today are in search of an immersive experience. Along with buying products and services, we expect to buy enjoyable, memorable and wonderful experiences that stir our emotions by immersing our senses – allowing us to transform a tedious, ordinary in-store experience into a pleasurable, emotional journey. When it comes to purchasing; from food to clothes to technology, our emotions and senses are continuously stimulated. But what drives our purchase decision when we encounter sensory overload? We employ our logic, right? Wrong. According to professor Antonio Damasio’s latest findings in neuroscience, decision-making isn’t logical, it’s emotional....
LONDON FASHION WEEK: TASTEFUL TECH AND TRADITION

LONDON FASHION WEEK: TASTEFUL TECH AND TRADITION

Following a turbulent New York Fashion Week, where some questioned its value, others accused of lacking diversity and which dozens of American designers decided to ditch in favour of other cities (for yet another season), eyes turned to its European peer – London. Was the Big Smoke going to get that same treatment this season? Thankfully, the British capital delivered on every single front – from putting the spotlight on new designers, to championing the icons and creating lots of experiential activations, the five days during LFW didn’t disappoint. We’ve rounded the key highlights below. Bailey takes a bow Burberry’s February show was the last one under the creative direction of Christopher Bailey, who chose to dedicate his final collection for the brand to organisations supporting LGBTQ around the world. While the show was a magnificent spectacle, ‘the final soundtrack – Jimmy Somerville singing ‘Don’t Leave Me This Way’ – seemed more concerning about a future without Bailey at the helm than celebratory about the brand’s next steps,’ commented fashion historian Dr. Ben Wild. Now that we know Givenchy star Riccardo Tisci is replacing Bailey, it will be fascinating to watch the antidote-of-Bailey designer put his spin on the iconic British brand. The Queen makes an appearance No celeb or influencer entrance could even begin to compare with the excitement around The Queen’s appearance at London Fashion Week. Her Majesty was greeted upon arrival by Caroline Rush CBE, Chief Executive of the British Fashion Council (BFC), after which she toured the Designer Showrooms, viewed the collections and meet some of the designers, including a group of NEWGEN budding talents....
LACOSTE’S SOCIAL RESPONSIBILITY STRATEGY

LACOSTE’S SOCIAL RESPONSIBILITY STRATEGY

Known for his crocodile logo and iconic polo designs, Lacoste has created an important social responsibility project during Paris Fashion Week, in collaboration with the l’Union internationale pour la Conservation de la nature (IUCN) (International Union for Conservation of Nature) foundation. The Save Our Species project saw the brand change its iconic crocodile logo with stamps of 10 threatened species, such as the Sumatra tiger and the Kakapo parrot. The number of polos produced with each of the new patches corresponds to the number of individuals known to remain in the wild. For example, there are only 30 shirts with the critically endangered Vaquita and 50 with the Northern Lepilemur. Lacoste and agency BETC worked closely with IUCN’s experts to define and select ten threatened species. A total of 1,775 polo shirts launched during the brand’s runway show at Paris Fashion Week, with half of the profits going directly to the IUCN to fund concrete nature protection actions and the other half – invested in communication to give visibility to the cause and the Save Our Species program. Shoppers who want to contribute to the cause but have missed the opportunity to snatch a polo can donate to IUCN directly. — This post was written by Brandcared. Based in New York, Paris and Istanbul, Brandcared is the first and only fashion management company in Turkey that manages strategical, conceptual and business operations under one roof with global and local business partners. ​Brandcared proposes fashion business solutions, bespoke trainings, win-win projects for fashion companies, fashion designers and also for other sectors that want to know fashion industry closely. Have a...
COVERGIRL UNVEILS IN-BROWSER AR MAKEUP TRY-ON

COVERGIRL UNVEILS IN-BROWSER AR MAKEUP TRY-ON

Covergirl is making it easier than ever to virtually try on makeup that’s instantly shoppable thanks to augmented reality. The beauty giant has teamed up with innovation studio Holition and agency Beamly to create an AR tool which allows makeup lovers to try on digitally five looks from Covergirl’s Spring ‘18 collection. The best part? Advances of AR are removing barriers to entry, so the technology is now integrated in Covergirl’s website. This means that you don’t need to download an app or sign up to anything to take advantage of the functionality. Shoppers can see all products needed to create each of the five looks and have the option to purchase them (one or the whole look) through Walmart. The project comes from a study by Covergirl and Holition which asked more than 70,000 shoppers what mattered most to them in makeup discovery. With 91% of respondents agreeing that virtual try-on helps them try new things and understand what products are right for them, the survey proved that virtual try-on is a must-have for beauty brands. However, 76% of respondents also noted that virtual try-on can be misleading if not built to a high enough standard, and that almost all tools lack a smooth transition from trying to purchasing. The secret to the realistic look and seamless experience comes down to Holition’s, process. Before each look is created in AR, developers test each product (eyeshadow, eyeliner, eyelashes, brow tint, blush, lipstick, and lip liner) in real life, and manually match the shade, opacity, shimmer, and application technique in their machine learning software, FACE by Holition™, which has been...
STEVENTAI DEBUTS DIGITALLY AUGMENTED FASHION PRESENTATION

STEVENTAI DEBUTS DIGITALLY AUGMENTED FASHION PRESENTATION

Steventai is not afraid of experimenting with fashion and technology. Back in 2015, we invited the designer to showcase his Pen Nib Dress – made of 795 pen nibs on tiny motors, sewn into the dress – at INTERLACED’s first fashion tech show. For his AW18 collection, Steven is rewriting the rules of fashion presentations by partnering with the Fashion Innovation Agency (FIA) and Lucas Film’s Immersive Entertainment division (ILMxLAB). Guests’ at the Steventai presentation, held at the historic Durbar Hall at the British Foreign Office, witnessed the global debut of LiveCGX – ILMxLAB’s performance-driven digital augmentation technology. But what does this mean? Like traditional presentations, the showcase consisted of a podium where live models showed off the collection. A giant screen behind them layered a background inspired by Macau, making it seem like the models were standing around the neon streets of the Chinese region. On a separate, second podium nearby, a single performer wearing a motion capture suit was moving and twirling like the models on stage. Through this sensory garment, she was transformed as a digital avatar onto the giant screen and shown next to her real-life model peers, all while wearing two Steventai digital garments.   Yes, it’s a lot to take in. Which is why we sat down with Vicki Dobbs Beck, ILMxLAB’s Executive in Charge, Mohen Leo, Director of Content and Platform Strategy at ILMxLAB, Matthew Drinkwater, Head of FIA and Steven Tai himself, to find out more about the project. Can you give us a summary of what we saw today and the challenges you faced when putting it together? Mohen Leo:...
SABINNA RETHINKS THE FASHION SHOW FORMAT WITH A DIGITAL SEE-NOW, BUY-NOW SHOWCASE

SABINNA RETHINKS THE FASHION SHOW FORMAT WITH A DIGITAL SEE-NOW, BUY-NOW SHOWCASE

London-based designer Sabinna Rachimova is quickly establishing herself (and her brand) as one of the emerging talents to watch in the fashion innovation space. Last year, the Central Saint Martin’s graduate partnered with the Fashion Innovation Agency and tech company Pictofit for the first interactive AR shopping experience. The project was so successful, it won Decoded Fashion’s Beyond the Runway award, beating fashion heavyweights like Burberry, H&M and British Vogue. This type of innovative thinking wasn’t a one-off. For her latest collection, Sabinna has decided to ditch the traditional fashion catwalk and partner with a group of influencers for a digital See-Now, Buy-Now showcase. We caught up with the designer to find out more about the experience and the significance of fashion week for emerging designers. What are your plans for London Fashion Week this season? This season we’re trying something completely new, leaving fashion shows behind and instead producing a digital showcase of our new collection – worn by social media influencers from the USA and UK, all with different audiences and all with a different style. How does it work? We have partnered with 14 influencers and have given each of them a single look from the new collection. Each day during New York Fashion Week and London Fashion Week, a different girl will reveal her outfit, which will be available to buy instantly with a simple swipe up through their Instagram stories (see schedule for each day at the end of the interview). Quite literally #SeeNowBuyNow. We think this is the future of the fashion showcase, especially for emerging brands who want to reach out to...