5 Things You May Have Missed This Week

 

1. How Brands are Cashing In on Snapchat’s Long-Awaited API

Snapchat's long-awaited API (application programming interface) is officially out in the wild with a handful of creative agencies and ad-tech companies selling ads on behalf of the mobile app. Brands are also finally getting a look under the hood at the data that powers their campaigns.

Among the companies working with the API is VaynerMedia, which is on both the creative and media-buying side. Since the API launched this summer, the digital agency has run two Snap Ads—one for USA Networks and one for Nordstrom. Gatorade, Nissan and McDonald's have also run API campaigns through other partners.

While programmatic-like buying on Snapchat is still new for brands and agencies, VaynerMedia CEO Gary Vaynerchuk said that his shop is "probably getting 25 to 50 inquiries a day" about the API.

"It's a new execution within a scalable platform," he said. "It's not that the platform is new. It's that reality is new. We've never had the ability to put creative between people's stories."

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2. A Fashion Tech Giant Makes It’s Commitment to London

In the last two decades, London has forged a reputation as the technology capital of Europe and as a global capital of the fashion technology sector — a competitor to New York and Silicon Valley, where creative, commercial and digital talent thrives in a single cosmopolitan place. Some of the biggest names in the fashion industry, especially in e-commerce — such as Asos, Farfetch, Lyst and Yoox Net-a-Porter — have headquarters in the British capital.

Yoox Net-a-Porter, a British-Italian company, said on Monday that it planned to accommodate about 600 staff members in its new technology hub by March, taking two floors — about 70,000 square feet of state-of-the-art (and expensive) office space — in the new MediaWorks building at White City Place. That represents a 20 percent increase in the size of the group’s technology team, which the company says will have as many as 1,000 employees in Britain and Italy.

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3. First Marmite, Next Our Clothes? How Brexit is Set to Affect How We Shop.

It felt like we got our first true taste of the post-Brexit era last week when confronted with the threat of life without Marmite. The panic was palpable. Twitter was flooded with people madly stockpiling, savvy eBay users started flogging their cupboard wares for vast profits and politicians waded into the furore sparked by a price row between Marmite-maker Unilever and Tesco.

But while the two corporate giants resolved their disagreement within 24 hours of the spat being reported, there are now signs the same pressures could spill over into the world of fashion – affecting high street favourites from Topshop and Next to top end designers such as Jimmy Choo.

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4. We’re Getting Closer to Clothes Being Made by Robots

When it comes to stitching together complex garments, dexterous human hands are still far superior to rigid robot arms.

Much of the garment production process is already automated, from picking cotton to spinning yarn to cutting clothes. Some specialist machines can even sew buttons or pockets. However, no commercial robot had been able to piece together all the different materials to create an entire item of clothing, like a pair of jeans or a t-shirt.

But last month, Jonathan Zornow, founder and sole employee of Seattle-based startup Sewbo, claimed a breakthrough: He says he overcame a common hurdle to clothing automation—the challenge of working with weak, flexible fabrics—and successfully used an industrial robot to sew together a t-shirt.

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5. Neon pound: How Generation Z Took Over the High Street

It seems bizarre that not long ago, fashion was cradling the idea of the older woman. The august figures of Joan Didion, Joni Mitchell and Grace Coddington featured in ad campaigns (for Céline, Saint Laurent and Calvin Klein respectively), while the first generation of supermodels appeared in group adverts (Cindy, Claudia and Naomi for Balmain and Eva, Yasmin, Stella and Nadja for Armani). Joni Mitchell for Saint Laurent.

 

 

But as much as there are these infrequent nods to getting older, there has been a more consistent attempt to court a younger market. In fact, in 2016, it seemed like fashion had traded a grey pound in for a neon one. Even the thirtysomething consumer has been ignored, according to a recent article in Racked, which suggested Generation X have been forgotten about in favour of Generation Z.

Fashion’s thirst for eternal youth has been seen more keenly through the teaming up of the Instafamous with fashion houses; Cameron Dallas with Calvin Klein, Gigi Hadid with Tommy Hilfiger, Zayn Malik with Versace, Alexa Chung with Marks & Spencer and Coco Gordon Moore with X-Girl. There’s common-sense economic logic to this: millennials are now the largest generational demographic in the US, according to the Pew Research Centre. So, goes the thinking, their spending power is huge

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