This Week’s Top Trends in Social Media & Style | Week 6 | February
Published in
10 min readFeb 3, 2017
Social Media & Marketing News
- “ Snapchat is launching its ad platform 2.0, and it’s borrowing Facebook’s strategy to catch up to its rival as quickly as possible. Last year, Snapchat launched its ads API — application programming interface — but it was a rough first generation ad technology platform, and focused heavily on creative partnerships. Now, it will open the platform more widely, including allowing agencies and brands to license its API to do their own buying — its first self-serve ad tool.” — Ad Age. Jan 31st 2017
- “ Pinterest is making a big push into a market that has proven enormously successful for Google: search advertising. Until now, advertisers could run ads using keywords, like “furniture,” but these ads would run throughout the site alongside relevant content. Now, the ads will appear right after people type in searches. Starting out, Pinterest said it plans to sell the ads directly, though down the road thousands of advertisers will be able to purchase these ads using a self-serve digital interface, much like Google.” — the Wall Street Journal. February 1st 2017
- “Snapchat has extended the functionality of its photographable QR Snapcodes in the latest update to the app, allowing businesses and publishers to create codes that link directly to their websites, according to TechCrunch. The codes retain the URL-free Snapchat experience while giving brands a way to connect users to their web properties. To set one up, businesses and publishers can open the settings tab, select ‘create Snapcode’ and then add a URL or image. Snapcodes for profiles launched in 2015 as a way to make it easier for people to add users to their app network but the offering is obviously now extending more to businesses on the platform.” — Marketing Dive. February 1st 2017
- On Tuesday, Facebook announced that they will be expanding their third-party measurement partnerships to provide marketers with better cross-channel compatibility and third-party verification options. — Marketing Dive. Jan 31st 2017
- According to a recent report by Nielsen, Gen X’ers, (those aged 35 -49) are more addicted to social media than millennial consumers. The New York Times recently reported that Gen X’ers spend 6 hours and 58 minutes a week on social media compared to millennials (at 6 hours and 19 minutes.) Although this time spend seems nominal, it is an important finding when we consider that many marketers have spend the past decade chasing the younger consumer with their ad dollars, under the impression that they are somehow more digitally-savvy and impressionable than the older generation. Breaking down social media to mobile use for Gen X’ers, Facebook led the way with 178.2 million unique mobile users in September followed by Instagram (91.5 million), Twitter (82.2 million) and Pinterest (69.6 million). LinkedIn came in fifth, and Snapchat, social media darling of the younger set — though only accessible as a mobile app — came in sixth. — Marketing Dive. Jan 30th 2017
- According to recent reports, Snapchat’s parent company Snap Inc. will file for IPO this week. The IPO is led by Morgan Stanley and Goldman Sachs and is the first highly anticipated tech offering this year. It’s expected that Snap will be valued at $25 billion after the IPO. If investors do buy into the $25 billion valuation reportedly being sought by Snapchat’s founders, they’ll likely be paying for the priciest tech IPO to hit the market, perhaps ever. At least by one measure, it’s more than double as expensive as Facebook’s IPO, and nearly four times as expensive as Google’s. — Marketing Dive. Jan 30th 2017
- Facebook is developing animated selfie masks for brands. The virtual reality overlay is rumored to be available sometime in March. In particular, Facebook is in talks to let several Hollywood studios promote big-budget movies using new animated masks on the social network. Facebook has already been experimenting with AR in a camera-centered redesign that seems to be inspired by Snapchat. These Hollywood masks seem that they would be part of this new look. Facebook Live currently allows users to use the filters to sync up special effects, but has not yet allowed brands to participate. — Ad Age. Jan. 30th 2017
- “Dove is aiming to make dandruff shampoos a bit more palatable with bloggers and influencers. The Unilever-owned personal-care brand is launching a digital marketing campaign this week to accompany its new line of dandruff shampoos, ‘Dove Dermacare Scalp’, which began rolling out to stores in January. The campaign, which features YouTube reviews from beauty bloggers who switched from using Head & Shoulders to Dove’s new line, takes direct aim at Proctor & Gamble’s dandruff mainstay, as the reviewers tout the Dove products to be more nourishing for their hair.” — WWD. January 31st 2017
- It will continue to be important that brands optimize video for mobile. At Facebook’s most recent press conference, COO Sheryl Sandberg used Hershey’s as an example of best-in-class mobile video optimization. Hersehy’s used Facebook Live and video ads to launch their new Cookie Layer Crunch Bar. The videos were optimized to grab attention during the first few seconds of play, and captions were added for viewers who had audio turned off. Nielsen Brand Effect measured these optimized ads created an 11 point lift in brand awareness and a 20 point lift in brand recall. — Marketing Dive. February 2nd
Style and Design News
- Many streetwear brands such as Kith, HLZBLZ, and Jennifer are shaking up the fashion bureaucracy by offering covet-worthy streetwear and athleisure looks that are developed soley for the trend-savvy woman. Taking their cue from sites like Hypebeast and brands like Supreme, this new feminine take on aggressively cool streetwear is poised to be one of the defining trends of 2017. For more info click the link to the Glossy article below, or simply check out the Hypebae website for inspiration on how to style this new streetwear trend. — Via Glossy
- “Amazon’s reign as the largest Internet retailer is set to continue considering it took home 43 percent of all revenue from U.S. online retail sales in 2016. As if that weren’t enough to leave competing retailers wide-eyed, the Seattle-based company’s sales, which include those from third-party sellers, also accounted for 53 percent of all online sales growth in the country, according to statistics from Slice Intelligence, a company that catalogues and analyzes online purchases.” — WWD. February 1st 2017
- “ROME — Fendi is launching a new digital platform and communication project to speak to the elusive Millennial generation. To guarantee authenticity, the web site, called “F is for…,” is conceived by Fendi employees in that same age bracket. “We’ve seen many young people approach us, and we want to be appealing to them even more through an authentic vehicle,” said chairman and chief executive officer Pietro Beccari. “It’s a platform where they can exchange ideas, it offers a point of view that is inclusive, calling for fresh input.” — WWD. February 3rd 2017
- DKNY has tapped Farfetch to redesign their ecommerce experience, an attempt to rectify the sales and marketing efforts of the recently wayward brand. The overhaul comes at a time when top design and marketing management has gone through major shifts. According to a recent report by Glossy,; “The launch of the site was timed in accordance with the launch of DKNY’s spring/summer 2017 campaign featuring model Bella Hadid, which was shot by photographer Collier Schorr. Luca Solca, managing director at Exane BNP Paribas, said the site and use of Hadid appears to be a move for DKNY to regain clout — though he is not confident it will be effective. ‘At the moment, they appear eclipsed and in the shadow,’ he said.” — Glossy. Jan. 27th 2017
- Abercrombie and Fitch will be relaunching their ‘Gilly Hicks’ sleepwear and lingerie line across ecommerce and stores soon, according to a recent report by Glossy. The brand will be relaunched with a new visual look, a new campaign, a new hashtag strategy, and completely new imagery. Rather than focusing on scantily clad girls posing with male models, the new look will show women making eggs in the morning and brushing their teeth, focusing on a more relatable, comfortable, and effortless lifestyle that remains aspirational and feminine. The campaign will also launch with a new hashtag across social. The #Gillygirl social campaign will aim to promote the product with more de-sexualized imagery, a fresh approach to intimate apparel, and a real-woman feel. — Via Glossy. Jan 30th 2017
- Coach plans to move into footwear and outerwear as they work to expand the credibility and relevance of their heritage brand. With a expertise firmly planted in leather goods, a move into outerwear seems well-suited. — WWWD. Jan 31st 2017
- Tom Ford has announced that he will partner with Texas-based company Bedrock Manufacturing to produce a new range of luxury timepieces. Bedrock is owned by CEO Tom Karsotis, and the brands they own include Detroit-based watch manufacturer Shinola and Seattle-based outdoor outfitter Filson. Karsotis has a deep level of experience in both the mass market and luxury timepiece sector, having founded watch manufacturer Fossil in 1984 and growing it into a multi-billion dollar company. Karsotis was the CEO of Fossil until 2000, and remained chairman until 2010. The watches with Ford will be manufactured with a Swiss movement, therefore requiring a manufacturing presence in Switzerland, a move that makes this collaboration different than the ‘Made -in-the-USA’ story Bedrock brands are known for. Karsotis and the Bedrock team in a statement mentioned that they have a great appreciation for Tom Ford’s style and timeless influence, while Tom Ford remarked in a statement that he appreciated the quality, heritage, craftsmanship, and attention to detail that Karsotis and Bedrock Manufacturing Co. are known for. Sounds like a match made in Swiss timepiece heaven. Currently, it’s not tbe best moment for the luxury timepiece sector, with sales of Swiss watches down 16%. Only time will tell how this collaboration and new product launch will perform. However, knowing the star power of these two entrepreneurs, the future looks bright. — WWD. January 30th 2016
- A full-size kitchen in a designer boutique is certainly one way to create a ‘lifestyle’ experience, and Italian entrepreneur Bruno Cucinelli has done just that when he unveils his newest store concept this coming weekend. The newest flagship Italian location on Via Montenapoleone mimics that of a home and is cleverly titled ‘Casa Cucinelli. The store will mimic the appearance of a stylish home, with clothing displayed on the first and second floors, and windows overlooking the street that will depict stylish domestic settings. Tea will be part of the every guest’s ‘welcome’ experience, and linen sofas, live-edge wood tables, and interior vignettes in restrained, neutral colors will set the scene for a restful and inspiring in-store shopping experience. — WWD January a27th 2o17
- Under Armour has reported weak fourth quarter earnings after a year of explosive growth. This could be due in part to the focus of brands like Nike, Adidas, Lululemon, Ahtleta providing innovative brick-and-mortar retail experiences, while Under Armour has relied on third-party sporting goods stores and department stores, to their own detriment. — Glossy. January 31st 2017
- “BareMinerals has partnered with influencer and YouTube personality Ingrid Nilsen — and is shilling out big bucks to do so. Nilsen, who has just shy of four million subscribers on her namesake YouTube channel and 1.7 million followers on Instagram, is using her influence to help the Shiseido-owned brand relaunch its Original and Matte mineral foundations. BareMinerals is reportedly paying Nilsen more than $500,000 to be the face of the $750 million company’s two best-selling foundations ranges — one of the biggest contracts between a blogger and brand to date. BareMinerals declined to comment on fees. — WWD. February 1st 2017
- “To coincide with the launch of a new limited-edition collection, Warby Parker is making a donation to The Girlgaze Project, a multimedia platform created to support women in creative roles. In collaboration with fashion photographer Amanda de Cadenet, Warby Parker is releasing three new styles of glasses, each designed in part by de Cadenet, who also works as a writer and runs her own production company. In addition, she’s the founder of Girlgaze, which runs a charitable program that raises grant money for women in the arts.” — Glossy. Jan 31st 2017
