Category Archives: Advertising

Topshop 2014-15

Or what I have done on this past year… Won some awards: Topshop x Instagram, London Fashion Week SS15. Topshop’s positioning is “democratisation of fashion”; all very well ten years ago, but digital and has truly overtaken – or allowed – that positioning to come to life. We partnered with Instagram and every hash-tagged image […]

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Best Actress Ever

Matthew Frost has directed a series of knowing, funny, observational and in some places insightful films, for Vogue and others. About celebrity, beauty, fashion, fragility, absurdity, irony and the arts. Here are some of them: FASHION FILM from Matthew Frost on Vimeo. BEST ACTRESS OF ALL TIME from Matthew Frost on Vimeo. SLOW MOTION from […]

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5 Myths You Believe About Chinese Luxury Shoppers

Western media continue to refer to out of date portrayals of luxury customers in China, and it’s leaving businesses susceptible to a raft of misconceptions. Timothy Parent is a Shanghai resident of 9 years, and he debunks the myths for Business of Fashion. Click, or read on below.

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Trend Hunter 20 Trends for 2014

Read about them below!

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We Are Social’s Guide to Social, Digital and Mobile in China 2013

We Are Social’s Guide to Social, Digital and Mobile in China (2nd Edition, Jan 2013) from We Are Social Singapore

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Fashion Films – What’s the Point?

  The problem with fashion films is fundamentally that they rarely say anything. They don’t apply the principals of social media. They are beautiful, well shot, have great names associated, but rarely have the edge needed to encourage sharing. The above film by Swell in NYC, for CR Fashion Book certainly is a more interesting look-book […]

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The Power of The Millennial Male to your Brand

The Power of the Millennial Male from Digiday on Vimeo. How to lose audiences in seconds. Rich Antoniello heads up Complex Media network, and talks about how brands so often get “branded content” wrong because they see it as part of a campaign, not an ongoing conversation. Given that the network has 90m monthly readers […]

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Positive Retail Experience

Spread positive appreciation for a retail experience via QR codes at the bottom of a receipt (or via e-receipt). Codes offer discounts and more for second visit to store, but not for yourself – pass them to a friend as a present. Impromptu giving results in positive social reinforcement, and drives traffic to your store. […]

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Why are fashion films so crap?

In an age when Nowness is creating (or commissioning) genuinely interesting documentaries and art movies, why is it that fashion brands lose credibility with their mini films? Luxury brands sell dreams. So the platform of video content should be perfectly placed to heighten the fantasy / desire – and with shoppable video it should drive […]

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Google Not Top Search Engine in China. Surprise!

Google, the brand (or word, or site) that is most synonymous with the Western impression of the Internet, means almost nothing in China. Not only is China’s net in a completely different language, but it’s developed and grown up differently, thanks to  a unique dynamic between Chinese politics and increasing Globalisation. Meanwhile, for those interested in […]

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