Facebook may create new advertising options with the aim of connecting retail online and off-line, according to Doug Weiss, head of product growth at the company."We are increasingly realizing that we need a different type of ad product potentially to drive in-store behavior versus driving online behavior," Weiss said, noting the company already uses GPS data to target customers on the go.He spoke on a panel hosted by analytics business Segment at Saks Fifth Avenue on Wednesday evening that also featured Jan-Niklas Kokott, head of product and customer insight at beauty start-up Glossier; Any Ng, manager of acquisition at mattress business Casper, and Prashant Sridharan, vice president of marketing at Segment. The group focused on personalization, connecting online with off-line and the importance of mobile.According to Weiss, one in four global mobile minutes is spent on a Facebook-owned app (that includes Instagram and Messenger). Shopping is going mobile, too, in different ways. Glossier has seen a jump from 45 to 70 percent of customers shopping via mobile device, Kokott said. While Casper sees action on mobile, customers seem to frequently move over to a computer to make their $900 mattress purchase, Ng said.Both businesses are actively working to connect their online origins with their off-line offerings, which include experiential retail. After closing its latest $24 million venture capital round, Glossier announced plans for retail. Right now, the business is operating its showroom (located in the penthouse of its office building) as a shopping destination."As a customer, you almost have to know about it," Kokott said, noting that customers have to take the elevator upstairs past businesses like Soho Vascular Surgery to get to the space. "There's not a lot of foot traffic obviously, he said, noting that gradually more people are stopping by the store. Off-line marketing has also helped — Glossier saw a huge jump in awareness after it ran a subway-based marketing campaign, he added. For online, where Glossier was born, the business built tools meant to mimic beauty shopping in real life. "One of the things we try to do online is really replicate the experience of trying on product," Kokott said. That included building a tool for customers to upload a selfie to try on product, and using models of various skin tones to give customers an idea of what a color would look like on them.Casper is experimenting with offline retail as well, with experiential spaces where prospective customers can sign up for a 30-minute test nap and through a partnership with home store West Elm, Ng said.On the personalization front, Glossier is doing things like using different home pages for new or returning customers and using information from its content site — Into the Gloss — to determine potential product recommendations for customers.Weiss noted that while a few years ago the online and off-line customers were different shoppers, that is no longer the case.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion