A bodysuit from Cosabella's spring 2017 collaboration with Paul & Joe.
Cosabella is seeing the rewards of investing more in digital marketing with an artificial intelligence platform that’s increased the brand’s sales while reducing advertising costs.The lingerie company is in the last months of a three-year “transformation strategy” focused on using technology to extend the reach and success of Cosabella’s marketing efforts with the help of a new advertising AI platform, Adgorithms or “Albert,” as it's referred to by Cosabella.With the technology, which autonomously executes and largely manages digital brand and marketing efforts, Cosabella said revenues soared in the fourth quarter by 155 percent, driven by more sales in the U.S., U.K., Australia, Germany, France, Canada and the brand’s ancestral home of Italy. Cosabella’s return on ad spending also increased by close to 340 percent.Albert was deployed late last year (around the same time Cosabella took to another AI platform for insight into customer demands) and its first aim was “identifying and converting high-value audiences” and improving Cosabella’s ad presence on paid searches and social media.In the first month alone, the technology increased Cosabella’s return on ad spend with social and search platforms by 50 percent, while increasing the actual cost of advertising by 12 percent. By the end of 2016, the brand saw a 37 percent increase in overall web sessions, a 30 percent increase in new users and an additional 1,500 transactions. Cosabella also attributed a 2,000 percent increase in purchases stemming from Facebook ads to Albert’s work.Courtney Connell, Cosabella’s marketing director, said she wasn’t expecting such “astonishing results” and that on top of improving sales, Albert’s given the company more breathing room when it comes to advertising.“It’s totally changed the way the [marketing] team works. Instead of focusing on just the big campaigns, we can feed in a bunch of small campaigns for social because we have more time now. We’re more nimble and we can be more experimental as well,” Connell added.[caption id="attachment_10721403" align="alignleft" width="371"] Cosabella said the success of using AI for its digital marketing was unexpected and has not only increased sales, but given the company's employees more freedom when it comes to advertising.[/caption]Last year also saw Cosabella end its use of traditional advertising and marketing agencies for its digital marketing efforts after deciding that such manual efforts “weren’t scalable or cost-effective.”“I would never hire a human to manage the technical aspects of our ad campaigns ever again,” said Cosabella’s chief executive officer, Guido Campello. “We’ll leave the tech stuff to the tech and hire humans for the high-level strategic and creative.”In terms of cost however, Connell said the expense of using Albert compared to a human advertising team is “about the same,” but she noted the efficiency and constant work rate of Albert, coupled with its success, gets Cosabella much more for its money.While Albert has only been in use since November, Cosabella is now using Albert for all of its digital marketing, including its current spring and bridal campaigns efforts, and the company has no immediate intention of moving away from artificial intelligence.The company is training up more and more employees to interface with the technology, in fact, and Connell sees AI as being most successful in freeing up the Cosabella team to “really focus on doing the things they love.”“A lot of people are terrified of AI, thinking it's coming to take their jobs, but really I’ve seen the opposite. People have more time to do their jobs better. We haven't fired anyone because of AI.”Going forward with Cosabella’s transformation strategy, Connell said the next step is getting the three types of AI being used by the brand to interface with one another and the brand becoming quicker to respond to what it learns from the technology.“We’re thinking how to take action on all this information [the AI is] giving us so we can test their ideas more quickly.”For More on AI in Retail, See:Cosabella Sales Swell With Emarsys Artificial Intelligence PlatformExclusive: How AI Predicts the Biggest Trends of the SeasonFashion, Technology and Artificial Intelligence with Will.i.am and Farfetch’s José Neves
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)