Louis Vuitton ventures into esports

Fashion brand Louis Vuitton and video game developer/esports tournament organizer Riot Games have announced a partnership, starting with the 2019 League of Legends World Championships.

For the Championships, Louis Vuitton is creating a one-of-a-kind Trophy Travel Case for holding the world champions’ trophy, called the Summoner’s Cup. Previously, Vuitton has created similar travel cases for other sporting events including a laser-engraved titanium case for the FIFA World Cup.

The trophy case features Louis Vuitton’s iconic logo and design, with additional elements related to League of Legends. It will be unveiled publicly at the Eiffel Tower in Paris and eventually given out Nov. 10 in the same city, where League of Legends is holding its world championship this year.

But wait, there’s more. The partnership also includes the creation of a capsule collection of clothing from Nicolas Ghesquière, Louis Vuitton’s artistic director of women’s collections, as well as in-game digital assets like champion skins.

Why it’s hot:
Louis Vuitton’s new partnership continues the brand’s embrace of digital endeavors to accompany its physical products and marketing.

The pairing of a luxury non-endemic brand entering the esports scene is not one often seen. However, it creates a huge opportunity for Louis Vuitton, especially in expanding its consumer base. With millennials said to drive about 130% of luxury market growth in the next seven years, the gaming space could be a key area for expansion.

Louis Vuitton joins others including State FarmGilletteRed Bull, and Axe to embrace the esports world. A category in which 2019 revenues are forecast to rise by 27% and estimated to top $1.1 billion.

Diesel vs. Deisel

Diesel opened a pop-up with a twist. The shop, called Deisel, was situated on New York’s Canal Street – a location famous for its knock-off stores that sell replicas of designer products at cheap prices.

The Deisel pop-up sold a range of hats, t-shirts, jumpers and denim pieces, all branded with the knock-off logo. Prices ranged from $10 to $200: much lower than similar products found in standard Diesel stores.

But what looked like a fake pop-up was a stunt by the brand, supporting its latest campaign, Go with the Flaw. New Yorkers who ended up buying from the Deisel pop-up got their hands on real, limited-edition pieces at knock-off prices.

Why its hot?
If you can’t beat them, join them. 
The counterfeit industry was worth $460bn in 2016, according to the International Trademark Association. The fake goods culture has become so prominent that fashion brands have started referencing it in their collections and marketing activations. In 2016, luxury streetwear brand Vetements launched an ‘Official Fake’ collection and sold it in a garage space in the outskirts of Seoul. Elsewhere, luxury fashion darling Gucci became Guccy for its 2018 spring/summer resort collection – again, a nod to the rise of knock-off culture

How LIKEtoKNOW.it turned a screenshot into a shopper’s heaven

If you’re into social media and fashion, you may be familiar with LIKEtoKNOW.it. If you look to Instagram for style inspiration and seen something your favorite fashion blogger wore in a #ootd post but couldn’t figure out where to get that outfit, now you can shop that look. The service lets users create an account tied to their Instagram profile, then every time they “like” a influencer’s photo on Instagram they receive an email with the “to buy” link to purchase the item. That’s how LIKEtoKNOW.it was born in 2014.
Today so many people take a screenshot as a way to remember the things they really want to buy. LIKEtoKNOW.it launched a standalone app to take advantage of the screenshot-as-shopping-list phenomenon, as well as opening up ‘closed’ social networks like Instagram and Snapchat to retailers and consumers alike. To use the new app all you have to do is take a screenshot of a photo you want to shop. Since screenshot functionality is developed and maintained by device manufacturers it’s platform-agnostic.

Why It’s Hot

LIKEtoKNOW.it is finding a way to go around the walled gardens. Screenshots – a favorite way to remember what you like is your link to shopping around the web. This app will now let users (both influencers and shoppers) migrate more easily between social platforms. If the next Snapchat pops up tomorrow, Influencers can start posting content on day one, since all their audience has to do is take a screenshot to shop the content. Essentially the app means it no longer has to worry about its service fitting within the rules of each social platform, or even a new platform that pops up which doesn’t take kindly to links (or API workarounds).

How The North Face uses voice search to drive mcommerce sales

Outdoor gear and apparel retailer The North Face continues to see strong results from its use of natural language and voice-enabled search, helping its sites across mobile and desktop in several European counties to deliver a 35 percent increase in search conversion rate and 24 percent increase in revenue from search.

EasyAsk has been deployed across 11 sites in nine countries, including Britain, Germany, Netherlands, Sweden, France, Italy, Spain and Austria. As a result, visitors to these sites can use specific terms for what they are looking for in their local language as opposed to using traditional keyword search.

 

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Read more here.

Why It’s Hot

Voice-enabled on-site search makes sense on mobile because users are familiar with speaking into their smartphones. The problem is still accuracy–I keep getting “pizza places” recommendations from Siri, whenever I search for Dry Cleaners…

For on-the-go users who may be trying to find something quickly, natural language search means they can quickly and easily find what they are looking for without having to use a general keyword and then have to scroll through a lot of unrelated results.–I get it for public restrooms: bit how urgent is your need for a new “warm winter jacket”?