Welcome back to The Spin. Today, we focus on high tech experiments and curiously sneakers are at the forefront of marketing innovation. Adidas partners with Snapchat to reach young women. New Balance plays with Artificial Intelligence to give rare rebels its shoes. David's Bridal finally acquires a tech start up to refresh its offer online. When women buy their bridal dresses on Internet, the company is obliged to follow them on the web. There are also unforgettable Instagram images of a black bag on Lady Gaga's arm. Who designed it? Enjoy the read, feel free to share. All the best, Caroline.


Instagram alert! Adidas has partnered with Snapchat to release a limited edition of its new Falcon W sneakers. The shoes were featured on a show called Fashion 5 ways, on which viewers could order them via smartphone. Darkstore promised to deliver by September 6. The Falcon W sold out in 6 hours. Snapchat executives are overjoyed having found a new way to monetize their content. Adidas is also happy to reach a younger female audience and very soon all consumers will be able to buy the sneakers in store for $100.


Bridal appeal. David's Bridal, the leading bridal authority in America is buying tech startup Blueprint Registry in order to refresh its offer. With Blueprint, consumers will be able to add gifts from any retailer, import existing registries and create cash registries. David's Bridal hopes that Blueprint will attract young brides who are shopping online for their dress and avoid the sad ending of its competitors. J Crew just closed down its bridal operation and Weddington Way is also closing its stores.

A fashion faux pas. On September 6, the first day of New York Fashion Week, New Balance cameras will scan the streets of Soho to spot the truly originals, not following the trends. The surprise winners will get a free pair of Fresh Foam Cruz Nubuck sneakers. New Balance which is working with the marketing agency VMC has a tag line: "be the exception". To select these unique fashionistas, VMC is using machine learning to find those rare individuals who don't follow the usual patterns.


TechMeNot. RetailMeNot has named Vivek Sagi, an Amazon executive, as its new Chief Technology Officer. The appointment is noticeable in the industry because of RetailMeNot's positioning. The company is the destination for consumers looking for online coupons offered by retailers (Macy's, Gap, Sears...) This particular line of business is crowded and RetailMeNot needs to evolve. The new CTO, a serial entrepreneur, has previously worked on Amazon's B2B marketplace, Google, New Brand Analytics...


Pop up here. British Browns is taking (paywall) its nomad concept to Los Angeles. Browns is opening its first international pop up store at Fred Segal on Sunset Boulevard. Keeping up with the idea of redefining luxury, the Brits bring with them gender neutral merchandising, evolving floors, recycled materials and even a meditation space. The pop up store is of course full of up and coming designers such as Molly Goddard, Conner Ives, Berlin based Rianna and Nina...

Pop up there. Bloomingdale's executives are also convinced that the future lies in rotating pop up installations. The new spaces called Carousel will be located (paywall) in 4 venues in New York and California. Every 2 months, the pop up concept will change. The first one called the "Urban explorer" will open in New York City, September 6. Taking its cue from Story, the concept store that Macy's, the parent company, bought in May, Bloomingdale's promises chocolate testing and fitness classes, among other goodies.


Gaga for Céline. Lady Gaga got it first. The singer was recently caught on a visit to Paris. She was wearing a very special handbag on her arm: the new, never seen before Céline tote, created by Hedi Slimane. Actually the designer and the Lady are good friends. When he was part of Yves Saint Laurent, she was one of the first to wear his creations. Now that he replaced Phoebe Philo at Céline, Lady Gaga offers us a first sneak peek of his bag. Could it be that accessories will be Hedi Slimane's main revenue driver?


Sun exposure. The British Retail Consortium estimates that unusually high temperature during September could eliminate £80 million a week in potential revenue. At the start of the autumn season, the fashion items being delivered to stores are out of sync with what customers want. They are not ready to buy coats and boots. According to BRC, for every single degree warmer than the usual, sales growth goes down by 1.1%. Coats could be sold a few weeks later, but then not at full price.


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