Welcome back to The Spin! Today we examine the luxury sector’s increasing infatuation with social media. We also tell you, which new retail technology is still lacking acceptance, and which German shoe brand has decided to close all of its physical stores. And then there is the new baby clothing line that promises to expand up to six sizes as the infant grows. Enjoy the read and feel free to share! Best, Ulrike


Dior tops Chanel. Scoring the highest number of relevant media placements on online, social and print media channels, Dior generated a Media Impact Value (MIV) of $17.4 million during Paris Fashion Week. According to Launchmetrics, Dior’s total of 10,700 posts and articles had an engagement of 6.6 million, while Chanel recorded (paywall) 26,100 posts and an MIV of $11.2 million with an engagement of 3.8 million - including 475,000 related to the brand’s late creative director Karl Lagerfeld. Off-White, Saint Laurent and Louis Vuitton were next in line.

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The Interpreters. To predict what exactly their customers would like to buy next, global luxury labels like Christian Dior, Hermès and Gucci are increasingly looking to social media. To compile the needed information for their clients, those sites often employ their own savvy wizards. One of them is Morin Oluwole, the Paris-based global head of luxury for Facebook and Instagram, who creates in-depth customer profiles on the basis of what people say on social media.

Romeo's Renaissance. Following many years of extreme highs and abysmal lows, including several lawsuits for the trademark, the Romeo Gigli designer label is quietly going through another revamp - this time without Mr. Gigli himself. Although the label’s founder has tried to get his trademark back for decades, he is mostly designing (paywall) third party collections.


Now you see me... Retailers are increasing the use of facial recognition to improve shopping experiences and prevent theft, but almost half of US consumers are not comfortable with the technology. Women are particularly unfavorable, with 46 percent rejecting it, compared to 40 percent of men. Amidst privacy concerns, the city of San Francisco now considers banning the use of facial recognition by government agencies, while Washington State might soon require consumer consent.


Neon and eccentricity. During Paris Fashion Week, French department stores sparkled (translated by Google) in high gloss and the bright neon lights. Although visual merchandising tends to be similar in most of the world’s metropolises, there is always new inspiration to be found. This season, there has been a strong focus on customization and entertaining “funorama”, with Le Bon Marché (paywall) and Galeries Lafayette currently presenting the most exciting stagings.

Retail retraction. To focus on its European wholesale partners, German shoe retailer Buffalo is going to close (paywall; translated by Google) its eight branded retail stores in Germany. The Deichmann-owned company’s European web shops in German and English are not affected and will remain open to help determine customers’ preferences. Buffalo has been (press release) part of Essen-based Deichmann SE since September 2016.


Trekking to McTrek. Berna Bartosch, former purchasing director at Saks Off 5th, has taken (paywall; translated by Google) the director of buying and merchandising position at German sports label McTrek Outdoors Sports. According to McTrek’s holding, Yeah! AG, the procurement expert, who also worked for TJX Europe in the past, is expected to further the chain's expansion beyond its existing 42 locations and the web shop. Five new stores opened in 2018 with four more to be added this year.


Growing trend. To make life easier for new parents, California-based startup Snug Bub has developed both a stain proof and an expandable line of baby clothing. Currently crowdsourcing funding on Kickstarter, the company offers a stain-proof Bibzee baby romper, that can be cleaned with just one swipe, and Grow-Baby-Grow’s footed pajamas, that can grow up to six sizes with the infant - a concept that some adults might also appreciate…


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