Welcome to News Bites, BoF's regular feature of the stories that get the industry talking.
One in three luxury consumers in France shops regularly or exclusively online, a new report has found.
The index, from Matchesfashion.com and the Institut Français de la Mode, debunks the myth that the French are digital laggards and are actually highly engaged with e-commerce.
Only 30 percent of French luxury consumers have never made a purchase online. Almost half have shopped online in the last year, with more than 54 percent buying online at least once a quarter. As Matchesfashion.com chief executive Ulric Jerome told BoF, "the [French] customer is more ready than ever to shop online.”
“To tell you the truth I was a bit surprised by the results of the index, about the level of engagement of the French customer,” said Jerome, who launched Matchesfashion.com online in France in February. “I was expecting a more conservative customer.” Instead, the study found that luxury consumerism in France is closely aligned with consumer behaviour seen by Matchesfashion.com in its native UK.
The report also identified millennials as “digital first” consumers, revealing that 70 percent have shopped online for luxury goods in the past year. And while millennials may be at the forefront in the use of mobile shopping, a significant majority of consumers overall say they are ready to experiment with, or have already made smartphones purchases. A strong interest in new technologies was also expressed, with 80 percent of those surveyed keen to integrate AI and AR technology into their purchasing experience.
“We see luxury fashion and technology to be completely in sync,” said Jerome, who added that Matchesfashion.com works closely with technology incubator New York Fashion Tech Lab. "A lot of our time is spent finding technology that enables us to increase the user experience online and in store as well,” he said.
These findings suggest there is an opportunity in France for both the expansion of luxury e-commerce and technological enhancement of the luxury shopping experience. This could be goods news for LVMH, which is believed to be launching its own multi-brand e-commerce platform later this year. — Tamison O'Connor
Lauren Hutton has been cast in the latest Calvin Klein Underwear campaign.
The model and actress, 73, joins a cast including Kirsten Dunst and Rashida Jones in a video series created for the New York-based fashion house by director Sofia Coppola.
In a short video titled "The Pick-Up", Hutton relates a story about walking fast across a courtyard to avoid unwanted advances from men. Caught off-guard by one suitor's "corny" pick-up line and "electric blue eyes," she describes how she agrees to join him for a ride in his new truck.
Hutton was chosen to appear in the campaign by Coppola herself — according to Calvin Klein, the two women's families have been friends for more than 30 years.
The women's Calvin Klein Underwear campaign follows the release of label's men's campaign in February. In a flawless sequence of events, the Willy Vanderperre images, starring Moonlight actors Mahershala Ali, Alex Hibbert, Ashton Sanders and Trevante Rhodes, were released the day after Moonlight won Best Picture at the Academy Awards. — Tamara Abraham
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