Plus, how to avoid becoming collateral damage in a YouTuber war.
These are the stories making headlines in fashion on Wednesday.
Liketoknow.it launches shoppable YouTube channel
Influencer shopping app Liketoknow.it is expanding into video with the launch of its own YouTube channel. Weekly shoppable fashion and beauty videos will be produced in partnership with influencers like Aimee Song, Zoella, Desi Perkins, Samantha Maria and Alexandrea Garza, and will live on Liketoknow.it’s app, on YouTube and on each influencer’s profile page. {WWD}
Victoria’s Secret puts comeback strategy in motion
Faced with competition from smaller, more inclusive brands and start-ups, Victoria’s Secret‘s share of the U.S. intimates market dropped to 24% last year from 32% just three years earlier, according to Euromonitor International. The lingerie giant is taking steps to stay in the game and combat its declining market share by hiring new leadership, shuttering stores, reintroducing swimwear and getting rid of its costly TV spectacle. {WWD}
How to avoid becoming collateral damage in a YouTuber war
Beauty brands count on YouTube to connect with Gen Z customers, who turn to the video sharing platform for everything from contouring tips to teeth-whitening hacks. But as the recent feud between James Charles and Tati Westbrook shows, YouTube is a breeding ground for controversy. There are ways, however, that brands can avoid becoming collateral damage when a YouTuber war breaks out, granted they are selective when it comes to working with influencers and they formulate contracts. {Business of Fashion}
Stefan Larsson named PVH president
PVH Corp., the parent company of Calvin Klein and Tommy Hilfiger, has appointed Stefan Larsson to the newly created role of president, effective June 3. Larsson, who was most recently CEO of Ralph Lauren, will report to PVH CEO and Chairman Emanuel Chirico. {Business of Fashion}
Riccardo Tisci on monograms and Thomas Burberry
Following the release of Riccardo Tisci‘s Resort 2020 line for Burberry, the designer opens up to Vogue about why he’s decided to champion the brand’s founder Thomas Burberry and scatter his initials throughout his collections for the British label. “In the archives, I saw the old drawings and graphics of Thomas Burberry’s time,” Tisci tells Vogue. “He did his initials, and I thought that’s interesting. Why not develop something that represents the beginning of this new era?” {Vogue}
How fashion brands use product imagery to drive purchases
Everything from the lighting of a photo to a model’s stance can impact whether customers decide to add a product to their carts. Online retailers find that straight-forward, front-facing model images, paired alongside an average of five detail shots, encourage purchases. These e-commerce platforms also find that men tend to shop more analytically, and therefore prefer garment-focused images, as opposed to women who generally look for styling. {Vogue Business}
Urban Outfitters shares fall after new rental service announcement
Urban Outfitters stock traded sharply lower Wednesday after the retailer said it would introduce Nuuly, a monthly rental subscription service, that analysts predict will cut into its second quarter earnings. The rental service will allow shoppers to borrow up to six pieces a month for $88, but will cost the company an estimated $3 million to launch. {WWD}
Source: Fashionista.com
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