In Case You Missed It : 2 September 2024

#WeSawItComing : Residential Retail

Google has become the title sponsor of Netflix’s popular television series Emily in Paris, marking a significant step into the world of shoppable content for the streaming giant.

The partnership – which encompasses the newly released season four as well as earlier seasons – is a first for Netflix and integrates Google’s technology directly into the viewing experience.

Viewers, regardless of their subscription plan, can now use Google Lens to scan Emily Cooper’s outfits from their screens and be directed to similar fashion items available for purchase. For those on Netflix’s ad-supported plan, the experience is further enhanced with customised 15-second ads featuring Lily Collins as Emily who shows how to use Google Lens for fashion shopping. In addition, pause ads will prompt users to explore the fashion possibilities with a simple screen scan.

In 2023, our macrotrend report Home States Futures: Residential Retail, forecast a new age of immersive advertising and highlighted Emily in Paris as a best-in-class example of how Netflix has smartly included ads in its subscription plans or content. The hit show, which began in October 2020, is now one of the most powerful platforms for fashion and luxury brands. LVMH-owned luxury luggage manufacturer Rimowa even became the centre of one full episode. According to Launchmetrics, the media impact value (MIV) of Emily in Paris season 2 reached £79m ($96m, €90m) three weeks after its launch in December 2021. That’s more than the MIV generated by London Fashion Week in September 2021 (£40m, $49m, €46m).

To access the full report, become a member now.

‘The home has now become the first-choice destination in an oversaturated market offering better things to do elsewhere’

Our top 5 Need to Knows of the week – curated by foresight analyst Simar Deol)

: Ikea launches peer-to-peer marketplace for second-hand furniture

: Fabergé embraces the dark with Beetlejuice-inspired fine jewellery collection

: Microsoft expands gaming accessibility with the Xbox Adaptive Joystick

: Hinge celebrates real-life romance with 80-page zine

: Stat: YouTube tops Beano Brain’s 2024 coolest brands for UK kids list

RSVP - Sports and Leisure Futures 2024–2025 Online Event

Sport is evolving beyond traditional boundaries, attracting a broader, more diverse audience. Regions and continents including the Middle East and Asia are becoming sports hubs, driven by investments in infrastructure and public health.

Younger generations are reshaping sports culture, prioritising connection, enjoyment and accessibility over traditional values such as performance. With the rise of niche sports and collaborations with fashion, along with technology-driven fan experiences, sport now offers new avenues for community, achievement and personal fulfilment.

Join us on 10 September for this members-only event as we unveil how sport is becoming bigger than ever and offering valuable lessons on nurturing a new era of fandom.

The event will take place online from 2:00pm to 3:00pm BST. There will also be a live Q&A session hosted by our experts and opportunities to network with other attendees.

If you are an LS:N Global member you can RSVP here.