02 : 09 : 22 : Weekly Debrief

New York – A new experiential retail concept from AR fashion platform ZERO10 and Crosby Studios is bringing digital fashion into a physical setting. Visitors to the pop-up store can scan QR codes using an app to try on digital-only clothes in real time using their smartphones, with ZERO10’s augmented reality technology also allowing them to digitally tailor the garments by uploading a picture.

Designed by Crosby Studios, the collection celebrates its digital nature with fantastical garments that could only exist in virtual reality. Inspired by 90s video games, pieces include a chequered suit, light shirt, pixel leopard hoodie, disappearing pants and video game pants. The store setting itself is designed to allow visitors to freely interact with the digital fashion without being interrupted by physical objects. ‘We wanted to create a new concept of pop-up spaces responding to retailers’ needs to attract a new generation of consumers but also evolving the format of pop-ups that are not about product display any longer,’ explains George Yashin, CEO of ZERO10.

The pop-up showcases how, as the physical and digital worlds continue to merge, retailers can continue to innovate with Hyperphysical Stores that allow both to co-exist and provide a compelling reason to visit in person.

US – Pickleball is now one of the fastest growing sports in America and fashion company J Crew is taking notice. The brand is partnering with Texan pickleball specialist Recess to release paddles in J Crew’s signature patterns and activewear for the wildly popular game.

In addition to paddles, the collection includes tennis skirts, high-rise leggings, dresses and sports bras, with prices ranging from £29.50 ($34.50, €35.50) to £101 ($118, €118). The clothing company made the decision to enter the growing pickleball market after noticing that the sport was trending on social medial and that J Crew customers were participating in the game.

‘We love it when J Crew customers become our inspiration and show us what they’re up to on social media. Pickleball has been trending on social media and within our audiences, and as one of the fastest-growing sports in America right now, we had to get involved,’ says Lisa Greenwald, chief merchandising officer of J Crew.

By analysing social media activity to develop new products, J Crew is showing how consumer data can inspire clothing for Sportive Affluents.