Weekly Round-Up

A roundup of the industry news and insight that got SoundOut HQ talking





‘Everyone is our customer’: Fashion and beauty brands are evolving the idea of the customer profile

For years, it was popular in marketing to narrow down a potential customer into a hyper-specific profile. But increasingly, brands across the fashion and beauty space are finding that such profiles are too restrictive.

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Shoe brand Auxiliary bets on augmented reality to stand out in Selfridges

In an attempt to drive people to stores and build buzz on the sales floor, London-based shoe brand Auxiliary is betting on augmented reality. Through the experience, shoppers can use their phones to unlock a special augmented reality filter, which runs about 40-seconds, showcasing the latest collection with 360-degree views of the shoes along with messaging about the products.

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Forever 21 files for bankruptcy and plans to close 350 stores

Forever 21 has become the latest mall giant to file for bankruptcy as it struggles to adapt to changing consumer appetites and a retail landscape dominated by online shopping.

There will be store closures in over 40 countries. Nearly half the closures will be in the United States, though it did not identify specific locations; the rest will be scattered throughout Asia, Europe and Canada. It will continue to operate in Mexico and Latin America.

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All Karen Millen and Coast stores to close as Boohoo rescues online business only

Administrators from Deloitte confirmed that Karen Millen and Coast’s total of 32 stores and 117 concessions in the UK have shut down.

Meanwhile, fast fashion retailer Boohoo, which acquired Karen Millen and Coast’s online business and IP rights as part of an £18.2 million pre-pack administration deal in early August, has said it will relaunch Karen Millen and Coast as online-only retailers from October 1.

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Ikea to take on Amazon and Google as leader in “the smart home arena”

Ikea is making its biggest investment in 20 years to take on Amazon and Google in a bid to have a “leading role in the smart home arena”.

Inter Ikea’s chief executive Torbjorn Loof told the Financial Times that the Swedish furniture giant wants to “simplify” smart home technology and “make it affordable.

Aside from making its biggest investment in the sector since 1997, when it launched its now wildly successful children’s range, Ikea is understood to be hiring a raft of software engineers at its Home Smart headquarters.

Furthermore, according to Ikea Home Smart’s boss Bjorn Block the retailer is planning to greatly increase the number of smart devices to its catalogue, which already includes smart bulbs, speakers and blinds.

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Kardashian-Jenner family launches apparel resale business

The online venture, aptly named Kardashian Kloset, will capitalise on the growing apparel trend for resale as shoppers look for deals and support sustainability efforts. The business debuted on October 4th and will enable fans to shop directly from the family’s closets.

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SoundOut Spotlight


BRAND: CoppaFeel’s new campaigns are giving social media nipple censorship the slip.


RETAIL: Levi’s and Google team up to create a very smart jacket


SOUND: Can you hear that? It’s the sound of sustainability. Nick Mulvey is clearing up the ocean, one vinyl record at a time.

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