Fashion: Notable Seed stories from 2009

London, Stockholm, Boston – The fashion industry innovated online as new retail formats emerged. Brands generated buzz using new media and mobile.

Users of Svpply’s invitation-only site posted products for sale from different retail sites, replicating the real-world experience of shopping around. The ‘invite only’ concept emerged as a key trend for luxury retail too, allowing brands to discreetly rid themselves of surplus stock.

Sales were strong at the Ann-Sofie Back store following an inventive viral campaign that fictionalized the kidnap of the cult designer. The video was perfectly pitched for Back’s young, media-savvy consumer base. The campaign was so successful the temporary store almost ran out of products before its short-term lease ran out.

Meanwhile, the mass market went mobile. Net-A-Porter, one of the success stories of fashion retail in 2009, launched its NET-APP in July. ‘Convergence is most important for the future of mobile technology – especially when it comes to shopping online,’ said Net-A-Porter CEO Natalie Massenet.