LSN : News : Virtual kitchens serve YouTube stars’ fried chicken

This Italian streaming platform shows art and opera

Netflix of Italian Culture by TsART, Italy

Italy – In a bid to connect audiences with cultural events in new ways, online platform ITsART is working with cultural organisations to stream content from operas to museum exhibitions. With backing by the Italian Ministry of Culture, the platform’s library is divided into three sections: Stage, for performance arts shows, Sites for virtual tours to historic locations and museums, and Stories for films and documentaries.

Much of the content will come from a partnership with cultural institutions in Italy, including Galleria Borghese and Fondazione Prada. By centralising Italy’s cultural content in this way, ITsART is promoting its public venues, as well as new revenue streams. ‘Our aim was to provide a common platform that can reach a growing audience of consumers of Italian art and culture around the world, while importantly, supporting the performing and visual arts sector,’ says Guido Casali, CEO of ITsART.

We’ve previously explored how Germany’s RTL+ platform is similarly leveraging local content as an alternative to existing media giants. For more entertainment insights, look out for our upcoming Future of Engagement report.

Strategic opportunity

Media platforms should take note of this service and focus on local content to target audiences in particular regions. Consider working with individual creators or creative collectives to offer nuanced entertainment

Virtual kitchens serve YouTube stars’ fried chicken

Sides by Sidemen, UK and UAE

UK and UAE – YouTube supergroup The Sidemen has made its first foray into food with the launch of Sides, an at-home dining concept that combines eating with entertainment. Although the collective is famous for its food challenge videos and reviews, it’s the first time that the group has launched a real-life menu.

Available across delivery platforms including Deliveroo and Uber Eats, Sides specialises in fried chicken dishes that have been developed personally by the seven members of the collective. Created in collaboration with Virtual Hero and Hero Brands, customers are given a choice between vegan and meat-based options as well as a range of different sauces. ‘At Virtual Hero we are responding to emerging consumer trends in this fast-growing market and building the virtual brands of the future,’ explains Robin Mehta, chief operating officer of Virtual Hero.

Operating from ghost kitchens in the UK and the UAE, the delivery service is a response to the rising trend for Media Kitchens that positions social media tastemakers as the next frontier of cuisine.

Strategic opportunity

Chefs are becoming the new entertainers – and vice versa. Food companies have a chance to launch playful campaigns to tap into the rise of culinary communities

Resale platform dejaWOOO lures China’s green shoppers

China – Responding to growing demands for second-hand fashion in the region, dejaWOOO is a resale aggregator making it easier for consumers to discover pre-owned garments. The platform is arranged into two categories, WOOO Select and WOOO Series. The former presents curated products from established global resale platforms, while the latter offers its own upcycled collections.

To generate interest, its Series arm will also showcase social video content and influencer activations. While the pre-owned market has been slower to take off in China than in some other regions, such platforms are responding to the barriers that have traditionally held back Chinese consumers. ‘China is a global leader in luxury fashion consumption, but has been slow to embrace second-hand fashion, partly because consumers have low confidence in its authenticity,’ explains Gregory Cole, co-founder of dejaWOOO. ‘With dejaWOOO, we are building a bridge between international resale platforms.’

With Millennials and Gen Z largely driving the shift towards green retail in China, there is growing opportunity for online platforms to use content and storytelling to inspire more sustainable shopping decisions.

dejaWOOO, China

Strategic opportunity

Pre-owned retailers must recognise the different pain points that exist within particular regions. Aim to provide education and authentication to court hesitant pre-owned shoppers

Stat: Shoppers anticipate Christmas over-consumption

Rotaro in partnership with Airbnb, London

Concerns about frivolous shopping are interfering with people’s Christmas spirit, with research by Gumtree showing that 61% of British consumers are worried about the environmental consequences of over-consumption this holiday season.

Although 28% of those surveyed believe that over-consumption is one of the biggest threats to the environment, only 41% of respondents said they are willing to reduce their spending this Christmas. Of those surveyed, 48% said that COP26 did not inspire them to host more eco-conscious Christmas gatherings. When asked why they refused to change their behaviour, 31% said that Christmas was too important to cut back on, while 25% said they planned to purchase specific items that are new.

‘We’ve found that people do truly care about climate and environmental issues; however, there’s a disparity between this and their actions,’ explains Hannah Rouch, chief marketing officer of Gumtree.

Although consumers are reluctant to abandon certain festive rituals and traditions, the research by Gumtree also suggests that shoppers are feeling increasingly worried about the environmental impact of their purchases. With this in mind, there is scope for brands to adopt the tenets of Eco-venience Retail to assuage shoppers while not compromising on value and experience.

Strategic opportunity

Consider initiatives centred on promoting the benefits of giving second-hand or re-gifting, especially when it comes to small – often wasteful – items like stocking fillers