Need to Know
08 : 02 : 21

London – Footwear brand Buffalo London is working with virtual fashion brand The Fabricant to launch a digital trainer that can only be worn on social media.

The flaming virtual trainer, the Classic BurningFor, is a 3D re-imagining of the brand’s popular platform shoe styles. Buffalo London uses CGI animation software to create the digital rendering, with blue or red flames to appear in perpetual motion.

Shoppers can access the product, available for purchase on the brand’s website, as well as via digital fashion retailer DressX, by supplying a photo of themselves, which Dress-X will then ‘digitally dress’ using 3D software. The limited-edition run of just 100 trainers marks Buffalo London’s first move into the virtual fashion space.

While we’ve previously explored the rise of virtual garments in Immaterial Fashion, pioneering e-commerce platforms like The Dematerialised are paving the way for fast fashion’s digital future.

US – Digital bank Fifth Third has unveiled a social media campaign that looks to promote financial responsibility among young consumers.

As part of the BuyNowBlocker campaign, created by the bank’s agency partner Pereira O’Dell, Fifth Third bought ad placements typically used by e-commerce brands. Mimicking traditional ad-blockers, this campaign replaces shopping ads in users’ feeds, with copy that reads ‘this could have been a handbag ad’ or ‘this could have been a watch ad’.

Aiming to make consumers rethink purchases of unnecessary items via social media, the ads link to Dobot, a free money management app that offers readers financial tips. ‘Saving money is tough. Saving money during a pandemic, with nothing to do but scroll through social media while tempting ads track you is even tougher,’ says Pereira O’Dell agency. ‘Fifth Third wanted to cut people a break, so we served them blocked ads instead of ads for typical impulse purchases.’

The campaign highlights the downsides of Social Commerce, showcasing how impulsive social media shopping has negatively affected consumers’ Financial Wellness.

According to analytics agency IRI’s 2021 Emerging Growth Pockets report, the roll-out of the Covid-19 vaccine will alter consumer behaviour across the US. Demand for consumer-packaged goods (CPG) will continue, but sales are expected to fall by up to 5% in 65% of categories in 2021.

The report predicts that the decline will occur because of consumers’ increase in mobility. Once national lockdowns are relaxed, US consumers will be less inclined to buy food in bulk, instead opting for smaller, right-sized products. As consumers begin to feel safer and visit supermarkets multiple times, that surge in mobility will also make consumers more price-sensitive, causing private-label brands to become more popular.

As the roll-out of the Covid-19 vaccine accelerates and lockdowns are eased, we can expect consumer behaviour changes to affect all sectors. To see how the inter-pandemic period will affect food trends, explore our Food & Drink vertical.