Need to Know
08 : 12 : 20

A digital pop culture event for brand activations, Freestar’s youth-focused careers hotline and why beauty brands must invest in digital discovery.

ComplexLand is an immersive e-commerce experience

ComplexLand by Complex, US

US – Entertainment network Complex is embarking on ComplexLand, a week-long immersive online experience.

The digital space allows users to digitally interact with non-playable characters such as Donatella Versace, who gives visitors a rundown of exclusive merchandise deals. Each brand partner will be using this experience to interact with consumers, with eBay encouraging attendees to spot clues on the convention floor to access sneaker giveaways via the retailer’s app. Over 60 brands ranging from fashion to food will be releasing limited-edition exclusive goods for convention goers.

Offering a digital alternative to the annual Complex Con, the activation aims to create ‘a much more active environment for the consumer’, explains Edgar Hernandez, chief revenue officer at Complex. 'Its about creating movement and activity and gamification,' he adds.

With this in mind, retailers are rethinking interactive shopping concepts as social networks and gaming environments continue to evolve as e-commerce platforms.

Pinterest and 1 Granary empower new fashion talent

Designers to Hire by 1 Granary in collaboration with Pinterest Designers to Hire by 1 Granary in collaboration with Pinterest
Designers to Hire by 1 Granary in collaboration with Pinterest Designers to Hire by 1 Granary in collaboration with Pinterest

Global – The visual discovery platform has collaborated with the fashion publication on a project dedicated to showcasing graduating designers.

Created to bridge the gap between fashion education and industry, Designers to Hire is a practical tool to help design talent research, network and sell. Through a combination of in-depth profiles, portfolios from global students and Pinterest’s newest native publishing format, Story Pins, the initiative provides a track for future opportunities.

Both readers and Pinterest users can interact with designers’ work with the tool. Employers can also scout potential additions to their company, while stylists can book requests with designers, and recruiters are granted unprecedented access to a global talent pool. Rather than offering a finite list of talent, the partnership will continue to grow and develop into an interactive archive over time, according to 1 Granary.

In this way, the partnership shows how brands are nurturing the next generation of creative talent. For more, read our Alumni Incubators microtrend.

Freestar’s hotline for young job-seekers

UK – Alcohol-free beer Freestar has launched a free hotline offering advice for young job-seekers.

After filling out an online form, callers can book a 30-minute free video session with industry experts from brands like Propercorn, Tesla UK and the BBC. As well as receiving one-to-one guidance on interview preparation and how to approach job applications, many participants are arranging follow-up calls with their mentors, with the scheme already helping 50 young people across the UK.

‘At Freestar we’re all about championing the next generation, so supporting young people and helping them to upskill and access potential job opportunities is a no-brainer for us,’ says Felix von Hurter, co-founder of Freestar. ‘Now, more than ever, a lot of young people feel that the odds are stacked against them. We want our mentoring hotline to help re-ignite their ambition and confidence because they’re the future.'

The rise of youth-centred recruitment campaigns that focus on empathy and purpose suggests that Generation Z are seeking career fulfilment that suits their own morals.

 Freestar, UK Freestar, UK

Online discovery presents opportunities for beauty brands

HUM.AI.N by NAMESldn in collaboration with Rendooo HUM.AI.N by NAMESldn in collaboration with Rendooo

The pandemic has pushed beauty consumers towards online shopping, but they have high expectations of e-commerce sites, according to new research.

A new report by experience platform Nosto has found that 56% of US and UK beauty consumers are more likely to buy brands and products they have purchased before, suggesting there is an opportunity for brands to invest in digital discovery and education. As much as 74% are likely to buy if a brand includes customer reviews on its website and 63% are loyal to brands that remember shopping preferences and customise the online experience.

Brands should therefore look to offer advice and expertise about their products to optimise online shopping. Similarly, in our Feedback Frontiers macrotrend, we explore how beauty brands are steering consumers through the purchasing journey to ensure a more informed shopping experience.

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