Future+ Fridays | Issue29

1. Roblox Developers Conference 2024: unlocking new opportunities for brands in the virtual world

What's happening: The 10th annual Roblox Developers Conference (RDC) took place in San Jose, California, showcasing major announcements for developers, marketers, and brands. It was the largest RDC to date, with over 70 countries represented emphasising Roblox’s global growth and reach. Here are the highlights.

TLDR:

• Roblox’s daily active users grew by 21% year-over-year, with 58% of users now over 13 years old, making it an appealing platform for brands targeting Gen Z demographics.

• Roblox announced a major e-commerce partnership with Shopify, allowing creators and brands to sell physical merchandise on the platform, set to launch in 2025.

• Roblox is expanding its advertising tools, offering new options for in-game video ads, billboards, and overlays, giving brands more creative ways to engage users.

• The Partner Program, designed to connect brands with developers, will expand in 2025, making brand collaborations easier.

• New AI-powered tools for creators were introduced, enabling faster and more efficient creation of in-game experiences, which could lead to more brand-driven content.

• A new "party" feature was announced, designed to revolutionise how players connect offering fresh opportunities for brands to engage with users.

• Roblox is also introducing global growth features like auto-translation and localised monetisation tools to help brands reach new markets more effectively.

Why it matters: Roblox's continued evolution from a gaming platform to a fully immersive virtual ecosystem presents unparalleled opportunities for brands. Its growth in e-commerce, with partnerships like Shopify, positions Roblox to become a dominant 3D virtual shopping mall, offering brands a direct line to engaged Gen Z consumers. The expansion of advertising tools and new AI-powered creator features allows for more personalised, creative, and interactive brand experiences within the platform. As Roblox grows globally it opens the door for brands to seamlessly reach diverse audiences around the world.

2. eBay’s pre-loved fashion show marks a new era of sustainable style at London Fashion Week

What’s happening: After NYFW, eBay hosted last night its first ‘Pre-loved Fashion Week’ in partnership with the British Fashion Council (BFC), featuring a shoppable runway show with pre-loved pieces from iconic designers as well as high-street clothing, opening and marking 40 years of London Fashion Week.

TLDR:

• The live streamed, shoppable runway event was called the ‘Endless Runway’ -watch it here.

• The show was held in a Shoreditch venue under a railway arch, showcasing a mix of archival pieces, high street fashion, and items from top designers like Off-White, Christopher Kane, Simone Rocha, and Khaite.

• Shoppers could buy items from the runway in real-time through the eBay app, blending fashion with modern e-commerce.

• This London Fashion Week show featured only secondhand clothes, marking a major shift toward embracing circular fashion at a prestigious level.

• The show’s curator aimed to create cohesive, contemporary looks, mixing pieces from different decades to challenge the traditional idea of “vintage.”

• At the same time, Oxfam, in partnership with resale app Vinted, hosted its own sustainable fashion show, "Style for Change," featuring celebrities wearing secondhand clothing. This marks Oxfam’s fourth appearance at London Fashion Week, further solidifying secondhand fashion’s growing presence.

Why it matters: For brands, the integration of pre-loved fashion into high-profile events like London Fashion Week highlights a major shift in consumer behaviour toward sustainability and circular fashion. This presents an opportunity to align with eco-conscious values, appeal to a growing demographic of mindful shoppers, and build partnerships with resale platforms. By participating in/or supporting secondhand fashion initiatives, brands can extend the lifecycle of their products, reduce waste, and strengthen their reputation for social and environmental responsibility. Embracing this trend enhances brand relevance but also helps future-proof businesses as the demand for sustainable practices continues to rise.

3. Revolve’s AI-powered search: a game changer in the industry

What's happening: Revolve Group is making a significant push in e-commerce with its AI search algorithm which has already led to improved customer engagement, conversions, and operational efficiency.

TLDR:

• Revolve launched an AI-powered search algorithm on its luxury-focused FWRD platform in Q1 this year, delivering more relevant results and higher conversion rates.

• The AI technology has exceeded expectations, bringing higher revenue per search while lowering operational costs.

• The algorithm enhances search by understanding user intent, moving beyond basic keywords to deliver results for complex queries like "vibrant ski jacket for Switzerland."

• Revolve plans to integrate additional training data to constantly refine and improve the algorithm, staying ahead of market trends.

• The group aims to expand AI capabilities for more personalised and interactive shopping experiences, part of its long-term growth strategy.

• Early metrics show a significant boost in add-to-cart and conversion rates due to AI-powered search, driving top-line results.

• Revolve is pioneering the shift from traditional keyword-based search to generative AI-driven search, marking a new era of how customers interact with e-commerce platforms.

• Last year, Revolve released a physical fashion collection based on designs from AI Fashion Week winners, strengthening ties with the AI community and highlighting innovation in fashion and technology. It also released an AI billboard this year.

Why it matters: Revolve is transforming the e-commerce experience by using AI to better understand and predict customer behaviour. Traditional keyword searches often miss the mark, but Revolve’s AI search algorithm focuses on user intent, providing more relevant and personalised results. This reflects a broader trend where consumers expect seamless, tailored experiences, and brands that adopt AI are better positioned to meet these demands. As Revolve pushes the boundaries with AI-driven search and collaborations like their AI Fashion Week collection, it sets a precedent for the entire retail industry. Other brands may be compelled to adopt similar technologies to remain competitive, creating a more dynamic, personalised, and efficient shopping landscape.

4. H&M’s global re-ignition: a fresh start rooted in fashion and community

What's happening: After down its Instagram to start fresh, H&M is launching a global "re-ignition" for its Autumn 2024 collection, with Charli XCX leading the campaign as the brand returns to its fashion-forward roots.

TLDR:

• H&M is re-energising its brand with the Autumn 2024 collection, focusing on reconnecting with its roots in accessible, fashion-forward style.

• This global "re-ignition" is about reinvigorating the brand’s core identity, not a full rebrand, but a revitalisation of what H&M has always stood for: affordable, trendy fashion.

• The transformation includes a sleek, image-led overhaul of its website, a more streamlined shopping process, and updates to 250 stores worldwide to better cater to modern consumers.

• A new ‘pre-loved’ store set to open in Stockholm, offering a curated selection of second-hand items, including a range of H&M’s “pre-loved” pieces and select items from other brands. The collection, described by the company as “carefully curated,” highlighting the commitment to sustainability.

• Culture and music are key components of this campaign, with Charli XCX and SEGA Bodega at the forefront, reflecting generational shifts and a fresh, youthful energy.

• Significant events are scheduled to engage the community, such as a launch party in Stockholm, creative pop-up hubs, and a recent London Fashion Week celebration that featured Charli XCX, along with VIP guests like Naomi Campbell and Lila Moss.

Why it matters: In a fast-moving world where trends come and go, H&M is choosing to slow down and reflect on its roots, wiping its Instagram to signal a fresh start. This re-ignition shows the brand's commitment to reconnecting with its original values, while also evolving to meet modern consumer expectations. By balancing fashion-forward thinking with a more curated and sustainable approach, H&M is making a statement about the importance of both looking back and adapting for the future. This refresh matters because it allows the brand to stay culturally relevant while fostering a deeper connection with a new generation of shoppers.

5. Highlights of Apple’s latest event

What's happening: Apple held its biggest event of the year, introducing the iPhone 16, new accessories, and the much-anticipated Apple Intelligence, introduced earlier this year, an AI-powered platform designed to enhance device performance and privacy.

TLDR:

• The iPhone 16 is 30% faster than iPhone 15, with a new side button for camera controls, searches, and AI prompts.

• Apple Intelligence is an AI platform integrated across Apple devices, running on-device for enhanced privacy and efficiency.

• AI features include writing tools, image generation, and a smarter Siri with large language model (LLM) capabilities, though not based on ChatGPT.

• Apple Intelligence processes data directly on the device, unlike competitors that rely on cloud-based solutions.

• Businesses can benefit from tools that automate emails, reports, customer service, and generate marketing visuals.

• None of the Apple Intelligence features are available with iOS 18; features will roll out gradually, with beta launching this fall in the U.S. and global expansion by 2025.

• Similar to other tech giants, AI features may take over a year to fully materialise.

Why it matters: Apple Intelligence has the potential to enhance business efficiency, offering AI tools for automating emails, reports, customer service, and generating marketing visuals. The new Visual Intelligence feature, similar to Google Lens, allows users to point their cameras at objects to instantly receive information or perform actions, creating new opportunities for brands. This could streamline the path from discovery to purchase, enhance shopping experiences, and integrate event details seamlessly. For some AI startups, Apple’s tightly integrated AI features may present competitive challenges, but the slow rollout—none of the features are available with iOS 18—provides a window of opportunity for innovation. Apple's privacy-first approach, with data processed locally on devices, could set a new standard for secure AI, appealing to privacy-conscious businesses and consumers.