What better way to kick off the party season in London than with our Christmas Meetup! Taking over the new BL-NK venue in Shoreditch, we were joined by NET-A-PORTER’s Group Mobile Manager, Sarah Watson giving us some insight into their latest mobile adventure.
NET-A-PORTER have had a fair busy year, one year ago (almost to the day) they started work on a new project focussing on four main areas; influence from others, social community, a place where they could spy on what everyone is doing and loving on the site, and surfacing new products from the the site. Initially they looked at the NAP live feed, and creating a feed around this, but it felt like something was missing, it needed a community feel that would resonate with people. Brainwave- the diary! Everyone has one to jot down ideas and it feels personal, so that became the “visual metaphor” and so the The Netbook was born.
The Netbook is a social shopping app allowing users to see what’s happening on the site and also have a nose at what other people are liking and buying. To start off the app is invite only. Why? “So we could start our community as we mean to go on, making sure we get those key people. Who do we want to drive this community, the people that love fashion, the bloggers, the celebrities, the designers.” The second reason, to make sure the user gets the best experience helping them scale the product effectively. At this stage they “treat themselves as a startup, rather than going with what’s expected, they can go with the unexpected”. A pretty impressive startup, in just two months they have already got a waiting list of several thousand people! And creating the app to act as it’s own social network alongside the likes of the heavy weights. Watson stated “Facebook has fans. Twitter had followers NET- A- PORTER has “admirers.”
We can’t wait to see what’s next!
Our showcase took a walk through three top trends in the Fashion Tech space; fit solutions, retail analytics and visual search.
Incubated by H-Farm, XYZE skyped in from Italy to explain their re-sizing technology for fashion. With so many fit solutions around this is quite different from the rest using a wearable digital meter to match an individual’s measurements to the right size clothing. Integrates with e-tailers and bricks and mortar stores to improve a personalised shopper experience and reduce return rates for the store. We are incredibly excited to see how these guys develop in the next 6 months.
Next up Milan’s Fashion Pitch winners Viewsy, taking on in-store analytics. Stating that “£10.66, every pound that you put into online marketing analytics puts around this back into your pocket”, so if retailers and brands are putting this in online, what are they doing offline?
Viewsy technology is based in store, cutting down the detail, seeing how long the customers interact with merchandise, time spent in store, where they are in store and many more metrics. How? It’s a passive and anonymous device using cellphone signals to take information from the phone .
Using their time to get the audience to ask the questions, Viewsy kicked off with “What you measure, is what you can manage, right? So how does it work?”. Distance of accuracy was the first challenge, the team compare with real life, trawling through hours of video footage to cross-check against what their model is saying. “Our dwell time is accurate to under 30 seconds, with loyalty at 96%” – pretty impressive! Another challenge, what makes them better than their US competitor? “Our data quality is our reputation and our brand” as an enterprise company they focus on large retailers, installing properly within stores, focussing on customer journey and most importantly elevating the importance of their data accuracy.
With engineers from Facebook, Amazon & Google amongst their team, we can’t wait to see more from the team as they continue to close the omni-channel loop.
ASAP54 took to the mic last, with CEO Daniela Cecilio describing fashion as being both emotional and visual. How do you put the two together? ASAP54. Born out of frustration trying to find an Alexa Chung worn jumper through search terms on Google, Cecilio looked to do this through image recognition.
The app allows the user to upload or take a picture and within 5 seconds the results will “pop”, finding a match to the item along with similar items, where you can click through and buy from the retailer site. A social element to the app, allows the user searches to get fed into your profile, so you can see what other users are searching, to then follow for inspiration.
Now here’s the clever bit, if you are unhappy with the result, you can click the “can’t find” button and your request is taken to the in-house styling team to find your item. “When automatic fails, personal steps in”. Setting them apart from the rest, ASAP54 are a Fashion company not a Tech company, taking a Fashion approach to technology!
See you in the New Year, for our next London edition!