Weekly Stories


Image source: Philips

Dutch technology company Philips’ latest campaign in collaboration with Elle magazine in the UK taps the influence of global beauty ambassadors in a bid to engage consumers and spark a conversation about beauty routines.

Six beauty influencers are brought together on a global digital hub BeautyHeroes.com to share their beauty routines, tips, and endorse the next generation of innovative beauty regimes – many of which will undoubtedly centre on Philips’ beauty tech tools.

Chosen for their global appeal, Philips’ “beauty heroes” represent its key markets for beauty and widens the site’s consumer reach. For example, South Korean beauty blogger Liah Yoo specialises in the complex, multi-step approach to beauty favoured by Korean women, while Victoria Sekrier from Russia brings modelling and styling expertise into her content offering.

In one post on the site entitled Winter Skin, Sekrier details the products she uses to combat the harsh effects of drying, cold, windy conditions, which include cleansing face oils and the Philips VisaPure Advanced facial cleansing device. Meanwhile, Yoo explores the cross-cultural trends in hair removal, explaining how the Philips Lumea IPL hair removal device is a revelation to Korean women who traditionally shave.

The Beauty Heroes hub will also act as a forum for Philips to test products and gain insight into the beauty habits, thoughts and desires of women around the world.

When marketing in digital spaces, it behoves brands to diversify their messages so they suit a multitude of audiences. Approaches that leverage a spectrum of influencers make it possible for diverse consumers to see a brand as part of their own lifestyle.

Guest post Stylus.com by Lisa Payne

Decoded Fashion - Weekly Stories - ShopStyle Revamp
Image source: ShopStyle

Black Friday hysteria has well and truly arrived, with some discounts starting even earlier than expected. We’ve taken a look at how retailers are handling one of the biggest shopping events of the year, from tech-enhanced in-store experiences to websites that will help shoppers scope out the best deals.

ShopStyle creates new website

As Black Friday and Cyber Monday gain traction year after year, ShopStyle has devised a means of filtering through all the promotions so shoppers can find the best daily deals. The shopping comparison website has designed a site dedicated to holiday promotions. Updated daily by ShopStyle editors, the site collaborates with 1,400 fashion retailers aiming to present the “best of the best” deals to its users.

Pinterest users will probably spend more

On the brand’s business blog last week, Pinterest employee Liz Xiao revealed that two million people had already saved Black Friday and Cyber Monday-related pins, and there’s no doubt that that number has increased now that Black Friday week is in full swing. Xiao also added that, according to a November 2015 Civic Science survey: “Not only will Pinners shop more on Black Friday, they’ll also spend more than non-Pinners.” Pinterest users are generally willing to spend three times more on clothing and accessories than those who do not use the social-media-cum-scrapbook site.

In-store revamps ready for the customer onslaught

Over at Macy’s, an update to the department store’s Perry Ellis concession aims to change the way men shop for their clothes. The store has installed floating mirrors – fitted with proximity sensors that will, on cue, display interactive branded content – as well as LED hardware that will further promote Perry Ellis’s values. Phone-charging stations have also been installed for customer convenience – ideal for savvy shoppers who use mobile technology to improve their shopping experience. Meanwhile, Bloomingdale’s first-ever outlet store opened last weekend in New York, no doubt deliberately timed to tap one of the year’s biggest shopping periods. While the Bloomingdale’s Outlet has yet to release any information regarding its Black Friday offers, its discounts already offer a generous 25-75% off.

The discount backlash

In a similar vein to complaints about manic shopping on Boxing Day, Black Friday has received criticism due to the fact that it falls over the Thanksgiving weekend – the day after Thanksgiving itself – which, some argue, is a time for rest, relaxation and spending time with loved ones. While Macy’s will, for the third time, open its doors for Black Friday at dinner time this Thanksgiving (Thursday, November 26), other retailers are refusing to succumb to the pressure. For the first time, all of H&M’s US stores will be closed on Thanksgiving Day to “allow [their] store teams to enjoy this time with their family and friends”. British retailer Jigsaw, meanwhile, has released a Black Friday Manifesto online, explaining that it will not be partaking in Black Friday, declaring: “Our products are reduced by nothing because they stand for something.”

Cyber Monday deals look promising

Those who don’t like the idea of venturing outside over the Thanksgiving weekend can still capitalise on retailers’ generosity by shopping online on Cyber Monday (November 30), or even before then. Amazon – whose Prime Day deals in June were more successful than last year’s Black Friday events – is a testament to the success of online shopping, and the company appears to be ahead of the pack, offering highly discounted deals every day between November 23 and 30. Other retailers are also luring online shoppers in with some lucrative deals, including Whistles, which is boasting 30% off all items throughout Cyber Monday.

Jason Goldberger, president of Target.com, has commented in a recent blog post that, despite it not being the biggest online shopping day of the year, Cyber Monday sales “continue to climb”. He continued: “To today’s always-connected shoppers, who get served deals constantly via email, social and broadcast channels, events like Black Friday and Cyber Monday stand out even more because they know retailers are giving it their all – and that this one really counts.”

Reported by Grace Howard

Decoded Fashion - Weekly Stories - Northface
Image source: Green Room Design

American outerwear brand The North Face has created a digitally enhanced, community-focused flagship in London. The store aims to entice the growing number of urban outdoor enthusiasts – according to 2015 research by the Outdoor Industries Association, in the US alone, nearly 50% of outdoor consumers live in or near cities.

Going against the traditional, linear mode of categorisation, the 4,305 sq ft space, conceived by London-based retail consultancy Green Room Design, displays products merchandised according to lifestyles – ‘live’, ‘train’ and ‘explore’. Numerous video screens display footage of adventurous activities to convey the brand’s passion for the great outdoors.

Adding a sense of contextual physical immersion, ‘Sky Windows’ – an additional set of digital screens latched to the ceiling – display changing weather conditions.

Trading on the huge importance a sense of community plays in sport and now also in driving retail engagement at large, one section is dedicated to events including product launches and talks with affiliated athletes, while also providing a space to relax.

The flagship also offers locker rooms, where shoppers who’ve signed up for out-of-store sports classes run by the brand can store their kit.

Guest post Stylus.com by Marta PodeszwaKatie Baron

Decoded Fashion - Weekly Stories - Blusho
Image source: SMG

New British beauty e-marketplace Blusho is shaking up the sector with an unusually democratic retail model that merges user-generated content within an affiliate e-commerce model.

The site allows anyone from professional make-up artists to amateurs to become influencers by sharing images of their work within the community, or participating in themed competitions. However, only top contributors – those deemed by Blusho as having particularly high-quality work – are invited into an elite section on the site where they are able to monetise their content.

By using a bespoke tagging system to indicate the products used to create a specific look, shoppers can click directly from the Blusho platform to purchase items, usually via the product brand’s e-commerce site. Blusho takes a commission.

The use of user-generated content (largely selfies) marks a shrewd bid to appeal to teens and millennials – a group increasingly responsive to peer images and reviews rather than retouched model shots or traditional expertise.

While brands using the platform aren’t presently able to initiate direct involvement with users, engaging those with high or rising profiles as brand ambassadors would be a shrewd way to infiltrate the system.

The site also includes a wish-listing tool, a product search and extensive filter options including ‘face parts’, ‘looks’ and ‘brands’ to pinpoint specific interests. The image-driven platform also boasts tutorials – another key lure for YouTube-hungry Gen Y.

Replicating social media platforms such as Facebook and Instagram, beauty fans can also comment on images and personalise their feed by following favourite artists or scouting new products in the trending section.

The concept taps into a booming market: global beauty spending is forecast to reach around $265bn by 2017, with a growth rate of +3.4% per year, according to global market research firm Lucintel.

Guest post Stylus.com by Katie BaronStefanie Dorfer

Decoded Fashion - Weekly Stories - Facebook Canvas
Image source: Facebook Canvas

Continuing its push to bring retail closer into its ranks, Facebook is testing Canvas and Shop – two new mobile-oriented tools designed to make it easier for the social networking site’s 1.44bn global users to discover products in-app.

The main aim of Canvas is to help streamline the mobile shopping experience, which is too often hampered by slow load times and too many steps to checkout. According to Facebook, 60% of all retailers’ overall online traffic now comes from mobile, but just 12% of checkouts are completed on the devices. Using Canvas, after clicking on an advert in a news feed, users will see a full-screen experience where they can browse in-app, quick-loading multiple products from the same retailer before being redirected to that retailer’s own e-commerce site to make a purchase.

Notably, the focus of Canvas is on product discovery rather than purchase. Hence why it doesn’t currently link to the platform’s Buy Button – a tool that lets users buy single products directly from ads without leaving Facebook. It also avoids conflict with another new tool called Shop.

Shop sits on Facebook’s Pages – a section where Facebook users ‘like’ to follow businesses or figureheads in order to receive company updates. The concept allows brands either to add a link to their own retail websites, or allow users to buy directly from their Pages. For brands participating in the trial, Facebook is also testing a new shopping product aggregation feature in its Favourites section: a single place for users to view all their shopping-related content from Newsfeeds or followed pages. Eventually, according to Facebook, it will explore incorporating additional content such as items listed for sale in Facebook Groups.

Guest post Stylus.com by Alison Gough & Katie Baron

DFMILAN15-register now

Video source: Decoded Fashion

Katie Baron, Head of Retail presents a teaser preview of her upcoming presentation for Decoded Fashion’s Milan 2015 Summit, Bricks & Bytes: Evolving Into the Smart Store – reviewing themes including adaptive spaces, subtle tech and brand spatial content made for media.

To see Katie’s full presentation and hear more ideas about the future of retail, join us at the Milan Summit on November 17-18. You can book your ticket here.

Guest post Stylus.com by Katie Baron

 DFMILAN15-register now

Decoded Fashion - Fashion Tech Daily - Andrea
Image source: LUISAVIAROMA

Andrea Panconesi, the CEO of LUISAVIAROMA, doesn’t have an actual office at his headquarters, where young techies are clickety-clacking on their keyboards and processing thousands of orders from all over the world. When he isn’t traveling, he is roaming about the office – moving from the graphic department to the customer service desk, observing how his international business is progressing.

The grandson of the original Luisa Jaquin, Panconesi guided his grandmother’s company into the 21st century by jumping on the Internet wave as soon as it began to crest. As a result and through his online business, the United States and China are the family-run company’s top two markets.

“I adopted a lot from the Americans. In fact, the whole reason why we put Via Roma into the store’s name, is because I loved Saks Fifth Avenue so much. I implemented Via Roma to give the name more personality.”

Because of Panconesi, LUISAVIAROMA is still 100 % privately owned and has about 4 million clicks per day on the website. Today, Panconesi is working on enhancing the customer experience to make it both more social and virtual. The goal is to get as close as possible to touching the clothes inside the Luisa Via Roma store while sharing the charm and history founded by his grandmother in 1930.

Fairplay’s Editor-in-Chief Sofia Celeste sits down with the exuberant online executive in the hub of his Florentine Fashion Tech empire.

Sofia: What would your grandmother have said about this e-commerce business?

AP: She wouldn’t have been surprised. I came back from New York once, already married without telling anyone and she didn’t even bat an eyelash. It was very normal to them.

Sofia: They were used to being surprised by you?

AP: Probably (laughter).

Sofia: You said in a recent interview that the future of online shopping is neither physical nor an online shop? What did you mean by that?

AP: There has been such a dramatic change in the last ten years. Our strategy is not to open new stores in the future. I came to the conclusion that the future involves two parallel lines that get closer and closer until one day they come together. With the help of technology, I think you will be able to touch the clothes almost better than in a physical environment. The technology is there but the applications need to be developed. You will be able to feel like you are trying on a jacket at home. There will be no need to take out your car, park it, get into the city, and spend the whole day shopping.

Sofia: What is the main caveat of joining those two parallel but not yet intersecting lines?

AP: The problem is socializing. Online is lonely, there is no socializing. That is why all the social networks exist. The social networks try to link the web with the physical world and that will eventually be the same with e-commerce.

Sofia: Are you working on such a project for LUISAVIAROMA.COM?

AP: We have a strategy that I can’t tell you 100 % about, but hopefully we will realize the first example really soon. We are working on something along those lines, but we can’t reveal it yet. We want to bridge the gap between the web and the actual shop. Our strategy will involve combining physical shopping online and socializing at the same time, all in the context of e-commerce.

Sofia: Are you working with any big tech companies?

AP: Yes a lot. We first want to do a capsule to see the result and how people will react.

AP: We need to make the experience more social, like you are going with your friends. The shop will get closer and closer. You won’t have the jacket at home but you will have the technology that will make you feel like you do. You will still need something else with this technology and you will need a place where you can physicaly socialize. Otherwise, it will be a lonely experience.

Sofia: So, like Virtual Reality?

AP: Not yet, unfortunately the technology is not available for practical use yet. It will be a concept, but it will be a place where people can meet each other and integrate the virtual e-commerce with physical meeting, interpersonal interaction and socializing.

Sofia: Does it involve new technology that you are developing?

AP: The technology necessary to build the project is available to anybody. What is going to be the difference, is how you use technology. I think technology by itself is not going to be enough to fill the needs of the future advanced customers. They will want to experience something more, not just sitting at home doing their purchase.

Sofia: Do you enjoy online shopping more or do you enjoy going into a store?

AP: Forget what I enjoy. I look at what everyone else does. For example my children, I have one girl and boy around the same age – 17 to 20. The girl is more social, she loves to go to the shop and she is perfectly technologically advanced. She likes going to the shop for the beauty of it. My son doesn’t want to waste his time. He doesn’t bother to go to the shop. He buys everything from shirts to pants on the web.

AP: We have clients that buy from our website and they are 50 meters away from the shop. Maybe they buy at night, maybe they don’t like coming to the store, but they prefer shopping online. Others enjoy the aspect of socialization. We need to find a way to merge these two behaviors into one place where we can meet and use new technology. Which is what we have been doing for 10 or 15 years. We were one of the first to put the big screen in the store where any client with the help of the assistants can shop through the system, go on the website and get the size they need.

Sofia: Does this new tech capsule you are working on – have anything to do with what the new e-commerce features Facebook has introduced, for example?

AP: No. All these companies are missing the physical reality. They don’t have a shop. Our tradition is our shop and that is what is making us different.

Sofia: Do you ever define yourself as a boutique?

AP: The e-commerce reality is separate from the store. But we have the same buying team for both. We don’t take all the looks from one collection. We take a look and chose the top items from a collection and we pride ourselves on our selection process.

We have always been a specialty store. It is not comparable to a department store or a big e-commerce. We have a specialty store, which means that we blend all the brands together in a special way and something unique will come out.

Sofia: In what direction is Fashion and Tech moving, in your opinion?

AP: Suppliers of technology and people who use the service need to come together more. The Decoded Fashion Conference is very important and is making people aware by giving them the chance to meet physically. It’s one thing if the technology is presented to you online, but it is quite another if you have people presenting it to you face-to-face and speaking to you about their experiences.

This is why we have Firenze4Ever [the three day event that welcomes the world’s top bloggers and journalists to the Florentine stores and gives them the opportunity to photograph the latest collections].

The idea is to make everybody meet physically, twice a year, at the beginning of the fashion season. It is a moment where you are physically able to touch the collections you have seen six months before in the fashion show. At that moment, I want people that work with us from a marketing point of view, to meet with each other and with the tech people to help us develop our business. The bloggers need technology and these two moments of the year are magical. Firenze4Ever is a big marketing and communication event, where all the bloggers, magazines, journalists are invited. We also hold a Fashion Technology Summit where people from Instagram, Twitter, Facebook and Google are invited as well.

Andrea Panconesi will be sharing more insight about succeeding in e-commerce and LUISAVIAROMA’s journey at our Milan Summit on November 17-18. Join the conversation by booking your ticket here.

Guest Blog by Sofia Celeste FAIRPLAY Editor-in-Chief at e-PITTI.com

Decoded Fashion - Weekly Stories - FFANY15 Winners
Image source: Decoded Fashion

W magazine and Decoded Fashion have named the winners of their first­ever Fashion Futures Awards in the U.S, celebrating fashion, retail and tech innovators at an awards ceremony held last night at The Bowery Hotel in New York City. The event brought together fashion designers, retail brands and tech start­ups, honoring visionaries and disruptors in 10 categories, spanning mobile, e­commerce, and omnichannel.

editor-in-chief Stefano Tonchi, publisher/chief revenue officer Lucy Kriz, and Decoded Fashion founder Liz Bacelar, were joined by attendees including: Tory Burch, Steven Kolb, Rebecca Minkoff, Misha Nonoo, Thakoon, Wes Gordon, Carly Cushnie, Michelle Ochs, Adam Lippes, Dao­Yi Chow and Maxwell Osborne.

“Fashion and technology are both about the future—forecasting and influencing it as it relates to retail, designing and driving it forward when it comes to tech,” said Stefano Tonchi, editor in chief of W. “As a judge, it was refreshing to see so many inventive ideas and such an appetite for experimentation. The winners are great examples of innovative thinking at the intersection of fashion, retail and technology.”

“Each of our winners are leading the digital revolution in their own disruptive way,” said Liz Bacelar, founder of Decoded Fashion. “With W‘s support, we have brought together top design, retail and technology minds to celebrate great ideas and to encourage future collaborations.”

“It is an extraordinary time in our industry as the worlds of fashion and technology intersect,” said Tory Burch, CEO of Tory Burch. “The changing landscape brings incredible opportunities for innovation and it is exciting to think about all that lies ahead.”

THE NEW YORK FASHION FUTURES AWARDS WINNERS ARE:

A Killer Experience – ­­Most innovative way of enhancing the consumer experience
Winner: Covet Fashion

Beyond the Runway – ­Most engaging campaign launched at Fashion Week
Winner: Misha Nonoo

New e­Store on the Block – ­­Best new e­commerce launch
Winner: MM.LAFLEUR

Real­Time Innovator ­– Best use of data and analytics for fashion and retail
Winner: Combatant Gentleman

The Big Idea ­– ­Most promising new digital fashion project
Winner: +rehabstudio

The Game Changer –­ Startup set to disrupt fashion in 2015
Winner: The RealReal

The Master of Mobile –­­ Most innovative use of mobile
Winner: Tictail

Digital Coalition ­– ­Best brand and startup collaboration
Winner: Nineteenth Amendment & Macy’s

Bytes and Bricks – ­Best omni­channel experience

Winner: Rebecca Minkoff

The Visionaries ­– ­Selected by W magazine, these two honorees are pushing boundaries in technology and fashion:
Snapchat  & Tory Burch

Judges included:

  • Rodrigo Bazan, President, Alexander Wang
  • Tory Burch, Founder, Tory Burch
  • Burak Cakmak, Dean of the School of Fashion, Parsons
  • Lisa Green, Head of Industry, Fashion & Luxury Brands, Google
  • Taylor Greene, Partner, Lerer Hippeau Ventures
  • Steven Kolb, President and Chief Executive Officer, CFDA
  • Leandre Medine, author and fashion blogger, Man Repeller
  • Brian Philips, President & Chief Executive, Black Frame
  • Fred Santarpia, Chief Digital Officer, Condé Nast
  • Joshua Schulman, President, Bergdorf Goodman
  • Kirstine Stewart, Vice President, North American Media Partnerships, Twitter
  • Dirk Standen, Editor-in-Chief, 23 Stories
  • Stefano Tonchi, Editor-in-Chief,  W Magazine

The awards followed Decoded Fashion’s New York Summit. For further information on how to get involved next year, please email awards@decodedfashion.com.

Reported by Grace Howard

Decoded Fashion - Weekly Stories - Magnetic Dress Collab
Image source: Iris Van Herpen

What do you think of when you hear the word ‘craftsman’? Perhaps an elderly, bespectacled man hunched over a kiln; perhaps a more fashion-fitting scenario, featuring a Hermès Birkin being carefully hand-stitched by a pair of expert hands. Either way, when considering the concept of craft, most of us automatically think of something slightly antiquated and nostalgic. So how can craftsmanship – and the luxury goods that go hand-in-hand with it – possibly survive in 2015?

As a society, we keep wanting more. Social media has benefited us a lot, but it has done nothing for our buying habits. Thanks to the internet, new sartorial temptation is only a click away; apps like Instagram, Snapchat, Depop and Villoid can easily pique your interest in things you never knew you needed. Furthermore, high street stores and low-cost e-tailers now have a lot of advertising tools at their fingertips. They may not be able to rival Chanel or Saint Laurent in terms of expenditures on glossy magazine advertising space, but it’s 2015 – who reads magazines now, anyway? A backlash against disposable, poorly made fashion has started to make small waves across the industry, but for each individual flying the flag for quality over quantity, there is an army of 100 people hopelessly devoted to refreshing the Topshop website every morning.

“Digital technology brings to the craftsman and artist a range of tools that offer creative opportunities that, before, were too expensive for an individual making one-offs, or too time-consuming or just plain impossible,” Grayson Perry has noted. He has a point: technological advances can only ever be a good thing for the creative industries, expanding the paradigms of craftsmanship. An increased demand for cheap thrills shouldn’t mean it’s game over for the luxury goods sector – it’s time for some fashion houses to stop romanticising the past and recognise that the talented craftsman can still exist in our digitised society, but it’s time for him to change his tools.

Take Iris van Herpen, for example, who has collaborated with a variety of talents in order to produce some exciting, fully future-ready garments. From creating magnetic dresses in collaboration with product designer Jólan van der Wiel to conjuring up a 3D-printed water dress for Show Studio, van Herpen clearly isn’t scared of the future. On a less dramatic scale, many fashion designers are enjoying playing around with fabrics, as textile technology has allowed them to innovate and push the boundaries of their craft. Remember Christopher Kane’s delightful über-fine aluminium organza back in S/S 12? And what about Stella McCartney’s continuing dedication to research and develop animal-friendly leather alternatives (which are then stitched in Italy, mostly by hand, to create the brand’s latest shoes and bags)? With a luxury brand’s budget, the sky should be the limit when it comes to utilising tech. It is a shame, then, that some parts of the fashion industry still have a narrow-minded view of what classifies as craft.

An argument exists for tech being soulless. The average consumer will find it more appealing to hear that their new shoes were lovingly hand-stitched than if they heard they were created by a 3D printer, but it’s important to remember that (most of) the robots have some form of human influence behind them. Anyone can operate the basics of Photoshop, but learning how to use the software like a pro takes a lot of time and effort. While it’s obviously not comparable to spending weeks creating a garment by hand, surely using a 3D printer to create a one-of-a-kind, out-of-this-world luxury product counts as craftsmanship too?

We’re exploring how digital technologies can enhance craftsmanship at our Milan Summit on November 17-18 with Rene Caovilla. Join us, by booking your ticket here.

Reported by Grace Howard

Decoded Fashion - Weekly Stories - Apple Pay
Image source: Apple Pay

Since the phenomenon of online shopping gained traction, retail analysts have long been predicting the demise of traditional bricks-and-mortar stores. But while some retailers have buckled under the pressure placed upon them by their online competitors, others continue to thrive despite their old-school approach to selling. Some formerly online-only retailers have ripped up the rule book and opened bricks-and-mortar stores after becoming successful on the web; brands like Bonobos, Nasty Gal and Warby Parker have all successfully injected their online presence into a tangible, real world setting.

Given our current financial climate, a good price is paramount. Even in the exclusive domain of luxury fashion, the popularity of discount sites like Yoox and The Outnet proves that consumers are increasingly concerned by cost. If e-commerce has the monopoly on bargains, how can traditional fashion retailers ever compete? Some have decided the answer is to use clever in-store tech in order to enhance the customer experience and, of course, to drive sales. Since technology and fashion are still growing together and learning to play nicely with each other, some stores’ approach to tech is rather gimmicky. Others, however, have got it just right. Here are some innovations worth implementing.

Body scanning to get the bespoke look

Selfridges was the first major retailer to introduce body scanners to its stores back in 2011. Since then, the slightly gimmicky, clunky concept of body scanning to achieve perfectly fitted outfits has become more sophisticated and impressive. Before creating a bespoke suit for a client, French tailor Les Nouveaux Ateliers invites them into one of its stores for a quick body scan, thus eliminating the lengthier (and slightly less accurate) processes of having your measurements taken by hand or having to send in your own measurements.

Faster payments; easier shopping experiences

Accepting NFC payments like Apple Pay helps to bring physical stores into the 21st century as well as making for a more efficient shopping experience. The trend for NFC payment has been bubbling under the surface for a while, but the fact that Apple has now endorsed it with Apple Pay is a likely sign that mobile payments will soon become commonplace amongst all types of retailers. A year since its launch, Apple Pay is growingly successful in the US; the service only launched this July in the UK, but retailers like Marks & Spencer, Liberty of London and New Look are already on board.

Analytics go offline

One of the e-tailer’s greatest advantages is their ability to easily track their customer’s buying habits and target them with appropriate marketing material. This invaluable data is much more complicated to track in physical stores, but analytics tools also have the potential to shake up the traditional shopping landscape. Some retailers have already experimented with heat mapping to track customers’ movements throughout their stores – an invaluable insight into people’s shopping habits and to see which products garner the most attention on the shop floor – and there is much scope for this sort of technology to develop.

Beating e-tailers’ delivery times

Barneys is following in Net-a-Porter’s footsteps by launching a same-day delivery service, giving its moneyed clientele the option for almost-instant gratification in the form of designer goods. At present, New York-based customers need to visit Barneys’ online store in order to set up a delivery slot, but the same-day delivery concept also has the potential to add a string to the bow of bricks-and-mortar retailers. While many customers will try on an item in-store and then buy it if they like it, others will go home to take time to think. Instead of having to return to the store at a later date if they eventually decide to buy the garment, it would be better if the customer had the option to simply call the retailer, or visit their website, to get that must-have item delivered there and then.

While many customers will try on an item in-store and then buy it if they like it, others will go home to take time to think. Instead of having to return to the store at a later date if they eventually decide to buy the garment, it would be better if the customer had the option to simply call the retailer, or visit their website, to get that must-have item delivered there and then.

Want to know more about how retailers are reimagining the possibilities of retail using tech? Join us next week at the Decoded Fashion New York Summit. Find out more here.

Reported by Grace Howard

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