“Amazon would like to worm its way into your kitchen shelves, medicine cabinet and storage room — and stay there.”

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Decoded Fashion - Fashion Tech Daily -  Amazon Dash

“On Sunday, a New York Times article opened fire on Amazon’s work culture by detailing a workplace that divides worker against worker and treats the sick and bereaved with no empathy.”

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Decoded Fashion - Fashion Tech Daily - Tech

“Amazon’s founder and chief executive has rejected claims that the internet retailer uses brutal workplace tactics to squeeze the most out of its staff, saying a recent portrayal of the company does not correspond with what he recognises.”

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Decoded Fashion - Fashion Tech Daily -  Amazon

“Who What Wear, the shoppable fashion site with 3.8 million uniques, has today announced the close of an $8 million Series B round with participation from Amazon and Bertelsmann Digital Media Investments. Existing investors, such as Greycroft, Lerer Hippeau Ventures, Advancit Capital, Mesa Ventures, and Double M Partners, also participated in the round.”

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Decoded Fashion - Fashion Tech Daily -  Who What Wear

Decoded Fashion - Weekly Stories - Gisele
Image source: AdWeek

Looking at the fashion retail landscape today, storytelling hasn’t been this fashionable since we were still being tucked into bed every night. Telling effective stories has become the key strategy for fashion brands, for whom it is now essential to negotiate the online and offline worlds with ease. Omnichannel success might mean approaching customers from all angles – digital marketing, social networking, data collection, in-store technology and point-of-sale innovation – but there’s little point if they don’t come together to tell a seamless story for your brand.

At our Autumn Milan Summit, taking place from 17-18 November, an expert panel including representatives from Mr Porter and La Repubblica will debate the art of effective storytelling. In the meantime, we take a look at the red-hot storytelling successes of the summer so far – where digital storytelling and real-life engagement are seamlessly combined for a (hopefully) happy ending.

Amazon Fashion

Once sniffed at by some in the industry, Amazon Fashion is demanding to be taken seriously as an e-tailer to be reckoned with. This summer heralded surprisingly high quarterly profits for the e-commerce giant, demonstrating that relative gambles like investing in its fashion business could be paying off.

After opening a massive photo studio in Williamsburg, Brooklyn in 2013, this summer has seen Amazon Fashion repeat the trick in London: the city’s own Amazon Fashion studio launched in Shoreditch last month. But more than an essential bricks-and-mortar powerhouse to build its fashion business – helping to create more than 500,000 images for its site every year, says Amazon – the company has leveraged the studio to emphasise the story it wants to tell.

If photos of cool girl Suki Waterhouse – the new face of Amazon Fashion – in the studio weren’t enough to convince you, the studio has already hosted a Fashion Forum event with Dazed & Confused magazine to inspire young people starting out in the industry.

Under Armour

Winner of a Cannes Lions award, the sports apparel brand Under Armour’s ‘I Will What I Want’ advertisement with supermodel Gisele Bundchen is surely the campaign of the summer.

Demonstrating an amazing use of the bad side of social media as well as the good, the video campaign sees Bundchen kicking and punching a large boxing bag with gusto. Meanwhile, real social media comments posted by the public in response to news of her signing days earlier, appear on the walls around her. Many are negative – “stick to modelling, sweetie” and “Gisele is sooooo fake” – while her workout demonstrates she has just as much right to be there as any sportswoman.

But it doesn’t just work on TV and YouTube – the campaign includes an immersive web experience, ‘Will Beats Noise’, that shows Gisele working out while real-time social commentary streams in. What’s more, the campaign has driven sales.

Catch Under Armour’s Vice President, Direct-To-Consumer, Digital, Sid Jatia speaking at our NYC Summit in October.

Burberry Snapchat & Periscope

Snapchat and Periscope offer huge scope for brands to tell unique stories that cut straight to the interested consumer on the move – but they can be difficult to negotiate. As usual, you can look to Burberry as an example of a brand that is doing the trend right.

Last month, it announced that its early moves on the apps have been a success, with a live fashion show beamed from LA and the promotion of its last menswear show through the two channels producing a record number of impressions: both topped 100 million for the first time.

You can book your ticket to the Milan Summit here.

Reported by Claire Healy


“Retail giants like Macy’s and Walmart are not happy with e-commerce site, the Amazon competitor that launched two weeks ago with “club price savings.” More than 100 brands have had links to their site taken down from Jet’s affiliate section, after alleging that the site did not have permission to list them.”

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“A recent note to investors by Cowen analysts includes a prediction that AMZN +0.66% will become the leading apparel retailer in the U.S. by 2017, topping Macy’s by a comfortable margin. Time will tell if the prediction is accurate, but it’s clear from Macy’s M +1.52% actions, including expansion of its same-day delivery service and other omnichannel initiatives, that the department store chain isn’t planning on just handing its crown to Amazon.”

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Decoded Fashion - Fashion Tech Daily -  Macy's x Amazon

Decoded Fashion - Weekly Stories - Uber
Image source: Uber Rush

With a proposed $50bn valuation around the corner and rides in London alone growing at 5x to 6x per year, Uber’s position as the benchmark for creating real-life convenience from mobile technology has been firmly cemented. As the taxi service continues to expand at mind-boggling speed, other industries are looking for ways to Uber their own offerings. How can fashion retailers capitalise on the growing opportunities of the new convenience economy? This is one of the questions that panellists will work towards answering for audience members at our New York Summit this October.

Among those panellists will be Orkun Atik, the founder of a new start-up that promises to make personal shopping as smart as getting around the city. Currently in beta and invitation-only, Mona is an app that helps users find personalised real-time deals. A standout feature is ‘Mission’, which aims to emulate how individuals tend to shop in real life. Are you the kind of person who sets out onto the high street with a specific shopping goal? The app keeps you up to date on exactly what you’re looking for, so you can avoid rifling through the racks.

Mona is just one of a growing list of shopping apps that hope to meet consumers’ growing expectations for ultimate convenience through personalisation. Grabble emphasises the “hand-picked” nature of its shopping recommendations, as though you were shopping with a real stylist. Meanwhile, Net-A-Porter’s new social network The Net Set has a Shazam-like feature that recognises images – for instance, a photo of a dress you spotted someone wearing in a café and uploaded – and then matches the look to an item sold on its website. You can also upload your inspiration pictures – flowers, a beach scene – and the app will channel that into recommendations for clothes and accessories that fit the mood.

Let’s not forget Uber itself, which is making a play for the home delivery market with super-speedy service Uber Rush. Currently available in NYC, the service lets you request, track and confirm deliveries from A to B as easily as if you were requesting a car. While it’s not a direct target for the fashion retail market, it reflects the industry’s current battle for the quickest at-home delivery. Could next-day delivery soon be one-hour delivery? Matches and Net-A-Porter are currently leading the way, offering same-day delivery for their offerings. But with Amazon proposing its own slice of airspace for its high-speed aerial drone deliveries this week, the future of high-speed deliveries could play out in the skies rather than on the roads.

Registrations are now open for Decoded Fashion’s NYC Summit. Check out the full agenda here and reserve your place.

Reported by Claire Healy

“VOGUE’S VIRTUAL NEWSSTAND: Condé Nast is looking to an old friend for an additional revenue stream — print.The publisher has partnered with Amazon to make its arguably most-desired print product — Vogue’s September issue — available to Amazon customers.”

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Decoded Fashion - Fashion Tech Daily -  Vogue and Amazon

“If you follow the retail business at all, you may have heard about a new site called, an Amazon competitor that launched Tuesday to an enormous amount of hype. That owes to the fact that it’s already raised $225 million from investors despite being prepared to lose a lot of money as it gets off the ground.”

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Decoded Fashion - Fashion Tech Daily -  Jet
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