DFMilan

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 - Weekly Stories - Fairplay
Image source: Fairplay

MILAN, ITALY – With the Decoded Fashion Milan presented by e-Pitti.com rapidly approaching, Fairplay sat down with Alessandro Pacetti, responsible of Hogan’s Digital PR department, about the casual lifestyle brand’s role as a partner and judge of this year’s The Fashion Pitch competition that will award the best fashion-tech startup of the year.

Pacetti, a key force behind the luxury lifestyle brand’s savvy ad and social media campaigns like “#HoganClub” and “#HoganBusyBeautiful” discusses how Hogan has achieved worldwide recognition as THE luxury sneaker and apparel brand for Generation Y and Z and a launching pad for burgeoning celebrities.

What does it mean to Hogan to participate in Decoded Fashion Milan, an event that will unite some of the biggest players in fashion tech?

It is a great opportunity to shine a spotlight on Hogan’s brand identity – its history as a luxury sneaker brands and our heritage as a lifestyle company. We are also excited about discovering new talents in the tech and fashion world.

What startups are exciting to you these days?

Those who present themselves with a deep understanding of consumer behaviour and those who know how to leverage data and influencer content, as well as what items people want to buy.

Hogan’s social media strategy is pretty exciting – take the #HoganBusyBeautiful campaign for example – that dives into the lives of female DJs, editors and opinion leaders who are constantly on the move, rather than run-of-the-mill A-list celebrities. What is the thought process behind this?

We are focused on story-telling and bringing to the fore the lifestyles of the images that we have worked with, who are all in line with what Hogan represents. Hogan’s history if full of personalities, whose careers took off, after they were featured in our ad campaigns.

We worked a lot with emerging names like Patricia Manfield and Giotto Calendoli and now they are really gaining steam. We also worked with Chiara Ferragni and Riccardo Pozzoli in early 2013 and now Chiara with The Blonde Salad team has just been awarded as Blogger of the Year during Bloglovin’ Awards 2015 in New York.

Hogan is intent on working with people who are really interesting and not necessarily famous –people who have a really strong identity — and this in turn gives us a strong identity. Not to mention, these people talk about us on social media. It becomes a virtuous circle of communication.

How do you stay abreast of all ongoing changes in social media?

First of all, you need to create quality content. And you need to adapt this story-telling to what’s happening today. When we are talking about a new platform, you really need to incorporate a distinct point of view that is tailored for that specific social media.

Socia media is a channel of awareness and impressions. We are pioneers in social media advertising – we were one of the first luxury brands that had a presence on Instagram advertising. We were right there on September 2015 as soon as it launched in Italy.

I really enjoyed “The Rebel Journey” about the dance off between Laurent and Larry Bourgeois. In telling the story of the luxury sneaker, how important is film as a mode of advertisement in the fashion world?

With films there are really so many possibilities. Films allow the viewer to see the attitude and style of a collection through movement. It is a way for us to present how you can wear your sneaker and at the same time, films convey a great sense of style and a great deal of emotion at the same time.

So how has Hogan embraced convergence on a social media level?

There has to be a great mix between still and moving images. We are at the precipice of an exciting time in social media – it is the moment of animated gifs on Facebook and mini-videos on Instagram. We are seeing lots of short films with lots of frames per second and slow movement. It is really cool.

Every channel has to have its own language and content. We have to adapt very quickly to the changes underway in the media and advertising industries.

What prepared you for a career in social media?

I have a creative-technical background. I worked as a designer and from interface design I switched to working in the mobile applications field and so on. And then, all of a sudden there was a huge emphasis on social media and the digital world and it was necessary for me to become more competent in those fields. So I adapted. I think I have knack for handling diverse types of content and an eye for what interacts well together.

These things together with a constant eye on what is new… you always need to keep an eye on burgeoning trends. You also need to look at young people and those who are more skilled than you – it is a more humble approach, but this is a very important in improving yourself professionally and personally.

Think you’ve got what it takes to win this year’s Fashion Pitch in Milan? Apply here.

Guest post e-PITTI.com by Sofia Celeste

Decoded Fashion - The Fashion Pitch

On October 22, at this year’s Decoded Fashion Milan, the Fashion Pitch returns. Eight of the most promising B2B startups in the omnichannel space will be competing for the Fashion Pitch prizes:

e-PITTI.com will select one or more startups that will have the chance to present their project during the next Pitti Uomo fair in Florence. OTB will give the winners the opportunity to meet and engage with Stefano and Renzo Rosso as well as some of their managing team in a day visit to their headquarters. An finally, the winner of the Fashion Pitch will be awarded access into the StartUp Initiative, a platform by Intesa Sanpaolo made to accelerate the international growth of hi-tech start-ups; in addition, another two finalists will be able to participate in the StartUp Initiative Boot Camp.

We have seen some incredibly diverse and innovative applications from promising startups all over the world, including Italy, France, Sweden, Denmark, Germany, the Netherlands, Switzerland, Bulgaria, Israel, Iceland, Ukraine, Canada, Singapore, Turkey, USA, Scotland and the United Kingdom. The resulting eight finalists will pitch to a panel of industry experts including Stefano Rosso, CEO of OTB Group; Myf Ryan, Director UK & Europe of Westfield; and Davide Turco, Head of Atlante Ventures at Intesa Sanpaolo.

The Decoded Fashion Milan 2014 Fashion Pitch finalists are:

IWISHU: Say it with a video – a new approach to gifting using video messages (Switzerland)

MadeUp: A new mobile communication channel that links brands and customers using NFC technology (Italy)

Modist: A new visual tool that helps retailers create shoppable content (Canada)

Rentez Vous: Peer-to-Peer and Designers fashion rental marketplace (UK)

Sartorias: A platform that integrates with your ecommerce to offer a personal shopper experience (Italy)

SuitMe: An interactive video showroom that allows consumers to see and ‘feel’ the product (Iceland)

Fashnfindr: A visual product search solution for retailers (Sweden)

Wallet Circle: An in-store customer engagement platform using iBeacons (UK)

To check out the rest of the Decoded Fashion Milan agenda, including keynote speeches, panel discussions and the roundtable, check out the schedule here.

Good luck to all of of our finalists! See you in Milan!

Reported by Anna Abrell

Decoded Fashion - Weekly Stories - Shoppable Video Pepe Jeans

Being ahead of the zeitgeist when it comes to tech innovation might pay off in terms of user engagement and seasonal storytelling, but does it really pay? The trick to really increasing ROI is to turn the shareable into the shoppable – something that, in 2014, should be at the forefront of a fashion brand’s strategy.

So what kinds of technology can brands utilise to increase those sales? Online or offline, the trick is a melding of the digital and real world with no discernible difference – the customer’s journey is seamless at every point of contact (and, hopefully, every pay point). Shoppable videos, for example, are starting to gain traction as a more-than-viable way to convert browsers into shoppers. NY-based ‘touchable video’ specialists Cinematique reported an average 13% conversion rate earlier this year – a figure much higher than anything a banner ad could deliver. Wirewax’s taggable video work with Pepe Jeans, meanwhile, had 45% of users clicking an average of 3 times. The more brands engage with the technology, the more the tactic’s ROI can be proven – luxury brands like Gucci, who have already experimented in this area, might help kickstart the trend long-term.

Also bubbling under the digital strategies of fashion’s biggest players are augmented reality applications. Burberry was among the first to embrace AR back in 2011, celebrating its Beijing store opening with an AR catwalk show in which holographic models walked alongside real ones. But fast-forward to 2014, and branded phone apps are using layered realities to drive retail purchases in store. Plus, the universal cart – launched last year by London-based fashion site Lyst – is allowing users to buy luxury items all over the web, in one place. Spring, a new dedicated shopping app, also offers mobile users hundreds of brands at their fingertips.

Technologies like shoppable videos, in-store AR apps and universal carts work because they allow consumers to feel totally in charge of their own retail experience, all whilst increasing brand loyalty with their added ease and innovation. Our New York summit will play host to some of the industry’s most influential players in retail-oriented tech: speakers will include Alan Tisch, founder of Spring, along with a retail panel, headed up by Jared Schiffman (Perch Interactive) and Dan Garraway (Wirewax) focussing on the coolest tech – with the most tangible ROI – around.

Can’t wait that long? Our Milan summit is calling – a day dedicated to exploring the new possibilities of Omnichannel, on October 22nd.

Reported by Claire Healy

Decoded Fashion Milan will take place on October 22, 2014 at La Pelota. Check out the full agenda here.

Decoded Fashion New York will take place on November 18-19, 2014 at Metropolitan West. The full agenda can be found here.

Decoded Fashion - Weekly Stories - Kenzo Loves Printemps

We might be on our phones 99.9% of the time, but luxury brands increasingly have to think outside the box to have any chance of getting past that iPhone lock screen. Making connections between mobile strategy and other aspects of a customer’s journey – in-store experiences, social media platforms, and dedicated websites – are essential for a successful omnichannel strategy, but also for telling the kinds of stories that drive loyalty to brands.

Like a leggy late 90s Naomi Campbell, the undeniable ‘super’ of digital innovation is 158-year old brand Burberry. Headed by Angela Ahrendts (until she was poached by Apple last year), Burberry has dominated mobile engagement since launching its mobile site in 2011. Today, a third of Burberry’s online business is achieved through a mobile device. So why is Burberry’s strategy so damn good? A mix of an all-out digital-focussed strategy, plus one or two creative social media driven campaigns a year – last year’s Burberry Kisses, in partnership with Google, allowed users to send a virtual kiss around the world using their smartphone. Mobile engagement dictated the redesigned flagship Regent Street store in 2012 – including mobile apps, iPads for staff members, QR codes, digital labels, beacons and mobile payments to enhance the store experience.

One brand that has only more recently turned to mobile to enrich the in-store experience is Kenzo, whose tangible popularity amongst millennials makes smartphone engagement essential. Kenzo recently launched their first mobile app, in conjunction with its pop-up at French department store Printemps’ Haussmann flagship. ‘Kenzo loves Printemps’ lets consumers browse through the exclusive pieces created for the store, as well as enter a contest to win exclusive prizes through an interactive game. By gamifying the shopping experience, the brand are creating real incentive to download the app – Klever Kenzo. Massimiliano Pipolo, head of Visual Identity at Kenzo, will be revealing some of his secrets at our Milan event this month (more on that later).

This doesn’t mean luxury brands should jump to create apps – without real incentive to download, some will just end up floundering in the app store. The key is to know when (and when not) an app will add value to cohesive omnichannel storytelling. Mobile apps are platform specific, making it difficult for your brand content to flow freely across the digital ecosystem. For brands who don’t need super sophisticated graphics or access to a user’s camera or mic, a dedicated mobile website – such as Ralph Laurens’ m.ralphlauren.com – might just make a lot more sense.

Our Milan event, taking place on 22nd October in partnership with e-Pitti.com, will take such innovations in omnichannel strategy as its starting point. With expert speakers such as Barbara Corti, Paul Van Zyl and Juliet Warkentin due to appear, the day will aim to address the possibilities for mobile strategy looking forward: everywhere, everywhen, everyhow.

Reported by Claire Healy

Decoded Fashion Milan will take place on October 22, 2014 at La Pelota. Check out the full agenda here.