fashiontech


Image source: www.rebeccaminkoff.com

In the race to synthesise fashion retail and technology, the consumer can get forgotten in the fray. Retailers’ investment in technology can often feel gimmicky, whether you’re browsing the racks or clicking through a targeted advertisement. In one of Molly Young’s Critical Shopper columns for the New York Times, she visits Rebecca Minkoff’s SoHo store, with its vending machine wall interface – describing the chaos that could ensue when ordering a coffee. Brands should push the boundaries when it comes to implementing technologies, but they need to address consumer needs in a useful way. In this respect, Minkoff’s adjustable dressing room lights are what will bring shoppers back.

At our London Summit, you will find a panel on this very topic – how to achieve tech in retail that goes beyond the gimmicky, and actually addresses the consumer’s needs. In today’s fast-paced retail world, being able to pick the right technology for your brand is key to delivering amazing, and long-lasting, ROI. This can mean taking a gamble on technologies that are somewhat under the radar – after all, who would have predicted the rise of in person Click & Collect as a result of online shopping? It’s just one trend that asserts the importance of Bricks & Mortar that works in tandem with digital spaces. Our panel will address all this, as well as highlight a newer technologies that is likely to make waves in an increasing number of retail stores soon: beacons technology.

On hand to discuss these emerging technologies in the retail space will be four experts who have taken interesting approaches to how they’ve incorporated technology into their omnichannel strategy. From the traditional high street-turned-digital players, we will hear from River Island’s Doug Gardner and John Lewis’s John Vary. Harvey Nichols’ multi-Channel Director Sandrine Deveaux will also be revealing how she applied her tech background to turn a London-based department store steeped in tradition into a leading online fashion destination.

Catch the panel discussion on 20 May to discover how our experts believe fashion can get a grip on technology while keeping the consumer a priority – no gimmicks allowed.
Book your ticket for the London Summit here www.london.decodedfashion.com

Reported by Claire Healy

Decoded Fashion SXSW

Every year Austin opens it’s city to over 30,000 visitors for the notorious SXSW festival and last week we joined the lineup with our first event! With over 500 attendees crossing the threshold to take in three hours of panels, talks and face-to-face meetings at the Mentorship Hub. Here are the best bits from the conversations that took place.

First up, ” Onboarding Tech” with Amy Walker, Director of Online Marketing at Neiman Marcus, Jen Rubio, Global Director of Innovation at AllSaints and Will Young, Director of Zappos Labs at Zappos.com

All speakers emphasised their preference for finding new tech companies through networking and receiving recommendations from venture capital firms over receiving cold calls and emails.

Brands don’t want to be subjected to hard sales pitches that make unrealistic promises, but would rather engage in a conversation with a startup that has done extensive background research about the brand, has contacted the relevant department to pitch, and already has an idea about what the challenges may be and how they could be tackled. And naturally, if the technology is easier to onboard, then brands will implement it much faster. Young drives home this point “If you set the expectations we are doing something really interesting, that you might be interested in and we would love to learn what your challenges are […]’ it’s much more of a conversation than guns blazing sales pitching. And then I leave that meeting feeling like I wanna continue that conversation.”

And what technologies are brands looking for? Brands want to increase their conversion rates and their ROI in an engaging and sustainable manner, rather than invest in a fad that attracts media attention. What tools can help them seamlessly merge their content and their commerce? What can help them build an online community by telling their brand story?

Our second panel focused on content curation, featuring Rachel Tipograph, Director of Global Digital and Social Media at GAP, Kristina Di Matteo, Senior Digital Marketing Manager at Kate Spade and Katalina Sharkey de Solis, Director of Digital at Chanel.

Tipograph cited simplicity as key, it’s at the core of GAP’s brand and that filters into all of their processes, whether it’s creating content, or onboarding a new start-up. This also rings true for the Kate Spade brand, who have a tiny team creating all this fantastic content, but if it’s too complicated to onboard it just doesn’t work.

With luxury, Sharkey de Solis pointed out that social media channels engage aspirational and potential luxury consumers much more than they do existing consumers. The challenge for them  is finding a way in which to excite current consumers, which means, “We’re really looking for experiential technologies because with this very high-end consumer, they’re not necessarily wanting to engage with the brands on [social media] channels” – Sharkey de Solis

And, though traditional long-term branding campaigns may not be devised with specific measurement matrices in mind and may be ideally measured qualitatively, Di Matteo emphasised how difficult it is for brands to quantitatively measure the success of more fast-moving online campaigns. “If it were up to me, I would create the coolest reporting tool that would allow for me to understand everything that’s happening and have it really succinctly tie up into my [ecommerce] data because, at the end of the day, our goal is to generate sales, but also be able to tell a great story.” Anyone got an idea for this?

Last week’s event was a milestone for Decoded Fashion, and you can be sure to find us at next year’s SXSW.

For all the photos from the event you can check them out here, and for further SXSW fashion coverage take a peek at the FT’s feature and Stylus’s report.

Reported by Anna Abrell 

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