After launching in Paris, Dublin and Berlin, it was time to head back to London for our Meetup. Having recently moved into the old White Cube gallery, what better way to settle in to our new home in Hoxton Square, than a Meetup looking at “New Ideas in Ecom and Mcom”.
We kicked off with a discussion with three of our top partners for the upcoming London Hackathon and Summit this May; Gemma Ebelis from the British Fashion Council; Jen Rubio, Head of Innovation at AllSaints; and Chris Morton, founder and CEO of Lyst.
All speakers come from very different walks of the industry, all flying the flag for the importance of the Hackathon for the fashion industry. The discussion got the creative juices flowing and our minds bulging with ideas of what we want to create – so people get involved and make an impact!
We all know ecom and mcom without a doubt are inextricably linked, and Morton revealed that 40% of users experience Lyst on their mobiles. The use of affiliate marketing is often not ideal for online fashion retailers because of this, as it makes mobile shopping slower and less intuitive. That’s why Lyst created the universal checkout!
The BFC are just moving into their fifth pillar, and yes you guessed it, it’s digital innovation. Ebelis highlighted (the many) mountains that designers face when starting off, with the two biggies being business know how and in particular the offline and online time-to-market is crucial to a brand’s success.
AllSaints’ Rubio has deep knowledge of the startup world, working with Warby Parker before taking on her current role. She talked about the importance of startups understanding how the fashion industry, and businesses in general, function in order to develop the right technology. But she also stressed that there has to be an effort from the brands’ side – fashion brands need to make adjustments to their internal structure to be able to accommodate startups efficiently. “We found that, ultimately, it all boils down to this: startups need to think about how they can help fashion brands improve their customer experience”.
Up next our showcase of three startups: Nuji, Provenance and WonderLuk. Three very different concepts and we were impressed with them all! Nuji have created a very cool intuitive mobile app design that is fun and lets users do everything “with the swipe of one thumb.”
Provenance’s concept empowers producers and retailers to be more open about the things they create by allowing them to showcase their products’ stories. A social element also lets customers take a more proactive approach, by enabling them to contact producers directly on site and ask them questions.
And our final startup for the “Wonderwoman” in all of us! Recently launched WonderLuk were our final startup, a made-to-order jewellery brand that uses 3D printing.
See you next time London!
The event was a blast and, I think, a pretty big success. It was the most diverse Hackathon anyone could remember – by a lot. The competition was tough, and people worked hard. Some honest good ideas emerged. Judges were fair and asked the right questions. It felt a little bit like Group Week on American Idol.
A month ago hackathons were an exotic notion, the terrain of guys like the genius 23-year-old developer who built me the website of my dreams. Now it’s something I’m looking forward to doing again next year.
The weekend kicked off with a diverse panel of articulate fashion insiders. They shared frustrations and ideas. Distilling what we had each just heard, my team and I quickly aligned on a few observations.
Given our backgrounds – two of us were lawyers, two have MBAs, one is a legit MD from Stanford Medical School – we came to see the industry’s problems as systemic, structural, and epidemic in nature. Everywhere you turn, you find just-slightly-lagging technology; and everyone you meet seems to feel things ought to be way more futuristic by now; but nobody has really defined for the industry yet what that is gonna look like, and people are tiring of humoring the notion that a radically different future awaits.
“The industry’s problems” may be the wrong phrase for the thing we diagnosed Saturday afternoon. But something smelled fishy, especially when we stepped back and assessed, as outsiders, the performance or health of the industry as a whole.
At almost every link in the value chain for fashion goods – in design, production, runway shows, curation/merchandising, distribution, pricing and markdowns, inventory forecasting, targeted marketing, and so on – people can intuit that they ought to have more data and stronger analytical tools guiding their decision-making. But nobody’s yet articulated what a good solution looks like, or how the killer app of the future differs from all the other fake-bespoke database tools already in widespread use today.
We observed that data are not at all scarce in the fashion industry – quite the opposite: there’s a ton of data, all around us, everywhere you could think to look. The problem plaguing all these pools of information is illiquidity. That is, knowledge fails to flow. Ideally, information should move from the parties generating or observing it, to any or all other parties who might valuably use it.
All the information anybody could possibly want is already, today, in someone’s reach, but it’s usually in someone else’s reach. And you can bet he or she is guarding it – jealously.
Perceiving this dynamic, my team and I explored ways we could use other people’s information to create value. We asked, if we could know anything anyone else is capable of knowing, how could we use that all-access knowledge pass to create real, lasting, exponentially-growing value for the fashion industry as a whole? A company that could do that would be everyone’s friend in no time. So we brainstormed ways new data sets might help grow overall-industry sales or lower overall-industry costs.
Then, for each idea, we spent a couple minutes cooking up product ideas and rapidly shooting most of them down – giving serious thought only to the few that we actually made sense as products someone would use or buy.
We were supposed to find ways to use sponsor-company APIs, but we wound up exploring ways to turn fashion companies themselves into APIs.
By imagining we could tap into an existing, worldwide network of hardware, software, and information, we couldn’t help feeling – and I continue to feel, strongly – that we have at our fingertips, in 2013, all the component parts of some newer, bigger, badder fashion industry. One that makes sense for, and stands to make money in, the twenty-first century.
This was the kind of thinking that had previously led my teammates Jill and Alain to found Modalyst, and the kind of reverse-problem-solving that led me to design and build The Shoplift in 2012. Last weekend, it led our team to unearth serious structural problems we believe trap creative potential, preclude discovery, set arbitrary speed limits on trends and slow down fashion as a whole, and lead to wasteful overspending on all kinds of things.
These are big challenges, too tough to resolve in 24 hours and tougher still to pitch about in two minutes.
Which is not at all a dig at the Hackathon format, honest. I found that the two-minute pitch timing nicely reflected the reality of an industry in which everyone is terribly busy, first impressions matter a lot, and success sometimes means making a scene.
Fashion insiders are furiously self-oriented people. When put on the spot to innovate, they mostly propose ideas to make their own jobs marginally easier. So far, blissfully missing out on the really important opportunities, they have steered the industry clear of the biggest revolutions, in favor of one-off features, simplifying tools, and easier ways to do business on other people’s terms (tricks to get more Likes on Facebook, for instance).
A mid-panel exit by Rachel Roy – looking amazing but ducking out early for a conflicting Saturday-morning commitment – nicely illustrated the industry’s tendency to hurry-up-and-get-back-to-work when new technology comes up in conversation.
This tendency is dangerous. It’s the kind of thing that can really hold an industry back. If we don’t decide for ourselves what the future looks like, we’re doomed to accept decisions people in other industries make for us.
I’m psyched to see how the finalists do next week. My pick to win is Fashion Dashboard, because if it doesn’t exist already it totally should. But it’s definitely still anyone’s game, and I wish all of the contestants the very best of luck. They’re currently working round-the-clock to finish their apps in time for their big day during Mercedes Benz Fashion Week. (If you don’t have tickets yet, it’s not too late.)
Look for me there or check back here for my reactions after the show.
Miss the pitches by our five finalists teams or just want to relive the magic? Check out the video of pitches by 42, Avant-Garde, Coveted, Fashion Dashboard, and SWATCHit!
On Feb. 2-3, Decoded Fashion held the world’s first Fashion Hackathon, a 24-hour event where 550 registered participants and 78 teams competed to build a technology that helps American fashion designers.
About 300 developers, designers and entrepreneurs—40 percent women—worked on a variety of projects, from B2B software for production and merchandising to analytics for social media and e-commerce. Many projects were inspired by the Fashion Brief, a conversation with designer Rachel Roy, DKNY’s Aliza Licht, Rebecca Minkoff’s Uri Minkoff, Michael Kors’ Farryn Weiner, and the CFDA’s Kelly McCauley and Sideways’ Nathaniel Catanio, on what areas of the fashion industry could utilize technology to increase efficiency and drive business.
Five finalist teams were chosen to compete for the top prize—$10,000 and the chance to have its app launched by the CFDA. They will pitch live on the runway at Mercedes-Benz Fashion Week during the Decoded Fashion Forum, to a panel of fashion judges including the CFDA’s Steven Kolb, Style.com’s Dirk Standen, Zac Posen, Rebecca Minkoff’s Uri Minkoff, and Gilt Groupe’s Susan Lyne.
42 personalizes the brick-and-mortar experience by using the best intelligence of online commerce. Founders: Cathy Han, Sarah Hum, Lucas Lemanowicz, Nicolas Porter
Avant-Garde remakes targeting marketing by matching customers with products by visually analyzing products and social media streams to understand exactly what customers want right now. Founders: Vladimir Dedov, Ajay Mantha, Carrie Mantha
Coveted is a 1-click platform for brands to sell their products through shareable tumblr images. Founders: Ian Culley, Michael Dizon, Jason Fertel
Fashion Dashboard optimizes commerce through competitive social media and merchandising analysis. Founder: Stephan Alber
SWATCHit is a peer-to-peer platform connecting global designers with emerging market artisans and overseas producers. Founders: Ramzi Abdoch, Jagjeet Gill, Jackson Lin, Henrika Makilya, Paul Yun
Fashion and Tech Combine at Decoded Fashion
Hacking teams spent nearly 24 hours combining the minds of developers, fashion enthusiasts, designers, and techies to create an app designed to support the overall growth of American fashion as a global industry.
Decoded Fashion Hackathon: Yes, I Said Hack
I was lucky enough to be a part of the fashion brief this morning along with Rachel Roy, Uri Minkoff, Aliza Licht, Nathaniel Catanio and Kelly MacCauley talking all things tech.
Hack This! My experience @DecodedFashion #FashionHack
This weekend I attended Decoded (my first official hackathon!) Everyone that knows me professionally knows I love hacking ideas together—it’s just something I love doing.
We may be the first Fashion Hackathon, but we’re also the first Hackathon for plenty of developers, designers and business and marketing professionals. What? how? why? do you do what? when? To answer some of the top questions, we talked to Spotify’s Hacker Advocate Andrew Mager, who’s been to more than 50 hackathons around the world.
What is the most challenging aspect of the Fashion Hackathon?
Getting people to understand that it’s more than fashion. It’s art, it’s e-commerce, it’s music, it’s retail.
What are your top 3 tips to first-time hackers?
Make friends early, network your ass off. Listen carefully to the API pitches to see what’s possible. And have fun; you’re building something in a short time that you aren’t getting paid for. You could be building the next big thing though, so don’t have too much fun!
What is the best way to form a team?
Network as soon as you walk in the door. Watch people as they watch the API demos to see which talks to interesting people. At the end of the API demos, stand up on the mic and say your skills and say what your idea is. Ask for help if you need it.
What are your top tips to experienced hackers who have never worked with fashion or retail tech?
Expand your horizons. A fashion hack is more than just nice clothes and runways. Even if you wear a nerdy black t-shirt everyday, there is a place for you at a fashion hackathon.
Andrew will meet with the Hackathon finalists for a mentorship session before they pitch at the Decoded Fashion Forum at Mercedes-Benz Fashion Week. @mager
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