Provenance

Decoded Fashion Meetup London April 2014

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!