On May 20-21, the world’s most forward-looking innovators, disruptors and brands – all of whom are connecting the dots between fashion and technology – descended on Kings Cross in London for Decoded Fashion’s annual Summit. Couldn’t make it? No fear – we’ve revisited the panels, roundtables, tweets and conversations to compile some of the best nuggets of advice and surprising facts from the event.
Audio technologies are less of a man’s world than you’d think
“Sixty-five per cent of music accessories are bought by women,” revealed Anna Perelman, co-founder and CEO of Stelle Audio when telling her start-up story. Her talk was a great example of the role innovative businesses can play in debunking myths surrounding both fashion and technology.
3D printing is the future of reducing fashion wastefulness
Responding to the shocking fact that 10% of all produced clothes end up in landfills, Knyttan uses “technology in a way that is appropriate” said Ben Alun-Jones, co-founder of the personalised, 3D-printed fashion brand based in Somerset House. “We’re at a point with manufacturing right now where we can unlock individuality.”
Believe the hype – YouTubers have the power in the social media age
YouTube’s Katie Jenkins revealed that only a tiny portion of fashion videos on YouTube come directly from brands – just 6%! In contrast, “1 in 3 millennials in the US purchased a product as a result of watching a how-to video”, she revealed. “To find the sweet spot for your brand, think like a YouTuber.”
Social media has a saturation level – even for the young
At his keynote speech on day one of the summit, British design icon Hussein Chalayan identified technology as the driving force of industry change. Admitting the significance of social media in connecting consumers with brands – and their celebrity contingent – he also discussed how it might be time to slow down. “Social media is the language of a younger generation,” he said, adding that there might be an information saturation at the same time.
Smart watches aren’t going to monopolise the wearable tech market
Mike Butcher, editor-at-large at TechCrunch, spoke candidly about the reality of the wearable tech market at the summit. Appearing on stage with Richard Chen (Ceyuan Ventures), Doug Gardner (River Island) and John Vary (John Lewis), he revealed that the smart watch will only make up 35% of the wearable technology market – so there’s still a huge gap for innovation in other areas of the industry (and the body).
Reported by Claire Healy