Weekly Stories

Decoded Fashion Milan Preview: Editor's Video

Posted by Katie Baron on Nov 4, 2015 3:25:46 PM

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.

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Topics: retail technology, Retail Store, Weekly Stories, DFMilan

The Digital Age of Hogan: Joining Forces with #DFMilan

Posted by Sofia Celeste on Sep 25, 2015 1:05:39 PM


Image source: Fairplay

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Topics: startups, Fashion Pitch, Hogan, advertisement, social media, Weekly Stories, DFMilan, bloggers

The #DFMilan Fashion Pitch: Finalists Announced

Posted by Anna Abrell on Oct 16, 2014 7:30:30 AM

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

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Topics: Stefano Rosso, Decoded Fashion Milan Summit, startups, Davide Turco, OTB Group, Renzo Rosso, Startup Competition, Myf Ryan, Weekly Stories, DFMilan

Cool Tech That Increases Sales

Posted by Claire Healy on Oct 9, 2014 12:51:41 PM

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.

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Topics: Spring, Pepe Jeans, Gucci, Wirewax, augmented reality, omnichannel, DFNY, Cinematique, Weekly Stories, DFMilan, Perch Interactive

Creating Luxury Experience Through Mobile

Posted by Claire Healy on Oct 7, 2014 10:58:30 AM

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).

[embed]https://www.youtube.com/watch?v=siJizRZ_-SY[/embed]

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.

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Topics: Omnichannel strategy, Mobile strategy, Printemps, google, kenzo, angela ahrendts, burberry, Klever Kenzo, Weekly Stories, DFMilan, Massimiliano Pipolo

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