Traditionally, fashion brands and retailers would open brick-and-mortar stores first to build their brands. Now an online presence can give a brand a much wider reach, and serve as a more cost effective option in creating a global flagship. Mary Katrantzou choose to launch her first store online in November 2012, speaking recently at the Decoded Fashion London Summit she told us why:
Topics: La Moda, Showrooming, e-tailing, Fits.me, metail, MyWardrobe.com, Immediate Return, ASOS, Parcel Pods, Befittd, Virtusize, Weekly Stories, Daniel Bobroff, ecommerce, True Fit, Bodi.me, Sizing software
Screaming girls and Sherlock Holmes, what a way to open our Apple Store Meetup. If you arrived on time, you would’ve been met with an outpour of Benedict Cumberbatch fans, as we did a swift turn around to get ready for our event.
With a full house, it was time for us to reveal our 2014 Calendar and a special opportunity for founder Liz Bacelar to tell the story behind Decoded Fashion. We unveiled our plans for SXSW and the launch of the Fashion Hackathon and Summit for London this May. Not only that, but this year we have expanded our Meetup to create a global community to uncover the best tech in fashion. January saw us head to Toronto, whilst in March we will be in Dublin, Berlin and Singapore.
Up next fit solutions go to war Fits.me and Metail- let battle commence!! With the CEO’s of both discussing different approaches to the problem of fit and how they are bringing return rates down. There is no doubt the tech is great but do customers use it? With the key issues across fit solutions being 3D representation, digitising clothes cheaply and size/shape of people against size/shape of clothing. It’s also about understanding consumer mindset and behaviour, do they need to learn to use a fit tool? And the bigger question to be asked to the retailers, do they prefer conversion sells vs reduced return? With both solutions collecting a huge database of “body shapes”, it’s clear that there is further potential in this data, yet to be put into practise. With Metail CEO Tom Adeyoola closing with "the past 5 years have been about putting infinite things on the internet, the next 5 will be about making choices”.
Diffusing the debate, CEO, Runar Reistrup introduces Depop, a mobile shopping app, that could be described as a little like Instagram with a buy button. Yes, it is another social shopping app but what stands out is it’s network of influential sellers and it’s clever use of high profile social figures to help onboard users. It’s a great way for emerging designers to sell directly to the consumer, with Designer Katie Eary using Depop to sell her designs straight from the runway.
And finally, what a breath of fresh air when ShuffleHub’s two young founders took to the stage. With a dramatic intro and a book on the floor here is Shufflehub “taking away the work and bringing the feel good” to shopping. Taking us through the UX golden rules and introducing us to a humorous testing regime on hungover friends. "We get out friends drunk, and make them sleep over" just to prove it's easy to use. Aiming for the purest and simplest browsing on the internet, one big button, easy shopping for when you don’t know what you want and also for when you do. We have a good feeling about these boys!
The podcast is now available for download on itunes.