Weekly Stories

Paris Meetup Launch

Posted by Fay Cowan on Mar 20, 2014 11:14:06 AM

After touching down for all of 8 hrs after SXSW, we hopped on the Eurostar to continue our European Meetup tour! First stop Paris, with the support of our local host Celine Lippi, Co-Founder of Fashion Capital Partners. With a full house at the newly opened Le Numa, it was time to discuss the ins and outs of the ever growing omni-channel.

Kicking off with an opening keynote from Google's Pauline Butor who told us an astonishing five billion queries regarding fashion and beauty are made through Google every month! She went on to demonstrate the vast amount of Google tools available to fashion brands, that can help them gather data and create content. Talking us through last years hugely successful Topshop Fashion Week campaign, which used live hangouts to create another layer of content and a live view of a model’s runway walk.

Next both iVentures Consulting and DemandWare discussed how to improve customer experience, with the connection between both physical and digital stores. iVentures Consulting gave us a preview of their eShopper Index, which brands came up top digitally? The top 5 included Zalando, Zappos, Amazon, NET-A-PORTER and Gap.

Fusalp, Vilebrequin & l’Exception debated best practices; rethinking retail with smart shopping experiences, digital windows and customer touchpoints, with a gentle reminder that at the heart of all these tech innovations still remains the physical product and of course the consumer!

The evening closed with 3 startup pitches; Shop'n'Brag, a mobile shopping app that seems to do just about everything, with augmented reality features and deal finders rolled into one; HappyBeacon, allowing retailers to interact directly with the consumer through push notifications and our final startup Bodi.me, joining the fight against returns by letting the consumer try on clothes virtually.

For all the photos from the evening, head over here and Paris, we cannot wait to return in June!

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Topics: le numa, tech, startup, Innovation, Paris, meetup, google, fashion, Weekly Stories, omni-channel

Highlights: Decoded Fashion SXSW Launch

Posted by Anna Abrell on Mar 20, 2014 9:51:40 AM

Every year Austin opens it’s city to over 30,000 visitors for the notorious SXSW festival and last week we joined the lineup with our first event! With over 500 attendees crossing the threshold to take in three hours of panels, talks and face-to-face meetings at the Mentorship Hub. Here are the best bits from the conversations that took place.

First up, " Onboarding Tech” with Amy Walker, Director of Online Marketing at Neiman Marcus, Jen Rubio, Global Director of Innovation at AllSaints and Will Young, Director of Zappos Labs at Zappos.com

All speakers emphasised their preference for finding new tech companies through networking and receiving recommendations from venture capital firms over receiving cold calls and emails.

Brands don’t want to be subjected to hard sales pitches that make unrealistic promises, but would rather engage in a conversation with a startup that has done extensive background research about the brand, has contacted the relevant department to pitch, and already has an idea about what the challenges may be and how they could be tackled. And naturally, if the technology is easier to onboard, then brands will implement it much faster. Young drives home this point “If you set the expectations we are doing something really interesting, that you might be interested in and we would love to learn what your challenges are […]’ it’s much more of a conversation than guns blazing sales pitching. And then I leave that meeting feeling like I wanna continue that conversation.”

And what technologies are brands looking for? Brands want to increase their conversion rates and their ROI in an engaging and sustainable manner, rather than invest in a fad that attracts media attention. What tools can help them seamlessly merge their content and their commerce? What can help them build an online community by telling their brand story?

Our second panel focused on content curation, featuring Rachel Tipograph, Director of Global Digital and Social Media at GAP, Kristina Di Matteo, Senior Digital Marketing Manager at Kate Spade and Katalina Sharkey de Solis, Director of Digital at Chanel.

Tipograph cited simplicity as key, it’s at the core of GAP’s brand and that filters into all of their processes, whether it’s creating content, or onboarding a new start-up. This also rings true for the Kate Spade brand, who have a tiny team creating all this fantastic content, but if it’s too complicated to onboard it just doesn’t work.

With luxury, Sharkey de Solis pointed out that social media channels engage aspirational and potential luxury consumers much more than they do existing consumers. The challenge for them is finding a way in which to excite current consumers, which means, “We’re really looking for experiential technologies because with this very high-end consumer, they’re not necessarily wanting to engage with the brands on [social media] channels” – Sharkey de Solis

And, though traditional long-term branding campaigns may not be devised with specific measurement matrices in mind and may be ideally measured qualitatively, Di Matteo emphasised how difficult it is for brands to quantitatively measure the success of more fast-moving online campaigns. “If it were up to me, I would create the coolest reporting tool that would allow for me to understand everything that’s happening and have it really succinctly tie up into my [ecommerce] data because, at the end of the day, our goal is to generate sales, but also be able to tell a great story.” Anyone got an idea for this?

Last week's event was a milestone for Decoded Fashion, and you can be sure to find us at next year's SXSW.

For all the photos from the event you can check them out here, and for further SXSW fashion coverage take a peek at the FT’s feature and Stylus’s report.

Reported by Anna Abrell

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Topics: sxsw, AllSaints, startup, Innovation, neiman marcus, technology, fashiontech, fashion, Zappos, gap, decoded fashion, Weekly Stories, kate spade

42: Decoded Fashion Hackathon Finalist, Launches with Y Combinator

Posted by Kuma Djamgerchinova on Feb 25, 2014 10:01:22 PM

Retail data startup, 42, launched this week with the backing of Y Combinator. The company came to life during Decoded Fashion Hackathon last year, and headed to Milan as a finalist for our Fashion Pitch competition presented by e-Pitti. 42 went on to debut at TechCrunch Disrupt last year, being then accepted at the prestigious accelerator program Y Combinator.

The company turns raw point-of-sale data into actionable insights that help businesses boost sales. The idea that ignited the company came from co-Founder Cathy Han, formerly of Procter & Gamble. As she told Techcrunch while working with larger retailers to help them better analyze data, she realized that a lot of brick-and-mortar businesses lacked a suite of online tools to leverage customer and sales data.

“One of the things we’ve been focused on is our data infrastructure – to design it to handle retailers with a growing quantity of data, and to have an API that will allow it to handle any type of query,” said Han.

Today, 42 works with its customers to configure custom reporting for their businesses, these custom reports can be automatically sent out via email to store managers in all locations on a regular basis.

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Topics: 42 Debut, startup, Y Combinator, 42, Cathy Han, Decoded Fashion Hackathon, Weekly Stories, e-Pitti, Techcrunch

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