Fashion retailer Topshop is teaming up with Decoded Fashion, the event
series that focuses on fashion, retail and technology, on a start-up
competition to address changing consumer shopping tastes and
expectations.
The Topshop Challenge is looking for innovative start-ups and
entrepreneurs to pitch ideas on how to use their technology in a way that
will enhance the high street retailer’s consumer experience, both in-store
and online.
The competition is asking entrants to pitch a solution on “how to
deliver ‘fast fashion’ in the age of immediacy?”, with a focus on keeping
pace with consumers’ changing expectations in a world of instant
gratification, as well as what tools are needed to execute a fully forward
thinking consumer experience.
Entrants can pitch their ideas to the Decoded Fashion London Summit Web
site until April 22. Five ideas will be selected by Decoded Fashion and
judged live by Topshop at the Decoded Fashion London Summit to be held on
May 18.
The judging panel includes Topshop’s global marketing and communications
director Sheena Sauvaire, head of digital marketing Alistair Allan, and
digital engagement and partnerships manager Sophie Trinder, with additional
judges expected to add to the line-up.
The winner will meet with the Topshop team and work together on the new
digital concept.
Topshop global marketing and communications director, Sheena Sauvaire,
said: “Topshop is delighted to partner with Decoded Fashion for the first
time on its start-up competition. Creativity and innovation are at the
heart of Topshop’s agenda and as our industry goes through unprecedented
change, this signals another new strand of fresh brand thinking.”
Decoded Fashion brand and content director, Fay Cowen added: “I’m very
excited to give new tech an opportunity to get in front of one of the
leading innovators of the fashion industry, Topshop. Most of the daring
ideas changing fashion today are born in start-ups, and we are thrilled to
be connecting these entrepreneurs with the world’s most exciting brands.”
This is the second time that Decoded Fashion has teamed with a London
brand. Last year it partnered with Nicholas Kirkwood on a luxury startup
contest. Decoded Fashion will also team up with the British Fashion Council
again to host the second edition of the Fashion Futures Awards.
Decoded London will take place at King’s Place in London from May 17-18.
It’s ‘Waves of the Future’ agenda will look at returning in-store
experiences to the forefront, the rise of personalisation, as well as how
influencers and content lead the commerce scene.
Images: Topshop