London – The Decoded Fashion London Summit 2016 brought together a range of
industry heavyweights and visionaries who together are shaping and changing
the future of fashion.
Topics ranging from the return of the in-store experience, to the
relationship between fashion and hook-up apps, to insta-savvy tech
start-ups, this year’s summit brought two days of in-depth discussions
bridging the innovators and disruptors in fashion today.
For an industry that is in constant flux, the summit addressed the key
challenges facing brands and retailers in 2016.
Here you will find a collection of the most memorable quotes from the talks:
On technology savvy users, Lynne Murray, Digital Director Anthropology Lab
at the London College of Fashion stated: “What if consumer intelligence
knows more about the brand than the brand knows about the consumer?”
On in-store experience: “Boutiques are a social facilitator; we need areas
in retail where you can socialise” – Sharmadean Reid, Founder of WAH London.
On the see now buy now trend: “We are removing the middle man in some ways,
changing the Bread & Butter fair into a consumer event” – Kasia Luczak,
Fashion Direction, Trendscouting & Concept Design at Zalando.
On standing out from the crowd: “Retailers need to be editors, stylists and
analysts” – Pia Stanchina, Industry Manager Fashion & Luxury Retail at
Google.
On selling online: “It is not all about content all of the time. At some
point you have to sell clothes” – Gareth Rees-John, Global Digital Director
at Topshop.
On ad blockers: “People don’t mind giving personal data if the brand gives
an enhanced customer experience” – Andrew Ellis, Senior Manager Europe CRM
at Gap.
On changing public perception at Victoria Beckham: “It took a while for
people to believe Victoria had something relevant to say in fashion other
than being a Spice Girl” – Zach Duane, CEO at Victoria Beckham.
On connections between hook-up apps and fashion: “Our users are the
ultimate definition of self-curated lives. Identity, fame and fashion are
interwoven with sexual expression.” – Landis Smithers, VP Marketing at
Grindr.
Images:Decoded Fashion London Summit