25 Jun 2012
Where lies the future of retailers? The eFashion event shows the possibilities of using technology within fashion. From mobile to online concepts, there are still so many opportunities for his market. Emerce and Textillia presents eFashion 2012. In one day fully informed of the latest trends, developments and insights by experts and retailers & brands.
It is all about branding and improving the emotional part of your concept. Sometimes you just have to ‘change your words to change your world’, said Noortje de Bruijn (vent-exclusive.nl) the first speaker of the event. Second Sight was there and wants to share with you some of the visions of successful fashion brands.
Eye to eye
‘Fashion has to open up’, said Pieter Jongerius, from Fabrique in his brandish presentation. He shows the variety of potential for fashion brands on the web. The brand should be eye to eye with the costumer to create a love-brand (or bond). So should a Karl Lagerfield take off his glasses, wondered Jongerius. Another great way to interact more with their clients is bloggers. They are the answer to the long pause between fashion shows and the wearable collection. By putting bloggers front-row, they will take care of the fans by showing their favorite pieces of the shows. This is one of the examples when the fashioncycle meets the customers journey.
After using the bloggers to gain publicity, what is the next big thing in the fashion cycle? Pinterest, said Jongerius, too few brands use this new social media to interact with their public. A platform which is by the way great to increase your pre-ordering. You have to shift your costumers from sharing to shopping. Lyst, a great example of the shift to the shopping side, is a new form of social media, where you are socializing with your friends while shopping on the internet. Thus, the first big thing was customer profiling, a step closer to the needs of the customer. And the next big step will be proposition which become customized. Brands who are specialized in all of his costumers needs and expectations. And at the end your public will receive a true perfect fit.
And what about those great fashion designers? Lanvin is advertising with a crazy dance and Lagerfield advertised with an heart-to-heart conversation with himself. They have such great ideas and inspirational advertising concepts which shows that they definitely keep track of the Zeitgeist. If they keep this going on Karl can keep his glasses on.
The Japanese way
‘There are more ideas outside your country than inside your country’, said Sabine Pick. So what about the Japanese way? Japan as the second retail market of the world, is a great example for Europese retailers. There are a few things you have to know about the Japanese. 80% live in the extreme crowded cities, they love to socialize and be connected (while shopping) and Japanese always use their smartphones while they commute. However, above all they like convenience. And what is easier than fashion available by one click? So we asked Sabine Pick, what is the next step in Japan. Mobile, mobile, mobile, she said. Being connected by a small piece of technology standing or hanging while commuting in the crowded subways. This also counts for Europe; it is about the easiness of being connected with more than one channel, like mobiles or tablets (especially in Europe), to improve the costumer’s convenience.