MILAN — Hashtag and widget chatter was paramount at the Decoded Forum Milan, a summit dedicated to the intersection between digital technologies and the fashion industry. The event, held Wednesday, united Italy’s top fashion decision-makers and focused on online content and the future of mobile device purchases, while also bringing to the fore burgeoning startup companies.
E-Pitti, the Florence-based trade-show organizer’s portal, teamed with Decoded Fashion to organize the event, which was held at La Pelota show space in Milan’s Brera District.“Now you have to face the fact that the Web is the first window [to products],” said Costume National chief executive officer Carlo Capasa. “We think now how it will look on the Web.”Since the dawn of the Internet and smartphones, mobile devices like iPhones and tablets have become crucial shopping tools for savvy shoppers, and the fashion industry is a testament to this phenomenon.
At Diesel, products are being developed directly on iPads and 3-D avatars to develop realistic prototypes and increase efficiency. So real, “the garment takes the body’s form and you can see the folds,” Diesel and OTB president Renzo Rosso said.
About one-third of Italians perform research online with their mobile phones and 13 percent of European buyers prefer using phone credit for online purchases on their mobile account, said Marina Salamon, shareholder and chairman of luxury children’s wear company Altana, digital marketing agency Connexia and Italian market research company Doxa.
Nearly one-third of Yoox’s online traffic comes from mobile or smartphones, said Yoox founder and ceo Federico Marchetti. “We hope this will grow,” he said.
Despite Italy’s economic challenges, the country is among the fastest-growing e-commerce regions in Europe, said Sayduck cofounder Matt Drew. Sayduck is an app that allows consumers to visualize and conceptualize in an actual space before purchasing.
Leaders here said there is no doubt that there are future synergies between the fashion and technology industries. It was no coincidence that Apple Inc. this week poached Burberry’s ceo Angela Ahrendts to become its new senior vice president of retail and online stores, they added.
“Technology cannot be disconnected from fashion,” said Vogue Italia editor Franca Sozzani, a keynote speaker introducing the digital content portion of the forum.
Sozzani noted that in terms of fashion publishing, Web sites, blogs and social media platforms like Twitter and Instagram have made the industry more democratic or “much more open to everybody” on a global level.
In an age where bloggers are a growing presence during fashion week and are often sitting in the front row, it is undeniable that they are important, Sozzani explained.
“We have all the tools to communicate with everyone, but we need to add content and quality,” Sozzani said, adding that some bloggers lack added-value background both on their social-media profiles and on their blogs.
Other speakers included Katie Stanton, vice president of international market development at Twitter, Net-a-porter Group mobile manager Sarah Watson and executives from Farfetch.com and Wired Italia.
Lingerie and lifestyle brand Fleur du Mal founder Jennifer Zuccarini and Lucas Carne, cofounder of Privalia, an online private club that organizes exclusive designer sales, were among the start-up leaders asked to speak on the future of retail and e-commerce.
Innovations like the Apple iWatch, the Samsung Galaxy Gear Watch and the wearable computer, Google Glass, may change the retail industry forever, speakers said.
“We might be able one day to measure how excited a customer is while he is browsing your catalogue,” said Carne.
In an effort to bolster young entrepreneurs, Decoded Fashion hosts the Fashion Pitch competition, which was won by London-based Viewsy, an analytics startup that aids retailers in understanding consumer behavior in order to better manage their business.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)