With fashion’s digital ecosystem changing at an ever-accelerating rate, it’s become more important to understand the rise of resale, the power of influencers, the value of social selling and everything else online.
Those topics and more will be explored in-depth at the WWD Digital Forum Los Angeles on Nov. 12, which will be held at The Broad Stage in Santa Monica.
Just how fast the online world is changing — and how it’s changing the real world — can be seen in The RealReal, which has brought consignment to luxury in a big way.
The site — which last year wracked up $207 million in revenues selling goods valued at $711 million — has helped change consumer behavior, emboldening luxury investments by consumers who know they can easily sell their new bag online in a season or two. The RealReal’s business also illustrates how a web business can feed into the sustainability theme that has become so important to fashion.
The reseller just inked a deal with Burberry, offering special perks to consumers who put their looks from the brand on the resale site. That collaboration helps feeds The RealReal’s platform, give longer life online to Burberry goods and could help boost the brand by stoking consumer engagement.
It’s a complicated connection, merging old and new, online and off, and Allison Sommer, director of strategic initiatives at The RealReal, will be on hand at the forum to help illuminate the dynamic.
Another topic of continuing fascination is the role of the influencer and how they can help reach and connect with consumers and build brands.
Speaking from experience at the forum will be Annie Lawless, the fashion and beauty influencer who is also chairman and chief executive officer of natural makeup brand Lawless Beauty.
“I always wanted to use social media to share other aspects of the brand outside of the product on the shelf, tell a story and bring the customer into my world of how I got into clean cosmetics, why it’s important to me and how I use the products,” Lawless told WWD last year. “It’s a way to go deep and connect with the consumer and have a dialogue with her.”
Executives from both established and emerging brands will be on hand to pore over these and other trends.
Also speaking at the forum will be:
Bora Park Chow, industry lead, fashion and luxury retail, Facebook.
Lizzy Eisenberg, director of marketing development, Afterpay.
Sarah Flint, ceo, designer and founder of Sarah Flint.
Cyndi Isgrig, president, Dermstore.
Jeff Kearl, chairman and cofounder, Stance.
Rob Keve, ceo and cofounder, Flow.
Phillip Raub, president cofounder, B8ta.
Jonathan Shokrian, ceo and founder, MeUndies.
Agathe Westad, director of new business, Optimove.
Karla Welch, stylist, creative director and founder, xKarla, and cofounder, Meritocracy.