Milan Summit 2017
Presented by - Nov 14-15

& Articles

Does Authenticity Exist in an Influencer-Led World?

Decoded Fashion

While the ‘unfiltered’ movement on social media – the concept of being ‘real’ in a virtual world – can often seem contrived, it’s safe to say that consumers are more likely to buy into a brand that uses ‘relatable’ influencers in their marketing strategies than those who opt to work with regular celebrities or models. Here, we unpack the business of influencer marketing, and consider where this lucrative sector will head in the future. As consumer eyes are starting to open to ‘pay-to-play’, will influencers’ authenticity begin to diminish?

What’s the best way to approach artificial intelligence technology?

Decoded Fashion

“To remain at the cutting-edge, luxury brands must learn to harness AI to pioneer new and meaningful experiences with consumers,” Marc Close, CEO of bespoke apparel platform Bespokify, wrote for the Business of Fashion last month in an op-ed entitled ‘Technology is Eating Fashion.’ With large retailers, including Amazon and ASOS, jumping on the AI bandwagon, Close has a point. But, for those yet to dip their toes into the water, what’s the best way to approach artificial intelligence technology? Here, we look at some companies that are embracing – and creating – AI tech in different ways.

Science's Quest to Save Fashion: Coffee with DeScience


At first blush, amino acids and pineapple peels seem like unlikely components of luxury goods, but as science and fashion strive to bridge their two diverse worlds, a sustainable fashion industry may become more than a pipe dream

Concierge Commerce: The Future of Online Beauty Experiences?

Decoded Fashion

Look back a few years and you’d be pressed to find a beauty brand outside of the luxury market that offered personalised, VIP-feel experiences to its customers. Now, however, mass market brands are able to use tools like social media to forge deeper relationships with their customers, whatever their average spend. Here, we take a look at ‘concierge commerce’, targeted content creation and personalised shopping experiences.

Rimmel has launched a voice-activated make-up app

Decoded Fashion

British cosmetics brand Rimmel, owned by US beauty group Coty, is bidding to take the increasingly densely populated world of augmented reality-powered beauty apps to a new level. It’s doing so with a live, virtual visual-effects cosmetics concept that’s not only rooted in Facebook (the place 55% of Rimmel consumers apparently choose as their first stop for beauty inspiration) but is also amplified with voice activation.

Retail Shopping: The Digital, Physical and the Phygital


Augmented Retail. It’s been coming for a long time.
With fewer in-store models and sizes, the traditional retail space has become more of a showroom, showcasing more bestsellers than full-range collections. Consumers are increasingly encouraged to make more sales transactions online, at times with the help of in-store sales clerks.

Authenticity & Adventure: Using Data to Deliver

Decoded Fashion

Leveraging customer data effectively is a key area of interest for retail companies right now, in order to help their brands stand out in a crowded market. IBM has reported that 94% of retail executives intend to invest in ‘cognitive computing’ to provide a more personalised shopping experience to customers. So which brands are already doing this, and how are they making it work?

Could smartphone-only be the future of how we shop?

Decoded Fashion

As new statistics show that smartphone searches related to fashion retail have continued to rise throughout the second quarter of 2017, it seems that consumers are more on board than ever with the idea of shopping on their phones. Here, we take a look at some brands that are using mobile and turning it into revenue. Could smartphone-only be the future of how we shop?