Decoded Fashion SXSW

Every year Austin opens it’s city to over 30,000 visitors for the notorious SXSW festival and last week we joined the lineup with our first event! With over 500 attendees crossing the threshold to take in three hours of panels, talks and face-to-face meetings at the Mentorship Hub. Here are the best bits from the conversations that took place.

First up, ” Onboarding Tech” with Amy Walker, Director of Online Marketing at Neiman Marcus, Jen Rubio, Global Director of Innovation at AllSaints and Will Young, Director of Zappos Labs at

All speakers emphasised their preference for finding new tech companies through networking and receiving recommendations from venture capital firms over receiving cold calls and emails.

Brands don’t want to be subjected to hard sales pitches that make unrealistic promises, but would rather engage in a conversation with a startup that has done extensive background research about the brand, has contacted the relevant department to pitch, and already has an idea about what the challenges may be and how they could be tackled. And naturally, if the technology is easier to onboard, then brands will implement it much faster. Young drives home this point “If you set the expectations we are doing something really interesting, that you might be interested in and we would love to learn what your challenges are […]’ it’s much more of a conversation than guns blazing sales pitching. And then I leave that meeting feeling like I wanna continue that conversation.”

And what technologies are brands looking for? Brands want to increase their conversion rates and their ROI in an engaging and sustainable manner, rather than invest in a fad that attracts media attention. What tools can help them seamlessly merge their content and their commerce? What can help them build an online community by telling their brand story?

Our second panel focused on content curation, featuring Rachel Tipograph, Director of Global Digital and Social Media at GAP, Kristina Di Matteo, Senior Digital Marketing Manager at Kate Spade and Katalina Sharkey de Solis, Director of Digital at Chanel.

Tipograph cited simplicity as key, it’s at the core of GAP’s brand and that filters into all of their processes, whether it’s creating content, or onboarding a new start-up. This also rings true for the Kate Spade brand, who have a tiny team creating all this fantastic content, but if it’s too complicated to onboard it just doesn’t work.

With luxury, Sharkey de Solis pointed out that social media channels engage aspirational and potential luxury consumers much more than they do existing consumers. The challenge for them  is finding a way in which to excite current consumers, which means, “We’re really looking for experiential technologies because with this very high-end consumer, they’re not necessarily wanting to engage with the brands on [social media] channels” – Sharkey de Solis

And, though traditional long-term branding campaigns may not be devised with specific measurement matrices in mind and may be ideally measured qualitatively, Di Matteo emphasised how difficult it is for brands to quantitatively measure the success of more fast-moving online campaigns. “If it were up to me, I would create the coolest reporting tool that would allow for me to understand everything that’s happening and have it really succinctly tie up into my [ecommerce] data because, at the end of the day, our goal is to generate sales, but also be able to tell a great story.” Anyone got an idea for this?

Last week’s event was a milestone for Decoded Fashion, and you can be sure to find us at next year’s SXSW.

For all the photos from the event you can check them out here, and for further SXSW fashion coverage take a peek at the FT’s feature and Stylus’s report.

Reported by Anna Abrell 


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DailyLook Gets $2.5M From GRP Partners, Rachel Zoe, And Others To Be The Web’s Go-To For Fast Fashion
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Nine West Charity Initiative Goes Live on YouTube
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High-End Fashion Startup Material Wrld Makes Its Official Debut
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Dior parades exclusive colors via one-day Twitter activation
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China’s and the CFDA Team Up to Bring American Designers to China
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PSFK partners with iQ by Intel to showcase the latest tech trends in retail and how they are benefitting customer’s retail experience.

With 6M Users, Hot Social Ecommerce Startup Wanelo Is Seeing 8M Products Saved Every Day
TechCrunch interviews founder of Wanelo about successes and problems with mobile and social commerce and where it’s heading.

Source4Style: The Ultimate Global Online Textile Trade Resource
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FASHIONOTES Closet: Naked & Famous Denim Thermochromic Jeans
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Net-a-Porter Launches Beauty
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Workout Clothing Changes Color Based on Body Temperature
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The Winners and Losers of SXSW: Crunching the numbers
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Nasty Gal and 7 Other Startups Who Are Disrupting Fashion
Racked lists the 8 startups that are revolutionizing fashion on a digital level: Nasty Gal, Modcloth, StyleSeat, Science, Snapette, Birchbox and Ahalife.

MOVE! Blends Fashion and Art in a New MoMa Exhibit at Sesc Belenzhino in Sao Paulo
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Retailers Try to Adapt to Device-Hopping Shoppers
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Christmas Day App Downloads Hit 328 Million, Setting New Record
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Fashion: Luxury’s New Look
After two decades of seeing luxury as a monolithic and highly profitable sector, investors are beginning to realise that they need to start taking a brand-by-brand approach. Financial Times notes the changing terminology in the luxury industry.

Most Anticipated Tech Products for 2013
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