Zappos

Decoded Fashion - Fashion Tech Daily - Zappos

 

1. Birchbox, Seller of Beauty Products, Steps Out From Web With a Store

Birchbox plan to extend their online presence to offline by opening their first brick-and-mortar store in SoHo, New York.

2. How Yoox became the Amazon of the Fashion World

With two million orders placed every year and net revenues up over 20 per cent from last year, Yoox has become one of the leading e-tailing sites in fashion. A glimpse into the company’s operations and history.

3. How Tech Startups are Taking the Fashion Runway by Storm

“Fashion is not your typical tech startup” – How fashion-tech is democratizing the fashion industry and making it more tailored to consumers’ needs than ever before.

4. Zappos Creates Personalized Shopping Experience For Instagram’s #OOTD Fans

Zappos are harnessing the potential of the approximately 23 million #OOTD-tagged images on Instagram with their ‘Next OOTD campaign.’

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 Zappos.com

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 

Bow-Drape-spotlight

  1. Zappos Mogul Tony Hsieh’s Latest Bet: High Tech Fashion
    On Thursday, Bow & Drape announced a $1.2 million funding round led by Zappos founder Tony Hsieh and his VegasTechFund.
  2. The Hottest App at NYFW
    With New York Fashion Week just around the corner, it’s time to get your fashion week schedules organized fashionista, lucky for you the CFDA has an app for that.
  3. Flink is an Addictive Mobile Fashion Experience to Discover New Looks
    Meet Flink a brand new mobile app that will become the perfect time waster for fashion enthusiasts.
  4. Beauty Startup Polls the Crowd for New Product Ideas
    New business uses unconventional methods to ensure their consumer is getting exactly what they want.

Ahalogy_Brandery_Screenshot

  1. Ahalogy Scores $3 Million Series A by Helping Brands with Content and Optimization
    With Pinterest poised to take its first ad product, Promoted Pins, public, retailers and brands that have so far been testing the waters on the social pinboard are now beginning to look more seriously into optimizing their activity on the site.
  2. Pradux Lets You Buy Clothes from Your Favorite TV Shows
    Pradux will make it easier to track down and buy items featured on TV.
  3. Andre Leon’s Magazine for Zappos Has Launched
    Zappos Couture officially launched its”ZeeCee by ALT” section, an online magazine created by the editor-at-large.
  4. 5 Tech Trends to Look for in 2014
    If you’re looking for high-end styling these may not be the fashion accessories for you, but they do offer a lot more than your conventional watch can deliver.

530535175_1382920167

  1. Zappos Enlists André Leon Talley to Up its Fashion Cred
    Great news for Zappos shoppers: Your online destination just got a little more fashionable, thanks to André Leon Talley.
  2. Apple Buys Topsy for Price Reportedly North of $200M
    Apple has purchased social analytics firm Topsy, which focuses on parsing data from Twitter.
  3. Is Tech Fashion’s Best Friend?
    Fashion and technology are truly fused together. And, as i-D magazine’s latest video can attest, it is a mutually beneficial relationship.
  4. Swarm Mobile gets $3.5M  to Track Shoppers in Physical Stores
    Swarm Mobile believes that brick and mortar retailers lack insights about how consumers are moving through physical stores.

yahoo-flickr-android-app

  1. Yahoo Refreshes Flickr with a Cleaner Look, Full Terabyte of Storage
    Along with a new Android app, bigger storage space and other new features, Yahoo has announced that the changes are taking place in order to make Flickr “cool” again.
  2. Google Checkout to Shut Down in November
    Launched in 2008, Google Checkout will be closing this November and the focus will shift solely to Wallet, the mobile app.
  3. Inside Microsoft’s “Geek 2 Chic” Fashion Show, Where Tech Types Strike a Pose for Charity
    Microsoft hosted a tech-fashion show called Geek 2 Chic with the purpose of benefiting the Network for Teaching Entrepreneurship (NFTE) – a network that teaches and encourages technology to at-risk youth.
  4. Zappos Updates iOS App, Lets Shoppers Apply Negative Filtering
    Negative filtering is one of the most requested options, allowing users to screen searches based on what they don’t want to see and now Zappos has integrated it into their newest app.

zappos-glance

  1. Zappos Labs: The Frontier of Online Retail is Curation
    The online options offered to consumers can be sometimes too vast and confusing. Curated sites aim to target specific needs, presenting better selections to their audience.
  2. Soros Reveals Stock in J.C. Penney: Stock Surges
    Joining fellow hedge-fund celebrity Bill Ackman as one of J.C. Penney’s major stakeholders, George Soros revealed a 7.9% stake in the retailer.
  3. 53 Percent of Affluent Consumers Own Two or More Mobile Devices: Study
    According to a recent study – The Spring 2013 Affluent Market Tracking Study – people who research products online through their mobile devices are more likely to purchase them.
  4. Conscious Company, a Birchbox for Eco-Friendly Products, Raises $400K Seed Round Led by Birchmere Ventures
    This new beauty subscription website has the mission to expose its consumers to natural and eco-friendly brands.