With the rise of this online world, Fashion Digital New York (FDNY) brought over 600 e-commerce leaders from established brands to innovative start-ups to participate to the event on October 8 and 9 in New York City. This event was put together to focused on the future of fashion via e-commerce and key strategy development.
I went to the FDNY conference day on October 9th at Pier 60, which held panel sessions led by major key speakers. It was such valuable day, I had the opportunity to learn more about e-commerce, the importance of content management and to network with major brands.
During the morning keynote presentation, Michael Harvey, from Corra was talking about 3D Printing and he mentioned that it was the most disruptive technology since the Singer sewing machine. “Your entire wardrobe could be housed in the palm of your hands in a device”- Michael Harvey With the 3D printing innovation, we might be able to print out our clothes in the future, so when traveling we will not need to carry suitcases anymore but just a simple USB key and print out our clothes. Can you imagine how simple our life will be?
Dita Von Teese in a 3D Printed Dress designed by Michael Schmidt and Francis Bitonti (Albert Sanchez Photography) Isn’t it gorgeous?
Then, Craig Leavitt, the Chief Executive Officer of Kate Spade New York, talked about the importance of increasing the brand awareness by engaging with customers by using four different strategies: 1. Social medias, 2. Website, 3. Kate Spade Saturday (one of their new concept, watch video below), 4. International Expansion. He mentioned that e-commerce is 20% of the net sales. Dynamic contents is crucial to attract and engage customers.
Kate Spade Saturday: the Innovative Shoppable Window
I love this smart and innovative concept. It is a great way to increase customer engagement.
Panelists were discussing the importance of “Content Management for Higher Conversion and Engagement.” In this e-commerce era, content is king and it can be generated through different forms such as user-generated content, merchandising, photographer and video. User generated content is key for a brand. Brands need to be active and engage users because they are the buyers and will review the products and if they like it they will recommend it to their family and friends. Customers are the best salesperson for a brand because when they believe and trust a brand, they will definitely stay loyal and spread the message.
Philippe von Borries and Uri Minkoff (Marc Becker Photography)
The afternoon keynote presentation was led by Philippe von Borries, Co-founder and CEO of Refinery29 and Uri Minkoff, Co-founder and CEO of Rebecca Minkoff. This was the most exciting part of my day, why? Because I had the chance to meet Uri Minkoff and interview him about Rebecca Minkoff brand and about his inspiration and goals.
Uri Minkoff and I (Marc Becker Photography)
Intense conversation with Uri Minkoff (Marc Becker Photography)
I would like to thank the FDNY team and I am looking forward to attend the next FDNY.