2017 has just arrived, bringing with it the usual amount of New Year’s resolutions and goals that make us want to improve and do better. A New Year brings with it new challenges that are pushing us to constantly continuing to improve ourselves.
Same goes for all companies and businesses that are working to face the new challenges that the tech market brings. It could be catching the attention of an increasingly distracted consumer, in an increasingly competitive scene. Before you get all worked up over how to stay on top of this, remember that we at Launchmetrics are here to help you!
In order to start the year on a great note, we want to tell you about an event that took place this week in Florence, Italy. For the third year in a row, LuisaViaRoma held their Fashion&Technology summit. The event brought many leading professionals together from the fashion & technology communities to discuss new challenges, predictions, and goals for the year.
Launchmetrics was proud to be the official media partner for the event and to contribute to the conversation by having our CMO, Alison Levy, share some insights.
Are you ready to make the most of the year ahead? Read along to hear what the experts who joined the LuisaViaRoma Fashion&Tech Summit had to say on the matter.
The LuisaViaRoma Fashion&Tech Summit 2017 took place at Teatro della Compagnia, in the heart of Firenze and was moderated by Sissi Johnson – brand strategist, tech advisor and Huffington Post Contributor.
The day was full of panels, allowing for dialogue to happen among the speakers.
Here are the top trends from this year’s event!
Digital Empathy: finding balance between human and digital
The concept that the tech aspect that characterizes fashion brands needs to build a true, and as human as possible, relationship with the customer: empathy leaves space for emotions and builds a sincere connection with the brand.
- Holition, a digital retail specialized studio, talked about the topic of claiming the need to create a dialogue between the human and the digital world.
- Peuterey underlined the urgency to tell a true story: not storytelling that sells a concept that does not turn into reality, but #realitytelling; the narration of the truth.
- The importance of engagement: 77 Agency, a digital marketing agency expert, talked about the role of the influencers in this panorama, how they are seen as trusted friends who truly recommend you a brand (but only if it is properly done adds Andrea Barchesi, CEO Reputation Manager); Hearst, one of the world’s leading publishing groups, highlighted the importance of content. Something that needs to be distributed in the correct way in order to catch the consumer’s attention.
- As a result of the above mentioned, there is a need to engage with the customer in a personal way, the need to establish human relationships in a digital space.
Data, data everywhere
The word data can be scary for people who have never loved math: and yet, this world made of numbers and reports is becoming a trusted friend of fashion brands, helping them to foresee consumer preferences and behaviour. This is the kind of information data allows us to know:
- Enrico Quaroni @Rocket Fuel, digital & big data expert, highlights how measuring and managing data is considered the main factor in gaining success today. Moreover, data is useful to marketing that claims to feel the pressure of measuring the ROI of every action
- Nielsen, a company that analyses consumer behaviour, shows digital is gaining a fundamental role in fashion brands media mix, almost as much as traditional press (36 vs 39). Thanks to data, fashion brands are believed to increase the budget designated to digital advertising by 13.7%!
- Furthermore, video advertising and social media is gaining a fundamental role in fashion brands media mix, as a kind of content that works really well on mobile, which is becoming the most used digital device.
- Lastly, data is super important to understand consumer preferences, so make sure to offer them a tailored experience that makes them feel special (who said digital empathy?)
2017 will be a year characterized by technological innovation and we will see how fashion brands will face the challenge to embrace those digital tools which will allow them to offer the customer an unforgettable experience. As our CMO, Alison Levy said “Adapting digital tools is no longer a choice for fashion brands”.