Brick-and-mortar stores and e-commerce sites are just two pieces of a much larger pie. To clinch sales in today’s competitive retail environment, fashion and beauty brands are strategizing to meet customers wherever they are. That equates to establishing a presence on a wide range of touchpoints, from e-sports games played by Gen Z to emerging social channels in international markets.
At the Glossy Modern Commerce Summit LIVE, a virtual event taking place over three days, fashion and beauty executives will discuss effective strategies for driving sales through the new array of channels, including mobile, social, email, live streaming and content. Is a custom approach needed for every platform? What works where? And what manpower and investment are needed to become a strong omnichannel retailer?
Submit your information to be contacted about opportunities to sponsor, speak and attend this event and others like it.
During the working sessions, we will discuss current challenges in the industry in breakout groups to network and talk about possible solutions. Join us via Zoom to connect with other attendees and join the discussion.
This discussion will explore the new standards of e-commerce, including the personalization, inspiration and support that shoppers have come to expect, and the new bells and whistles e-tailers are launching to clinch the sale.
SENIOR DIRECTOR, ECOMMERCE
GVP, HEAD OF COMMERCE
Going beyond top-of-funnel and bottom-of-funnel marketing, this discussion will focus on the emerging channels and tactics brands are using to get in front of customers “where they are” and to build community. We’ll explore the potential of creating a presence on a gaming platform and establishing a signature event not centered on products, among other strategies.
CHIEF GROWTH OFFICER
Apply to attend this off-the-record invite-only virtual roundtable with Jill Manoff and Attentive for a deep dive into the state of mobile marketing strategies for fashion, beauty and luxury brands.
When it comes to a brand’s voice, values and aesthetic, maintaining consistency at every customer touchpoint -- from TV spots to influencer posts to in-store interactions -- is no easy feat. In this session, Gap CMO Mary Alderete will talk through the company’s pillar values, including how they’ve evolved, how they’re being messaged, and how Gap is ensuring their presence and clarity across marketing channels.
Tarte Cosmetics, an innovative beauty brand known for its line of skincare and cosmetics, made a big early investment in personalized text messaging—launching their channel with Attentive in 2018. Today, their text messaging program is part of a comprehensive digital marketing strategy. In this session, learn how Tarte delivers relevant content that drives conversions—including real-life examples of automated personalized text messages sent at scale—and creates multiple touchpoints across the customer lifecycle.
DIRECTOR OF CLIENT STRATEGY
Jenna Manula Linares
SENIOR DIRECTOR OF DIGITAL MARKETING
In the last year, brands have realized the importance of a tight-knit community. Now, they’re increasingly focusing on using social media to fuel brand loyalty. In this session, Jennifer Fisher will share how she’s used Instagram to build relationships with her customers. That’s included going beyond posting images of her jewelry to offer glimpses into her personal life. Doing so has led to the launch of a successful sub-brand and has kept the company top-of-mind for Zoom-driven shoppers.
JENNIFER FISHER JEWELRY
Growing your consumer audience is a core focus for most brands. While there are many tactics out there, it might be challenging to identify what works best. This session with Afterpay and Draper James will dive into the ways you can shift your marketing and sales tactics to engage strategically with both new and existing customers.
EXECUTIVE DIRECTOR OF SALES & PARTNERSHIPS
As consumers become more mindful, slow down, and consume less, brands are catering to those demands and evolving their business models for the better. In this session, Re/Done co-founder Sean Barron will discuss how the company is democratizing access to vintage fashion and facilitating a circular model with its new marketplace and resale platform. He’ll also detail the company’s strategy for marketing these concepts to sustainability-focused shoppers.
Customers have been migrating from in-store to online for the last decade but last year we have seen an unprecedented acceleration of this trend due to Covid. Retailers are continuing to figure out how to bring the in-store experience to eCommerce and deliver the kind of personalized, high-touch service that keeps customers coming back. We'll discuss the ways that innovative brands like Crate and Barrel and Warby Parker are transforming their service operations to thrive in this new era.
Fashion brands are seeing opportunity in professional gaming. To tap the expansive, diehard gaming community, they’re launching merch and apparel for gamers, collaborating with professional players, sponsoring teams and events, and designing virtual apparel to be worn in-game. Connecting with Gen Z and millennials is key, but brands are also finding creative ways to drive immediate sales. This session will break down a leading brand’s gaming playbook.
KAPPA, NORTH AMERICA
Today’s retail brands and marketers face an array of challenges to meet the needs of the new digital consumer, which has been accelerated by the pandemic and the events of the last year. Many have turned to fintech partners to attract new customers, increase conversions and drive loyalty, adopting new solutions like buy now, pay later to make flexible spending part of everyday online commerce. Learn how retailers can strategically partner with payments fintech platforms to reach more customers with flexible financing options, and produce measurable results.
DIRECTOR, STRATEGIC PARTNERSHIPS, GLOBAL PAY LATER
Product collaborations have caught on as effective tools for driving spikes in sales. While fashion brands’ collaboration strategies span the gamut, increasingly, all are realizing that slapping one brand’s name or logo onto another brand’s product doesn’t cut it to drive buzz. For shoppers, what’s worth waiting in line or splurging on the resale market for are collabs resulting from two top brands actively working together on every step, from product development to marketing. This session will explain how a serial collaborator ensures authenticity throughout the process.
SENIOR DIRECTOR, PROJECT GREENHOUSE
Maintaining a reputation as a fashion brand can be limiting, for both the company and its core audience. Crystal Slattery, president of Tanya Taylor, will discuss how the brand is evolving from designing seasonal ready-to-wear collections to creating a full lifestyle brand by changing its focus from the runway to the customer.
Since the start of the COVID pandemic, cross-border e-commerce has exploded as shoppers around the world have looked for alternate channels to access the brands they love. Leading cross-border solution provider ESW will walk through the factors that are most important to global shoppers, which markets retailers and brands should look to next, and what steps your brand can take to capitalize on e-commerce growth.
CHIEF COMMERCIAL OFFICER
Leading with the brand is always a winning strategy. In this session, chief brand officer Sen Sugano will discuss how GOAT strategically leans into branding and marketing opportunities at every opportunity, from customers’ everyday shopping experiences to big spending holidays like Black Friday. It’s using customer interactions with authenticators, marketing products and technologies like AR try-on to educate, engage and excite its audience. Sugano will talk through the strategy.
CHIEF BRAND OFFICER
Exclusive data from Adlucent’s B2C retailers combined with thoughtful recommendations will be shared to help you prepare your 2021 marketing strategy. Learn how to accelerate digital marketing outcomes through ecommerce insights based on actual retail cost, revenue and conversion data.
ASSOCIATE ACCOUNT DIRECTOR - CLIENT SERVICES
SR. DIRECTOR OF STRATEGY IN CLIENT SERVICES
For many brands, remaining relevant moving forward means overhauling many processes that worked before. Thinking outside the box to best showcase your values and DNA will resonate with the new generation of consumers. Sharing your unique perspective through unique channels will win over pushing products. This session will dive into how to shift your mindset and tackle new approaches to marketing to strengthen your brand, foster community and thrive.
In this session, Mickey Drexler, former CEO of J.Crew Group and Gap Inc., will share how he's integrating learnings from the corporate world into the very different, smaller business of Alex Mill.
Starting a brand with a narrow focus and audience has its perks, but it can make growth a challenge. This session will cover how a direct-to-consumer fashion brand that launched with a sustainability focus and a streamlined assortment has strategically evolved. It’s managed to retain its core customers while also expanding to more sales channels, more product categories and a wider audience.
Let's go through the key takeaways discussed across the three days of content.
Are you a fashion or beauty executive interested in speaking? Contact Cayley Plotkin for more information.
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Marketing and product executives: You may be eligible for a complimentary pass through our VIP program. Apply here to find out.