Navigating the industry’s digital transformation
Fueled by recent, newfound obstacles including retail closures, fashion brands in every category have been reevaluating strategies across the board. The common goal: to become far less reliant on far-flung partners and physical retail, in favor of ramping up control via the digitization of everything from the sales floor to marketing methods.
At Glossy’s Fashion Summit LIVE, top executives from direct-to-consumer, mass and luxury fashion brands will virtually discuss how they’re leaning into digital platforms and other technology to safeguard their processes, strengthen their community and upgrade their e-commerce presence to provide all the perks of a physical store.
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Join us as we walk through how the fashion industry is being impacted by the new normal.
Membership-based fashion businesses have come and gone, but modern companies are taking new approaches to the business model that have stronger value propositions for the end consumer. At the same time, these companies are gathering valuable customer insights and setting the stage for long-term loyalty by driving a shopping habit. This session will explain how a newcomer has designed and marketed its membership and what’s working to get customers on board.
FOUNDER & CEO
Order transactions, promo emails, SMS offers—the list of customer-facing communications is never-ending. But are you fully leveraging your marketing resources and all the data you’re collecting to create a cohesive customer journey? Join Klaviyo for an overview of the four stages of the DTC lifecycle and how you can use each to drive top-line revenue growth profitably. From acquisition to retention, you’ll learn how to harness your customer data and curate unforgettable experiences that keep your customers coming back for more. Because customer retention is always in style.
DIRECTOR OF PERFORMANCE MARKETING
With new pressure to be transparent and every move under microscope, more brands are making moves toward more responsible operations -- but few are prioritizing sustainability. This session will dive deep into how to best approach sustainability, including laying out clear, meaningful goals and remaining dedicated to them. The founder of the first luxury fashion brand to be a certified B Corporation will explain how she’s established a stable fashion business that fuses holistic sustainability, tech-enabled transparency and a circular economy approach.
Vanessa Barboni Hallik
FOUNDER & CEO
Personalized text messaging has quickly become a top 3 revenue channel for retail & e-commerce brands—from sending one-time messages, like sales and product launches, to triggered messages, like browse and cart abandonment reminders. Hear directly from plus-size women's clothing company Ashley Stewart on how it uses personalized text messaging to create authentic connections with its audience and drive incremental revenue. Plus, get actionable tips on how your brand can launch and scale its own SMS messaging channel.
VP, DIGITAL COMMERCE
VP, CLIENT STRATEGY
For fashion brands, this year has spotlighted the importance of a strong customer community. Many have realized that a customer-first approach is key to building a loyal and engaged audience, and they’re adapting strategies accordingly. In this session, CMO Derek Yarbrough will break down how Madewell has built its shopper community, aided by its unique approach to omnichannel marketing, its Insider loyalty program, and its unique customer experience offerings both IRL and online.
Klarna shares insights on consumer shopping trends this year, and highlights how innovative digital strategies can help retailers boost online growth and connect with consumers.
HEAD OF BEAUTY AND ACCESSORIES, US
Having some challenges? Bring yours to the conversation as we dive into best practices to continue to move forward.
In an economic downturn, there’s an inevitable squeezing of the middle market, and many contemporary fashion brands have been feeling it this year. In this session, the CEO of contemporary brand L’Agence will discuss how the brand has stayed strong by adjusting its inventory and product offerings, building up its customer database, and strengthening its relationships with its wholesale partners and shopper community.
CEO & CREATIVE DIRECTOR
If you’re wondering how your fashion brand stacks up in this accelerated digital era, this session will provide answers, and food for thought. Marie La France, Executive Director of Corporate Strategy at Dash Hudson will reveal the COVID-19 fashion industry benchmarks for Instagram performance, and share the social-first mindset that brands must adopt—and adapt—for their brand to endure.
Marie La France
EXECUTIVE DIRECTOR OF CORPORATE STRATEGY
The last few years have seen startups following a familiar model when they first launch: Rack up millions in venture capital money and use it to grow as fast as possible, even with unfavorable margins. Covid-19 has shown that that model doesn’t fare well in a crisis, but a stable and profitable business can -- and, increasingly, younger brands are seeing value in a different path. Bianca Gates, co-founder, and CEO of Birdies will walk us through how her company focused on profitability early and how that helped prepare it for 2020.
CO-FOUNDER & CEO
Millennials and Generation Z stand with brands making a difference. While historically cause marketing has been inauthentic, costly, and difficult to measure, ShoppingGives has created a native and seamless way to give back, enabling more authentic customer relationships, higher-converting customer experiences, and creating more loyal customers. Join Savanah White, ShoppingGives’ Head of Partner Success, as she dives into how brands can build a fully integrated and authentic social impact strategy to build meaningful relationships and boost bottom line.
HEAD OF PARTNER SUCCESS
You are asked daily to deliver more, scale faster, find more customers, serve more customers, leverage new digital channels, and “fix the website”. All of these competing priorities can cause your customer experience to take a bit of a back seat. However, leading retailers and brands understand the customer experience is a key to unlocking the journey to happy customers, greater revenue, and higher brand satisfaction. Learn the secret of leveraging the new generation of automation for the digital customer experience and the impact on your customers & company.
VP OF SALES
Differentiation is key to getting a fashion brand off the ground, but adopting the industry’s traditional business models and strategies is often key to longevity. So how does a brand stay true to its core while evolving in the name of growth? This session will explore how a brand that earned a “cool” reputation early on has since tackled wholesale, owned retail, category expansion and, most recently, digital services without straying from its DNA.
Louise Du Toit
EVP, NORTH AMERICA
So much for IRL experiences. The pandemic forced digitally native brands and retailers that had begun focusing on physical expansion to backtrack, as spending moved online. At the same time, companies aimed to keep new e-commerce customers who formerly shopped in-store. In this session, StockX’s CMO -- a veteran in fashion and technology -- will discuss how the resale company adjusted its operations to take advantage of trends, support partner brands and set itself up for success in the new normal.
The Fifth - a creative influencer agency - will share the secrets to upgrading your influencer marketing strategies. A how-to on using culturally influential voices to tell compelling brand stories on the platforms where they’ll resonate the most.
HEAD OF NEW BUSINESS
This summer, many fashion brands issued statements of support for racial justice and diversity, but how does a brand put its money where its mouth is and really build a culture of diversity and inclusion for both customers and employees? Sarah Ahmed, founder of Warp + Weft, has made racial and size diversity pinnacles of the company. In this session, we’ll talk about why inclusivity is important and how to practically enact it.
Coming back from a brand low point is no easy feat. In this session, Jason McNary will discuss his in-progress bounce-back plan for UNOde50 following the brand’s recent bankruptcy filing. That includes expanding to new markets, focusing on e-commerce and digital growth, updating its physical footprint, reevaluating its sales channels, and leaning into its customization business.
Let's closeout the summit by hearing the key takeaways from the sessions throughout the week.
Are you a brand or retail executive interested in speaking? Contact Cayley Plotkin for more information.
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Are you a brand or retail executive working in the fashion/luxury space? If so, apply here to see if you’re eligible for a complimentary VIP pass.