Programme

6 October | 155 Bishopsgate London

DRAPERS DIGITAL FESTIVAL 2021: RIP UP THE ONLINE RULEBOOK

Is your business capitalising on fashion retail’s digital acceleration?
Discover the new rules, data and tech reshaping ecommerce

6 October 2021, Bishopsgate London

*Please note, this is subject to change

08.30

REGISTRATION AND REFRESHMENTS

09:30

WELCOME ADDRESS

Graeme Moran, Acting Editor, Drapers

09:40

PRESENTATION + Q&A

Leveraging big data: shaping your business for a digital-first, data-first strategy

  • Exploring the crucial nature of a data-first approach as fashion moves increasingly online, from building new consumer insights to managing inventory and ensuring a resilient, efficient supply chain
  • The rise of the Chief Data Officer: understanding and acting on the business need for data experts
  • Integrating data into your future strategy from the outset: building the pillars to a great data and digital strategy that removes silos, builds value and empowers consumers

Steve Pimblett, Chief data officer, The Very Group

PRESENTATION + Q&A …intro/Q&A led by Graeme Moran, Acting Editor, Drapers

10:10

IN CONVERSATION… 

Driving a digital solution for an offline problem: stock, circularity, and engaging a new generation of online consumers
At a time when reducing waste and driving circularity are key consumer priorities – particularly for Gen Z – we explore a digital solution to what is an offline problem for many brands. How can your brand sell archival stock, samples and seconds online and reach a younger audience who is keen to not only buy into your brand in an affordable way, but also to do this with sustainability in mind? From trading to fulfilment, explore a bespoke route-to-market for stock resale that will engage a new generation of consumers.

Murray Lambell, General manager, eBay UK

10:35

COFFEE & NETWORKING

STAGE ONE

NEW RULES, DATA & TECH

STAGE TWO

KEEPING UP WITH CHANGE

11:10

IN CONVERSATION

Digitising luxury fashion: tapping into the livestream boom

The accelerated move to digitisation is changing the way fashion consumers shop. Technologies and connected experiences from AI to AR, livestreaming and personalised shopping are complementing and amplifying the consumer journey. Today we explore a company at the forefront of pioneering new ways of engaging consumers and its journey into harnessing livestreaming as a shopping tool. Join us in conversation to explore today’s digitisation of luxury, and the importance of implementing technology for both entertainment and engagement.

Mei Chen, Head of fashion and luxury -UK, Spain and Northern Europe, Alibaba Group

11:10

IN CONVERSATION… 

Understanding the changing role of bricks & mortar: captivating and connecting the consumer 

With the pandemic having shifted more shoppers to online, how can stores maintain consumers’ attention and drive footfall post-COVID? We discuss how to effectively integrate the store into the omnichannel experience and connect the dots to ensure smooth interplay between web and store.

David Al-Mudallal, COO, Frasers Group

11:40

PANEL DISCUSSION

Mastering your omnichannel offering: creating a seamless end-to-end experience in a new era

  • Optimising end-to-end digital experiences for an increasingly demanding consumer: how to ensure a frictionless shopping experience at all touchpoints  
  • What does CRM look like following the accelerated, pandemic-led step change in customer behaviour?  
  • Creating detailed insights about your consumer and their behaviours to ensure relevance and personalisation across all channels

Jonathan Grail, Director Digital Marketing & CRM, GAP Inc.
Nicola Huet, Digital & Marketing Director, Boden
Jemma O’Leary, Senior CSM, Nosto

11:40

 PANEL DISCUSSION

Implementing AI to change the B&M function forever

The detail is in the data: the opportunity to leverage greater volumes of data in near-on real-time is helping buyers and merchandisers to make better, more informed decisions. From ensuring stock is available where it is more likely to be bought to better predicting demand, B&M teams are improving final margin and reducing waste.

But how does it work and what does it mean for B&M teams? Explore how AI works on good data (and excludes bad data); how this improves agility in terms of merchandising processes; the impact it will have on buying and herald M2C models; how B&M teams operate more efficiently; and the arrival of the business analysts in the B&M team.

Daniel Jenkins, Merchandise Manager - DTC and ecommerce, Hackett
Joaquin Villalba, CEO & Co-Founder, Nextail
James Mooney, Buying and merchandising leader and brand adviser, Nextail
Paul Sprackling, Group merchandising director, River Island

12.20

SPOTLIGHT SESSION

Outlining proven strategies from fashion leaders to increase commerce KPIs

  • 97 percent of global fashion industry profits are claimed by 20 companies - 12 of which have been members of this elite group for the last decade. For every other brand…the winning strategy is all about providing the ultimate customer experience. 
  • Not just thinking digital first. Being digital. First.
  • Today we'll explore 4 strategies proven to improve essential KPIs – including conversion rate, product discoverability, repeat purchase rate, increase cart size, and cart recovery, and share inspiration by real-world customer experiences from leaders including Marks & Spencer, Decathlon, Hunkemöller and ByFar.

Christopher Baldwin, VP Marketing, Insider

12:20

SPOTLIGHT SESSION

Best foot forward: evolving a native app to connect online content and offline experiences

Join us to explore a brand journey into evolving a native app: building the core of a company’s digital offering and creating a bridging point between hugely successful social content and in-store entertainment-based experiences.

Mike Parfitt, Director of account management - EMEA & APAC, Quantum Metric
​Mike Wallwork, Head of eCommerce, FootAsylum

12:50

LUNCH & NETWORKING

STAGE ONE

NEW RULES, DATA & TECH

STAGE TWO

KEEPING UP WITH CHANGE

13:50

IN CONVERSATION

Can brands afford to ignore social and mobile commerce?

With already-changing purchasing behaviours having been accelerated due to COVID19, mobile and social commerce have become even more critical to master. Combine this with a digitally disruptive Gen Z consumer , and it is time to rethink how you engage with your consumer and integrate new paths to purchase.

  • Authentically integrate social media as a seamless sales channel with an onus on building community and reflecting brand values
  • Engage mobile-first and mobile-only consumers through apps that deliver on content, community and commerce

Remo Gettini, Chief Technology & Data Officer, Depop

13:50

PANEL DISCUSSION

Rise of the online marketplace - where will it end up?

  • Weighing up the barriers and opportunities around reaching new consumers via multibrand platforms
  • Exploring the move by retailers to launch third-party brands: Why are they doing this? Why is it working? How can this be done successfully whilst ensuring standout from competitors?
  • Are online marketplaces the new department store? Exploring how online marketplaces offer a connection with your consumer community

Will Charnley, Chief Sales Officer, Seasalt Cornwall
Emma Watkinson, Co-Founder & CEO, Silkfred
Tom Beverley, CEO & Co-Founder, Fy!
Kirsty Keoghan, Senior Director, UK Trading, eBay

14:30

IN CONVERSATION

Conversational commerce: recreating the intimacy of in-person shopping?

Fashion retail’s digital acceleration over the past 18 months has been vast – and rapid. Brands and retailers are exploring new and engaging ways to recreate the intimacy of in-person shopping with a newly digital consumer. Join us to hear from Threads Styling on the power of 1-2-1 chat-based conversations for driving sales via bespoke and personalised experiences, and how they can build stronger customer-brand relationships. What can the high street learn from luxury?

Sophie Hill, CEO, Threads Styling

14.30

IN CONVERSATION

Successfully scaling up online operations: adapting and driving growth whilst maintaining niche appeal

  • How can brands maintain their niche appeal and consumer fan base whilst boosting market share?
  • Exploring the challenges of adapting fulfilment processes to meet unprecedented online demand and ever-increasing delivery expectations
  • Working with outside investors: losing control or gaining expertise?

Panni Morshedi, COO, Beauty Pie
Lucy Aylen, Founder, Never Fully Dressed

15:00

IN CONVERSATION 

Leveraging consumer insights: drive international fashion growth through digital

How should fashion brands approach their digital strategy across international markets? Explore emerging consumer insights from fashion shoppers across the UK, US, Germany and Italy and how they can drive international expansion through ecommerce:

  • Understand key journey touchpoints – from discovery and inspiration to the role of Amazon
  • Dissect what motivates and deters shoppers in different markets, from discounts to sustainability
  • Assess the potential for social commerce across international markets

Duncan Nichols, Director of Strategy & Planning, Croud
Jasmine Absolon, Digital Marketing Manager, HOKA ONE ONE

15:00

IN CONVERSATION

Creating real-life, shoppable inspiration via user-generated content: drive conversion and boost order value

How can you transform the reams of user-generated content out there into shoppable inspiration for consumers? Explore how genuine social proof of a product enables consumers to envision the ways it would fit into their lives - driving conversion rates, boosting order values and increasing browsing times.

Arup Ghose, Account director, EMEA - Visual and Social, Bazaarvoice
April Clayton, Social media manager, River Island 

 

15:30

COFFEE & NETWORKING

16:00

IN CONVERSATION

Digital transformation at pace – but do we need to move faster?

The pandemic shifted the pace of digital retail, no doubt about it – from decision-making, online pivots and organisational structures to an accelerated consumer understanding. How can fashion retail businesses set themselves up for the long-term as a more agile, accelerated version of their pre-pandemic form – and do they need to move even faster to keep ahead?

Cassandra Hicks Bergsland, Director of Omnichannel, John Lewis Partnership

16:30

POWER TALK + Q&A

Leveraging big data: shaping your business for a digital-first, data-first strategy

  • Exploring the crucial nature of a data-first approach as fashion moves increasingly online, from building new consumer insights to managing inventory and ensuring a resilient, efficient supply chain
  • The rise of the Chief Data Officer: understanding and acting on the business need for data experts
  • Integrating data into your future strategy from the outset: building the pillars to a great data and digital strategy that removes silos, builds value and empowers consumers 

Steve Pimblett, Chief Data Officer, The Very Group

 

17:00

CLOSE OF DAY

Kirsty McGregor. Editor, Drapers

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