Manager   •   over 8 years ago

Decoded Fashion Hackathon: THE FASHION BRIEF

This post is to help you fine-tune your concept and to increase of chances of taking "home" the top prize, but most importantly to inspire you to build a product that could be truly valuable to the industry. Just to recap, last year’s winners - the three top apps at the World’s First Fashion Hackathon in New York - were (1) a tool that helped designers communicate with the sources of their fabric, (2) a widget that made Tumblr shoppable, (3) and a dashboard that collects point of sale data to create a targeting marketing experience for consumers.

1.REPUTATION & INNOVATION

At times, we wonder why luxury brands hesitate to jump into ecommerce. Why don't they just try it all - crowdsourcing, geolocation, beacon technology? Just keep in mind that the hesitation is at times fueled by the concern of protecting the brand. So, if your product is targeting luxury brands - does it allow the brand some control or does it align with their values? Fashion brands tell us they are hungry they are to try new approaches. And yes, they would even consider being the first - the very first to try a new technology.

2. WHAT ARE THEY LOOKING FOR

The top prize of this hack is being given by AllSaints, but as in any great hackathon, the brand does not have one specific agenda. We want to fuel your creativity on anything that is around ecommerce, but also in store. Social, beacon, Oculus, geolocation, AR - all is game. Two golden ingredients? MOBILE- focused. Mobile is quickly becoming a first screen for ecommerce and merchants are hungry to reinvent the experience, to make it fun to open the app again and again. How can you make consumers come back? Lastly: frictionless! Don't make the consumer work too hard. Ease of use is key.

3. KNOW THE DIFFERENCE

Fashion is not just fashion. Luxury brands are about exclusivity, low volume of sales but way higher figures, and fueling aspiration. They are not about discounts, but exclusive access. Retailers at times compete with the very designers they carry, forcing designers to lower item prices on their sites when the retail site has a sale. Retailers are hungry for more and more foot traffic. They are willing to use hardware-based tools to attract more shoppers, but struggle to find tools to measure and analyze the data in an easy and smart way.

4. IT’S ABOUT THE TRAFFIC

Many top designers are launching their ecommerce sites for the FIRST time this year. And they have one main concern - how do I get traffic? Any ideas?

5. FACEBOOK? TWITTER?

Sure. But don’t forget Instagram, which is surprising many brands by becoming their most powerful tool for sales in their social media plan.

6. THINK OUTSIDE THE BOX

Think BIG! But outside the box. We don’t need another social recommendation tool, style tips tool, or a snap-a-picture-share-with-your-friends-tool UNLESS you are rethinking the experience. A new way to check out. A new way to engage and connect. A new feature to get consumers to use the app and make them come back.

7. CLEAR MESSAGE
And the number one reason they don't work with brand new startups is the tech founders lack of ability to pitch them in plain English, and in a way that reflects they did the homework about how the industry works.

8. LOOK GOOD!!!

It's is important for the UI to look good. Bu twe got your back. Conde Nast International will be onsite offering you help from some of the best in the industry. Meet these design experts this afternoon at the DESIGN CORNER.

9. WANT TO HEAR MORE?

Today, you will be able to brainstorm with a fantastic group of mentors - some are very techy, but others are attending a hackathon for the first time just to share their industry knowledge with you. Take a moment to network. Meet them. Brainstorm. And take advantage of the pitching session I will offer with them starting at 4pm. ALL winning teams last year attended these sessions. It’s a chance to pivot slightly - if need be - towards a pitch-perfect product.

I look forward to meeting you all later today. Good luck!

Liz Bacelar
Founder

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