Digital in Fashion

Technology is upending every single part of our daily life and fashion industry is no exception. CEO of VELVET Inception Agency Patrice Nordey, Digital General Manager at Nike China Nicolas Zurstrassen, Director of Ecommerce & Operations at Converse An Chiem, Director of Digital Marketing at Westin Hostel Penny Peng, and Regional Digital Manager Asia and Australia at Nivea Eike Wobker joined us at TechCrunch Shanghai to discuss digital innovations in fashion industry.

All panelists agreed that social media, like Facebook, WeChat and Sina Weibo, plays a significant role in their interaction with customers.

In hospitality industry, the social media provides more convenience to customers, enabling them to search for hotels assorted based on reviews from friends, obtain customer services, etc., said Penny.

An Cheim noted that they want to maintain the application of social media at interactive level, to have two-way conversation with consumers, rather than going too far to become an ecommerce channel only.

In selection of digital technologies, brands always have to get back to the question of who your consumer is, what are their demands, and how do they want to be attracted to your brands, said Nocolas. The next crucial factor is to provide utility to them in terms of a tool, a story and a service. He added mobile marketing is not only about mobile phones, but about mobility or what the consumers need when they are out, and therefore, it is applicable to all wearables, like   shoes and clothes.

According to Eike, digital provides an opportunity to glue different marketing channels together.