"Business Wizards" - Spring And Summer 2015 London Fashion Week

On the sunny morning, I had the honor to participate. Spring and summer 2015 London Fashion Week The opening ceremony, and witnessed the British rose known as the "business genius" - the British Fashion Association (BFC) chairman Natalie Massenet (Natalie Massenet). In her opening speech, she stressed in a soft and firm voice: "London is the smartest high-tech international fashion capital in the world." Then, smiling, she used digital innovation technology to prove all this. Through a super video link between London and California, she carried out real-time video conversations with Peter Fitzgerald Fitzgerald, director of the British branch of Google headquarters in Google, reflecting the progress of human civilization: no matter when and where, there is no obstacle to communication. Of course, the ambition of chairman Natalie Massenet and director Peter Fitzgerald is not the only thing. Peter Fitzgerald told everyone: "expanding. Electronic Commerce And Internet marketing has become the dominant mode of fashion marketing in the UK. This advanced mode of consumption can meet the demand and supply of online fashion.

According to the data released by Mintel market research company, since 2013, sales of British fashion through online sales have increased by 14.5%, reaching 10 billion 700 million pounds in 2014. In the UK, about 17% of online sales are clothing and footwear products, up 13% in 2011. The market forecast will maintain this strong sales volume, which is expected to reach 19 billion in 2019. Today, as many as 70% of British Internet users buy clothing and footwear products through the Internet, it can be seen that today's clothing and footwear sales are mainly realized through the Internet. Computer networks are becoming more and more popular online shopping mall and online shopping. In the past 12 months, about 20% online shoppers in Britain have bought computers online. Tamara Sender Sender, a fashion analyst at Mintel market research firm, also pointed out: "in addition to online shopping, smart phone online shopping has also been increased." (Tamara) Today, more and more Britons are using mobile devices to shop and shop online. As consumers, buying clothes with different channels of consumption, retailers must ensure that this shopping mode is truly seamless integration, and they can give customers a consistent shopping experience, no matter what channel they choose.

Through rigorous market research, further establishment of digital technology and innovation has become one of the five major strategies of BFC, and is also the focus of this week's London Fashion week. In February 2013, only 33% of the designers who participated in the London Fashion Week had e-commerce sites. In September 2014, the proportion rose to 43%. In the next two years, 100% of the designers will have e-commerce websites. To achieve this goal, BFC has planned to take some measures to help designers build e-commerce, social media, data analysis and customer service. For example, Facebook, YouTube, Instagram, Twitter, eBay, Qubit and Google, etc., Natalie Massenet explains: "all these digital technology companies support our industry without compensation." As e-commerce experts madebysilk.com and Practicology continue to provide excellent technical assistance, the future of the British fashion industry seems to have an irresistible spirit.

The whole opening ceremony is only 30 minutes, simple and concise, not popular, but ingenious and creative, just like the British have always been pragmatic and creative. After the opening ceremony, I had the honor to interview Caroline Rush, chief executive of BFC (Caroline Rush). She further introduced: "this week's London Fashion Week is 5 days, with 82 designers participating, 58 fashion shows and 24 product demonstrations. Among them, there are a group of cutting-edge designers from China. This week's London Fashion Week is dominated by fashion digital innovation, encouraging designers to expand their influence and product sales with digital technology. Successful cooperation cases, such as Burberry (Burberry) brand use Twitter innovation "buy" button; Hunter and Grabyo digital video cooperation, will live real-time editing of the collection in Twitter and Instagram online share with consumers; House of Holland and Metail cooperation, so that consumers can online real-time try and buy clothes. These examples show that British designers promote social networking and digital media, so that British fashion has a wider audience.

During the London Fashion Week, BFC held a number of digital technology seminars to gather various professionals in the industry. Among them, House of Holland brand designer Henry Holland (Henry Holland) shared with him the experience of his cooperation with Metail. This paper discusses how to solve the problem of higher return rate of online shopping than physical stores. He believes that Metail online 3D virtual fitting and shopping platform, through 3D visualization technology for users to create personal models, and online virtual fitting service, improve the volume of online purchase, to ensure that users can buy online fit clothes, and match your beauty, hair and complexion.

It is worth mentioning. British Fashion Association President Natalie Massenet's commercial success story is enough to convince you. She also has an identity, that is, the founder of the famous online shopping platform, NET-A-PORTER.COM, is an important person who brings luxury shopping into the Internet age. Glamour magazine commended: "she created a $500 million company with an unprecedented business plan. She changed her fashion industry with her high-heeled shoes." There is reason to believe that BFC's digital innovation project will continue to support the British fashion industry as a global leader in creativity, business and innovation.