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Decoded Fashion and BFC launches new awards

By Danielle Wightman-Stone


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Decoded Fashion has teamed up with the British Fashion Council to launch the Fashion Futures Awards, which aims to celebrate “how the fashion and retail industries are evolving through tech based ideas, solutions and tools.”

The awards are for “disruptors, visionaries, and innovators pushing the boundaries of what’s possible in fashion and retail” explains Decoded Fashion, and that they seek to identify and highlight the brands who are creatively using tech to make their “businesses smarter, their production lifecycle leaner, their brands stronger and their customer experiences more fulfilling.”

Taking place on May 21 in London, following Decoded Fashion’s London summit, which runs May 20 and 21, the award categories include Beyond the Runway, for the most engaging digital marketing campaign, Bytes and Bricks, for the best omni-focused in-store experience, and The Master of Mobile, for the most innovative use of mobile.

Fashion Futures Awards launches

There will also be an award given for the most innovative way of enhancing the consumer experience called A Killer Experience, as well as The Game Changer, for a start-up business set to disrupt fashion in 2015, and The Big Idea, celebrating the most innovative new digital project.

Rounding off the categories is New E-Store on the Block, for best new e-commerce launch, Real-Time Innovator, for best use of data and analytics for fashion and retail, and The Visionary for an individual whom the BFC and Decoded Fashion believe is pushing the boundaries in fashion and technology.

The awards are open for entries via the fashionfutures.decodedfashion.com website with a deadline of April 24. Those entries will then be judged by a panel including Caroline Rush, chief executive of the BFC, who is also chairing the judging panel, Dylan Jones, editor of British GQ and chair of London Collections: Men, Peter Fitzgerald, country sales director at Google UK, Deborah Bee, director of creative marketing at Harrods, Bonnie Takhar, president of Charlotte Olympia, and Uri Minkoff, CEO of Rebecca Minkoff.

Decoded Fashion
fashion futures awards