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Decoded Fashion London Summit: Highlights & quotes

By Don-Alvin Adegeest

19 May 2016


London - The Decoded Fashion London Summit 2016 brought together a range of industry heavyweights and visionaries who together are shaping and changing the future of fashion.

Topics ranging from the return of the in-store experience, to the relationship between fashion and hook-up apps, to insta-savvy tech start-ups, this year's summit brought two days of in-depth discussions bridging the innovators and disruptors in fashion today.

For an industry that is in constant flux, the summit addressed the key challenges facing brands and retailers in 2016.

Here you will find a collection of the most memorable quotes from the talks:

On technology savvy users, Lynne Murray, Digital Director Anthropology Lab at the London College of Fashion stated: "What if consumer intelligence knows more about the brand than the brand knows about the consumer?"

On in-store experience: "Boutiques are a social facilitator; we need areas in retail where you can socialise" - Sharmadean Reid, Founder of WAH London.

On the see now buy now trend: "We are removing the middle man in some ways, changing the Bread & Butter fair into a consumer event" - Kasia Luczak, Fashion Direction, Trendscouting & Concept Design at Zalando.

On standing out from the crowd: "Retailers need to be editors, stylists and analysts" - Pia Stanchina, Industry Manager Fashion & Luxury Retail at Google.

On selling online: "It is not all about content all of the time. At some point you have to sell clothes" - Gareth Rees-John, Global Digital Director at Topshop.

On ad blockers: "People don't mind giving personal data if the brand gives an enhanced customer experience" - Andrew Ellis, Senior Manager Europe CRM at Gap.

On changing public perception at Victoria Beckham: "It took a while for people to believe Victoria had something relevant to say in fashion other than being a Spice Girl" - Zach Duane, CEO at Victoria Beckham.

On connections between hook-up apps and fashion: "Our users are the ultimate definition of self-curated lives. Identity, fame and fashion are interwoven with sexual expression." - Landis Smithers, VP Marketing at Grindr.

Images:Decoded Fashion London Summit