- Danielle Wightman-Stone |
Fashion retailer Topshop is teaming up with Decoded Fashion, the event series that focuses on fashion, retail and technology, on a start-up competition to address changing consumer shopping tastes and expectations.
The Topshop Challenge is looking for innovative start-ups and entrepreneurs to pitch ideas on how to use their technology in a way that will enhance the high street retailer’s consumer experience, both in-store and online.
The competition is asking entrants to pitch a solution on “how to deliver ‘fast fashion’ in the age of immediacy?”, with a focus on keeping pace with consumers’ changing expectations in a world of instant gratification, as well as what tools are needed to execute a fully forward thinking consumer experience.
Entrants can pitch their ideas to the Decoded Fashion London Summit Web site until April 22. Five ideas will be selected by Decoded Fashion and judged live by Topshop at the Decoded Fashion London Summit to be held on May 18.
The judging panel includes Topshop’s global marketing and communications director Sheena Sauvaire, head of digital marketing Alistair Allan, and digital engagement and partnerships manager Sophie Trinder, with additional judges expected to add to the line-up.
The winner will meet with the Topshop team and work together on the new digital concept.
Decoded Fashion launches the Topshop Challenge
Topshop global marketing and communications director, Sheena Sauvaire, said: “Topshop is delighted to partner with Decoded Fashion for the first time on its start-up competition. Creativity and innovation are at the heart of Topshop’s agenda and as our industry goes through unprecedented change, this signals another new strand of fresh brand thinking.”
Decoded Fashion brand and content director, Fay Cowen added: “I’m very excited to give new tech an opportunity to get in front of one of the leading innovators of the fashion industry, Topshop. Most of the daring ideas changing fashion today are born in start-ups, and we are thrilled to be connecting these entrepreneurs with the world’s most exciting brands.”
This is the second time that Decoded Fashion has teamed with a London brand. Last year it partnered with Nicholas Kirkwood on a luxury startup contest. Decoded Fashion will also team up with the British Fashion Council again to host the second edition of the Fashion Futures Awards.
Decoded London will take place at King’s Place in London from May 17-18. It’s ‘Waves of the Future’ agenda will look at returning in-store experiences to the forefront, the rise of personalisation, as well as how influencers and content lead the commerce scene.