In talks with creative digital agency, To Be.

With fashion in the midst of this ecommerce boom and a galore of new online start ups frequently appearing, the question flying around fashion and retail land is where is this digital  craze heading and with mediums fast being interchanged, what is the

future?FashionUnited put these queries to Edward Ellner and Jason Moses, the brains behind recently launched, London based creative digital agency, To Be London.

Working with fashion and luxury brands and also working collaboratively with David James Associates - creative directors for Prada, Dunhill and AnOther Magazine, TO BE, founded in 2010, is quickly establishing itself as a go to for fashion forward creative digital services.

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hionUnited (FU): Why do you think ecommerce has taken off to such an extent?
Edward Ellner (EE): The fashion industry has been relatively slow on the uptake of the digital revolution however more and more brands are now starting to realise the importance of developing their own commerce platforms and thus adding new revenue streams to their business. They’re seeing the benefit of being able to reach a global audience and make their products more widely accessible, with less investment required compared to traditional bricks and mortar. There is also a sideline debate going on as to whether luxury brands are becoming more diluted and less exclusive by offering their product and content to a wider audience but this comes down to the way in which it is executed and the messages they deliver.
 
FU: With everyone in this sudden frenzy to move to digital and designers all gearing up their e-commerce sites, how do you think the idea can keep evolving?
Jason Moses (JM): We’ll continue to see a rise in the use of mobile and tablet devices driving mobile commerce and
advancements in near field communication and contact-less payment systems like Square. We’re also seeing more and more brands venturing into the editorial world and mixing content with commerce.
 
FU: I was about to say – ecommerce and editorial content – tell me more..
EE: The lines are being blurred between content and commerce and we’re seeing a shift in the mindset of brands and retailers. Brands are slowly becoming the content providers and publishers are looking to integrate commerce into their content – The Telegraph, for example, are really looking that way.
 
FU: How do you approach the putting together of e-commerce sites for different brands to suit their particular requirements?
JM: Each site is specific to the brands needs, from small to global luxury brands. We work very closely with clients at every step of the project and tailor the design, functionality and platform to their requirements, which allows us to produce the right creative and technical solution.
 
FU: Which part of the digital design process do you find most rewarding/or is the most challenging?
EE: The most rewarding is definitely seeing the finished product and probably the most challenging is defining user experiences and continually trying to push the boundaries of digital design.
 
FU: How do you see mobile sites fitting in to the creative digital picture?
JM: With the increased penetration of mobile and tablet devices into the market, mobile specific sites will be key for brands and retailers alike. This is an area that we are currently working with our clients on, to develop multi-platform strategies and offerings. HTML5 cross-platform development is also making it easier to maintain consistency across a multitude of devices. We recently designed and developed our own mobile website which is viewable through smart phone devices. It’s an important tool for us as an agency to use when proposing mobile strategies and creative to clients, it’s vital to actually practice what you preach!
 
FU

: What would you say are the main/key components to good online websites?
EE: First there has to be a great idea; a concept that works for the end user. Then you need a perfect mix of usability, design and functionality.
 
FU: How are you looking to develop TO BE?
JM: We plan to continue growing organically as an agency and work across all digital mediums. We’re really interested in how people interact with digital devices outside of the 2ft screen interface and on larger interactive platforms, like interactive installations and applying these to physical environments.
 
FU: How do you see the future of retail?
EE/JM: Mobile commerce will continue to become more mainstream, either through native apps or mobile sites. We’re also seeing an increase in the use of mobile and tablet devices in-store, allowing people to experience the brand through new mediums. QR codes, revolutionised by artists in the 1990’s and early 2000’s are also becoming more commonplace within stores and advertising, offering new and exclusive content. With the increase of e-commerce sites and online sales, bricks and mortar stores are losing footfall so brands are starting to look at how they can drive people through the door. Location based media is beginning to play a role in this through platforms such as Foursquare, Gowalla and Facebook Places, allowing retailers to offer exclusive deals and content to a customer upon checking in to a store. It’s imperative for agencies to now consider all the different digital offerings available to them and their clients, both on and offline and develop a strategy that is relevant and tailored to their needs and audiences.

Photo: Edward Ellner and Jason Moses