Digital Style
IET London, Savoy Place, London, WC2R 0BL
London
Summary
Disrupt or Evolve?
At this year's Digital Style event we explored how brands who sell "Style" are constantly developing their digital offering to build more long-lasting relationships with their target customers.So many challenges, so many opportunities. As all lifestyle/luxury/fashion businesses are truly under the gun from disruptive entrants as well as established brands re-inventing themselves.As brands move from selling just products towards selling an "experience", and focusing on creating a "relationship"...digital channels really are the core of the business. At Digital Style this year we asked the question "Should you disrupt? Or should you just gradually evolve?"Our speakers came from brands small and large, from the UK, U.S and Europe. They shared their own stories and vision about how to address this year’s latest challenges and how radical their choices have been.
- Selling a product vs selling a customer experience
- Developing a digital ‘style’
- Building customer relationships through a digital offering
- Benefits of being disruptive vs gradually evolving
- Looking at ‘Conversational Commerce’
Tony Drockton
Founder & Chief Cheerleader
HammittRead Full Bio →
Tony Drockton is the driving force and creative energy behind Hammitt, an American handbag brand designed in Los Angeles. After growing up in Ohio, learning the customer service ropes in his father’s grocery store, Tony earned his MBA from Bowling Green University. While Tony tasted early success with start-ups in construction and finance, he felt called to the artistic world of fashion, where he imagined building a successful premium brand that prioritized craftsmanship and lifelong quality. Above all, he had visions of a brand that built connections between individuals and communities. Today, Hammitt can be found in over 800 retail locations nationwide, as well as on hammitt.com.
Erik Bergström
CEO
Grand FrankRead Full Bio →
In 2014 Erik Bergstrom was working in a corporate automotive environment in New Zealand. Wearing formal clothes to work every day, he struggled to find clothing and accessories which reflected his personality, indeed any personality. Whilst realising most menswear looked the same he wondered why there was such a lack of variety.Turns out a bunch of other guys at his office felt the same, and that’s when Grand Frank was born. Since the start of the Grand Frank journey the goal has been to create men’s clothing and accessories with rich stories and great personalities. With customers in 163 countries and counting, the Company are a now a team of designers, buyers, and creatives who share a vision and a rebellious streak.
Matthew Henton
Head of eCommerce
Moss Bros GroupRead Full Bio →
Matthew, a Digital Marketer since the 1990’s, has extensive experience across a variety of sectors. Having launched the Waitrose and John Lewis ISPs, he went on to take spare parts retailer, eSpares, forward to become the market leader, which led him on to launching eCommerce sites in all major European markets for appliance manufacturer Electrolux. Matthew is currently Head of eCommerce for Moss Bros. – the men's formalwear specialist with stores in 150 locations – and was responsible for the implementation of its eCommerce journey having already developed a strong track record of building successful online brands.
Connie Nam
CEO & Founder
Astrid & MiyuRead Full Bio →
Connie Nam founded Astrid & Miyu in 2012 out of her frustration of not being able to find unique and sophisticated design jewellery at accessible price points. Prior to founding Astrid & Miyu, Connie worked in luxury branding, as a consultant for LVMH brands. She holds an MBA from London Business School (#1 MBA globally by FT rankings).Connie grew up between Seoul and Washington DC, by her father a diplomat and financier and a horticultural artist mother, she was influenced by both the business and creative sides of running a jewellery brand. She is inspired by architecture, geometry as well as everyday surroundings and tries to inject these elements into Astrid & Miyu designs.
Howard Harrison
CEO & Co-Founder
KnomoRead Full Bio →
Howard has been an entrepreneur for the last 13 years. He co-founded Knomo in 2004. Knomo is a global brand of premium accessories for men and women with a mission to create beautiful and intelligent accessories that organise your everyday life. Knomo is a multichannel business sold into over 40 countries in more than 1,500 retailers including Harrods and Nordstrom. Over the last 2 years, the brand has been investing in developing its eCommerce capability with a plan to increase its direct-to-consumer business to more than 50% of its total business.
Akin Onal
Founder and CEO
MORIRead Full Bio →
MORI grew from a passion to create the softest and safest baby essentials, that were sustainably sourced. Originally from Turkey, Akin moved to London after travelling and working in the US, Africa and the Middle East. With a background in finance and consulting in technology and subscription businesses, and as a devoted Uncle, Akin noticed there was a gap in the market for an innovative and online-first baby brand that had the highest quality and was beautiful enough to gift.
AGENDA
8:15am Registration & Networking Breakfast
8:55am Welcome Commerce Futures
9:00am Eric Bergström, Founder at Grand Frank
- The successes & failures of the journey
- How to target the right audience for the rest to follow
- How to build an emotional brand – value is worth more than money
- The importance of social media or maybe it’s not…
- The success of Kickstarter = testing the brand in other channels
9:35am Matthew Henton, Head of eCommerce at Moss Bros Group
- How to evolve a 150 year old retailer
- The 'small step' approach to online
- How personalisation fits into the 'evolver' position
- The pressures of relying on digital within a multichannel strategy
10:10am Coffee Break & Networking
10:30am Panel Q&A session
Moderated by Jamie Hancox, Founder of Commerce Futures, with appearances from;
- Connie Nam, CEO & Founder – Astrid & Miyu
- Howard Harrison, CEO & Co-Founder – Knomo
- Akin Onal, CEO & Founder – MORI
11:15am Tony Drockton, CEO of Hammitt
- History of building Hammitt – why to build a luxury brand now
- Building a traditional European model
- Why Hammitt are a full priced brand
- How to be disruptive & remain premium
12:00pm Final comments before Tea, Coffee & Networking
12:30pm Event Close
Tony Drockton
Founder & Chief Cheerleader
HammittRead Full Bio →
Tony Drockton is the driving force and creative energy behind Hammitt, an American handbag brand designed in Los Angeles. After growing up in Ohio, learning the customer service ropes in his father’s grocery store, Tony earned his MBA from Bowling Green University. While Tony tasted early success with start-ups in construction and finance, he felt called to the artistic world of fashion, where he imagined building a successful premium brand that prioritized craftsmanship and lifelong quality. Above all, he had visions of a brand that built connections between individuals and communities. Today, Hammitt can be found in over 800 retail locations nationwide, as well as on hammitt.com.
Erik Bergström
CEO
Grand FrankRead Full Bio →
In 2014 Erik Bergstrom was working in a corporate automotive environment in New Zealand. Wearing formal clothes to work every day, he struggled to find clothing and accessories which reflected his personality, indeed any personality. Whilst realising most menswear looked the same he wondered why there was such a lack of variety.Turns out a bunch of other guys at his office felt the same, and that’s when Grand Frank was born. Since the start of the Grand Frank journey the goal has been to create men’s clothing and accessories with rich stories and great personalities. With customers in 163 countries and counting, the Company are a now a team of designers, buyers, and creatives who share a vision and a rebellious streak.
Matthew Henton
Head of eCommerce
Moss Bros GroupRead Full Bio →
Matthew, a Digital Marketer since the 1990’s, has extensive experience across a variety of sectors. Having launched the Waitrose and John Lewis ISPs, he went on to take spare parts retailer, eSpares, forward to become the market leader, which led him on to launching eCommerce sites in all major European markets for appliance manufacturer Electrolux. Matthew is currently Head of eCommerce for Moss Bros. – the men's formalwear specialist with stores in 150 locations – and was responsible for the implementation of its eCommerce journey having already developed a strong track record of building successful online brands.
Connie Nam
CEO & Founder
Astrid & MiyuRead Full Bio →
Connie Nam founded Astrid & Miyu in 2012 out of her frustration of not being able to find unique and sophisticated design jewellery at accessible price points. Prior to founding Astrid & Miyu, Connie worked in luxury branding, as a consultant for LVMH brands. She holds an MBA from London Business School (#1 MBA globally by FT rankings).Connie grew up between Seoul and Washington DC, by her father a diplomat and financier and a horticultural artist mother, she was influenced by both the business and creative sides of running a jewellery brand. She is inspired by architecture, geometry as well as everyday surroundings and tries to inject these elements into Astrid & Miyu designs.
Howard Harrison
CEO & Co-Founder
KnomoRead Full Bio →
Howard has been an entrepreneur for the last 13 years. He co-founded Knomo in 2004. Knomo is a global brand of premium accessories for men and women with a mission to create beautiful and intelligent accessories that organise your everyday life. Knomo is a multichannel business sold into over 40 countries in more than 1,500 retailers including Harrods and Nordstrom. Over the last 2 years, the brand has been investing in developing its eCommerce capability with a plan to increase its direct-to-consumer business to more than 50% of its total business.
Akin Onal
Founder and CEO
MORIRead Full Bio →
MORI grew from a passion to create the softest and safest baby essentials, that were sustainably sourced. Originally from Turkey, Akin moved to London after travelling and working in the US, Africa and the Middle East. With a background in finance and consulting in technology and subscription businesses, and as a devoted Uncle, Akin noticed there was a gap in the market for an innovative and online-first baby brand that had the highest quality and was beautiful enough to gift.
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