Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We use cookies to personalise your experience; learn more in our Privacy and Cookie Policy. You can opt out of some cookies by adjusting your browser settings; see the cookie policy for details. By using this site, you agree to our use of cookies.

Digital innovation lies at the heart of successful strategies

Keely Stocker

The growth of online sales continues to transform the fashion industry, and digital innovation has become a key driver of many success stories. 

Most fashion retailers now think in a truly digital-first way, and the big names of the future are increasingly emerging online.

Channels are shifting within this space – social has continued to grow in importance, and will keep getting bigger. Retailers must have integrated digital strategies to drive customer engagement and retention and provide a truly personalised experience.

This week, we highlighted the best of the best at the Drapers Digital Festival. We heard from digital leaders in the fashion industry, including Adidas, Harrods, LVMH and Farfetch, as well as technology giants such as Microsoft, about what is driving transformation, and how to stay ahead of the game.

We also heard from the younger companies that are disrupting the status quo, such as In The Style, Thread and SilkFred, who shared insight into how to build a brand that resonates with and engages customers across multiple channels. Coverage of the sessions can be found online, and will be in the magazine next week.

At the Drapers Digital Awards, we celebrated the imagination, creativity and sheer hard work it takes to create a successful digital proposition. The winners have put digital and technological innovation at the heart of their strategies, while keeping focus on the customer and product, giving them the competitive edge.

Among the winners was Sosandar, the womenswear brand founded by Former Look magazine editor Ali Hall and former Look and InStyle publishing director Julie Lavington. The double award-winner has shown impressive growth since its launch in 2016.

I was also delighted to induct Umar Kamani, the founder of fast fashion etailer PrettyLittleThing, into the Drapers Digital Awards Hall of Fame.

Umar started his business in 2012, when he was in his early twenties, and its revenues have rocketed year after year. He has an innate understanding of his customer, and his passion, drive and relentless innovation have made the business one the most successful players in the market today. Read our interview here. 

Congratulations to Umar and all of our winners – inspiring innovators in an evolving market.


Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.