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Missguided, Oasis and all the Drapers Digital Awards winners

Best Digital Leader: Nitin Passi, Missguided

Missguided walked away with the awards for Best App, Best Digital Marketing Campaign, sponsored by Rakuten Marketing, and Best Digital Leader for chief executive and founder Nitin Passi, at the Drapers Digital Awards 2017 tonight.

Passi, who founded Missguided in 2009, was praised for building an etailer that had “disrupted the market” in such a short space of time.

Oasis picked up awards for Best Digital Team and Best Customer Experience, sponsored by ContentSquare and True Fit respectively, at the black-tie ceremony held at the Hilton London Bankside as part of the inaugural Drapers Digital Festival.

Judges said the Oasis team was “energised and highly motivated” and their passion for the brand made them really engaged.

Best Multichannel Retailer with a turnover of more than £200m, sponsored by Sailthru, was awarded to Topshop/Topman for its “fresh and simple” digital progression.

Meanwhile, Best Multichannel Retailer with under £25m turnover was won by Weird Fish. Maternity brand Seraphine was highly commended in this category.

Best Multichannel Retailer with a turnover between £25m and £200m was picked up by Jigsaw. Judges said it had “really integrated its cross-channel strategy” this year.

Best Use of Technology in Store was given to Adidas for its store on East 45th Street in New York, while Manchester-based footwear etailer Public Desire won Best Use of Social Media for its organic use of social channels to build brand awareness and demand.

Best Pure-play Etailer with turnover under £50m went to Finery London. Unmade won the award for Best Use of Innovation for its “slick interface”, which judges said could “shift the whole industry on its axis”.

Best Multichannel Delivery Offer, sponsored by Doddle, was given to John Lewis.

Shop Direct, meanwhile, picked up the gong for Best Pure-play Etailer with a turnover over £50m, sponsored by Facebook, for “leading the way in optimisation technology” as well as the award for Best Use of Mobile. 

The Consumer Choice Award, sponsored by IBM, was won by Amazon.

Best Tech Start-up went to Mention Me and Trouva was named highly commended while Best Use of Content was won by Thread. 

Readers' comments (1)

  • So sad that in fashion revolution week and the same month that missguided have been found to sell real fur products "unknowingly", this retailer who clearly have no idea who makes their clothes are applauded...

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