Brand vs eCommerce: The Debate - Los Angeles

Thursday 8th September 2016, 8:30am - 10:30am
Kimpton Hotel Palomar, Beverly Hills, Los Angeles

At our unique breakfast seminar series, a panel of industry experts will be debating how to effectively invest your time and money across your digital properties and ultimately get the most out of your current resources without becoming distracted by all the various technology components.

New technologies and tools are constantly being thrown at retailers and brands to both produce and measure business growth online, whilst making working practices more efficient. But these can actually become more of a distraction from the real challenge: building and maintaining a loved brand with a great eCommerce experience?

After much insight gathering, we have noticed a recurring issue that online retailers and brands alike are struggling with – the balance of focus between building a brand people love vs. consistently improving eCommerce revenues. If the balance isn’t found before too long, then consumer brands & retailers could easily compromise their brand image and be left with a disconnected customer base.


  • Tony Drockton – CEO, Hammitt
  • Alex Golshan – Omnichannel & eCommerce Consultant, Alex Golshan Consulting
  • Shaun Neff – CEO & Founder, Neff Headwear
  • David Torres – Director of Digital Technologies, Charming Charlie

You will notice that our lovely speakers are both practitioners and peers - people who are “doing the job”, just like you. They will suggest and discuss ways in which you can operate truly sustainably online, whilst encouraging audience participation by opening the discussion out to the floor, with Chatham house rules applying.

Who should attend?

  • Brand, Digital, Multichannel, eCommerce & Finance Directors
  • SVP of eCommerce, Digital, Brand
  • VP of eCommerce, Digital, Brand & Marketing
  • C-Level Executives
  • Founders, CEO’s & Owners


8:15am - Registration

8:30am - Breakfast and Networking

9:00am - The Brand vs. eCommerce debate – How to perfect the online balancing act

  • Tony Drockton – CEO, Hammitt
  • Alex Golshan – Omnichannel and eCommerce Consultant, Alex Golshan Consulting
  • Shaun Neff – CEO & Founder, Neff Headwear
  • David Torres – Director of Digital Technologies, Charming Charlie
  • Moderator: Jamie Hancox – Founder and CEO, Commerce Futures

Our panelists will be debating the urgent need to balance the focus on building and maintaining a brand, whilst maximizing eCommerce opportunities for growth.

During this session we will cover:

  • Refocusing on the brand story and keeping your advocates loyal
  • How to run eCommerce in the environment of a retailer with an optimum sized team
  • How best to leverage your technology without it becoming all-consuming

10:00am - Panel Session Wrap-up & Close

10:05am - ‘Meet the Panel’ and Networking

10:30am - Event Close


Tony Drockton

CEO, Hammitt

Tony is the driving force and creative genius behind Hammitt - a true American luxury brand based in Los Angeles. A lifelong Entrepreneur, beginning with an MBA from Bowling Green in his home state of Ohio, Tony established his pattern of success early, through his start-ups in the construction and finance industries, before moving on to high fashion. His primary goal at Hammitt is to create a successful American brand built on the European model where design and craftsmanship lead with products made to order and crafted for a lifetime. 

Tony is respected for his business success and remembered for his endless optimism, inspiring positivity and ever-present smile.

Alex Golshan

Omnichannel & eCommerce Consultant, Alex Golshan Consulting

Alex is a passionate customer advocate with extensive experience in eCommerce innovations, eCommerce strategy & operations, dramatic revenue growth, Omnichannel strategies, and global expansion. He is currently consulting with fashion brands and innovative eCommerce product companies including American Apparel.

Previously, Alex was VP of Omnichannel and Global eCommerce at BCBG, where he expanded the eCommerce presence on a global scale and delivered innovations that extended customer engagement and provided a seamless brand presence across channels. He has also held senior positions at Guitar Center (where he architected Omnichannel strategies that more than doubled online revenues), GERS (Escalate Retail), Ernst & Young, and Price Waterhouse.

Shaun Neff

CEO & Founder, Neff Headwear

Shaun Neff is the Founder and CEO of lifestyle clothing brand Neff. Born and raised in Southern California he was intrigued at a very young age by branding and what actually attracted consumers to different brands. The Neff brand began during his years attending BYU while selling t-shirts out of his backpack.

Neff was officially launched in 2002, as the first authentic core snow, surf and skate headwear company in the world. Neff quickly became an active youth accessory brand supported by some of the biggest action sports athletes in the world and internationally sold in over 50 countries. It has expanded to a full line of apparel ranging from t-shirts to outerwear, with accessories continuing to drive the business.

Over the past several years Neff has been one of the fastest growing companies in the youth apparel market throughout the world.

David Torres

Director of Digital Technologies, Charming Charlie

Bio coming soon...

Your Hosts

Tacit Knowledge

Tacit Knowledge, a Newgistics company, is the digital commerce consultancy that delivers Silicon Valley innovation to retailers around the world. Since 2002, Tacit engineers have worked with nearly every enterprise-class retail technology on the market, implementing packaged applications, building custom software and providing application support, web development, integration and content management for global multichannel retailers. Its flagship product, ncommerce, combines technology from the most trusted and innovative companies in retail technology to deliver a stable, modern, affordable and infinitely scalable platform that’s easy to deploy and manage so retailers can focus their energy on the art of retail. When combined with Newgistics’ fulfilment, parcel delivery and returns management solutions, ncommerce offers a truly end-to-end eCommerce solution, from device to doorstep.

Tacit Knowledge is headquartered in San Francisco with offices in London, New York, Sydney, Mexico and Moldova.

Find out more

SAP Hybris

Hybris software, an SAP company, helps businesses around the globe sell more goods, services and digital content through every touch point, channel and device. Hybris delivers Omni-channel commerce solutions: State-of-the-art master data management for commerce and unified commerce processes that give a business a single view of its customers, products and orders, and its customers a single view of the business. Hybris has helped some of the world¹s leading organizations including 3M, ASICS, Bridgestone, EE, Galeries Lafayette, Johnson & Johnson, Levi Strauss & Co, Nestlé, Nespresso, Nikon, Rexel, Samsung Electronics, Ted Baker, Tommy Bahama and W.W. Grainger, to attract, retain, and grow a profitable customer base. Hybris sits at the heart of SAP’s Customer Engagement and Commerce suite of solutions, alongside SAP® Cloud for Sales, SAP Cloud for Service, SAP Cloud for Marketing and SAP Cloud for Social Engagement providing the foundation, framework and business tools to create a holistic customer view across channels, simplify customer engagement and solve complex business problems.

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The Sailthru Customer Retention Cloud helps modern marketers at leading retail and media companies build deeper, longer lasting relationships with their customers. Sailthru personalizes individual customer experiences across digital communication channels – in email, on a brand’s website and in their mobile applications. Sailthru powered 1:1 relationships with consumers help drive higher revenue, improve customer lifetime value and reduce churn for the world’s most innovative publishers, including The Economist, Business Insider, and Mashable, and the world's fastest growing ecommerce companies, including Rent The Runway, JustFab, and Alex and Ani. Founded in 2008, Sailthru is headquartered in NYC.

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Social Annex

Social Annex delivers a fully integrated advocate marketing and customer loyalty platform. A best-of-breed suite of products including Omnichannel Loyalty, User Generated Content, Visual Commerce, Login Services, Social Sharing and Referrals helps tackle even the most complex acquisition, conversion, and retention challenges. Our platform helps you take charge of your customer’s journey, turning browsers into buyers, buyers into loyal customers, and loyal customers into advocates for your brand.

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Q: Is there a fee for attending the Commerce Futures event?

A: Attending the event is free of charge. However, because we take great care in how we curate the audience, the event is invitation only and you must register in advance to attend. If you have not received an invitation but would like to attend, please register via the website and your place will be confirmed subject to approval.

Q: Can I bring a colleague?

A: Additional places will be subject to availability. Please ask your colleague to register via the website.

Q: Who else will be there?

A: Senior professionals in eCommerce, entrepreneurial brand owners, marketing leaders including directors of digital, brand, strategy and online.

Q: What is the address of the venue?

A: Kimpton Hotel Palomar, Beverly Hills, 10740 Wilshire Boulevard, Los Angeles, CA 90024

Q: Is there a dress code for this event?

A: There is no formal dress code. Please come dressed in comfortable attire e.g. business casual. 

Q: Who is Commerce Futures?

A: Commerce Futures is an independent online community for retail leaders and Commerce professionals. We provide a round up of the latest news and information relating to the key challenges in Commerce today, as well as insights into future trends and technologies that are shaping the online retail landscape. And because we believe it's important to learn from our peers, the regular Commerce Futures event series brings in expert speakers from leading brands to share case studies and industry know-how. 

Since 2012, thousands of professionals have attended our events and engaged with our content. We survey them regularly to understand what problems they are wrestling with now and tailor content to help them solve those concerns.