Digital Style

08:15 - 12:30
UK
25.1.2018
Conference

IET London, Savoy Place, London, WC2R 0BL

London

ing international women's day
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Digital Style

London

Conference

January 25, 2018

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.

PastriesDelegates networkingAudience at a Commerce Futures conference.
  • 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’
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Tony Drockton

Tony Drockton

Founder & Chief Cheerleader

Hammitt

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.

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Erik Bergström

Erik Bergström

CEO

Grand Frank

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.

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Matthew Henton

Matthew Henton

Head of eCommerce

Moss Bros Group

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.

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Connie Nam

Connie Nam

CEO & Founder

Astrid & Miyu

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.

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Howard Harrison

Howard Harrison

CEO & Co-Founder

Knomo

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.

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Akin Onal

Akin Onal

Founder and CEO

MORI

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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Leaf wall textureSmiling woman networking at a Commerce Futures eventSmiling woman networking at a Commerce Futures eventPastries in front of delegates
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Tony Drockton
Erik Bergström
Matthew Henton
Connie Nam
Howard Harrison
Akin Onal
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Guest Speaker
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes
08:30
Registration & Networking Breakfast
09:15
Welcome from Commerce Futures
09:25
Ryan Clark, STATSports & Jim Hingston, The Gym Group
Keynote
10:10
Hollie Weatherstone, Muc-Off
Keynote
10:35
Break
10:55
Multi-brand panel – Decathlon, Ellis Brigham, Helen of Troy
Keynote (Main Stage)
Speed dating for delegates
(Breakout Room)
11:50
George Huxford, Apidura
Keynote
12:15
Break
13:15
Rich Philip, Contested
Keynote
13:40
Marc Guisti, Veloforte
Keynote (Main Stage)
David Hanney, Alpkit
(Breakout Room)
14:35
Networking
15:00
Closing Remarks from Commerce Futures
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Guest Speaker
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Guest Speaker
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes

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

09:00
Registration & Networking Breakfast
09:30
Welcome & Partner Introductions
09:40
Panel Discussion with Q&A
Tony Drockton
Erik Bergström
Matthew Henton
Connie Nam
Howard Harrison
Akin Onal
10:20
Networking Break
10:40
Workshop at tables
11:00
Group Discussion - Moderated
11:20
Final Comments & Networking
11:30
Event Closes
Tony Drockton

Tony Drockton

Founder & Chief Cheerleader

Hammitt

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.

LEARN MORE →Close icon
Erik Bergström

Erik Bergström

CEO

Grand Frank

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.

LEARN MORE →Close icon
Matthew Henton

Matthew Henton

Head of eCommerce

Moss Bros Group

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.

LEARN MORE →Close icon
Connie Nam

Connie Nam

CEO & Founder

Astrid & Miyu

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.

LEARN MORE →Close icon
Howard Harrison

Howard Harrison

CEO & Co-Founder

Knomo

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.

LEARN MORE →Close icon
Akin Onal

Akin Onal

Founder and CEO

MORI

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.

LEARN MORE →Close icon

Venue

IET London, Savoy Place, London, WC2R 0BL

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