modebranchen.NU NU International no. 01 2019 | Page 41

Article
Q | Who comes to visit #FASHIONTECH BERLIN?
A | Our visitors are C-level executives from fashion, retail, tech, po-
litics, the economy and the media. In July representatives from 38
countries attended, including the USA, Germany, Italy, France, the UK, #FASHIONTECH BERLIN JUNE 2018
start-ups though — which is very important in view of an interdisci- plinary dialogue on the subject of innovation and corporate culture. Q | Who are the winners of digitalisation?
Berlin Fashion Week we connect the players in the fashion industry with other relevant industries. We create a mix of different ecosystems technologies and, based on this, decide whether these are relevant.
It’s all about trying out new things and daring to experiment in order
Austria, Switzerland, Canada, India, China, Thailand and Vietnam, not
forgetting Russia and Israel too. We are also particularly appealing to
As one of the events organised by the PREMIUM GROUP and part of A | All those companies that adopt innovations early on, test different
with the aim of attracting a broad and varied composition of visitors. to react to changes in the market with appropriate speed. If you are
Q | What do you offer visitors?
A | It’s important to us that, alongside knowledge transfer and inspi-
ration, we also put a real emphasis on promoting dialogue. We create
networking areas in which the participants can discuss the opportu-
nities created by the digital transformation with their peer group, but
quicker than others you also learn more quickly. The longer you wait,
the higher the costs will be. At some point it then becomes difficult to
change course. Fashion companies such as Tommy Hilfiger and Hugo
Boss do a fantastic job when it comes to digitalising their businesses.
Q | Which future technologies will play a role for fashion companies?
also with others in different disciplines, and through this generate new A | Block chain, for instance, is an extremely exciting and innovative
Q | What do participants take home from the conference? the development of other processes along the supply chain. Analysing
business leads.
A | That digitalisation is fun. That you just have to try things. We want
to take away participants’ fear of digitalisation and show that progress
and innovation are right and important. It is not just the fashion indu-
stry: every industry needs to go through a process of continual change
and implement a culture of “failure is one step on the journey to suc-
cess”. This is the only way to be able to act quickly enough in the mar-
technology. Just like with artificial intelligence – not only as per custo-
mer relationship management systems, but also equally in respect of
large quantities of data from social media, e-commerce and smartpho-
ne processes makes it possible to understand consumers’ preferences
and buying habits. This knowledge can be used to create buying ex-
periences that are tailored to customers’ respective personal needs.
Q | Will we really only be shopping online in future?
ket and react to developments. A | Definitely not. In situ shopping experiences cannot be simulated
#BUSINESS! the networking areas give visitors the opportunity to net- appealing atmosphere, will continue to have a big influence on buying
#FASHIONTECH BERLIN also creates a stage for interdisciplinary
exchange between the different industries. Headlining the motto of
work with the speakers, industry insiders and entrepreneurs, as well
as to seek out new business partners and generate business leads.
Q | What will you be focusing on in January?
A | We have conducted a significant amount of research and contacted
the key figures and visionaries in the industry. This allows us to react
instantly to the latest developments in the market and pick up on them
as topics at #FASHIONTECH BERLIN. ‘Future of Work’ will play a major
role as a new central theme, focussing on the following questions: what
do the working models of the future look like? What job profile will
companies and employees need in the future?
digitally. Sensory impressions such as feeling, stroking or trying clo-
thes on, not forgetting friendly service, speaking face-to-face and an
decisions in future.
Q | How important is the partnership with Messe Frankfurt?
A | We place great value on the collaboration with Messe Frankfurt,
which is responsible for the FASHIONSUSTAIN agenda on day 2 of the
event. Two powerful partners have teamed up here. Our interaction
with Messe Frankfurt has always been based on partnership, and we
are delighted to have been able to deepen this collaboration in recent
seasons. The topics presented at #FASHIONTECH BERLIN are ideally
complemented by FASHIONSUSTAIN.
MODEBRANCHEN.
| ISSUE NO 01 JANUARY 2019 | 41