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Topshop and the BFC talk digital innovation with WGSN during #LFW

The latest in a longstanding series of Google Hangouts hosted by my team at WGSN, saw Topshop CMO Sheena Sauvaire, the British Fashion Council’s head of marketing Clara Mercer, and myself talking about the role of digital and fashion week.

Held on the final day of London’s spring/summer 2015 shows, this was an exploration of innovation versus sales, the importance of extending a campaign beyond the 10 minutes of the show and into the six months ahead, and the role that social commerce and shoppable runways are playing this season for designers.

We also explore some tips and tricks for emerging talent in approaching their digital strategy, and the need to carefully balance the role of innovation with what feels authentic to your brand.

Do watch it back below…

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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