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Snapchat, Burberry and Grindr win big at Fashion Futures Awards


There was a healthy dose of optimism in London last night as the industry’s leading fashion and tech names gathered to celebrate this year’s Fashion Futures Awards.

“What fashion and tech have in common is they’re both about the future,” said host Angela Scanlon, as she opened the Decoded Fashion evening in partnership with the British Fashion Council.

Big winners during the night included Snapchat, which walked away with the tech visionary award for the fact it’s giving fashion brands new ways to infuse storytelling into their marketing. And Grindr, which picked up the Beyond the Runway title, for its collaboration with JW Anderson in January 2016, which saw it live stream the brand’s menswear show to its audience of predominantly gay men. The judges crowned the collaboration’s “out of the box thinking” and focus on brilliantly connecting consumers in the moments that matter.

Burberry was also celebrated – winning the fashion visionary award for the way in which it has helped make the idea of “disruption” more of a norm in the industry. That came in spite of the fact it’s operating in increasingly tough market conditions; announcing adjusted pre-tax profits were down 10% for the year to March 31, just yesterday morning.

Other brands with prizes included ASOS in the Killer Experience category for its new A-list loyalty programme, and Sephora in Bytes and Bricks, for its high-tech concept Flash store in Paris.

The awards are as much about those daring to innovate on the brand side, as it is about the tech founders that have created the best new tools that allow them to do so. On that basis, digital knitwear start-up Unmade won for its collaboration with designer Christopher Raeburn, for instance, while personal stylist site Thread won in the Real-Time Innovator category for its application of artificial intelligence alongside human insight to provide a particularly unique and forward-thinking proposition for menswear.

Meanwhile, delivery start-up Parcel for Me walked away with two awards – one for being the Master of Mobile and the other as this year’s Game Changer: the entrant considered most likely to disrupt fashion and retail in the future.

Other winners in the start-up space included Semaine, a content meets commerce platform taking home the New e-Store on the Block title, and custom footwear line Myswear, which scooped up the Big Idea award.

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Fashion and tech to be celebrated in new Fashion Futures Awards


The British Fashion Council has teamed up with Decoded Fashion to launch the Fashion Futures Awards, which celebrates how the industry is pushing the boundaries through tech-based ideas, solutions and tools.

Due to be held on May 21 in London, the awards span categories including customer experience, mobile, e-commerce, best of start-ups and more.

They aim to “identify and highlight the brands who are creatively using tech to make their businesses smarter, their production lifecycle leaner, their brands stronger and their customer experiences more fulfilling”.

Judges announced so far include Caroline Rush, CEO of the British Fashion Council; Dylan Jones, editor of British GQ; Peter Fitzgerald, country sales director for Google, and more.

Here’s a full list of categories for entry:

  • A killer experience: most innovative way of enhancing the consumer experience
    Customer experience is at the heart of all interactions between brands and their consumer, with technology now playing a huge part in how this conversation evolves. This award aims to highlight the role technology plays in how our consumer interacts with us, whether through in-store, online or across multichannel.
  • The master of mobile: most innovative use of mobile
    Mobile is one of the most disruptive changes affecting the industry, this award aims to recognise those leading the revolution in fashion and retail. Whether it be through a mobile app, a payment solution or new communications, this category celebrates the unique innovations that mobile technology is creating for fashion and retail.
  • Bytes and bricks: best omni-focused in-store experience
    From mobile experience to the desktop to an in-store visit, we are entering an omni-channel world, where consumers seek a whole experience. This award will recognise who is integrating the different channels to deliver the most seamless in-store experience and answering consumer’s expectations.
  • Beyond the runway: most engaging digital marketing campaign
    Once a platform for connecting fashion brands with buyers, Fashion Week has now become a powerful tool for B2C marketing activity, and technology has increasingly become the catalyst for creativity and ROI. This award recognises the most creative use of technology to engage with, promote and connect with a brand during and beyond the runway.
  • New e-store on the block: best new e-commerce launch
    Over the past year, we’ve seen more and more designers take control of their own online experience, now understanding the global platform that the digital world offers. This category will recognise the newcomers to e-commerce, and the launches that are both thoughtful and show the most potential in creating an online portal to their product.
  • The game changer: start-up set to disrupt fashion in 2015
    Technology evolves every quarter opening up new possibilities for fashion and retail, and a lot of the ideas come from small unfunded start-ups with incredible tech. This award highlights a start-up set to impact the fashion and retail industry in 2015.
  • Digital coalition: best brand and start-up collaboration
    Many brands are seeing the potential and opportunities that technology partnerships present to create something quite special that shows innovation in their offering. This category aims to recognise some of the collaborations that are closing the gap between fashion brands and emerging start-ups to create a closer connection between the two worlds.
  • The big idea: most innovative new digital project
    The fashion industry is teeming with bright ideas, new project launches and brand new tech. This award aims to take a look at some of the newer ideas that have not necessarily been in the market long enough to see big results on ROI, but we recognise as having great potential in the market.
  • Real-time innovator: best use of data and analytics for fashion and retail
    Understanding data and analytics gives brands and retailers the opportunity to propel their position in the industry and put them ahead of the competition in today’s industry. This award looks to recognise the most visionary and impactful use of data in fashion and retail, whether from in-house teams or from partnering with the most innovative new start-ups in the space.
  • The visionary: pushing the boundaries in fashion and technology
    This award recognises a company or individual who is spearheading innovation and is a true visionary in the fashion and retail industry.