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Innovator Liz Bacelar on the intersection of fashion and technology

Thanks to Ruth O’Connor for permission to publish this piece, originally published in The Sunday Business Post, October 2019.

‘Pay attention. You’ll need to,” Liz Bacelar declares as she takes to the stage. “What I present to you here will not be the same as what I present to people next week. That’s how quickly this stuff moves.”

Inventor of the phrase “fashion tech”, Bacelar is an entrepreneur, journalist and a co-founder of Current Global, an innovation firm based in New York, London and Tokyo, which seeks to redefine how fashion and retail intersect with technology.

Established in 2013 with her co-founder Rachel Arthur, Current Global forges relationships between fashion retailers, the luxury sector, tech giants and start-ups. Put simply, Bacelar has put the tech intelligence into retail. She’s speaking today at Maven46’s ‘Be’ Summit 2019 at Dublin’s Richmond Education and Event Centre, and is offering a whirlwind trip through consumer beauty and fashion, augmented reality and the immersive reality of multiple platforms.

Prior to launching Current Global, Bacelar established Decoded Fashion – the world’s largest innovator community for consumer retail. The company launched in ten countries before she exited. “I wanted to be in the connection business, not the conference business,” she says.

She is also co-founder of Flow Journeys, which sees a handpicked group of thought leaders visit locations as diverse as Iceland and Cuba to build relationships and foster collaboration. It’s networking on another level.

She uses terms like “data-driven customer journeys”, “augmented worlds” and “a culture of purpose” – which sound like future jargon, but we’re already there. Think you’ve never used augmented reality? What about apps such as the Dulux Visualiser which allows you to try paint colours on your wall? Amazon App’s View in your Room function? Or the recent launch of Spark AR on Instagram allowing users to “try on” cosmetics or sunglasses from Nars Cosmetics and Ray-Ban?

Bacelar is frequently asked whether bricks-and-mortar stores are dead. She doesn’t believe so; she says that physical retail spaces remain important, but that innovative brands are leveraging those spaces differently and the customer has become more demanding.

“It’s about having a mixed-reality layer overlaid [on the mobile experience], so that when you go into a store today you know that there will be a mirror in which you can see the make-up on your face. In certain markets, this is becoming a consumer expectation. The customer does not want to have to try on the product physically – they want to try on the product virtually.”

Later when we talk, Bacelar says that we are living in an era of contradictory behaviours, a battle between the digital and the analogue. The desire for immediacy and convenience has become a way of life. “You can live in a rural setting and still want to receive things faster,” she says. “We all perceive that we have less time, yet we also have more things to do, so we need vendors to give us efficiency and speed. A lot of what’s driving implementation of these things is a chase for speed and free time.”

The more free time we have, however, the more we spend it in a digital vortex which sucks away our human experiences. “It’s a pendulum that keeps swinging from one side to the other,” Bacelar says. “Sometimes you do want to talk to somebody when you go to a store. So technology now is swinging towards personal connections.”

Think of when you first got a personalized email from a brand. It seemed cool and even intimate at the start, but not after the 300th time. “But what if the email is from Tanya, who you met at the store, and who logged you in to the loyalty system for the brand? It becomes harder to ignore that email when you know it was sent by a real person. Stores are rolling that out now, with the first touchpoint being a real person.”

Data-driven customer journeys can become skewed when those same customers supply incorrect information. Think of the child who uses a fake date of birth to set up a Gmail account in order set up an Instagram account because they’re under the age limit, or when you put in false details online for privacy reasons.

Liz Bacelar, co-founder & CEO of Current Global speaking at Maven46’s ‘Be’ Summit 2019

“The major platforms do have bad data,” says Bacelar. “A lot of brands over-rely on data from the social media giants and they don’t have their own way to create a deeper understanding of who their consumer is. There are a lot of start-ups that want brands to think outside of those major platforms by harnessing the data themselves to reach a place of accuracy.”

Since we spoke in Dublin, I’ve been anticipating the new Ken Loach and Paul Laverty film Sorry We Missed You, due for release in November. It’s a stark look at the zero-hour-contract gig economy and the appalling conditions in which the people who deliver our online shopping work because we demand immediacy through e-commerce. It raises the question of where the humanity lies in all of this.

Bacelar believes that the next big retail trend is the “trend of purpose”. Thanks to the “Greta effect” she believes that young people are becoming less interested in shopping from brands that lack purpose. “Kids are bouncing from digital to analogue at a very interesting pace and the way they are aggregating communities is very interesting. The sustainability and climate change effort does not belong to any specific social platform,” she says. “It is a globalization of mobilization – the ability to mobilize communities and groups from anywhere without being in one specific place.”

Bacelar says that we are living an “offline moment” through global climate change protests and that we are also living in an “exponential curve” – a period of change on a large scale at an accelerated pace. “The level of change we’ve seen in the past six months has been greater than in the past ten years when it comes to the subjects of sustainability, technology and data awareness. Change is happening very fast.”

If people in general are resistant to change, this is also the case in the corporate environment where she says many executives believe that innovation is gimmicky rather than “doing something in a new way to get different results”.

Bacelar adds that we, as consumers, have the power to shape the conversation. “I know of companies today who are only doing sustainability because you must show that you care,” she says.

“Companies like the Eileen Fisher womenswear brand have been doing this for many years and no one listened. It once looked stupid to take old clothes and remanufacture them. Now it sounds invigorating and inspiring to a consumer.

“If I were a luxury executive, I would be terrified of the ten-year-old kids today. Their futures depend on these executives and they are not aligned. These kids walking the streets with Greta Thunberg care about localization, activism, inclusivity, empowerment – everything that luxury hasn’t been.

“Luxury is trying to catch up. In eight years, these kids will be their consumers. They have eight years to change their ways.”

Ruth O’Connor is a journalist writing for Ireland’s top publications on fashion, design, craft, trends and business for the past 13 years. She graduated from University College Dublin in 1998 with a first class honours degree in English. She then studied pattern cutting and fashion design later going on to obtain a first class honours degree in journalism from Dublin City University in 2006 where her final thesis was an exploration of fashion in Ireland. @ruthoconnorsays

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Dublin’s Web Summit launches first ever content series dedicated to fashion

FashionSummit_WebSummit

Dublin’s Web Summit, a technology conference that has grown to become one of the most important in the space, is officially associating itself with the fashion world for the first time this year. The event, which will run from Nov 3-5, will launch its first Fashion Summit in a bid to “showcase both the evolution and integration of fashion and technology that is all around us today”.

A standalone one-day conference, it will have a dedicated main stage with four focused tracks covering fashion design, wearables and lifestyle products, e-commerce platforms and marketplaces, and fashion and social media. It will also feature exhibiting start-ups.

The issue with fashion as a focus during technology conferences is always about whether the content is based on fashion for the tech crowd, or tech for the fashion crowd. This looks like a smart combination of both, as useful for brands as it is for start-ups aiming to work with the industry. The challenge will be ensuring the content is fresh enough (aka less remarks about Burberry as a digital pioneer please, and a stronger look to the future) to truly appeal to and inspire the leaders the event is likely to pull in.

In more detail, the fashion design stream will explore areas including rapid prototyping and 3D printing, who has been successful in digital couture, and how designers can be consistently innovative in introducing breakthrough materials. The wearables content will look at where the industry is moving over the next five years, whether convergence with the fashion industry is pivotal to success, and which start-ups and big players are necessary to know in the space.

In e-commerce platforms and marketplaces, the summit will turn to which models can be used to create successful commercial operations, how best to attract retailers and designers if you are one of the platforms, as well as touching on the role of mobile. And in fashion and social media, the discussion will surround which platforms will have the best organic reach a year from now, how social media affects buying decisions, who is doing a great job in this space, and the role bloggers and vloggers continue to play.

Speakers announced so far include Matt Drinkwater, head of fashion innovation at the London College of Fashion, Liza Kindred, founder of Third Wave Fashion, and Sonny Vu, co-Founder and CEO of Misfit. On the main speaker list, there’s also Michelle Peluso, CEO of Gilt and Robert Gentz, founder and co-CEO of Zalando.

Other summits throughout the week are dedicated to subjects including marketing, music, data, health, investors, food and more.

At last year’s Web Summit, Fashion & Mash launched the first ever Irish edition of #fashmash in partnership with Moët & Chandon. As the only official fashion event of the week, the evening highlighted the growing need for greater collaboration between the worlds of fashion and technology. As Michelle Sadlier, head of innovation and social media at Hunter, said: “The future of the fashion industry is about the power of connections, communities and collaboration.” It looks like the arrival of Web Summit 2015 will help us get that one step closer.