How Berlin is driving the future of fashion

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When it’s #FASHIONTECHBerlin all the creative minds of the industry come together, all the movers and shakers define the fashion and tech industry from their angle. PEAK founder Ole Tillmann co-initiated the format and hosts the conference ever since. The outcome of the latest edition: Berlin is changing the DNA of the whole fashion industry.
Here are three reasons why:

We’re done with fake!

The fashion industry is striving for new values, new characteristics, that don’t have so much in common with the prejudices people might have against the fashion industry. There is a huge call for transparency, honesty and authenticity. The customers, audience and target group wants to be taken seriously - and corporates, designers and fashion companies do so.
Franziska Müller von der Ahé, Co-founder of Glutamat, talked in a panel discussion with Alexandra Bondi di Antoni, editor-in-chief i-D, about digital storytelling: “A one size fits all solution doesn’t exist. That would lead to creating a cliché,” she says while answering questions about her take on the future of marketing in fashion. “Know what your message and tone of voice is and be authentic in gathering your message” she adds.
Matteo Ward, founder of the fashion label WRAD, created a whole new degree of transparency when it comes to sharing insights with his customers. When watching one of their Instagram stories, the audience might even join the founder while showering - this way he not only talks about the relevance of sustainability but rather shows how the way that he implements his values in his daily routine. 

Stand for something!

Within the fashion industry the structure shifts - from a homogeneous group to one which wants be inclusive and strong when it comes to supporting female power and connecting with a diverse group. Fiorina Benviste-Schuler, founder of Selec.to, a B2B-platform for fashion brands, highlights the impact partnerships have in a competitive environment: “In order to become - and also to remain - successful, strong partnerships are more important than ever. That is why we set up the digital space for this.”Also when it comes to the question of who will be future customers, this pillar becomes even more relevant. Cloudy Zakrocki, editor-in-chief of Refinery29 Germany, states that millenial is not a generation, it is rather a mindset of the young generation. When explaining how to reach a bigger millennial audience, one of her tips is to ‘stand for something, millennials prefer brands and stories that have a cause.’

Tech enabling Fashion

Clearly the aspect of technology in Fashion is at the core of the conference #FASHIONTECH Berlin. Since technology is opening up new ways of reaching a potential market, creating different experiences and gathering data, new business models evolved. Technology resulted in a better understanding of customers thanks to data insights. A great example were the new customer personas Zalando Media Solutions created based on their huge amount of data. When Ole Tillmann asked Andreas Antrup, ZMS, whether e-commerce giant Zalando is rather a fashion or a tech company, he shared this with us: “Obviously we could be both, but I see technology as an enabler for us.” As technology actually helps Zalando to tap into the huge fashion market. 

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