Watch the full discussion on 'The Future of E-Commerce' from today's VogueGlobalConversations:
China’s Angelica Cheung hosted Virgil Abloh of Off-White and Louis Vuitton Men, Stephanie Phair of Farfetch and the British Fashion Council, and Remo Ruffini of Moncler for a conversation about the future of e-commerce.
“We’re at a position now where I think we can realign ourselves with listening to the consumer first and responding, instead of the previous model, which was sort of talking down [to the customer],” Abloh said, using the term “service industry” to point to how many fashion companies, including Louis Vuitton, have quickly and nimbly repurposed their workshops to produce personal protective equipment for medical workers, hand sanitizers, and other items of crucial use during the pandemic.
Phair, who has been monitoring the e-tail effect at Farfetch said that consumers have the power to make change, but that they can be supported by change at larger corporations. “I think ultimately change will be consumer-led—it always is—but the industry has an opportunity and, frankly, a responsibility actually, to do the right thing and to change some of these systemic issues in the industry.” That’s why, she argued, listening to customers is crucial to the success of any business.
“This is where technology comes in,” she continued. “I think there are huge developments in technology around size and fit technologies, virtual fashion, augmented retail. A lot comes in that can really give that experience around being able to sort of feel the clothing online.” But Phair warns against thinking of e-tail and physical retail as different experiences or strategies. “It’s not going to be one or the other.
France Dernières Nouvelles, France Actualités
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