SOFT SCOOP

Have you ever done a fantasy shopping trip online? Added more into your virtual basket than you can possibly afford and then removed it all whilst pouting about the unfairness of life? Have you ever done the same in store? Greedily piling up your basket to the top and then only when you get to the till do you realise you have to put some of it back…

That’s what I was like this week. Like a kid in a sweet store. Except I wasn’t in a sweet store , I was attending London’s newest (and hottest) boutique trade show Scoop International held over three days at the famous Saatchi Gallery.

Spread across three floors collections were curated within the "Gesamtkunstwerk" exhibition the show included the likes of Kenzo scarves, Les Nereides jewellery and footwear from Mexicana, Robert Clergerie and The Jacksons to name but a few.

I was there reviewing the show for FE magazine and though I maintained my professionalism the whole time I was secretly fantasy shopping for my own wardrobe. Ok so maybe a little bit of drool slipped out whilst I was looking at the Coccinelle bags and maybe I whimpered whilst being dragged away from the vintage Chanel. And yes maybe I spent a little bit too long with the Robert Clergerie shoes (20 pictures later) but I couldn’t help it. It was quite simply Shoe Porn.

The lovely woman on the Avec Moderation stand even took pity on me and asked if I wanted to try them on when she saw the blatant longing in my eyes for a pair of pony hair slippers. Tragically they were too big for my tiny feet.  It’s a good job too as I did think about making a run for it. The only thing that stopped me was the knowledge that I quite like my job… and that they probably don’t let you keep shoes like that in prison.

Below is my pick from the show. You can see more online at www.fashionextras-online.com and in the March issue. 

Natalie, fashion writer, FE magazine

Coccinelle

Avec Moderation

Robert Clergerie

Candice Cooper

Konplott

EYES OPENED BY SCIENCE

Any journalist will tell you that some press events are more fun than others, but last week’s certainly has to be up there with the best. FE was invited to a bit of a mystery adventure day to celebrate the launch of Surround Product Technology by Gore-Tex.

Of course, Gore-Tex is known for its waterproof and breathable properties that keep the bad weather out and the warmth in, but I was really hoping that we were not putting this to the test too much in any sort of extreme conditions. Gore-Tex boots may be made for walking but, when it comes to scrambling over rocks or scaling any sort of mountain face, I am most certainly not.

Imagine my relief therefore when the event in question turned out to be a champagne flight on the London Eye, followed by an informative seminar about the properties that are unique to Gore-Tex technology. Of course there is always the risk of blinding your audience with science - particularly when they are still slightly wobbly-legged from the Eye – but, ever-prepared, Gore-Tex had overcome any possibility of that by hiring none other than Johnny Ball.

All in all, it was the perfect way to launch Surround Product Technology to the trade. Thank you Gore-Tex, and we look forward to seeing your distinctive little black diamond on more footwear brands than ever throughout 2012.

Christina, editor of FE magazine x

MY-WARDROBE ASKS CAN LAUNCHING A LOYALTY PROGRAMME HELP SALES?

We have all seen the high street sales figures and reports of hundreds of stores closing.  We are currently trading through one of the toughest economic climates of our history. 

We are in a fortunate position to be in the online space, which is where the consumer focus in going, but we can’t rest on our laurels. A key factor in the decline of many high street retailers is the customer experience.  Online has revolutionised the customer experience with a new level of accessibility of global brands, speed of delivery and efficiency and that in turn has changed consumer expectations and with the recession added value is key.    

Whether you are an e-tailer or bricks on mortar retailer you have to focus on offering exceptional product, coupled with exceptional customer service that creates a memorable experience to drive loyalty.   As a luxury retailer you can’t compete on price, which is why we are about to launch our new loyalty programme.  Our my-loyalty programme lets shoppers earn loyalty points as they shop, which accrue into vouchers to spend on future shopping trips.   The innovation in mobile commerce presents high street retailers with a huge opportunity to further integrate their off line and online channels.   A number of leading retailers are now using QR codes to give customers the chance to find out more and the opportunity to purchase the product online and for us mobile is a key channel.  Since launching our mobile-adapted site, we have seen a significant uplift in both traffic and sales from mobile.  In fact, we have seen a 70 per cent YoY increase in traffic from mobile devices and it’s only going to grow.

The next twelve months is going to present an even more challenging economic environment, which is going to lead to a survival of the fittest.   I believe it going to be the savvier retailers that survive.  The ones that put the customer first, creating an improved customer experience, while looking at their shopping habits and creating a seamless, integrated multi-channel experience, are going to drive the retail market forward.   As retailers, whether that is online or bricks or mortar, we have the opportunity to shape and change the way consumer shop and that makes it a very exciting place to be.


Luisa De Paula, buying director at my-wardrobe.com x