Last night, SAP hosted a great panel group, consisting a mix of tech and fashion purest, and corporate and startup companies. Those that participated were Google, ModeWalk, Glam Media, and Tory Burch. The panelists discussed the emergence of fashion and technology, and how they influence both fashion company and personal brand.
Not surprisingly, there was a lot of talk about “humanizing the brand”. In recent years, social media has been the tool in helping marketers have a 1:1 conversation with individuals. We’ve learned that through social media, people engage with others who share similar goals and objectives, help each other, learn, and have fun — something that only people can do, not a company.
SAP believes that a method of humanizing a brand will be through their My Runway app. Kelsey Wanas of SAP writes: “My Runway is a social shopping app that allows fashion enthusiasts to follow the brands they love, and get personalized updates on what’s new, what is trending, and what’s on sale.
- As consumers interact with the app, brands and specialty retailers can gather market statistics on these consumers, including the brands and products they favor.
- Consumers can see product details and nearby store locations – all with one tap. It allows fashion enthusiasts to collect products in their wish list and share with their friends.“
The panel included from left to right the Mike Giresi the CIO of Tory Burch, Nola Weinstein the Executive Editorial Director of Glam Media Inc., Beatrice Pang the Co-Founder of ModeWalk, Barbara Holzapfel the Managing Director of SAP Labs North America, Marcelle Parrish the Head of Business at eBay Fashion, and Vineet Buch the Head of Shopping Search at Google.