Decoded Fashion’s inaugural London salon launched recently to a full house, with both the retail and digital industries present to watch a line-up of global pioneers – including Facebook, Google, Topshop and ASOS – discuss the blurring of fashion and technology. We heard how mobile shopping will have a huge impact on fashion-related holiday shopping, [...]
Gemma T Ball
- Gemma T Ball researches and writes about design, culture and consumer trends as she pursues a graduate degree in International Fashion Retailing Multichannel Marketing at the University of Manchester. Previously, Gemma was Insights and Research Manager at Portland Design Associates Ltd., a London-based multidisciplinary design studio working in the retail, leisure and travel sectors. She also served as a senior innovation researcher at GDR Creative Intelligence in London. Gemma holds a bachelor’s degree from the University of East London, where she focused on trend prediction and forecasting. She lives in Manchester.
Posts by Gemma T Ball:
Augmented Reality: Beyond the Gimmick
Mikael Karlsson, mobile marketing manager for Volvo, shocked the audience at the 2012 Apps World conference when he described augmented reality as an overhyped marketing gimmick. Commenting that it could be “a great installation within retail stores” but is currently just a technically limited pipe dream. AR is a heavily discussed topic at the moment. [...]
As We Adapt Online, We Must Innovate In-Store
The infiltration of the mobile phone into our everyday lives has had a profound effect on the future of shopping. And while retailers are right to focus on how to leverage mobile technologies to boosts sales online, they would do well to remember the vital nature of the in-store experience. Plenty of players are reaping [...]
Digital Tools Help Online, In-Store Experiences Draw Closer
An estimated $456 billion annually in lost sales are due to Out of Stock, but vast amounts of data capture within e-commerce have allowed for better understanding and management as well as the ability to react quickly to developments. Even more significantly, these solutions are designed to offer a complete brand experience for the shopper [...]
How Neiman Marcus Puts a Face to a Brand
Today’s tech-savvy, information-hungry and experience-driven consumer has added a new term to the retailing lexicon: showrooming. The practice of visiting a store to evaluate a product then searching online for the lowest price angered some retail partners, and understandably so. But in order to cater to the mobile mindset of the evolving consumer we need [...]