In the newest part of our interview series regarding the future of fashion retail, we talk to Maud Pasturaud, a mobile and commerce growth expert. Maud, who previously worked at Voyage Prive and Jetsetter, was until recently responsible for Gilt Groupe’s mobile marketing strategy.
The unstoppable rise of the small screen
With commerce transactions completed on mobiles and tablets expected to total $114 billion in the U.S. by the end of the year, and the number of smartphone users estimated to reach 5.9 billion in the next five years (according to research firm Forrester and Ericsson, respectively), investing in mobile commerce is a no brainer — even for the late adopters of the fashion world.
The abundance of increasingly smarter (and cheaper) mobile devices targeted to an audience that is always online is rapidly transforming a lot of sectors and it certainly can’t leave fashion unaffected. And while there’s plenty of opportunity for the discerning marketer, such as taking of advantage of tools like geo-targeting and push notifications, all these developments come with a lot of challenges. From offering customers a seamless multichannel shopping experience to making sure that a luxury brand’s allure is strong even when one is experiencing it on the go, there’s a lot of issues that need to be addressed. We try to shed some light on this brave, new mobile world and get a better understanding of how the rules are being, once again, rewritten for the fashion brands.
Q: Is comfort an enemy of style?
No. I live in California, and comfort, to me, doesn’t mean you’re leaving the house in sweatpants. There is a quote from Karl Lagerfeld that haunts me every time I think that leaving the house in them would be acceptable: “Sweatpants are a sign of defeat. You lost control of your life so you bought some sweatpants”. And hello, Birkenstocks are back.
Q: What are the rules in the way you dress?
Hardy Amies is widely credited with insisting, “A man should look as if he has bought his clothes with intelligence, put them on with care and then forgotten all about them.” That’s a perfectly (if not infinitely) respectable standard to adopt and follow.