Tech and fashion may seem like unlikely partners, but as consumers increasingly embrace digital-centric shopping experiences, the retail industry is undergoing a complete transformation to build lasting relationships and connect with users, no matter the channel. In fact, according to McKinsey, industry forecasts suggest that nearly all growth witnessed in the U.S. apparel market will be the result of omnichannel sales in the next three years.
Seeing the massive role tech plays in helping users shop more efficiently, surfacing products and services according to their tastes and preferences, there was plenty to talk about during our event with Out in Tech NYC.
Moderated by Martyn Boddy, Head of Partnerships at Shopify Plus, panelists repped a variety of sectors and backgrounds:
From left to right: Martyn, Elizabeth, Kyle, Darragh, and Talun
Over the span of the evening, the conversation covered a variety of topics, all primarily focused on the following four key themes.
Tech supercharges fashion and retail brands’ abilities to achieve key objectives
From wearable tech to fast fashion, technology is helping fashion and retail brands – both big and small – create engaging, user-friendly experiences for consumers. Not only can these brands tap tech partners and agencies to help them identify and stay on track with key objectives, but they can also build in-house solutions to streamline campaign creation processes.
“The world we live in is so data driven…you have to be really specific, you have to use a mixture of CRM, and in the social space, things like Lookalikes and interest-based targeting.” – Kyle Harrington, Managing Director at El Toro Interactive, LLC
Additionally, with the influx of apps designed to reduce the heavy lifting often necessary for content creation, social media campaign launches, and influencer marketing efforts, brands can now reach and engage with customers at scale, not merely online, but during every single interaction.
Meeting the demands of today’s consumers requires building organizations with diverse voices
More than just a hot-button topic, building diverse organizations that reflect a multitude of identities is essential to forming authentic connections with consumers. Across the board, our panelists agreed that hiring LGBT+ talent, people of color, and individuals from various backgrounds doesn’t just help them form meaningful relationships with customers, but it also informs product creation and marketing plans.
As a result, to truly reach people navigating the crowded retail space, consumers – who are often wary of being taken advantage of – must believe the convictions brands center their operations around. And in this case, practicing what you preach requires organizations to have teams in place that reflect a diverse set of beliefs.
“[Working at] an agency that represents brands, I feel like we have a responsibility to ensure that the people we represent are as diverse as possible. And for the people we cast for these big campaigns, that we are presenting the most diverse cast possible.” – Talun Zeitoun, Consultant, Digital Marketing & Content Strategy
Consumers are now more aware of being marketed to than ever, and the conversation touched on brands that capitalize on seasonality within their marketing campaigns. Designed to amplify the voices and groups a brand is targeting, the panelists expressed a belief that most of these efforts fall flat due to their fleeting nature.
In reference to brands who design campaigns solely centered on Pride Month, Creative Director and Photojournalist, Darragh, brought up a popular sentiment expressed by the LGBT+ community: “Are you commercializing the work we are doing?” Her advice to companies hoping to connect with consumers beyond one-off holidays is to find ways to strike a balance, ensuring different groups and audiences feel represented year-round without excluding other target audiences.
Effectively tailoring experiences can turn customers into brand evangelists
Personalization plays a crucial role for organizations looking to build cohesive omnichannel experiences. Whether mapping advertising plans, email strategies, eCommerce site designs, or mobile app interactions, Kyle stressed the importance of looking at where a customer is in their journey with a brand. “This requires [meeting] them at different parts [of the funnel] and educating them on what the core values of the brand are,” he explains.
He emphasized that once a company can put proper messaging and strategies in place – ones that speak to users’ interests, behavior, and affinities – consumers will start leaving the consideration phase and move closer to a conversion. As a result, when tailoring experiences, it’s essential for organizations to speak to consumers’ wants and needs confidently and authentically. Doing so will do more than just create a sense of trust; it will drive brand allegiance, transforming one-time shoppers into long-term, loyal brand enthusiasts.
“We have our own specific tone with everybody, and within that, we make subtle shifts to make sure we are including all of the different types of customers and make sure that they all know that there is a space there for them.” – Elizabeth Leifer, Chief Creative Officer at Play Out Underwear
AI, AR, and VR are shaping the future of digital interactions
Perhaps the most shared sentiment among our panelists was that the future of marketing is dependent upon brands’ abilities to speak to different consumers, matching them with products and services that reflect their identities. Now, as tech increasingly merges with the physical world, retailers are able to create products that help consumers better express themselves.
“With the future of personalization, the future of fashion, and the future of how we all will interact, we’re going to be able to design how we see one another.” – Darragh Dandurand, Creative Director and Photojournalist
And we’re already seeing this happen: Warby Parker has a mobile app for virtually trying on eyeglasses while Sephora’s in-store AR mirror allows visitors to virtually test shades of lipstick or different colors of eyeshadow. Darragh rationalized the increasing demand for this tech best: “We already augment aspects of our physical lives, so why wouldn’t we do that digitally?”
Paving the way for a more equitable future
In its quest to unite the LGBT+ community, we’re grateful for the critical work Out in Tech does to ensure everyone feels represented, empowered, and heard while pursuing careers in tech. We were honored to host this amazing cohort of marketers, practitioners, and creative-types, facilitating an environment for collaboration, discussion, and candid expression. Not only do these events offer a platform for learning and mentorship; they provide spaces for often underrepresented groups to share fresh perspectives and vouch for the importance of their work. We’re humbled to play a small role in building more equitable workplaces and a more connected global community, and we can’t wait to team up with this amazing organization again.
A full recording of the discussion is available in our Video Library. And to stay up-to-date on all future Dynamic Yield events, visit our Events site.
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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization 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class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path 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class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-117293" class="et_pb_post post-117293 post type-post status-publish format-standard has-post-thumbnail hentry category-company tag-events tag-out-in-tech"><div class="article-content"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/blog/" title="Blog">Blog</a><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div><h1 class="article-title">The Future of Fashion Tech: An evening with Out in Tech NYC</h1><h2 class="article-excerpt">In partnership with Out in Tech NYC, Dynamic Yield hosted over 80 attendees from various tech and fashion organizations to discuss the intersection of these two industries and what’s on the horizon.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/LeahRetta-81.png" alt="Leah Retta" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/leahretta/" title="Posts by Leah Retta" rel="author">Leah Retta</a></div><div class="article-author-title-text"> Content Writer</div></div></div></div><div class="entry-content article-entry-content"><div class="wistia_responsive_padding" style="padding: 53.25% 0 28px 0; position: relative; margin-bottom: 40px;"><div class="wistia_responsive_wrapper" style="height: 100%; left: 0; position: absolute; top: 0; width: 100%;"><iframe class="wistia_embed" src="//fast.wistia.net/embed/iframe/cdqzw4iiid?videoFoam=true" name="wistia_embed" width="100%" height="100%" frameborder="0" scrolling="no" allowfullscreen="allowfullscreen"></iframe></div></div><p><amp-wistia-player data-media-hashed-id="cdqzw4iiid" width="320" height="180" ></amp-wistia-player></p><p>Tech and fashion may seem like unlikely partners, but as consumers increasingly embrace digital-centric shopping experiences, the retail industry is undergoing a complete transformation to build lasting relationships and connect with users, no matter the channel. In fact, <a href="https://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/The%20state%20of%20fashion%202020%20Navigating%20uncertainty/The-State-of-Fashion-2020-vF.ashx">according to McKinsey</a>, industry forecasts suggest that nearly all growth witnessed in the U.S. apparel market will be the result of omnichannel sales in the next three years. </p><p>Seeing the massive role tech plays in helping users shop more efficiently, surfacing products and services according to their tastes and preferences, there was plenty to talk about during our event with Out in Tech NYC. </p><p>Moderated by <a href="https://www.linkedin.com/in/martynboddy/" target="_blank">Martyn Boddy</a>, Head of Partnerships at Shopify Plus, panelists repped a variety of sectors and backgrounds: </p><ul><li><strong><a href="https://www.linkedin.com/in/elizabeth-leifer-3a33ba9/" rel="noopener" target="_blank">Elizabeth Leifer</a></strong>, Chief Creative Officer at Play Out Underwear</li><li><strong><a href="https://www.linkedin.com/in/kyleharrington1/" rel="noopener" target="_blank">Kyle Harrington</a></strong>, Managing Director at El Toro Interactive, LLC</li><li><strong><a href="https://www.linkedin.com/in/darraghdandurand/" rel="noopener" target="_blank">Darragh Dandurand</a></strong>, Creative Director and Photojournalist</li><li><strong><a href="https://www.linkedin.com/in/talunzeitoun/" rel="noopener" target="_blank">Talun Zeitoun</a></strong>, Consultant, Digital Marketing & Content Strategy</li></ul><div style="text-align:center;"><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/02/outintech-panelists.jpeg" alt="out in tech" width="675" height="450" class="size-full wp-image-117294" style="box-shadow: 0 0 10px #999; margin-bottom: -7px;" /> <br /><span style="font-size: 12px; solid #999; text-align:center; margin-bottom: 15px;">From left to right: Martyn, Elizabeth, Kyle, Darragh, and Talun</span></div><p><p>Over the span of the evening, the conversation covered a variety of topics, all primarily focused on the following four key themes.</p><h3>Tech supercharges fashion and retail brands’ abilities to achieve key objectives </h3><p>From wearable tech to fast fashion, technology is helping fashion and retail brands – both big and small – create engaging, user-friendly experiences for consumers. Not only can these brands tap tech partners and agencies to help them identify and stay on track with key objectives, but they can also build in-house solutions to streamline campaign creation processes. </p><p style="padding-left: 30px;"><span style="color: #408a87;"><em>“The world we live in is so data driven…you have to be really specific, you have to use a mixture of CRM, and in the social space, things like Lookalikes and interest-based targeting.”</em></span> – Kyle Harrington, Managing Director at El Toro Interactive, LLC</p><p>Additionally, with the influx of apps designed to reduce the heavy lifting often necessary for content creation, social media campaign launches, and influencer marketing efforts, brands can now reach and engage with customers at scale, not merely online, but during every single interaction. </p><h3>Meeting the demands of today’s consumers requires building organizations with diverse voices</h3><p>More than just a hot-button topic, building diverse organizations that reflect a multitude of identities is essential to forming authentic connections with consumers. Across the board, our panelists agreed that hiring LGBT+ talent, people of color, and individuals from various backgrounds doesn’t just help them form meaningful relationships with customers, but it also informs product creation and marketing plans. </p><p>As a result, to truly reach people navigating the crowded retail space, consumers – who are often wary of being taken advantage of – must believe the convictions brands center their operations around. And in this case, practicing what you preach requires organizations to have teams in place that reflect a diverse set of beliefs.</p><p style="padding-left: 30px;"><span style="color: #408a87;"><em>“[Working at] an agency that represents brands, I feel like we have a responsibility to ensure that the people we represent are as diverse as possible. And for the people we cast for these big campaigns, that we are presenting the most diverse cast possible.”</em></span> – Talun Zeitoun, Consultant, Digital Marketing & Content Strategy</p><p>Consumers are now more aware of being marketed to than ever, and the conversation touched on brands that capitalize on seasonality within their marketing campaigns. Designed to amplify the voices and groups a brand is targeting, the panelists expressed a belief that most of these efforts fall flat due to their fleeting nature. </p><p>In reference to brands who design campaigns solely centered on Pride Month, Creative Director and Photojournalist, Darragh, brought up a popular sentiment expressed by the LGBT+ community: “Are you commercializing the work we are doing?” Her advice to companies hoping to connect with consumers beyond one-off holidays is to find ways to strike a balance, ensuring different groups and audiences feel represented year-round without excluding other target audiences.</p><h3>Effectively tailoring experiences can turn customers into brand evangelists </h3><p>Personalization plays a crucial role for organizations looking to build cohesive omnichannel experiences. Whether mapping advertising plans, email strategies, eCommerce site designs, or mobile app interactions, Kyle stressed the importance of looking at where a customer is in their journey with a brand. “This requires [meeting] them at different parts [of the funnel] and educating them on what the core values of the brand are,” he explains. </p><p>He emphasized that once a company can put proper messaging and strategies in place – ones that speak to users’ interests, behavior, and affinities – consumers will start leaving the consideration phase and move closer to a conversion. As a result, when tailoring experiences, it’s essential for organizations to speak to consumers’ wants and needs confidently and authentically. Doing so will do more than just create a sense of trust; it will drive brand allegiance, transforming one-time shoppers into long-term, loyal brand enthusiasts.</p><p style="padding-left: 30px;"><span style="color: #408a87;"><em>“We have our own specific tone with everybody, and within that, we make subtle shifts to make sure we are including all of the different types of customers and make sure that they all know that there is a space there for them.”</em></span> – Elizabeth Leifer, Chief Creative Officer at Play Out Underwear</p><p><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/02/IMG_4977-1-e1582661171850.jpg" style="box-shadow: 0 0 10px #999; margin-bottom: -7px;" alt="out in tech crowd" width="1330" height="761" class="alignnone size-full wp-image-117299" /></p><p><h3>AI, AR, and VR are shaping the future of digital interactions</h3><p>Perhaps the most shared sentiment among our panelists was that the future of marketing is dependent upon brands’ abilities to speak to different consumers, matching them with products and services that reflect their identities. Now, as tech increasingly merges with the physical world, retailers are able to create products that help consumers better express themselves. </p><p style="padding-left: 30px;"><span style="color: #408a87;"><em>“With the future of personalization, the future of fashion, and the future of how we all will interact, we’re going to be able to design how we see one another.”</em></span> – Darragh Dandurand, Creative Director and Photojournalist </p><p>And we’re already seeing this happen: Warby Parker has a mobile app for virtually trying on eyeglasses while Sephora’s in-store AR mirror allows visitors to virtually test shades of lipstick or different colors of eyeshadow. Darragh rationalized the increasing demand for this tech best: “We already augment aspects of our physical lives, so why wouldn’t we do that digitally?” </p><h2>Paving the way for a more equitable future</h2><p>In its quest to unite the LGBT+ community, we’re grateful for the critical work Out in Tech does to ensure everyone feels represented, empowered, and heard while pursuing careers in tech. We were honored to host this amazing cohort of marketers, practitioners, and creative-types, facilitating an environment for collaboration, discussion, and candid expression. Not only do these events offer a platform for learning and mentorship; they provide spaces for often underrepresented groups to share fresh perspectives and vouch for the importance of their work. We’re humbled to play a small role in building more equitable workplaces and a more connected global community, and we can’t wait to team up with this amazing organization again. </p><p><em>A full recording of the discussion is available in our <a href="https://www.dynamicyield.com/videos/out-in-tech-event/">Video Library</a>. And to stay up-to-date on all future Dynamic Yield events, visit our </em><a href="https://events.dynamicyield.com/"><em>Events site</em></a><em>.</em></p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div><div class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/events/" rel="tag">Events</a><a href="https://www.dynamicyield.com/blog/tag/out-in-tech/" rel="tag">Out in Tech</a></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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src="https://www.dynamicyield.com/wp-content/themes/Divi/js/cid-validation.js?ver=21.85" id="cid-validation"></script><script type="text/javascript" src="https://cdnjs.cloudflare.com/ajax/libs/select2/4.0.5/js/select2.min.js" id="select2-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_6ee6e48031ef5dddfe05a9f11136201f.js" id="post-checklist-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_5113be2479418a077e699b1647e0adef.js" id="post-event-cards-js-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/plugins/wp-featherlight/js/wpFeatherlight.pkgd.min.js?ver=1.3.4" id="wp-featherlight-js"></script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_17babe2fc54117766e24bd50889c6577.js?ver=1772187510" id="article-script-js"></script> <script type="text/javascript" id="dc_conversion_api-js-extra">var ajax_obj = {"nonce":"6fbd8fdac7","ajax_url":"https:\/\/www.dynamicyield.com\/wp-admin\/admin-ajax.php","ajax_action":"conversion_api_call"};</script> <script type="text/javascript" src="https://www.dynamicyield.com/wp-content/cache/autoptimize/js/autoptimize_single_34a6a3100a2ecbc7706af2d4c798f856.js?ver=935c7f8ce03960b02800bc8ae3231df8" id="dc_conversion_api-js"></script> <script type="text/javascript" data-noptimize>var dy_search_params = new URLSearchParams(window.location.search);
if(dy_search_params.has('utm_source')) {
localStorage.setItem('utm_source', dy_search_params.get('utm_source'));
}
if(dy_search_params.has('utm_medium')) {
localStorage.setItem('utm_medium', dy_search_params.get('utm_medium'));
}
if(dy_search_params.has('utm_content')) {
localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
}
if(dy_search_params.has('utm_campaign')) {
localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
}
if(dy_search_params.has('utm_term')) {
localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
}
if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
}
// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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