When the ECD Global takes place in London for the first time in September, it will be the starting signal for a new, international networking format for the fashion e-com industry.
In the German-speaking area, the ECD, which takes place regularly in May, has been one of the most important networking events in the e-com industry for years. Launched in 2015 by platform specialist Tradebyte, the conference has always been more than just an information event about new e-commerce developments in the fashion industry. “Platform business is people business,” says Alexander Otto, initiator of the ECD and Head of Corporate Relations at Tradebyte. “It was clear to us that we had to bring people together personally and in terms of content. You need a good, very concentrated, very high-quality program and opportunities for exchange.” The high level and the relaxed atmosphere among like-minded people are part of the DNA of the Networking Day. Traditionally, there are no information stands at the ECD, no keynotes from the sponsors, no sales pitches. The focus is on the topics that Tradebyte puts together itself, the exchange between the participants, the learning. A networking event, so to speak, by the industry for the industry. The last ECD in Munich in 2019 had around 500 participants. After that, the event had to be paused twice due to the pandemic.
ECD Global London launches in September
Tradebyte now wants to build on the success of the Munich event on the international stage. On 15 September 2022, ECD Global London will take place for the first time at London’s Tobacco Docks. The event, which also takes place annually, is intended to focus on globally relevant topics and address international speakers and participants. Since Tradebyte took over the British company Anatwine with 70 employees last year, which, like Tradebyte, is at home as an integrator in the platform business, London has become a second home, so to speak. Otto: “Suddenly we are an international company and of course we ask ourselves what that means for us.”
The move to London is intended to supplement the Munich ECD, which from now on wants to specialize primarily in topics that are relevant in Central Europe. Tradebyte also intends to further expand other small, local events that focus on individual markets and their focal points.
These topics currently determine the global platform business
The global fashion online trade has had to overcome a number of challenges in recent years – from the boom caused by the pandemic to the current slump in consumption with all its side effects. In view of this dynamic, what are the most pressing issues in the industry? We asked Alexander Otto.
Mr. Otto, which topics is the fashion industry currently dealing with in the field of e-commerce and what will the ECD Global London focus on?
Alexander Otto: Of course, there are currently an incredible number of topics that need to be discussed and that could be picked out. For us and ECD Global, however, there are currently two main issues: on the one hand, there is the issue of internationalization or global expansion, and on the other hand, next-level merchandising. In all probability, we will cover other important topics with interview formats, which means that the ECD Global naturally wants to provide answers to as many current questions as possible.
When it comes to next-level merchandising, it’s hard to imagine at first: what exactly is it about?
The panel is called Next-Level-Merchandising – what are the next “big things” in digital commerce? Ultimately, we are concerned with the question of how brands and retailers deal with the experiences of the last three years. Mostly success stories have been written in e-commerce, now the industry is reaching its first plateau, it’s no longer just about growth. But where do you put the lever to be better, faster and more innovative? “Doing” alone is no longer the key to success, this phase is over. At least that is our thesis.
The topic of global expansion also sounds important. What is there to discuss?
In fact, opinions can differ as to whether global expansion makes sense in the current situation and, if so, how best to implement it. Of course, digital retail works not only domestically, but also across borders. But the question is whether and how cross-border electronic commerce can also be successfully operated on a global level? How far can logistic networks and supply chains be expanded? What else should brands and retailers do to make international expansion work?
Which keynote speakers can visitors look forward to?
The keynote will be held by Tiankai Feng, Head of Data Governance at Adidas. He’s someone you rarely see on a podium, but who can offer incredibly interesting insights into his work as a “data processor”.
The registration phase for the ECD Global London is still ongoing, but surely there are some big players from retail and industry who have already announced their attendance?
Even though it’s our first event in London, some big players have already signed up. These include About You, Zalando, Trendyol, Asos, heyconnect, Douglas, Marc O’ Polo, Tiger of Sweden, Adidas, Wolverine, Naf Naf, hummel, La Redoute, Guess, Seven of All Mankind and many more.