April 13, 2016
UK fast fashion retailer Topshop, with digital think tank Decoded Fashion, has just issued a challenge to fashion tech startups:
"How do we truly deliver “fast fashion” in the age of immediacy?"
Fast is too slow. They want Quantum Fashion. They want help to:
"rethink how we bring products to consumers in the way they expect in a world of instant gratification"
Of course, they OUGHT to ask, especially for Fashion Revolution Week:
How do we source better, not exploit workers, and deliver only what the consumer needs, not what they think they want.
But no, Topshop craves more market share.
"There’s a race to get items into the hands of shoppers as fast as possible in order to capitalize on the hype the digital era has generated."
CAPITALIZE ON THE HYPE?
RACE TO GET ITEMS INTO THE HANDS OF SHOPPERS?
And the prize is amazing. Amazingly awful.
The winner will be awarded the opportunity to meet with the TOPSHOP team to further develop their concept. This will include a lunch with the judges, with whom they can learn from.
Hey Startups, you get to lunch with Topshop's digital marketing department (The Judges) and give them your ideas for free! (And it's not even grammatical.)
Here's to you Topshop (and I love this dress I got from you a few years ago, you bastards) for creating the most self serving, wrongheaded, deceitful "challenge" of the year so far.