2014 SXSW Interactive Session Spotlight: Fashion E-Commerce - Conversion Versus Branding?

Written by Megan Collyer | Saturday, Feb 15, 2014

At SXSW 2014, Pieter Jongerius talks about e-commerce sites for fashion

Fabrique partner Pieter Jongerius @pieterj has worked to design web commerce sites for nearly a dozen Dutch and European fashion brands. He will travel to Austin from Delft, Netherlands to present his session,“Fashion E-Commerce: Conversion Versus Branding?” as part of SXSW Interactive this March. We spoke with Jongerius for this installment of the Session Spotlight.

SXSW: Tell us more about your fashion e-commerce session at SXSW Interactive.
Jongerius: In fashion, perhaps more than anywhere else, branding is everything. Many fashion brands have spent decades building up a unique but delicate brand image that often relies on staying enigmatic, using aspirational photography and inspired physical stores to differentiate. In an increasingly online world, this imposes a problem. Success in e-commerce is determined by laws of conversion, use of conventions and by enabling choice, not by exceeding expectations and offering serendipity. This is why all profitable online fashion stores look more and more the same. In this talk, I will bring together the worlds of fashion, touchpoint strategy and e-commerce design. After this talk, attendees will have learned a very concrete approach to obtaining success in fashion e-commerce, illustrated with recent best practices.

SXSW: Have you spoken about this before?
Jongerius: Yes, I did a talk on this subject a while ago during the Amsterdam e-Fashion conference. I also did a talk on fashion touchpoint strategy in a later issue of that same conference. Reactions were very positive and among the highest ranked.

SXSW: Who should attend your session and why?
Jongerius: Fashion e-commerce professionals and anyone interested in the perceived tradeoff between branding and conversion in e-commerce should attend. It'll be fun, high-paced and packed with examples. It will also provide a practical way of approaching the design of branding-heavy e-commerce projects.

SXSW: What about those who are interested in your topic but have limited previous knowledge of fashion e-commerce?
Jongerius: It will be of an intermediate level. No specific knowledge of fashion or ecommerce platforms is required, but some knowledge of the language involved in e-commerce will certainly help.

SXSW: What’s the most exciting part about giving this talk at SXSW?
Jongerius: It’s exciting that I'll be able to give people a chance to see more possibilities on one hand, and accept boundaries that must be respected at the same time.

SXSW: In your opinion, why is speaking at SXSW Interactive a big deal?
Jongerius: We're adding to our world beyond the products that we create daily. SXSW boasts inspiration, fun and innovation.

Watch this website for more installments of the 2014 SXSW Interactive Session Spotlight. Click here for the complete list of programming for March in Austin. For tips on interesting sessions to attend, visit the new Recommendation page. Register now to attend “Fashion E-Commerce - Conversion Versus Branding?” and other incredible programming at SXSW Interactive 2014.