Decoded Fashion x TOPSHOP Challenge You To Be Innovative

Muchaneta Kapfunde | @FashNerdEditor

Finally it has happened! A high street label has decided to dip its toe into the world of technology. Granted it is not fashion technology but “hey ho” we are still excited to see retail technology continue to gain momentum.

Partnering up with Decoded Fashion,  an event that provides a platform for emerging technologies and decision-makers in Fashion, Beauty and Retail to connect, British high street store TOPSHOP will be creating an opportunity for innovative start-ups and entrepreneurs to pitch ideas on how they would use their technology to enhance the shopping experience for TOPSHOP customers, both in-store and online.

Karlie Kloss, the face of TOPSHOP SS16
Karlie Kloss, the face of TOPSHOP SS16

Dubbed the TOPSHOP challenge, those willing to accept will need to pitch solutions that focus on the following brief:

  • How do we truly deliver “fast fashion” in the age of immediacy?
  • How do we keep pace with consumers’ changing expectations and rethink how we bring products to consumers in the way they expect in a world of instant gratification?
  • What tools do we need/partners should we work with to execute a truly forward thinking consumer experience?

After the competition closes on Friday 22nd April 2016, the top five ideas will be shortlisted by Decoded Fashion and judged live by TOPSHOP on Wednesday 18th May 2016 at the Decoded Fashion London Summit event. The winner will be awarded the opportunity to meet with the TOPSHOP team to further develop their concept.

Karlie Kloss, the face of TOPSHOP SS16
Karlie Kloss, the face of TOPSHOP SS16

On the collab, Sheena Sauvaire, TOPSHOP Global Marketing and Communications Director shared, “TOPSHOP is delighted to partner with Decoded Fashion for the first time on its start-up competition. Creativity and innovation are at the heart of TOPSHOP’s agenda and as our industry goes through unprecedented change, this signals another new strand of fresh brand thinking.”

Fay Cowan, Decoded Fashion Brand and Content Director adds,“I’m very excited to give new tech an opportunity to get in front of one of the leading innovators of the fashion industry, TOPSHOP. Most of the daring ideas changing fashion today are born in start-ups, and we are thrilled to be connecting these entrepreneurs with the world’s most exciting brands.”


This is not the first start-up competition that Decoded Fashion has participated in, they previously collaborated with Nicholas Kirkwood for the world’s first startup competition on luxury during the London Summit in 2015.

So, do you want to give it go? You can pitch your ideas by filling out a simple form on the Decoded Fashion London Summit site. Good luck!

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