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The conference video

Interview with Maria Luisa Trussardi, President, Trussardi S.p.A.

Interview with Satomi Sugiyama, Associate Professor, Franklin University Switzerland

Interview with Mario Abate, Of Counsel, Pavia e Ansaldo

Milan, April 11, 2018 - The impact of the evolution of technology on the fashion industry was the focus of the conference “I, Fashion: technological innovations and the luxury & fashion industry” organized yesterday in Milan by law firm Pavia e Ansaldo with Franklin University Switzerland.

Pavia e Ansaldo’s partner Mario Di Giulio made the opening remarks to the conference. The first speaker, Maria Luisa Trussardi, President of Trussardi presented the topic of brand growth in the context of the digital revolution. She was followed by Peter Gladel, CEO of Beauty and Luxury, who talked about the digital revolution with particular reference to the cosmetic industry.

The contribution of Lorenzo Maria Di Vecchio, Compliance Officer & Senior Legal Manager with Fendi, dealt with how technology affects the fashion industry from a compliance point of view. The last speaker, Pavia e Ansaldo’s counsel Massimiliano Patrini, discussed the impact of industry 4.0 both with respect to IP rights and the development of innovative business models necessary for identifying a strategy to capitalise on the relationship between technology and human values.

The conference was moderated by Mario Abate, of counsel with law firm Pavia e Ansaldo, Satomi Sugiyama, associate professor at Franklin University Switzerland and Nello Barile, associate professor at IULM University.

Pavia e Ansaldo’s Mario Abate stressed how, in the past, the main concern of a fashion brand was to identify a strategic location for a flagship store as the main vehicle of public relations and marketing, while today public relations and sales are conducted more and more online.

Nello Barile, associate professor at IULM University, underlined how chatbots will tend to replace the relationship between brand and consumer. Chatbots allow in fact to automate the relationship with an increasingly profiled customer, thus helping to shift the focus on the world of fashion from the designer’s style to the consumer-user. In fashion, artificial intelligence can represent a disruptive technology not only for communication but also of creative procedures. In fact, some applications by IBM Watson and Google, aim to replace the designer’s role by proposing models tailored to the characteristics of the consumers turned into data flows.

“There are several connections between fashion and technology: the use of materials which differ from the ones used in the past, new methods for coloring, the improvement of the quality of designs and fabrics, the introduction of new systems of marketing. On the other hand, if we consider the use of social networks, then one element always remains stable: at the heart of it you will always find humans and their way of relating to each other - fashion and social media as a statement of who we are and who we would like to be”, commented Pavia e Ansaldo’s Mario Di Giulio.

“The title of the symposium “I, Fashion” has several layers of meaning. First, “I” in the title refers to “Information and Communication Technologies (ICTs)”. This includes emerging technologies and related practices such as digital media, social media, e-commerce, automation and robotics, big data and algorithms, and artificial intelligence. Second, “I” connotes “Images” including the brand image, self-image, and the visual image such as fashion photography. Third, “I” emphasizes the human subjectivity and consumer subjectivity that are so crucial in “fashioning” the self; that is, how one shapes the identity through fashion. Through these three layers of meaning, the title “I, Fashion” suggests a complex intersection between fashion and technologies, not only in the fashion industry but more largely within human experiences.” added Satomi Sugiyama, associate professor at Franklin University Switzerland.