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THE WINNERS LOSE IT ALL DIE PROGRAMMIERTE ZUKUNFT DER FASHION-BRANCHE

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Die Digitalisierung folgt einer Logik und Dynamik, die dazu führt, dass es zu immer wieder neuen Umbrüchen kommt. Wir stehen erst am Anfang dieser Entwicklung. e-Commerce ist für den Fashionmarkt deshalb „nur“ ein Vorbote der noch bevorstehenden Veränderungen. Viele sind absehbar, weil sie im wahrsten Sinne des Wortes bereits programmiert werden. Wer als Marke oder Retailer in dieser Zukunft eine Chance haben will, muss grundlegend umdenken...

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THE WINNERS LOSE IT ALL DIE PROGRAMMIERTE ZUKUNFT DER FASHION-BRANCHE

  1. 1. 1 The winners lose it all! Die programmierte Zukunft der Fashion-Branche Dr.Andreas Brill:TW Forum am 12. Mai 2016
  2. 2. 2 Einerseits wird auch in der Fashion Branche mittlerweile kaum noch bezweifelt, dass die Digitalisierung den Markt so schnell und grundlegend verändert wie keine Entwicklung zuvor...
  3. 3. 3 .... andererseits gibt es fast keine nachhaltigen Erfolgsbeispiele für „digitale Transformation“ (obwohl sie bei fast allen ganz oben auf der Liste der strategischen Schwerpunkte steht)!
  4. 4. 4 Warum ist das so? Die These zum Einstieg: Fast alle Lösungen schießen am Problem – der Dynamik der Digitalisierung - vorbei!
  5. 5. 5 Das Gute für die Fashion-Branche: Es gibt genug Anschauungsmaterial, was Digitalisierung bedeutet. Und wie man in ihr untergehen kann... Es lohnt sich genauer hinzusehen!
  6. 6. 6 Die Dynamik der Digitalisierung ... und ihre Treiber....
  7. 7. 7 Das Beispiel der Musikindustrie: Die brilliante Nutzung der digitalen Technologie macht ein bis dahin brilliantes Einzelhandelsformat überflüssig. Und verändert damit die gesamte Branche... Ein überragendes und erfolgreiches Geschäftsmodell... ... verliert seine Relevanz, weil eine um ein Vielfaches bessere Lösung entsteht!
  8. 8. 8 Entscheidend ist, dass das aber nur der Anfang einer Entwicklung war, bei der die großen Gewinner - Amazon und Apple (!) - zu den großenVerlierern wurden... Endlose Regale Alles besorgen, weltweit Digitalisierung und Miniaturisierung des Produktes Der Zugang - jederzeit, von überall - wird zum Produkt
  9. 9. 9 Vielleicht hat nichts Amazons Erfolg von heute so sehr geprägt, wie die Einsicht, dass Digitalisierung bedeutet, dass alle Gewinner von heuteVerlierer von morgen sein werden! Auch Amazon!
  10. 10. 10 Digitalisierung begreifen, bedeutet zu verstehen, ... ... „why all the winners lose it all“! (Selbst Amazon! Selbst Apple!)
  11. 11. 11 Ein zentraler Grund dafür, dass alle immer wieder alles verlieren, ist die exponentielle Dynamik der Digitalisierung, die es ermöglicht, dass technologisch immer schneller immer mehr möglich wird...
  12. 12. 12 ... und dass diese Möglichkeiten durch die globaleVernetzbarkeit aller digitalen Informationen auf immer mehr angewendet werden können!
  13. 13. 13 Immer wenn diese Möglichkeiten genutzt werden, um Lösungen zu entwickeln, die um einVielfaches besser sind, erscheint Kunden im Rückblick das, was vorher „State of the Art“ war, als lächerlich!
  14. 14. 14 Diese „Winners Lose It All“ Dynamik der Digitalisierung hat grundlegende Konsequenzen: Es geht nicht um e-Commerce. Es geht um Alles. Es geht nicht um die Gegenwart. Es geht um die Zukunft...
  15. 15. 15 Die Zukunft der Fashion-Branche Was schon alles programmiert wird....
  16. 16. 16 Die Kernfrage zur Digitalisierung der Fashion-Branche: Welche Lösungen, die alles was die Branche heute ausmacht, lächerlich erscheinen lassen können, werden bereits programmiert?
  17. 17. 17 Es gibt solche Lösungen schon heute: Die Online-Retoure hat die Kaufentscheidung in Umkleidekabinen zu einem absurden Prozess werden lassen!
  18. 18. 18 Die digitale Revolution des Kaufentscheidungsprozesses geht aber viel weiter: DieVerbindung aus Big Data,Artificial Intelligence und weiterentwickelten Interfaces wird selbst die bestenVerkäufer alt aussehen lassen...
  19. 19. 19 Weil auch „Erlebnisse“ immer stärker in der digitalen Sphäre stattfinden, entsteht eine Form des digitalen Erlebnisshoppings, deren Intensität und Nahtlosigkeit alles Heutige in den Schatten stellen wird.
  20. 20. 20 Die digitale Revolution hört selbst beim stationären Geschäft nicht auf: Stores werden zu auf das Wesentliche reduzierten Service-Interfaces, die die Geschäfte von heute wie „Blackberries im Zeitalter des iPhone“ aussehen lassen.
  21. 21. 21 „Natürlich“ werden auch die Produkte von heute aus Perspektive der digital machbaren Zukunft „seltsam“ erscheinen: warum waren Menschen mit individuellen Körpern bereit, für Styles in „Standardgrößen“ so viel zu zahlen?
  22. 22. 22 Das sind nur Beispiele. Nicht alles wird so kommen. Aber: Es wird noch viel mehr kommen. Und es hört nicht mehr auf... Wer eine Zukunft haben will, muss sein Geschäft darauf ausrichten!
  23. 23. 23 Nichts kann bleiben wie es ist.Weil die Lösungen von heute angesichts der Möglichkeiten der Zukunft an den Problemen von morgen vorbeizielen...
  24. 24. 24 Es hört nicht mehr auf, dass nichts bleiben kann, wie es ist. Denn die Lösungen von morgen werden ihrerseits an den Problemen von übermorgen vorbeischießen.
  25. 25. 25 Und nun? Wie wird man zum Gewinner von morgen? Und zwar immer wieder auf‘s Neue?
  26. 26. 26 Glauben Sie nicht an Patentrezepte! Sie sind zu schön um wahr zu sein...
  27. 27. 27 Werden Sie zum „David“! Setzen Sie nur auf Ideen, die besser sein können...
  28. 28. 28 Versetzen Sie sich in die Lage, die Zukunft vorherzusehen!
  29. 29. 29 Brechen Sie IHRE Regeln Um Lösungen entwickeln zu können, die wirklich relevant sind...
  30. 30. 30 Schaffen Sie dieVoraussetzungen für das, was vor Ihnen liegt. Es braucht Ausdauer und Ressourcen. Und den Mut, alles, was sie heute erfolgreich macht, hinter sich zu lassen...
  31. 31. 1 Thank you! b4b GmbH Schifferstr. 200 47059 Duisburg Sie haben Fragen? Ergänzungen? Diskussionsbedarf? Lassen Sie uns reden! email us: info@b4b.com call us: +49-203-713-959-00 www.b4b.com

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