So much of what we take for granted today has only just been invented, some of it by Eva – she founded the world’s first Internet Cafe, where David Bowie and Gary Barlow learned about the Internet. Cyberia became a successful chain that she sold before joining Top Shop in 1998 as launch MD of their fledgling ecommerce activity in the days before payment platforms. Whilst at Top Shop, she launched the world’s first mobile ecommerce solution (WAP based). Eva has an extraordinary track record of spotting and exploiting trends. These days she works at The Retail Practice, where she helps brands, on and offline, to understand what is coming next. Spotting trends is pretty easy if you know how. Using that knowledge is different – there’s one thing you really need to understand if you are going to capitalise on the future.