Event Review

Digital Fashion Days 2020


To analyse the challenges of the digital transformation for the fashion industry, the exchange between international experts, suppliers and users, to find solutions together – that was the purpose of the DIGITAL FASHION DAYS 2020. SPH AG organised, together with partners, the two-day event under the motto “Shared Intelligence”. More than 90 fashion experts accepted the invitation to the conference centre of the first-class Hotel Öschberghof, Donaueschingen. On the Networking Day, they had the choice between the 2nd SPH Golf Challenge, a Golf introductory course or Business Yoga. The Networking Night was ideal for exchange and networking in a relaxed atmosphere.

Detlef Beiter, CEO of SPH AG, opened the congress day, and Prof. Dr. Jochen Strähle, Dean of the Faculty of Textile & Design at Reutlingen University, moderated the entire event in his refreshing manner. The keynote speakers Peter Wienand (Roland Berger GmbH) and Ole Schartl (hachmeister + partner) emphasized the fact that the destination of the digital journey can only be reached together – mutual appreciation and the courage to go digital are essential in order to make suppliers successful and keep customers satisfied.

How can we draw conclusions, identify patterns from all the data gathered and thus add value to our business? Dr. Christoph Schwarzl (hachmeister + partner) gave interesting insights in the key trends of the fashion market. Artificial intelligence – in which areas is it already in use without our being aware of it, which future fields of application are feasible, which fears are justified? Alexander Britz (Microsoft Germany GmbH) presented impressive examples on the screen. Torsten Waack van Wasen (ALTERI INVESTORS) examined the subject of digitalisation from the point of view of investors. The fashion expert Prof. Dr. Strähle created a lively discussion with the speakers on the podium and answered questions from the audience.

Does the future lie in creating experiences? Simon Engelhorn (engelhorn GmbH & Co. KGaA), Dr. Daniel Gutting (Peter Hahn GmbH) and Dr. Thomas Heyn (Jack Russel Consulting GmbH) shared their expert knowledge – the key issues were shopping as an experience, real-time personalisation and intelligent recruiting and retaining of experts.

Rob Nehrbas (Microsoft Germany GmbH), Tony Bryant (K3 business technologies) and Wolfgang Schenke (SPH AG) presented business models and solutions that enable the market players to adapt flexibly to current trends and consumer behaviour. Sustainability was also an important issue in the context. The German-English discussion was held in a hybrid form since Mr Bryant was connected online from the UK.

In parallel to the congress, the participants had the opportunity to visit the Digital Fashion Lab and get information on innovative products, solutions and showcases about trade issues and the digitalisation of the entire value chain. One of the highlights of the event was the direct graphic and amusing rendition of the presentation contents by the artist Sandra Schulze. During the breaks, speakers and participants who recognised many key statements in comic form admired the large-sized, gradually developing picture.

“Despite difficult circumstances, the congress offered a variety of topics and activities with top-class speakers and satisfied participants in a wonderful location. We have already started to plan the DIGITAL FASHION DAYS 2021”, was the positive conclusion of Detlef Beiter.

SPH AG would like to thank all speakers and partners without whom this top event wouldn’t have been possible.


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