Digital Emotional Intelligence Manifesto

D: You explain that luxury house have a big problem with
the management of digital talent? Why? Some exception in Burberry or
new houses like Christopher Kane or JW Anderson?

DS: There
are a few examples of brands in fashion where digital has been very
creatively used and good talent is essential to make digital experience
perform in a beautiful way. Burberry
has led the way for a long time with their digital thinking evolving
into store experience however many of key individuals have now left and
moved onto places like Apple, so retention will always be a problem when
the creative opportunities are better in other industries.

I
believe if digital designers were allowed to collaborate with other
creative talent at the luxury houses we would see far more digital
innovation in luxury which is home grown, allowing for more dynamic
communication and user experiences. This is why there is a need for far
more senior digital specialists to be involved at board level perhaps
then we might see game changing experiences and products and flock of
new digital talent that can define a new way of working that ultimately
will also make the buying experience more addictive!

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