Jenny is responsible for defining the global fashion search platform’s brand and product offering, leading on strategy to create the world’s best inventory and experience for customers and partners. Prior to joining Lyst, Jenny was Group Head of Brand Relations at the NET-A-PORTER Group, where she spent four years leading global brand liaison for NET-A-PORTER, THE OUTNET and MR PORTER. Before that she was Director of Fashion & Beauty Advertising at Condé Nast, where she played an integral part of the early development of the company’s digital department, and launched the division’s first client-focused team.
What are you looking forward to about taking part in the Summit?
I'm looking forward to learning more about the key challenges British brands are facing at this transitional and fast changing time, so I have a better sense of how I can support and solve issues for our British luxury brand partners on the Lyst fashion shopping platform.
Can you share a couple of the key insights you will share during the event?
I'm excited to share fashion data insights on the trends we're seeing from our 150 million annual shoppers who use the Lyst app and website. As lockdown restrictions have lifted, we've seen shifts in the products and categories that are in demand. I'm also looking forward to sharing our learnings on driving a high performance culture at a time of hybrid-working, as well as the broader trends we're seeing in the fashion tech sector, plus the new areas Lyst is exploring.
What do you see as some of the most important opportunities for the luxury sector or your brand?
Digital and eCommerce is a bright spot for luxury, with the pandemic accelerating wider changes that were already in motion. At Lyst our focus is on combining the scale of the largest assortment (8 million items from 17,000 brands and stores) with the curation that a hyper-personalised, data-driven approach can deliver for our 150 million annual shoppers. We don't hold inventory, but we connect shoppers with brands and stores' own websites, via an experience which is highly personalised to the shopper. Customers tell us that real luxury is being able to shop whenever and wherever they want, with the perfect blend of personalised recommendations, new arrivals and editorial content.
What are some of the greatest challenges for the luxury sector or your brand?
In the luxury sector, focusing too strongly on quarterly results and reporting can sometimes come at the expense of long-term vision and planning. The pandemic has catalysed huge changes in how shoppers interact with and buy luxury brands, and these changes require brands to respond in a big-picture way. The brands which have weathered the storm most effectively already understood the importance of digital and had made investments before the pandemic hit. Being on the front foot and embracing change often helps.
Why are these events so important to you, your business and industry as a whole?
This is an essential opportunity to learn from peers, connect and strengthen relationships, and build understanding of the wider issues the industry is facing, particularly after the unusual 16 months we've had. It will be great to come together and share learnings and perspectives with other industry leaders.
