Technology is to serve human beings, not outraging them


Consumer, client, online, offline: contradictions to be connected. Digital is part of the human experience, not the sole expression of it. This is the target.

Day two at Decoded Milan 2016 was more reflective, resulting in consciousness leaving the place with a sort of big question mark about the future.

The Digital Era involves all of us.

Is it good?

Is leaving information about us everywhere something that can help us to live better?

During day two of the conference, some very contradictory positions arose: some are sophisticating the digital world to a point where it is difficult to understand if we belong to it or if it belongs to us. Some don't mind the digital world and the related information, and some say that taking a breath and keeping the digital world as far away as possible to return to a more peaceful lifestyle is the way to go.

Well, we think that it is not the technology that is dangerous, but the incapacity of humans to distinguish between the sustainable using of technology and an unhealthy excess of it.

Here are some highlights from DECODED MILANO 2016 DAY 2:

The words of the day have been:

Omnichannel & Multichannel

Online to offline


Not exclusive approach

Marketing of influencer

Customized experience

Digital trasformation

Liquid content

The Pitch winner award

Omnichannel and multichannel

The approaches are very different for the two digital directions. Ominichannel means a brand has the same approach for all their channels (online, offline, e-commerce, m-commerce). The Multichannel approach is when a brand dedicates a different strategy to each single channel.

The use of the two kinds of approaches is strategic and deeply related to the brand’s DNA.


Some digital companies have finalized their innovation to build different business. A proper brand of a digital service gets more results, easier results, or uses data most efficiently.

During the Pitch contest, a great scenario was posed about creativity coming from different parts of the world, where people are involved in painting the future for all of us.

The winner of the contest was xSHÜU from Lithuania, who innovated a flexible material that changes design, shape, and color to be adapted by different segments of the market. The company supported by Fashion Tech Accelerator of Milan has been introduced to the Miroglio Group as a research division to deepen the innovation in the fashion world.


Nothing has more importance than the concept of sustainability in the H&M group. Interpersonal relationships, caring for the environment and respect for human rights need to be the backbone of a global company; a modern approach where human beings are always at the center of the process.

Not exclusive approach to the fashion system

Fashion doesn’t mean materials, shapes and colors combined to embellish a human body. Fashion is a human experience and it is important to remember that human beings are mainly a matter of intelligence and senses. Fashion is more a “humanist matter” than hi-tech, and technology is used mainly as an aid in this endeavor, and never dominates the human side.

Marketing of the influencer

The Digital Era has  also changed the name of the job that fifty or sixty years ago would be called a “testimonial”. This is now the job of an “influencer”.

Nevertheless, it has been difficult to find a correct definition among the audience, we could hazard that the “influencer” is “someone that has toward certain parts of the audience, the capacity to teach what is good or trendy”.

Some influencers have millions of followers that are available to copy their lifestyle, including what they are wearing.

The influencer has a strong personality; some models with more than ten million followers are not “influencers” like others that have only a couple million. The capacity to “influence is not a matter of cold numbers. It is the sum of temper and a lifestyle that attracts audiences to endeavor for the same. This is an important difference.

The customization of the shopping experience.

Yoox introduced some new paradigms in the interpretation of the data coming from the purchasing performance of its public. Customer behavior is not necessarily significant for immediate actions, but it is for a better comprehension of the human experience of experimenting with online purchasing.

Philpp Plein is investing massively in social strategy because they believe that the messages through social media can change the status of the surfer from curious to customers.

In-store technology strategy

OVS, one on the most important international retailers, decided to invest in in-store tech to involve the customer in a world of sensations where purchasing practice is not the main objective.

Everything is realized to let the people perceive that OVS is dedicating themselves to understanding their needs and has the target to let them live an extraordinary journey. OVS is not a store, but a story involving their customer.

Embracing digital transformation without losing brand value

The lesson taken by Brunello Cucinelli is a massive humanistic mission that has the target to educate people on the cultural difference between artisanal artwork and an industrial product. Cucinelli believed that a massive use of technology without connection with the reality is a losing of perception of human experience. People produce artwork and people enjoy wearing artwork.

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