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Monday, October 2 • 11:00am - 12:00pm
Ecommerce wins: the digital transformation of holdout retail categories

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There's certain things that you would never. Buy. Online. 

Or wouldn't you?

Deeply entrenched shopping habits kept entire sectors confined to physical retail for years, even when just about everything else moved online. Products that we need to see, touch, feel, or try before we buy - which is why, until recently, as little as 10% of all beauty purchases took place online. Yet somehow, all of a sudden, there's a seismic migration underway, fueled by social media celebs, digital first brands, and better shopping experiences.

Why are some categories slower to migrate online? How can retailers and brands break through entrenched offline shopping habits?   What recommendations do you have for online marketers? Where and how do you find the consumer? How do you replace trial? What is worth investing in vs. not? These lessons from the fashion & beauty space are relevant for all retailers and digital marketers today. 

Katlyn Gao and Michelle Liu are beauty and fashion industry experts with decades of combined experience. They've taken to market some of the world's most popular brands - like Coach, Lululemon, Olay, Mac and La Mer - from power seats atop industry leaders like LVMH and Sephora. They join us from San Francisco for a can't miss fireside discussion on the state, and future, of retail's most challenging categories.


Speakers
avatar for Katlyn Gao

Katlyn Gao

Katlyn is a retail leader passionate about all things that drive customers to buy what they didn’t know they needed. A strategy consultant by training, she has scaled global digital and omnichannel businesses in categories ranging from mass drugstore to luxury beauty and fashion... Read More →
avatar for Michelle Liu

Michelle Liu

Michelle Liu is a marketing executive and beauty industry veteran. Today she is the head of global brand strategy for LVMH-owned Ole Henriksen skincare, with an emphasis on creative, branding, and product. | | Her love of all things beauty and passion for creativity led her from her first job on Wall Street (mergers... Read More →


Monday October 2, 2017 11:00am - 12:00pm
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