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With an exciting programme, #Fashiontech Berlin affords the industry an opportunity to prepare for the challenges of digitisation. Michael Stracke discusses the conference’s highlights. Interview: Stephan Huber. Photo: #Fashiontech Berlin Michael Stracke is responsible for the content of #Fashiontech Berlin. He is proud of the internationality of the event, which provides high-quality input on fashion and tech in lectures, masterclasses, and an exhibition area.

#Fashiontech Berlin addresses the fashion industry in a phase of disruptive change. Can such an event help shape this change?

Of course! That’s why #Fashiontech Berlin was initiated four and a half years ago. As the Premium Group, we have an interest in ensuring that the fashion industry remains competitive. We connect decision-makers from the fashion and tech industries. We strive to show the industry how important digitisation is. In my opinion, any company - regardless of its size - that does not address the issue now, will not be able to survive in the long term. We strive to communicate that digitisation is an opportunity - and fun.

Is our industry having a particularly hard time dealing with digitisation?

In my opinion, the fashion industry is lagging behind other industries by a few years. One of the reasons is the fact that many companies from the fashion sector are medium-sized enterprises, which often find it difficult to cope with change. Of course, there are also some exciting businesses that have shown how it’s done. The extent of change at Otto Group in recent years is second to none. About You, which perceives itself as a tech company, is an incredibly exciting best case. That’s why we invite C-level representatives from these companies to the main stage: to show what’s possible.

In which areas of a company must adaptation processes take place in order to keep pace in the age of digitisation?

With increasing digitisation, the requirements profile for employees changes too. This is why we address the Future of Work as a topic in January 2019. Digitisation creates new job profiles that control digitisation centrally within the business - along the entire value chain. In addition, every company in the fashion industry needs to consider how it can attract employees in the field of digitisation. The demand for competent employees in the technology sector is on the rise. Currently, developers often prefer to launch their own start-ups or are lured by the big payslips offered by the tech giants. But what’s pleasing is that everyone loves and needs fashion. This is exactly why the industry is so exciting for start-ups.

#Fashiontech Berlin is a fairly young format. How satisfied are you with the development?

We are extremely satisfied with the development. This is proven - above all - by the fact that we receive requests from all over the world. It seems that word has got around that we offer an opportunity to exchange ideas with the relevant decision-makers in the fashion and tech industries. Our speaker panel is unparalleled in Europe. The fact that we are able to attract fashion icons from the US to #Fashiontech Berlin shows how relevant we are on an international level. Even Jerome Lambert, the CEO of Richemont, has informed us that he will personally ensure that all Richemont Fashion & Accessories Maisons are present. Sadly, he cannot attend due to time constraints. But that makes us proud, of course. The Exhibition Area has tripled compared to July. The number of masterclasses has also been increased and now offers a particularly broad spectrum of discussion topics.

Berlin is the number two on the European start-up heatmap, beaten only by London. Have politicians already grasped how important it is to be a leading technology and AI location?

Politicians must consider whether the current regulations for companies are still up-to-date. On the positive side, politicians have definitely understood how important it is to address the issue of digitisation. Dorothee Bär and Angela Merkel invited the Fashion Council Germany to the Federal Ministry for a good reason. Ultimately, it has to be said that Berlin is Germany’s digital capital, mainly due to the innovative strength of start-ups, and is on par with European metropolises such as London and Paris. Politicians must create appropriate conditions to ensure this remains the case. Programming should be added to the curriculum of schools. The so-called Generation X, for example, has mostly taught itself how to code. Just imagine what a huge step forward would be possible if one teaches coding to children.

The upcoming event presents a number of changes. What can visitors expect?

All Premium Group visitors still have free access to the Exhibition Area and the masterclasses. What’s new is that there is a 240 Euros admission fee for the keynotes by the international C-level speakers. In this context, I’d like to point out that we are still 2/3 cheaper than our competitors, even on an international level. We have also created more space for networking. At the end of the day, the benefit of conferences is that they not only offer new insights, but also new contacts, inspiration, and business.

Why visit #Fashiontech Berlin?

We are international and offer a great programme. One can say that a C-level executive can learn more about digital transformation and the challenges of the future in one day at #Fashiontech Berlin than would be possible in everyday working life over an entire year.