Fashion Decoded: Enabling Brands to Survive the Algorithm

London, UK – 25 June 2025 – Fashion has long been driven by emotion, identity, and instinct. But what happens when discovery is no longer human-led – when algorithms decide what customers see, engage with, and buy? 

On 8 July 2025, Fashion Decoded: Customer Experience Strategies To Survive & Thrive in The AI Agent Economy will bring together fashion retail’s most influential decision-makers – from Valentino, Me+Em, Monsoon, ASOS, River Island, L.K.Bennett, Jigsaw, Primark and beyond. 

Hosted by Mapp and co-curated with StoryStream and Amplience, the event is backed by a community of tech innovators – Poq, Algolia, Rocket Digital, Ubique Digital, Patchworks, Sinch and MACH Alliance – united by a shared mission: help retailers turn fragmented journeys into intelligent, intent-driven experiences. 

This exclusive gathering of CEOs, CMOs, and CIOs will tackle a critical question:  

In an AI-driven world, how do you build brand love if the algorithm doesn’t see it?  

The context: The funnel has collapsed 

• LLM-powered agents are compressing search, discovery, and decision into a single query.
• 63% of product discovery now starts on social, where visual inspiration and peer validation carry more weight than brand websites. 
• Most eCommerce product content is still unreadable to machines, brands algorithmically invisible. 
• Generic personalisation fails to reflect fashion’s nuance. If your language, imagery, and taxonomy aren’t fluent in style, your message never lands. 

The line-up: a live intelligence briefing for the brand era 

• Azeem Azhar, author of Exponential, on the speed of systemic change and why fashion’s traditional models are no longer fit for purpose. 
• Vanessa Kingori Obe, Tech, Media & Telecoms, Ex-Publishing Director at Vogue, on what drives consumers to buy – and how AI is involved in the process.
• Orian English, GTM Leader at OpenAI, on the future of AI, shopping, and brand relevance in a world shaped by agentic commerce.
• Mairi Fairley, Chair at OC&C, on profitability and survival metrics in the next retail cycle 

This is not a typical conference. It’s a critical conversation, with complex tech stacks, shrinking margins, vanishing customer journeys, and the AI layer you don’t control. 

“Fashion is emotional but algorithms aren’t,” says James Brooke, CEO at Mapp. 
“If your product data, your content, and your customer signals aren’t aligned, AI will erase the nuance that made you matter. Fashion Decoded is about decoding what makes you discoverable, desirable, and defensible in this new system.” 

About Mapp

Mapp helps businesses boost customer engagement by combining AI-powered insights with cross-channel marketing automation. With over 20 years of experience and trusted by 700+ brands like PizzaExpress, Geox, Turnbull & Asser, Umbro, and Furla, Mapp empowers marketers to create personalized, data-driven campaigns across multiple channels. Its platform makes it easy to turn insights into actions, optimizing strategies, and delivering measurable results. 

Learn more at mapp.com 

Press Contacts: 

ProPR Media 
Aylish Jarvie 
aylish@proprmedia.co.uk
+44 753 593 7357 

Mapp  
Camille Deschamps 
camille.deschamps@mapp.com
+ 34 675 476 061