I was recently invited by Drapers magazine – the retail fashion industry bible – to comment on what UK fashion retailers are doing with mobile technology. To be honest, I struggled to think of genuinely innovative activity that put customers – not the product, brand or retailer – first, certainly in the UK. If you check out the Neiman Marcus ‘Service’ app you will see something that genuinely helps customers and staff, delivering a better customer service experience. Let me know if you have seen any ambitious use of mobile technology in current UK fashion retail that actually puts customer need first – all comments welcome”. Please see my article below.