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Shopify Meetup March | 304 Clothing x Digital Cake

Last week we held our 2nd Jewellery Quarter Shopify Meetup here at Digital Cake HQ. The event was focused on looking forward to what 2020 has in store for Ecommerce, plus we were joined by 304 Clothing. 

A Q&A with 304 clothing! 

We were thrilled to be joined by Co-founder David Powell and Director of E-commerce Jon Hutchins from 304 Clothing, to tell their story on starting their own business back in 2012 and give the audience exclusive insight into the main challenges and opportunities they face going into 2020. 

For those who missed the event, here are some of the highlights:

Where did it all begin? 

The brand initially started with David, Jon and CEO Sean Cotter, who met at University of Liverpool, ironing their slogans onto H&M vests.  The light bulb moment came when 3 of their vests were stolen from a pre-Parklife party. When the guys spotted the culprits the next day at the festival wearing them, the brand 304 Clothing! was born. 

How did the brand first start getting noticed? 

In the early stages, there wasn’t a marketing strategy and the majority of success came from influencers wearing the clothing or giving them shout-outs through Social Media. A turning point was when The Twins DJ’s in Australia wore their vests to an event, resulting in another sell-out overnight. 

What is the vision for the brand? 

304 has always been a brand who cares about their customers so are continuing to focus on customer loyalty and retention- rather than becoming a huge corporation. Their CRM strategy is customised to reward existing customers rather than those who only order when there is a discount or when people abandon their baskets. They are also keen to expand into personalisation, by developing and promoting items that consumers can customise to make it their own.

Ecommerce Innovations for 2020

Team Digital Cake also presented the latest innovations in Ecommerce, what to watch out for this year and how this could impact retail businesses.

Chatbots are evolving: 

Advanced technology has allowed Chatbots to become more sophisticated, resulting in them being used in different ways to solve modern problems. Artificial Intelligence (AI) powered Chatbots now understand free language as well as having predefined flows to help solve common user issues which is why we expect to see a rise of Chatbots in customer service in particular as this will help improve response times and alleviate the pressure of community management teams.

Will AI models dominate the online catwalk?

 Japanese company DataGrid are working to design and create a range of fully functioning “Whole-body model automatic generation AI” models. The technology that makes this possible is called GAN (Generative Adversarial Network) which applies deep learning and enables the development of creative AI to generate valuable content. This technology automatically generates images of non-existent peoples’ whole bodies at high resolution, which upon further research and development, could be used for advertising and apparel purposes.


Recommerce, also known as reverse commerce, is a term used to describe the purchase of used products by companies, who will then re-sell them to others. Similar to charity shops and vintage boutiques. It’s important to consider Recommerce within your brand story because ethical consumption is a growing concern for active consumers, who consider what their money goes towards once they’ve made a purchase.

You can find out more in-depth about our 2020 Ecommerce Innovations by downloading our latest ebook here.

Finally a roundup of recent Shopify updates

Shopify Search Suggestions

It’s now possible to add predictive search to website themes so that suggested results appear immediately as users type into the search field. Predictive search helps customers refine their search queries, and provides new ways for them to explore an online store. It also lets them quickly browse matches without having to leave their current page to see a separate list of search results.

Build better brands with video and 3D

Winning the attention of today’s buyers has a lot to do with weaving a powerful brand story— According to the current usage of Shopify AR, interacting with a product through augmented reality can significantly improve conversion rates for brands.  Hence why it’s important that more brands invest in more advanced product browsing experiences that push for higher engagement and conversion rates. 

Shopify’s new online store design experience

Shopify’s new store design feature will allow merchants to create a customised storefront without having to write a single line of code. This means that merchants can focus on providing their clients with the highly valuable services necessary to take their business to the next level- without having to focus on teaching them the basics of store editing.  Some of the key features of this update include: 

  • Sections on every page
  • Master pages
  • Content portability
  • Draft changes
  • Online store editor

Read more of our predictions for this year by downloading our free innovations ebook:

Find our last blog post here.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.