Future in Present Tense: A Conversation with Jutta Kurz, Founder and CEO of theCxn
Numerous times we spoke of the future of the industry, and what is to come. In this case, we had the opportunity to experience it firsthand. Our conversation began bilaterally, but soon turned into an observation. A sense of awe overwhelmed the interactive Zoom meeting, as Jutta Kurz, founder and CEO, demonstrated the possibilities of theCxn, a curated and fully interactive virtual showspace which connects buyers and designers, amplifying their retail business on a global scale.
P: The idea for your platform was born out of necessity. How and when did you notice it?
J: After years in wholesale, and after having worked for large companies, such as Chloé, as well as building smaller, independent labels, I came across the same problems, over and over again. And I saw my peers struggling with the same hurdles: Each sales period, appointments get missed, and brands have to make up for these missed connections, as they represent lost revenue. Brands respond to that by either visiting clients with samples, which is impossible to do all over the world, or they send line-sheets and look-books. Others conduct sales appointments via Skype, Whatsapp, and Facetime. But how antiquated is that? We wanted to create a platform that was intuitive, beautifully designed so that it would speak to the fashion audience; and it had to be easy to use, so that buyers could enjoy a beautiful presentation, which would connect them emotionally with the universe of the brand. The whole experience had to have the option to shop, via an interactive, virtual shopping rack. In short, we wanted to digitally recreate the 3D-world buying world.
P: The pandemic has exponentially increased the need for such a tool. How did you handle the influx of demand?
J: We are a very young company, with only 2 years in development. We use very modern tech, which is agile and can be adjusted to the ever-growing demands of clients. Our team of brilliant engineers has extensive experience in the fashion online space; and they constantly work on improving features, allowing us to react very quickly to new requests.
P: Could you please describe the process through which the brand and the retailer interact on theCxn?
J: A brand sends out an exclusive invitation link to their retail buyers, which is similar to an invite to visit a showroom or attend a fashion show. The buyer logs on via a passcode, which guarantees full privacy protection for each brand. Now, the retailer can interact with the line and place an order similar to the “real world.” Online appointments even offer live Q&A options.
P: You chose fashion film instead of photography to advertise and attract potential clients. What provoked that decision?
J: Fashion films have been a trend in the industry for some time, with brands showing mood videos of their collections on Youtube or Instagram. This trend has now only been expedited, as practically all major fashion houses decided to show their presentations online, with many of them choosing fashion films in lieu of a traditional show. We always felt this was the most logical evolution, and we wanted to integrate our core beliefs into our own marketing. It is so exciting to think of all the amazing films that are now being created, and to turn them into shoppable, emotional experiences for their clients. In today’s world every billboard on the street is a mini film. Just imagine pulling out your phone and shopping those ads directly. The entire platform is based on the idea that this seamless future is now. Our own film was therefore shot to invite everyone into our universe, we wanted to open the door to enter the experience of “theCXN.”
P: What’s in the near future for theCxn, and how do you envision the prospect of designers’ interaction with retailers and consumer alike?
J: We are currently working on our first D2C event, which is very exciting for us, as it brings to life the full circle of the shopping process. It felt natural that we would offer our interactive merchandising capabilities also to end-consumers. Further down the line, we will be integrating artificial intelligence (in partnership with the A.I. Foundation in Silicon Valley). Additionally, we will be working on interactive live-shopping events.
Contact PARAISO Miami Beach
to host your virtual showroom on
PARAISO x theCxn
August 20 — November 20, 2020
