After completing her studies in Fashion Retail Management and working for several tech startups, Devina Popat moved from England to Germany to found her own company. With Trend-Tech-Trade, Devina has developed a seamless in-store concept that aims to redefine fashion retailing. The goal is to change consumer buying behavior: using virtual reality booths, customers can order online directly in the store, allowing the company to measure and analyze product range, advertising campaigns, and production. We asked Devina to tell us a little more about herself and the company's strategies.

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FCG: Why did you move from England to Germany? And what differences (mentalities) did you perceive between the two countries?

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Devina: I moved from England to Germany with my last paycheck, taking a one-way ticket to Berlin to gain experience in tech startup hubs. I was determined to live in a different country, having been born and raised in London. At the time, I was coming from corporate work, primarily as a personal assistant to CEOs. I was inspired by the drive, motivation, and determination of my former colleagues; and in that sense, I knew England had served me well in providing the experience I needed to take the next step.

I find that in England, the opportunities for starting a business are quite limited, especially in the fashion industry. There's an old saying in London: "It's not what you know that matters, but who you know." I really wanted to live in Berlin for a while, so one morning I woke up, spontaneously booked a one-way ticket, handed in my resignation, and landed on German soil without knowing where I would find a job. After a month, I was offered an internship at an interior design start-up, where I was able to learn the basic processes of different departments and strategies.

Four years later, I had gained experience in both the real estate and fashion industries and had the opportunity to work at Zalando, one of the largest online retailers. I found that the opportunities, and also the lessons I learned, were much greater in Germany. The difference was that in Germany, you have the chance to learn, grow, and be who you want to be without limitations. I think I learned the lesson that it's not "who you know, but what you know" that matters.

FCG: Could you tell us a little more about Trend-Tech-Trade, its mission and concept? Do you have an example of what it will look like?

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Devina: Trend-Tech-Trade is a brand-new B2B retail solution for fashion houses, providing patent-pending technology software for fashion buyers across the industry. Here, they can showcase their latest trends to customers, which can be purchased in limited editions within this VR booth. Furthermore, fashion brands can upload preview campaigns and their selection of models. The in-store customer will be part of the decision-making process. The data is then fed back to the brands so they can measure assortment, advertising, and production costs. The VR booth is luxuriously designed and operated by my team. I have a sample of what it looks like, but you'll have to wait until our in-store launch. We're collaborating with a brand for the launch; more details coming soon.

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FCG: Why do you think the retail sector has been waiting for this concept?

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Devina: I've had this vision for the past 10 years and have observed the trends in the fashion industry regarding physical stores. I knew that store closures had been underway for many years, and now, due to the coronavirus pandemic, more stores than ever are closing globally. I think retailers need this concept to bring an alternative, digital solution into stores and unlock a completely new revenue stream that is distinct from online retail, increases foot traffic, and brings physical stores back to the global market.

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FCG: What do you think is the key to success?

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Devina: I think the key to success is determination, passion, and resilience. We find ourselves in different environments, and these influence how we think and who we want to be. We're shaped by our given positions in society, as if we have to prove ourselves to the world. However, the only person you have to prove yourself to is yourself. I believe that if someone tells you that you "can't," then you have to think that "I will." I seized the opportunity when I was stuck in the mountains of Spain at the beginning of the coronavirus pandemic, in a country with the strictest rules. I couldn't go anywhere, only stay within four walls. I spent my time doing home workouts, meditating, and reading. That's where Trend-Tech-Trade was born. So, I would say that people hold the key to their success within themselves.