On the sixth episode of the Loose Threads Podcast, I talk with Chris Morton, the founder of Lyst, the fashion platform that acts as a shopping street on the internet. We talked about Chris’ previous career as an investor; how Lyst was started and how it turned into the platform it is today; where the fashion industry is going; the underutilized value of returns and how brands can use them to incite more customer loyalty; where Amazon is taking over and brands should stay away; why he started Lyst in London and not in San Francisco or New York; the powers and pitfalls of fulfilling orders from stores and the real estate implications of doing so; the opportunities for mixing data and human-driven curation to provide the best experience; and what luxury brands need to do to build digital cultures to survive in this endlessly dynamic age.