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The future of fashion: high street style is getting high-tech

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The word fashion usually brings to mind pretty-looking things draped over pretty-looking people, or alternative-looking people who wear sunglasses 24/7. But this is just the surface behind a complex visage – fashion is becoming increasingly innovative, forward thinking and digitally focused. IMRG recently revealed that fashion is now in fact the best-performing segment across e-commerce.  For luxury retailers, gaining mobile interaction and visual social platforms is fundamental to keeping up with brands such as Burberry, which has been leading the charge – especially when it comes to content. To remain competitive, retailers need to ensure they are taking into consideration the media dynamism, especially since their customers are the ones who are the first to take up new technologies.

It’s not about being super pretty anymore. In the past month, we have seen Topshop and Topman utilise new technology to bring virtual reality experiences to the front doors of real fashion fans. This is how these brands are going to remain successful, by investing in new and different ways to communicate. The advent of new technologies means we increasingly have the ability to engage with those who are actually passionate about the brand, not just someone who is going to grab a bit of press attention for the show. And, ultimately, it’s these people’s loyalty and awareness that will mean the difference between a thriving brand and a dying one.

The recent of inclusion of tech also proves to us that no one is immune to the technological evolution, no matter how contrasting the two might seem. For example, 3D printing technology, which strutted down the catwalk at the Wearable Technology Fashion Show, is something that’s also at the forefront of medical research. Who knew that the two would ever or could ever be mentioned in the same sentence? The products that were included are not exactly to my taste, but then again I’m no fashion icon. Perhaps in a few years we’ll all be walking down the road dressed head-to-toe in technology.


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