New Trend in Fashion: Technology

If someone had told me that technology would be integrated into every aspect of our lives 15 years ago, I would have told them that they were out of their mind. Yet, without a doubt, technology has seamlessly become a part of our everyday activities within our homes, our schools, our cars, and even our fashion. Personally, I’m really excited about this trend! I think that virtual reality is going to play a major role in fashion and cannot see fashion and the designer’s dream come to life.

Burberry has become an industry leader as they started to incorporate omnichannel retailing into their business strategy. Within the last decade alone, Burberry has implemented their web-to-store strategy to create one cohesive unit – leaving their content to be informative, entertaining, exploratory and participative. This alone differentiated them from other luxury brands, which lacked digital strategies.

Some of the most impressive technology Burberry has executed is their RFID Technology tags, which help with stock and quality control. The tags also help enhance customer experience, as the RFID tags offer the customer with interactive mirrors when they enter the fitting room. Burberry also has a Digital Runway Nail Bar, also with RFID technology that allows the customer to choose their skin-tone to see what the nail polish color would look like on their hands. One of their recent campaigns also embraces their digital strategy, called Burberry Kisses, which allows you to send kisses to anyone around the world. Stores have also been equipped with iPads to replace cash registers, and will sometimes be used to show and offer customers fashion show items.

1. Potential challenge number one for the fashion industry is their ability to successfully portray and execute their luxury strategy on line. The luxury concept requires a lot of different qualities that need to be displayed in order to effective portray their brand culture. One of these concepts is time. While technology is known for their speed – fast getting information, and fast receiving their items – the luxury industry may not be ready for this. Time is needed for a luxury brand to create their masterpieces. Also, the digital world may hold back luxury brands from being able to express their unique qualities on line. Most luxury items satisfy multiple sensations of the body: sight, smell, touch, etc. Websites and being on line may not give off those similar sensations – and thus, may lose the “aura” the brand has acquired.

2. After all technology is hardware/software and malfunctions can occur. That is another potential challenge fashion brands will likely face as they embark this technological revolution. Malfunctions, such as missing information, glitches, or not working may completely disrupt the business and cause it to not run to its full capacity.

3. Security is of the most importance when it comes to business-client relationships. The incorporation of technology in fashion brands thus allows the possibility of this information being wrongfully distributed or leaked. While, this cannot only be detrimental to the fashion brand for losing the trust of their clients and thus their business, it can also be a major problem for the client’s themselves. This third potential challenge of making sure that their technology is extremely secure and impenetrable is a major concern.

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