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.

https://www.youtube.com/watch?v=Oh6DcY7zoYI

https://www.youtube.com/watch?v=LRiZMVEIhas

NYC: The City of "Living the Dream"

New York City is notorious for their fashion-savvy individuals, making the entire city their own fashion runway. The Garment District, also known as the Fashion District, is generally between 5th Ave and 9th Ave from 34th to 42nd street. Within these small 8 blocks, fashion has been inspired, designed, and created. The Garment District is home to designers, wholesalers, manufacturers, fabric sellers, button makers, and seamstresses, according to the Harvard Business Law’s article “New York Fashion Industry Reveals a New Truth About Economic Clusters”.

As a Long Islander living in NYC, it is often troublesome to not let my inner suburban tendencies come out when it comes to dressing myself. Nonetheless, I try to stay to the basic knowledge for NYC fashion while instilling my own personal personality and creativity, and that is exactly what I would advise a new and inexperienced fashion designer in New York City who relies upon the Garment District.

1. Be Dismissive : In the textbook, the author describes this rule of “living the dream” as disregarding any details that do no line up or contribute to your dream. I think this is an essential element for new fashion designers. In NYC, it is so easy to jump bandwagon on someone else’s style or look, however in order to make it in NYC you also have to stand out. Following your own personal dream “look” is vital to becoming a major success here in the fashion city of the world. Who knows, your style might eventually be THE style for the masses ;)

2. Radiate from the core : Similar to any other entrepreneurial business, you must do everything to create your own brand, values, and mystique. The textbook uses this recommendation as a way to build your myth and dream. For a new inexperienced fashion designer, I would advise that they use this recommendation as a method of establishing who they are, what look/vibe they are trying to portray, what principles they wish to stand by and stick by them and follow through with those decisions in mind for every decision made within the brand. For example, if the fashion designer decides to go with a very top quality vibrant, stylish look they would obviously look for fabric sellers that sell bright, varied colored fabrics that may cost a little more, but are definitely great quality.

3. Take Care – a lot of care: When first creating a new dream that you wish for others to invest in and believe in, you must first take care of the minor details. Everything within the dream must align with one another, and seamlessly flow between one part of the dream to the other. In the case of the new inexperienced fashion designer, making sure that he/she is fully devoted to their brand and acts accordingly to their brand can complete this. Everything from the small details from where the fashion designer decides to sell, who their target market is, to the treatment of the workers must be flawless.

http://business.financialpost.com/entrepreneur/fp-startups/succeed-in-style-five-insider-tips-for-up-and-coming-fashion-startups

http://fashionista.com/2014/07/tips-for-new-designers

https://www.entrepreneur.com/article/226133

Zara: Growing into the Plus-Size Market

With a large population of plus-size Americans, I find it ridiculous how many fashion brands have decided to completely ignore this growing and booming sector. Some fashion brands, have even decided to negatively comment and flat out say that their clothing is too good for plus-size consumers.

According to studies, “roughly 67% of women in the U.S. wear sizes 14 to 34.” In 2014 alone, the plus size market grew to $17.5 billion in sales and is expected to continue growing. So why have brands blatantly not taken the initiative to move into this fast-growing fashion market?

Zara, a premium trendy fashion brand, does not carry plus-size clothing. In all of their store locations, their clothing stop at the size of 12.

Three recommendations based on Prestige Branding that I would advise for Zara on plus size is:

1. Go Bold: In the textbook, it says to provoke and polarize with a singular attitude. I think that Zara should do exactly that. Although, in today’s society it is uncommon for trendy fast-fashion to explore the plus-size market, I believe that Zara should become one of the pioneers. Zara should make a stance to introduce a plus size line and ignore other fashion brands stigmas against larger sizes. By doing so, it will not only differentiate Zara, but also bring revenue and publicity.

2. Don’t skimp: Plus size clothing has a lot of (unwarranted) stigma attached to them. It is for this very reason, if Zara should implement a plus size line that they should make every executional detail count. I would recommend to make sure that the plus-size line is just as trendy and fashionable as the smaller sizes, and to make sure that they are flattering. Clothing is a representation of the brand and their image, so this is extremely important.

3.Do more than you talk: Zara is notoriously known for not producing any advertisements, and should keep it as such. If they were to introduce the new plus size line, they should remain true to their fashion marketing and let their consumers do the talking. By remaining true to their strategy, it will promote that the addition of plus-size is not something out of the ordinary, in fact, it is normal and should be treated as such.

I hope that Zara, along with other fashion brands begin to open their horizons to the plus-size market and treat the plus size market as the valuable customers that they are. No, the plus size section should not be towards the back; it should be embraced and effortlessly displayed.

https://www.youtube.com/watch?v=OZSDjhucDwE

http://abcnews.go.com/Health/fat-shaming-middle-america-americans-big-zara-clothes/story?id=17725146

http://www.mamamia.com.au/zara-and-plus-size-clothes/