Yay! Just about to meet Furhat the robot at TMT-dagen at Epicenter in Stockholm. Right now he (?) is subtly smiling and blinkning at me, it’s actually a bit hypnotizing. This is going to be one exciting day for sure.
It’s easy to believe that people who were born into the digital era would naturally prefer to do everything, including their shopping, online in a digital space. But in fact, a lot of the Gen Z:ers (16-21) actually seem to prefer to shop for clothing the old fashioned way. At least according to a recent report from American analytics firm Euclid Analytics, says Fashion and Mash.
The study showed that while they tend to do their research digitally before purchase, and share their experiences and shopping choices through Snapchat and Instagram during and after, they actually prefer to touch, hold and try on the clothes in a brick and mortar store pre-purchase.
They also expect stores to offer a personalized experience based on their shopping habits and preferences. Luckily retail is picking up on this, which is noticeable in the way more and more stores become more digitalized, offering smarter dressing room and payment options and in store VR and AR experiences, thereby closing the gap between the online shopping experience and the in store experience. I think we’ll see a lot more of this in the next couple of years.
Photo credit: Fashion and Mash,
The norm in fashion has always been to show your collections on the runway, but not actually sell them until six months later. More and more brands are leaving this tradition for the ”see now-buy now” model, instead making it possible for consumers to buy straight off the runway. Which is exactly what H&M is intending to do tonight, showing their latest H&M Studio Collection at the ongoing Paris Fashion Week. The show will be broadcasted live on their site, and while watching you can buy the items you like.
Swedish brand Greta Gram did something similar at Fashion Week Stockholm in August when specially invited visitors could bid on selected items via the Tradera app right after the show. Want to see the show? Tune in at 21.30.
Whether or not this model is the way to go for the future is still too early to say. Some brands have reported spikes in sales, but some are still hesitant. To me it seems like fast fashion brands like H&M now has become even faster than before, and the question is if that’s such a great move for the future.
And here’s some exciting news! Swedish designer and tech buff Naim Josefi gets to show off one of his designs in Hollywood on Sunday. Swedish Oscar Nominee Bahar Pars starring in ”A man called Ove”, will be wearing a dress by the Swedish designer on red carpet of the Academy Awards. The dress, covered in no less than 6 000 steel sequins, is paired with a 3D-printed necklace designed by Josefi. It remains unclear whether or not Lumitoro, the Swedish 3D-print jewelry brand that assisted on Josefi’s upcoming, likewise steel sequined collection, is involved in this project as well. But it certainly looks like it.
Would you be willing to have an app scan your daily habits – like where you go and what you do – and translate that into a print for your unique, personalized dress? Well, whether you would or not, is not really the point. The point with the newly launched Data Dress is to show off the first collaboration between Google and Swedish Ivyrevel (owned by H&M Group), two players who have made their ambitions in the connected clothing field clear for a long time. The app is currently being tested by a number of influencers who will post their stories over the next months. Those interested can sign up for a later trial as well, ahead of the public release. This is without a question an interesting project.
But the really interesting question, is what Google + Ivyrevel is going to do next. How will they translate the experiences gained from the Data Dress into something that can be commercialized and truly useful for the customer? Tech solutions for customized clothing is a budding market for sure, especially if it makes custom clothing accessible to a lower price. Something that will in turn, likely lead to fewer returns and possibly a closer connection with customer and brand.
But customizing by collecting customer data is not going to be the way.
As a customer, a dress created this way is something you try once at best. For fun, because you can, for that special occasion. And although we’re already traceable through our phones and internet habits, I would definitely think twice before I give away my personal data to yet another player on the market. The fact that big companies already know more about us than we want to think about, is no reason to stop caring. We should never stop reflecting over, or get lazy about, our personal integrity.