A view of how digital and physical will merge

The digital and the physical world is merging, no doubt about it. Not only are we starting to expect digital features or alternatives in a lot of our everyday interactions, but we are also starting to expect more and more from our physical objects and environments.
And we’re going to see a lot of this in the fashion and retail segment looking forward. An article in Vouge Business suggests that the advances in machine learning, mixed reality technologies and adaptable and reactive materials, together will change our perceptions of digital versus physical. Forecasting agency The Future Laboratory recently even coined a term for it, ”Programmable reality” which means the growing ability for objects to assume digital attributes. This is expected to cater to a customer who expect everything around them to be as personalized and responsive as online is.
So what’s going on in this field then?
Well; Nike and Puma have both developed shoes that adjust the fit to the wearer’s preferences. Meanwhile Reebok has made the PureMove Bra which contains fluids that solidifies at higher velocity, basically offering better support when you pick up the pace during workouts.
Meanwhile Italian furniture company Natuzzi will install Holo Lens VR-sets it their stores offering the full product range to customers, and not just what fits the floor. Others use the virtual and augmented features to create experiences, like H&M did in October at the New York preview of the H&M Moschino collab, where visitors could see a handbag appearing to melt and gold accessories and undergarments appearing to float, all through the lens of Magic Leap One glasses.
And then there’s of course the digital clothing, which I have already adressed in recent posts, here and here. While this is far from mainstream yet of course, several brands have actually started to offer 3D renders of clothing on their sites to offer the customer a way to examine build and texture of the products online.
Eventually we will all have a ”digital twin” or ”data double” like Lil’ Miquela, the photo realistic avatar model, The Future Laboratory predicts.
Personally, i can’t wait.

Annonser

Fashion college partners up with mobile network company to develop future fashion

London creative arts university Central Saint Martins featured a mixed reality show powered by 5G last Saturday during London Fashion week (where one of the models were Lennon Gallagher, Oasis frontman Liam Gallagher’s eldest son). For its annual MA show, graduate Gerrit Jacob featured a show where some visitors were given mixed reality headsets to watch the models walking accompanied by animated illustrations, The Current Daily Reports.
The show is part of a bigger partnership between Central Saint Martins and mobile network Three. Part of it is a live and permanent 5G installation, and several upcoming events. But the idea is also to be part of innovating fashion. Three will therefore set up a 5G lab with IoT hardware and other connected technologies available to students at the university, aiming to encourage them to develop new projects using AR, MR, VR and cloud technology.
Big tech companies powering the innovations of future designers will probably become more common in the future, as tech and fashion intersect more and more. But let’s hope that the students still get to keep their creative freedom.

Industry giants gather at Hong Kong retail conference

What will retail become in the future? Retail industry leaders such as H&M and Guess will gather on January 23rd to discuss this in Hong Kong, at this year’s edition of the Retail Cutting Edge conference. The conference will revolve around the four themes retail for the next decade, blockchain in retail, global change pain points and AR and VR. Within these themes they will explore for instance how blockchain can be used to prove product authenticity, how the demand for sustainability changes the way brands interact with customers and how AR and VR can make the transition from gimmicky to mainstream in the retail space. Read more at https://live.insideretail.hk/.
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As retailers reaches for high-tech solutions – shoppers say naah

There’s apparently a gap between what customers want from retailers, and what retailers plan to give them. At least according to a research report made by Swedish payment solution company Klarna, and based on research from 50 retail decision makers and 2 000 shoppers. The report shows that the Virtual Reality and Augmented Reality solutions retailers want to invest in, would actually be rejected by 4 in 5 shoppers.
But does that mean retailers are completely wrong about investing in shopping related tech? Not necessarily.
We have to take into account the fact that a lot of these technologies are still in very early stages, as I have adressed here and here in the past couple of days. They are new to most consumers and not always that easy and smooth to use either. Tech like VR for instance, requires certain equipment that is still quite expensive. Of course a lot of consumers are going to reject anything that just seems tricky to use.
However, things change fast.
Expensive tech tends to get cheaper, hard to use solutions tend to get more user friendly over time.
So what do the consumers actually want then, according to this research? Well, most of them think online shopping is more convenient, but agree that brick and mortar stores offer a human touch that can’t be recreated online. About one fifth of them are positive to both VR and AR solutions such as smart mirrors/changing rooms and using VR headsets.
But on top of the shoppers list is simply to find the right fit. A task that is probably harder than ever for consumers with different brands having different sizing systems.
There’s a window of opportunity here: But it needs to be in a way that shoppers find accessible.

 

VR for consumer retail – hot or not?

American retail corporation Walmart recently filed two patents, suggesting they will launch a Virtual Reality shopping experience sometime in the future, The Current Daily reports. The patent was accompanied with a detailed plan of a virtual showroom where customers, with the help of sensor-enabled gloves, could browse and experience products and thereby actually to feel  what they are like.
So, is VR the way to go in retail? Well, there is definitely a lot of talk about it.
Walmart already acquired VR startup Spatialand in February. Meanwhile, internet giants Alibaba and Amazon respectively, have both launched their own VR experiences. Last year, Alibaba launched the retail experience Single’s Day at department store Macy’s, while Amazon recently set up 10 VR kiosks in India to promote a shopping event.
The question is, what’s in it for the consumer?
Apart from the potentially cool experience, it still remains a problem that VR headsets are very expensive at the same time as they get old very fast, because of the rapid evolvement of the VR tech.
The pro’s and con’s of this tech and its place in VR is actually the topic of discussion in the first episode of The Current Debate, a new feature on The Current Innovator’s podcast, by Liz Bacelar and Rachel Arthur. Listen to the episode here.
Walmart-VR
Walmart VR.

CES 2018: what to look out for in fashion tech

As you know, the new year is already upon us, but for us tech nerds the real new year’s celebrations are still a few days away: On Tuesday, January 9, the annual Consumer Electronics Show 2018 is kicking off and we’re all anticipating what’s next in the world of AI, VR, AR, robotics, wearable tech and all that. I for one, am going to keep an extra eye open for the Fashionware Show,  that will showcase high tech textiles, experimental fashion, VR and AR fashion experiences, AI Stylists and much, much more.
And of course there’s the Wearable Technology Summit, where experts from ELLE, Heisel, Fossil Group and Ashley Chloe is going to discuss how wearables are moving from geeky to fashion-forward. Still a much needed step if you ask me…
A host of other interesting brands and people are also making appearances, such as Dr Amanda Parkes from Fashion Tech Lab, speaking about textiles of the future and ELLE USA:s fashion tech editor Jenna Blaha, speaking about the wearable as a fashion statement. Stay tuned!

 

Next up: speaking at #FashionTech GBG today

Yes! Time for me to go west and speak about the wonderful world of Fashion Tech at #FashionTech Gbg! This event is special to me as it reaches out to young girls and women who might be entering the world of tech in the future. Hopefully I can offer some inspiration in the intersection between tech and fashion.