Fashion and technology both embody innovation. When the two unite it can be a powerful way to connect consumers to brands they love and provide distinct shopping experiences.
In the past few years, fashion brands have become more experimental, pushing the digital boundaries by integrating technology into things like fashion shows. For example, during New York’s Fashion Week, Desigual featured models wearing real-life versions of Snapchat filters, from the wildly popular video-sharing app. Models strutted the catwalk in a paper version of the often-used flower crown, with makeup applied to resemble some of the animal filters.
Burberry is a brand that’s considered a pioneer in this digital marketing space. The company was one of the first to make its shows viewable—and shoppable—via live stream, and in 2011, developed “Tweetwalk,” a runway collection event that aired on Twitter before the actual show.
No matter the channel, fashion continues to experiment with digital platforms and technology in ways that surprise, delight and intrigue fans. That being said, other brands can achieve the same level of engagement with these three lessons from marrying the worlds of fashion and technology.