Fashion in the age of technology

Courtesy of SciJourno

Courtesy of SciJourno

When we think of the technological advances happening today, we tend to think of robots, immortality, and self-driving cars. It can be hard to think about the ways in which technology has affected the fashion industry. This may be due to the fact that some of our favorite bags are largely handmade by artisans and have remained consistent for decades. Traditional silhouettes haven’t changed, but the technology that drives our purchasing decisions has definitely evolved.

PurseBop is here to give you an update on all the new technological advancements that directly affect us as luxury fashion consumers.

Luxury AR and VR

Courtesy of Prada

Courtesy of Prada

In the wake of the Pokémon Go Augmented Reality (AR) phenomenon, luxury companies have developed AR and VR experiences for their consumers. As a way of demonstrating the technological relevance of a brand and its ability to adapt to the changes of the modern world, Prada, Gucci and Burberry have created campaigns that seek to immerse the viewer in the experience of their brand.

The Prada x Prada VR Experience was a series of online videos shot in 360 degrees that sought to bring viewers closer to the sensory experience of Prada fragrances. Burberry went deep into virtual reality by recreating sculptor Henry Moore’s studio so shoppers could better understand the inspiration for his collection. Gucci used 360-degree videos designed for mobile devices to immerse viewers in its youthful party-themed campaign images.

Will this marketing and branding trend continue? Could we see a fancy fashion VR game any time soon? Only time will tell.

RFID tags to track inventory and fight counterfeiting

Moncler RFID tag

Moncler RFID Tag

On the other hand, fashion houses have a new strategy to fight counterfeit products. RFID (Radio Frequency Identification) chips store information digitally and can communicate that information wirelessly. This helpful technology has been steadily adopted by stores to keep track of inventory and even to give the shopping experience a more futuristic feel. Rebecca Minkoff used RDIF to allow customers to self-pay at her boutiques.

The use of RDIF to fight against the large volume of counterfeit products on the market was pioneered by the luxury brand Moncler. In recent months, the label has begun incorporating RDIF chips into its products. This means that if a consumer buys a second-hand Moncler, he can verify the authenticity of it through an app that can read the RDIF chip.

It’s not clear if this particular technology would work for handbags, but it seems the fashion world is making great strides in fighting counterfeit luxury products.

A fashion designer robot?

Courtesy of The Independent

Courtesy of The Independent

With fashion trends changing at the snap of a finger…or rather, the snap of an Instagram photo, retail giants are turning to technology to keep up with the new trends.Brands like Amazon are turning to bots to minimize the response time between when a fashion trend becomes visible and when consumers can buy products in line with that trend.

At a research center in San Francisco called Lab126, Amazon is trying to develop an AI fashion designer. This AI will be able to analyze popular images and then create designs with similar styles. Although the project is in its early stages, it does not seem so far-fetched that fashion companies are starting to make use of the wealth of information available to them through new technologies to attract consumers.

Would brands that take risks with technologically advanced marketing appeal to you more? Would you buy a luxury bag with a chip embedded with information? And finally, are you excited or terrified by the prospect of an era of robot designers?

Share your thoughts in the comments and on BopTalk!

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