3D

NIKE ID

US sports giant Nike has been awarded a patent on a design system potentially involving augmented reality – technology that overlays digital imagery onto the real world. The system would immerse users in computer-simulated environments, allowing them to customise trainers.

Nike has been empowering shoppers to customise purchases with its in-store/online initiative NikeID since 2005, giving them the ability to pick from a selection of models, fabric colours and personalised monogramming – but the experience so far has been confined to flat representations on-screen. This patent could see users customising products in-store as if in 3D, using head-mounted devices such as the Facebook-owned Oculus Rift – a wearable virtual reality (VR) helmet that transports users to other, virtual environments.

As VR, holographic and projection-mapping technologies become increasingly refined, the concept of adding malleable digital overlays onto physical objects may prove a powerful way to engage those who want the thrill of customisation, with the extra reassurance of seeing a virtual approximation pre-purchase.

Other brands already indulging in VR technology include UK department store John Lewis, which has been trialling a virtual sofa simulator that displays a customer’s choice of colour, shape and fabric in 3D in-store. Read more in John Lewis: Virtual Sofa Simulator. Meanwhile, German automaker Audi is launching a new VR experience in selected dealerships that will allow consumers to browse and customise details while experiencing the sensation of sitting inside one of the vehicles. See our full blog post for further information.

Guest post Stylus.com by Saeed Al-Rubeyi, EditorKatie Baron, Head of Retail

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  1. Tech Takes The Runway At New York Fashion Week
    Celebrities, designers, editors, bloggers and brands descending on New York’s Fashion Week are being treated not just to the latest in clothing styles but technology.”There’s a push to closely align technology with fashion,” said Rachel Arthur, global senior editor of digital media and marketing at WGSN.
  2. Gilt Groupe Said to Choose Goldman Groupe Inc
    Gilt Groupe Inc., an online retailer of discounted luxury goods, picked Goldman Sachs Group Inc. to manage its initial public offering, according to people with knowledge of the deal.
  3. New York Fashion Week: Herve Leger marries style, tech                                                                                                                  When Lubov Azria and her husband, Max Azria, set out to design the latest Herve Leger collection, she says the idea was to pay homage to the technology that rules our everyday lives.
  4. Wearable Technology and Fashion: Can They Merge?                                                                                                                      Wearables are gaining popularity by the minute, as they were all the rage at this year’s Consumer Electronics Show (CES). Right now, most of the fitness wearables on the market have the same black rubber bracelet look – which is typically fine for men.

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Australia Takes Its Fashion Week to the Masses
Australia skips the exclusivity of invite-only fashion shows and makes it accessible to all by livestreaming the catwalks on giant screens placed at a public square and a popup bar. Read more on The High Low. 

Photon 3D Scanner Will Let You Turn Real Objects Into Printable Objects 
The Photon 3D Scanner uses a high definition camera and laser to scan objects in only 3 minutes. TechCrunch has the details.

Styled by Noir Mixes E-Commerce and Style Blogging
Styled by Noir duo Stephanie Jenkins and Sivan Ayla Vardi introduce a new way of e-tailing: they style, they blog, they sell. Find out more about brandpartnerships and how it works on WWD.

Myntra Buys Fitiquette, A Disrupt Finalist With A Virtual Fitting Room, As India’s Online Fashion Market Heats Up
TechCrunch reports that Indian Myntra acquires SF startup Fitiquette, the virtual fitting room allowing users to make mannequins true to users’ sizes and try on clothes.