Apple Watch

Decoded Fashion - Weekly Stories - Adrenaline Dress
Image source: Chromat

This is the first season that WME/IMG’s ownership of the ‘big four’ fashion weeks has truly come into play – but has that changed the way fashion shows work with tech? As New York Fashion Week comes to a close, we’ve analysed five of its best tech moments, from smart sportswear and phone-charging accessories to the use of social media as a customer engagement tool.

Chromat’s Clever Tech

Chromat collaborated with Intel – using the tech company’s Intel Curie Module which, according to Chromat, serves “as an extension of our sensory systems” – to create two garments that adapt to the wearer: the Adrenaline Dress and the Aeros Sports Bra.

The Adrenaline Dress responds to adrenalin levels; sudden spikes in the wearer’s adrenalin cause the 3D-printed, tech-powered framework to go into ‘fight or flight’ mode, forming an imposing shape around the wearer. Meanwhile, the mechanisms behind the Aeros Sports Bra are triggered by perspiration, respiration and body temperature. The responsive bra, which marks Chromat’s first foray into activewear, has air vents that open when the body starts overheating.

Hilfiger’s Halo

Tommy Hilfiger’s S/S 16 show was the first ever event to use Twitter’s new ‘Halo’ feature, which allows users to record 360-degree video footage with multi-camera devices. It wasn’t the first time Hilfiger had partnered with the social media site, though, as last season’s show made use of the ‘Twitter Mirror’ software.

The Instagram Takeover

Instagram offered a daily feature, The Best of Fashion Week, in its Explore section during NYFW, and fashion brands themselves also utilised the image-sharing app to engage customers.

DKNY’s newly appointed creative directors Dao-Yi Chow and Maxwell Osborne decided to connect with the brand’s fans through Instagram. Using the new ‘Direct’ arrow on the app, users could send runway looks from the #DKNYSS16 hashtag to @DKNY in order to receive information about the story behind specific S/S 16 items.

Misha Nonoo, meanwhile, went a step further by foregoing the runway to stage her S/S 16 presentation on Instagram, uploading the whole shoot to an account called @mishanonoo_show. Speaking of her decision to use Instagram, the CFDA finalist said: “It’s so strange to me that [fashion] touches everyone, yet we have these location-specific events that touch just a rarefied few. To me, that doesn’t make sense; I love the inclusiveness of Instagram.”

Tumblr Goes Offline

For the past five years, Tumblr has been sending its most popular tastemakers to NYFW to document the shows. This September, however, the popular blogging platform decided to add an ‘offline’ element to the mix in the form of a pop-up shop and designated blogger meet-up space in New York’s Chelsea neighbourhood. From September 11-13, it displayed a fashion line created by 10 Tumblr ‘artists’.

Rebecca Minkoff Loves the Apple Watch

A drone hovered over the Rebecca Minkoff runway last week, as the brand showcased an array of tech-enabled wallets and shoulder bags for S/S 16. Luxury bands for the Apple Watch also featured, meaning Minkoff has beaten Hermes to become the first designer label to sell Apple Watch bands.

The best thing about these thoroughly modern accessories? They’re all available to buy now. Uri Minkoff, CEO and co-founder of the brand, told TechCrunch: “Unlike the Hermes band, our [bands] are available to ship this month… with the new iPhone 6S coming out, women are wanting to buy their tech accessories now instead of waiting six months.”

Interested in who’s innovating at Fashion Week? Next month in New York, Decoded Fashion and W Magazine will launch the Fashion Futures Awards, celebrating talent across the fashion and technology industries. Find out more here.

Reported by Grace Howard

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“LVMH’s watch division president, Jean-Claude Biver, has revealed that the French luxury conglomerate plans to launch a smart watch to compete with the Apple Watch.”

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Image source: www.businessdestinations.com/

Before setting up in New York and Milan in the autumn, Decoded Fashion is heading East – on 9 July, we will be partnering with Condé Nast Japan to host our first Tokyo Summit. Bringing together the biggest names in luxury, fashion and retail technology in Japan and from the UK and the US, the day will see brands, publishers and technology start-ups presenting their case for how fashion can engage with tomorrow’s consumer in a digital world.

With founders and execs from Google, the Business of Fashion, Farfetch and AllSaints due to attend, some of the industry’s most successful storytellers will be bringing key insights to Tokyo – but what about the home-grown talent in the city? In Tokyo, where investors have been cautious to get behind start-ups, the beginnings of a retail technology scene have been slow to get up and running. But the scene has gained serious momentum in 2015, with exciting trends from the technology world colliding with the needs of retailers and consumers alike.

Here’s our rundown of the top trends coming out of Japan right now – and, if you’re local, you can book tickets to the summit here.

Social Media as E-Commerce? Line Got There First

With news of Instagram and Pinterest’s plans to make their platforms shoppable hitting the radar this month, it might surprise you to know that a popular Japanese messaging app got there first.

Big in Japan, Thailand, Taiwan and other Asian countries, Line’s initial launches were commerce-led pilots such as flash sales and a consumer-to-consumer standalone marketplace app, Line Mall. Last summer, Line Shop was launched – a standalone app that connects bricks-and-mortar and online brands with users. Earlier this year, the chat app even moved into delivering groceries in Southeast Asia, promoting various deals for the delivery of online-to-offline goods via the messaging app.

Tying the various shopping pilots together, Line Pay is the app’s payment service, allowing users to make payments via the chat app itself – spearheading the trend that companies like Facebook and Snapchat are now experimenting with.

Isetan Department Store is Embracing the Apple Watch

Alongside high-end, trendsetting stores Colette Paris and London’s Dover Street Market, Tokyo’s Isetan department store was among the first to sell the Apple Watch in April – further confirming the tech giant’s new edge when it comes to luxury strategy. Isetan has gone one step further by building a store specifically for the watch on the ground floor, nestled between Cartier and women’s high-fashion clothing.

Elsewhere in Japan, mobile carrier SoftBank will also sell the Apple Watch through its stores – but for the luxury gold editions, the trend-setting Isetan is the retail destination of choice. Catch Isetan’s president and CEO Hiroshi Onishi in conversation with Imran Ahmed (Business of Fashion) at the Tokyo Summit, where they will discuss the changing face of retail today.

M-Commerce has a Tokyo Trailblazer

New start-ups in Tokyo are beginning to disrupt the status quo on the retail scene, and one m-commerce company has recently hit the headlines for receiving the equivalent of $13.3m in series B funding.

Origami, which has attracted more than 800 retailers to its platform since launching in April 2013, pioneers an online-to-offline model that allows retailers to bridge the digital and physical spaces of their shops. The mobile app allows users to follow retailers, receive updates on new items and, ultimately, purchase products in-app or in-store.

With new investment from SoftBank Group, the app will utilise the parent company’s CouponGATE technology, allowing retailers to distribute vouchers for product vouchers or discounts via physical voucher-issuing machines. Catch founder Yoshiki C. Yasui at the Tokyo Summit.

Meet Pepper the Robot

Also making an appearance at the Tokyo Summit, Pepper the Robot is Japan’s latest robotic star – except this one can be yours for 198,00 yen, or around £1,000. Developed by Softbank, it completely sold out in under a minute when it went on sale over the weekend. Why is everyone so excited? Pepper can detect human emotions such as anger, joy and sadness – check out our 4ft-high attendee for yourself at the summit next month.

Reported by Claire Healy

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“There’s an easy conclusion to come to over Mark Gurman’s reporting of the specifications of the second Apple Watch model, and that is people will wait for the new and improved wearable to arrive, depressing sales of the current generation of the Apple Watch.”

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Decoded Fashion - Fashion Tech Daily -  Apple Watch
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“Shoppers who rushed to buy the latest idevice, the Apple Watch, when it went on sale in the UK on Friday already have a number of retail apps to choose from. Developers are grappling with the still smaller amount of space available on an Apple Watch screen in their challenge: to find meaningful ways to use a device that’s attached to the wrist and so is always available.”

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ASOS YouTube Channel

The biggest wearable tech launch of the year starts delivering – to those keen enough to have put in their pre-orders already – from tomorrow. One brand that will be hoping for some fashion lovers among those lucky few owners is ASOS, who this week announced more details of their app release on the watch.

As the release and accompanying video revealed, the app’s focus is to deliver a personalised experience for dedicated ASOS shoppers: recommending personalised products according to your habits, or letting you know when an item comes back in stock. It will also use Apple’s ‘Handoff’ feature to allow customers to save an item in their basket on the watch, then easily jump to a mobile or desktop device later on.

The move is the latest of ASOS’ investments in technology that the e-tailer hopes will keep it ahead of the curve. In recent times, the online marketplace has been accused of falling behind when it comes to their technology and logistics – other retailers have caught up when it comes to seamless, high-speed delivery worldwide. But they have continually re-assessed their strategy, and the play for the Apple Watch has arrived at the tail-end of a year of the ASOS Ventures programme. ASOS Ventures is the retailer’s start-up programme, designed to help find the best technology to solve their existing business problems – such as the amount of returns it receives.

Daniel Bobroff, ASOS’ Investment Director, will be moderating a dedicated panel discussion on the subject of out-of-the-box thinking in retail at the Decoded Fashion London Summit. Taking place on 21 May, the conversation will cover everything from the use of big data insights to evolve your brand, to the development of more personalised online services such as that provided by the ASOS Apple Watch app. Investing in the right technology is Bobroff’s forte – find out what’s coming up next for the e-tailer on the 21st.

Reported by Claire Healy

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“When is a watch not a watch? When it’s the potential multi-million money spinner brainchild of the most powerful company in the world. It’s been a long seven months since Apple chief executive Tim Cook first unveiled the Apple Watch during an event in San Francisco, putting an end to years of rumours and speculation.”

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“Almost one million people preordered the Apple Watch in the U.S. on its first day, digital commerce data company Slice Intelligence estimates.”

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applewatch

As most schoolchildren are told from a young age, A stands for Apple; April, on the other hand, surely stands for the Apple Watch. The industry’s most hotly-anticipated wearable has been preceded by months of speculation – could it sell as well as the iPad on its launch? Will it provide a natural fit for fashion editorials? Now, on the eve of its launch, keen industry-watchers are looking to Baselworld (the watch industry’s international trade fair) for possible rivals. There, a crop of new announcements are proving themselves worthy contenders to the smart watch throne – one which, as we should remind ourselves, Apple hasn’t ascended to quite yet.

 

Coming from the other side of the bridge where technology meets luxury fashion, TAG Heuer have announced their plans this week to release a smart watch by this Christmas. In a significant move against Apple’s projected domination, the first smart watch from the world-famous Swiss watch brand will run on Google’s Android operating system – on a processor, moreover, created by keen wearables power player Intel. You’ll have to wait to find out more, though. At the Baselworld conference, chief executive Jean-Claude Biver told the crowd, “We don’t want the competition to know what we are going to do.”

 

Never easily dismissed, the irrepressible musician-turned-technologist will.i.am also announced a new partnership at Baselworld. KERING-owned Gucci, which recently changed hands from the Gianninis to Alessandro Michele, will also bring its timepieces into a new era through a collaboration with willi.i.am’s range of wearables.

 

For those of you still convinced that Apple’s the only brand that will get you telling the time more smartly, there’s not long to wait: the official release date is slated for UK stores on 24 April, but you’ll be able to order from the 10th. But if Baselworld is anything to go by, the smartwatch marketplace is about to get very interesting.

Writer: Claire Healy

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“The Apple Watch is here at last — and the fashion retail world is getting firmly behind it. The company unveiled details of the long-awaited — and much-hyped — smartwatch, its first new product since the release of the iPad five years ago and its first true fashion item, at a media event here Monday that also included a slew of other product announcements, apps and an update on retail growth in China. “

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