technology
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“Wonderluk is a new jewelry label from the UK that prides itself in fashionable accessories manufactured only upon order. How? By hitting the “Print” button.”

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Decoded Fashion - Fashion Tech Daily - Wonderluk
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“London department store Liberty is to partner with Tapestry, a new app that enables shoppers to use their smartphone to select items that they’ve seen in store, online or in print, to allow its customers to turn their Instagram likes into rewards in the retailer’s Regent Street flagship.”

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Decoded Fashion - Fashion Tech Daily - Liberty & Tapestry
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“Westfield Labs’ Head of Retail Partnerships Shares How Shopping Malls Help Online Brands Engage With Consumers In The Real World.”

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Decoded Fashion - Fashion Tech Daily -  Westfield
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“Jewelry e-commerce startup Bauble Bar has incorporated Vee24 live video conferencing into their Service With Accessorizing Talent program. The interactive platform enables customers to interact with a stylist through in-browser chat.”

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Decoded Fashion - Fashion Tech Daily - Bauble Bar

KENZO

Image source: tmagazine.tumblr.com

“Boredom is the biggest problem in fashion”, pronounced JW Anderson after his womenswear debut for heritage fashion house Loewe this week. It’s a sentiment reflected, for many onlookers, in fashion’s ongoing obsession with all things tech. From communication to (e)commerce, the designers who kept things fresh this fashion month were those who found a meaningful way to employ technologies in their show formats – here’s our pick of the best.

New York

Shopping looks straight from the catwalk – whether on the label’s own e-commerce site or through third party retailers – has been a FROW presence for a few seasons now. The problem, so far, has been getting enough people to watch the shows to make the necessary technical construction worthwhile. A live stream will never get the same dedicated ‘footfall’ of Instagram, for example. Exclusive to BCBG Max Azria and sister brand Hervé Leger this season was precisely that – an app called LiketoKnow:It, from Reward Style, that made Instagram shoppable. Once signed up, users could shop straight from the runway photos of various Instagram influencers.

London

Think London Fashion Week, think Burberry. Or should that be #burberry. The Brit stalwarts teamed up with Twitter for their Burberry Prorsum show for SS15, with the launch of the site’s click-to-buy button. The move allowed customers in the US to buy nail polish worn by the models in the show directly from a tweet. Long considered the zeitgeist in its embracing of tech, Burberry’s Twitter exclusive ensured its place at the head of the pack.

Paris

Kenzo’s hot-of-the-press SS15 show took place on the outskirts of Paris – in a skate park. Disgruntled editors in the suburbs aside, the show’s giant digital screens depicting talking avatars were equally eye-raising. “Kenzo would like to remind you that there is no Planet B, protect what is precious.” Humberto Leon and Carol Lim like to wear their ecological messages on their statement sweater sleeves; their cyber-aesthetic set design was PFW’s most brilliantly Instagrammable statement of intent. As Humberto told Susie Bubble after the show, “We’re definitely embracing technology and looking at what is our vision for the future – cleanliness, purity, the right energy and being responsible.”

Reported by Claire Healy

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“House of Fraser will next month open its first multichannel store to be located in another retailer’s premises. The company has teamed up with Caffè Nero to launch a concept shop that will merge the coffee shop feel with House of Fraser shopping technology.”

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Decoded Fashion - Fashion Tech Daily - House of Fraser & Caffè Nero

House of Holland and Metail

Henry Holland has come a long way since the days of selling his slogan t-shirts on MySpace (yes, we remember MySpace). This Fashion Week his eponymous fashion brand, House of Holland, have announced a tech first. Over the past few months he has been working with local fashion technology company, Metail, to come up with something quite different for the Spring/Summer 2015 show. For the first time consumers will be able to create their own ‘MeModel’, try on clothing from the catwalk in real time, and then pre-order in the right size.

So, how does it work? Head over to www.tryonHouseofHolland.com at 6.30pm on September 13th to watch in real time. Beneath the show video, you will find the collection as it would be on an e-commerce site. Click the ‘Try It On’ icon and the Metail widget will be revealed; in just 10 seconds you can input your height, weight and bra size and, voila, your personal ‘MeModel’ is revealed. As you check out different looks coming down the catwalk, you can update your MeModel by clicking the outfits you like. After the show, everyone who has registered their interest will have the option to purchase as soon as it’s produced.

This comes at an exciting time for London Fashion Week with the focus of the BFC being digital innovation. BFC Chief Executive Caroline Rush added, “This season London Fashion Week will be celebrating digital innovation in fashion, encouraging designers to embrace technology to amplify their stories and their work. House of Holland’s collaboration with Metail sets the tone for what will be a fashion week characterised by its cutting edge approach to integrating digital and social media.”

We are especially excited about this partnership: Holland came up with the inspiration after sharing the stage with Metail’s founder Tom Adeyoola at our very own London Summit earlier this year.

Reported by Fay Cowan

The Winners

Yesterday fresh from the battlefield of the weekend’s Fashion Hackathon five teams pitched for the chance to be crowned top hack. With just 24hrs to polish there products and prepare to present in front of William Kim, CEO of AllSaints, Caroline Rush, Chief Executive of the British Fashion Council, Designer Lulu Guinness and an audience of over 350 fashion, retail and technology professionals.

All teams impressed with ideas ranging from enhanced fitting room experiences to creating unique content at the point of sale, but who did the top spots go to…

First Place: LOOP

Second Place: SUFFRO

Third Place: BESPOKY

All teams will have the chance to have their technology implemented in store and online,  the winning team LOOP will be taking a trip to San Francisco to meet with top industry players from fashion and technology. Not bad eh?

Congratulations to all our finalists!

 

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“Brands should be early adopters of new technology to become influencers rather than procrastinators waiting in the wings, according to panelists April 24 at the iProspect Client Summit.”

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Decoded Fashion - Fashion Tech Daily - Technology

 1circle “Software from firms such as Snap Fashion and Style-Eyes lets shoppers upload photos of clothing and link to relevant stores.”Read Article
Jenny Griffith, Snap Fashion
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