These days, high fashion seems to rime with Eldorado for technology companies. Announcement of new partnerships between designers and tech firms, from Intel + Opening Ceremony to Fitbit + Tory Burch, keep coming in, making it evident these two industries will follow an ever-more intertwined path in the upcoming years. In January, the International Consumer Electronic Show (CES) displayed the full extent of the industry’s commitment to reach out more coherently to a style-driven consumer segment. From wearable computer devices (which haven’t been very conclusive so far) to immersive community experiences, tech firms are trying to tap into the fashion industry from all angles. In a previous blog post, we briefly introduced the Skype Collaboration Project and its endeavour to connect the next generation of fashion entrepreneurs with established designers in the like of Victoria Beckham through its new group video call service.
And Google is not at rest either. Last Fall, the Internet giant concluded a partnership with the Council of Fashion Designers of America (CFDA) to create an enhanced shopping experience where social media and e-commerce merge together in the form of a new app called Hangout On Air. Developed both with retailers and consumers in mind, the Google+ application allows designers to engage directly with their targeted clientele through a live multi-person video shopping session. While chatting about the latest trends or must-have accessories of the season, designers can orient customers to a curated selection of products available for online purchasing via Google Shopping. The video platform launched its series of live shopping events in October with no other than CFDA’s president Diane von Furstenberg. Fellow members of the Council, among which Rachel Zoe and Rebecca Minkoff, shortly followed in the footsteps of the famous businesswoman behind the eponymous label, giving selected die-hard customers a once in a lifetime opportunity to “hang out” with their beloved creators. Needless to say, this kind of ad hoc project allows the tech industry to take its relationship with fashion a step further, like it does with various domains of interest. Despite these initiatives, forces is to admit that high fashion has made relatively less advancement in engaging in a new kind of dialogue with its consumers, especially when compared to other industries like advertising, for example.
And Google is not at rest either. Last Fall, the Internet giant concluded a partnership with the Council of Fashion Designers of America (CFDA) to create an enhanced shopping experience where social media and e-commerce merge together in the form of a new app called Hangout On Air. Developed both with retailers and consumers in mind, the Google+ application allows designers to engage directly with their targeted clientele through a live multi-person video shopping session. While chatting about the latest trends or must-have accessories of the season, designers can orient customers to a curated selection of products available for online purchasing via Google Shopping. The video platform launched its series of live shopping events in October with no other than CFDA’s president Diane von Furstenberg. Fellow members of the Council, among which Rachel Zoe and Rebecca Minkoff, shortly followed in the footsteps of the famous businesswoman behind the eponymous label, giving selected die-hard customers a once in a lifetime opportunity to “hang out” with their beloved creators. Needless to say, this kind of ad hoc project allows the tech industry to take its relationship with fashion a step further, like it does with various domains of interest. Despite these initiatives, forces is to admit that high fashion has made relatively less advancement in engaging in a new kind of dialogue with its consumers, especially when compared to other industries like advertising, for example.
No comments:
Post a Comment