When worlds collide

Ahead of London Fashion Week, David Eden muses on the impact of technology on the retail and fashion industries

London Fashion Week is just around the corner and soon we’ll see fashionistas from across the globe descending on the capital to see what’s hot and what’s not for next season.

With all eyes on what the next big trend will be, I’ve been giving some thought as to what may lie further ahead – during 2015 and beyond. From smart watches to Oculus Rift, LED dresses to programmable belts, the worlds of technology and fashion are increasingly colliding. Wearable technology is perhaps the most prominent example of the overlap between the two industries, but there are other innovations that are emerging which could transform the way we engage with the fashion industry.

You may remember my blog from last year’s Dreamforce event in San Francisco, where I discussed the phenomenon of shopping in the age of the selfie. At the event, we showcased a solution designed to meet this demand: the Luxe Mirror, a prototype that enables shoppers in changing rooms to invite their friends to view an outfit they’ve tried on. Young people frequently post selfies or send images over OTT applications (such as Whatsapp or Facebook Messenger) for advice on their look from friends and family. Our mirror takes this a step further, integrating the physical store with the virtual world, to create a holistic experience for the shopper.

For those that want an expert opinion, there is even a chance to share your new look with fashion bloggers and specialists online, bringing expert consultancy right to your changing room.  Effectively, thanks to technology, the changing room could become a shopper’s very own virtual catwalk.

We were overwhelmed with the enthusiasm for the product and following on from the event, we’re looking at how we can progress the innovation further and be a part of a technology-enabled future which could change the face of fashion and retailing as we know it.

Of course, it’s not enough to just have a great idea. Next week on the blog, CMO Julie Woods-Moss picks up where I leave off and shares her expertise on how to taken an idea from inception to widespread appeal.

Do you agree with David’s predictions? Leave a comment below.