Why the Worlds of Fashion and Tech Are Merging
One of these things is *just* like the other.
What do fashion, design and tech have to do with each other?
Well, A LOT, based on the GameChangers panel hosted by Dell x Create & Cultivate in Austin this week.
When it comes to innovation and change, technology is enabling better engagement with consumers and brands, as well as creativity and efficiency. Technology is evolving the fashion industry and fashion is influencing technology. Read through for the hot topics of the day and how technology is the future of fashion - in store and online.
THE TECH IMPACT ON THE FASHION INDUSTRY
Speed is of the essence in the modern world and tech helps us get there. “Obviously a lot has changed with the internet,” shared Charcy Evers, a fashion and retail trend analyst. “‘The consumer wants, what she wants, when she wants it, on her own terms. And if she doesn’t get it, you lose her.”
That’s a scary but exciting proposition. Charcy asked the crowd in attendance, “Where does the creativity of the designer end and tech take over?” She also told the crowd, ‘it has to be seamless, or else I’m out the door,” of her experiences with tech. And it’s true.
“Things are working much closer of the speed to market,” but the key is finding the sweet spot. You can jump on something too quick and your customer is not ready for it, or you can miss the boat,” explained Evers.
“Our audience appreciates that done is better than perfect,” Morgan DeBaun, founder of Blavity, shared. “They want it now. We have to keep up with that expectations and let go of our perfection. We learn a lot about our audience just by listening.” There was also the recognition that content creation is a 24/7 job and in order to keep up you need tech that works for you.
“I’m really careful at looking at my analytics and seeing what people are paying attention to,” explained Genevieve Padalecki, the massive blogger behind the platform Now and Gen, who boasts an unheard of 25% engagement rate. “My biggest platform is Instagram because I feel like it’s the most honest and real.”
HOW TECH INFLUENCES FASHION AND VICE VERSA
The two concepts go hand-in-hand. The lines are blurred, if not already merged.
Nicola Honeycutt, Dell’s Principal Designer, told that crowd, “We look to industries like fashion and textiles for trends and inspiration for our color and materials in our products -like the Rose Gold aluminum and Alpine White woven glass fiber in our New Dell XPS 13 laptop. And new colors can actually be invented with advances in technology. It’s pretty amazing.”
The industry is changing fast across the board. Today, two out of three Millennials prefer to shop online rather than go to a physical store, with 80% of Americans having made an online purchase in the last month! We know that millennials are influenced by tech and that their affinity for tech is reshaping the retail space.
As retail and fashion trend analyst Charcy Evers explained, “What’s driving trends today is the innovation that’s happening in technology. With every new innovation the customer’s mind and behavior is altered, so the expectation has changed.” Consumers expect products like the New Dell XPS 13, which combines both fashion innovation and tech in one device.
How do you see fashion and tech coming together in your world? Share in the comments below.
MORE FROM OUR BLOG
Find Out Why the Male-Dominated Tech Industry Won't Stop This Creative
She's adding dimension to the fashion and tech spaces.
Heather Lipner, tech maven, has worked in the dude-heavy industry for "at least 13 years." As the former creative director of MySpace, co-founder of Uncovet, and founder of Clashist, that oh-so-pop-culture-meme-tastic apparel line approved by James Franco, she has a few tricks up her techie sleeve.
Drawsta is her newest venture. An augmented reality fashion concept that adds an unexpected layer to your shirt [like the above panda (panda, panda, panda #broadsinatlanta)]. Augmented reality doesn't work without a tech device. In Drawsta's case, it's an iPhone app that allows for virtual designs to appear on a t-shirt. There are currently two screen-printed graphic unisex shirts ($48) each of which comes with 3-5 animations, with a new one released weekly.
We checked in with Heather to talk the industry's 'boys club,' how Drawsta is fighting against the need for fast and disposable fashion, and (read all the way to the end peeps) if we're becoming machines.
Let’s chat a little about your background. How did you arrive at the intersection of fashion and tech?
I have been in it for around six years, but prior I was doing tech/media. I worked as the Creative Director of Marketing as well as the Art Director of Product for Myspace and prior to that worked at a couple interactive design agencies for over six years. So been doing tech for at least 13 yrs.
How did the idea for Drawsta come about?
I wanted to take fashion to a new level, literally add a dimension to it. I felt stuck in a traditional world doing my previous brand Clashist. While it was a pretty viral line and lots of people loved it - I always had to make new - which, is very costly and often environmentally wasteful. So Drawsta solves the problem of wanting something new in the moment, but in a digital manner so we don't have to literally make so many physical goods. I think it’s more fun too. :)
How does it work?
It’s so simple - you just open up the app and point it at your tee and a layer of animated graphics pop and lock on the tee. You get the experience of wearing something new (you get new animations weekly) and you can also share yourself wearing the animated tee via social media, email, text - anything digital. (See below demo video.)
Social media made fashion shareable. Why is now the right time to take it a step further?
We’re going start losing the screen in a year or so and digital graphics will appear on, in front of, and around physical objects. Knowing that, I wanted to do something fun that can represent the individual’s ever-changing identity via something we’re all used to - fashion and social media.
Wearable tech is a billion dollar market, do you think we are going to see more augmented reality wearables?
Yes - from me for sure! :)
What is the most exciting part about being in the tech space right now?
I’ve always been obsessed with self-expression via fashion, social media, art, design, interior, etc and I think tech lets us explore our own identities in a faster manner. I get really excited when I see people (mostly younger generation on Snapchat) freely post without caring how perfect the image is. To me, that is freedom to explore and share our momentary thoughts, feelings, everything without caring about being judged. When you give people a way to do that in an acceptable manner, we can find our true passions and feelings in a more raw, real and evolutionary manner. THAT IS AMAZING AND EXCITING TO ME. MAKES ME CRY.
What’s been your experience in the tech world as a woman?
I hate it actually. It’s so annoying - sometimes I don’t care and sometimes I have this overwhelming rebellious feeling where I just want to roll my eyes, spit, and go in the opposite direction. LOL, but I love tech and I am also not sure if it is 'man vs woman' or there’s simply a club that is mostly male. You put a bunch of VCs in a room that are literally competing to see who will make more cash and it’s douchebag central. There’s a lack of creativity, sensitivity, understanding, depth, etc. I went to school and studied Economics at the UW Madison and it was the same - a room of mostly dudes asking each other who’s got higher grades. It’s lame - but not all VCs and guys in tech are like that - just a lot of ‘em. Heh. I just try to focus on the product, customers and creating a path towards what I believe is success. And hopefully in years to come the room will even out with less ego and more diversity, compassion, and care. :)
"I love tech and I am not sure if it is 'man vs woman' or there’s simply a club that is mostly male. "
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Is wo/man becoming machine?
Maybe we are already machines. We’re kinda at a high point right now in which we are really figuring out how to reverse engineer our DNA (coding) to manipulate our genes to live longer, to kill off diseases, to even alter our IQ. Once we can ingest nano robots to change our destiny then it will probably feel more and more like we are machines after all.
Arianna Schioldager is Create & Cultivate's editorial director. She's also a machine, in the best way possible.
More from our blog:
The Blogging Business Key Nobody Is Talking About
And everybody should be thinking about.
Being a style publisher in 2016 is a multi-faceted job if there ever was one. Creating blog posts, photoshoots, running a website, liaising with brands, networking, researching, snapping, Instagramming, and more - all within a week’s work. If you categorize all these tasks, you’ll see they fall into three block pillars: Content, Business Management, and Tech.
This division is technically right, but it doesn’t identify the most crucial factor: that all three pillars overlap, and understanding the intrinsic relationship between them is the key towards the longevity of your blogging business.
So what is this mysterious intersection between the pillars of your business? And why is it important to understand and develop it?
WHAT IS THIS MYSTERIOUS INTERSECTION BETWEEN THE PILLARS OF YOUR BUSINESS?
Translating an overarching business vision through your digital presence is the one thing most publishers should consider when thinking of all the tasks their job entails. And it’s not even their fault. To put it simply, nobody in the industry is really acknowledging it. Well, almost nobody.
I launched my company, chloédigital, when it became clear to me that there was a gap between the fashion and tech worlds that was stopping great publishers from moving forward. Through our membership, my team and I now offer bloggers access to an all-rounded support system to strengthen their personal brands and power their online empires.
At chloédigital we look after some of the most successful blogs in the industry and the common factor that makes top-tier bloggers stand out from the competition is very clear: their business vision is holistic and cohesive.
Working closely with leading influencers around the world (a few of which will be panelists and mentors beside me at C+C DTLA!) has put me in a unique position to gain insights on the fashion industry whilst still having a foot in the tech world myself. I have seen first hand how working with a multidisciplinary tech and strategy team can be a pivotal point to grow a blogger’s online authority. But there is still much more to be done in terms of connecting all aspects of an influencer’s presence and decisions, on and offline. Working with a PR agency on one end and a tech team on the opposite end, with any content decisions torn in the middle, is just not an efficient way of approaching your business anymore.
The future of digital publishing lays within integrating every team and detail cohesively to reach new goals.
A very extended misconception about style publishers is that, as mainly creative professionals, content creation is the aspect of their business that drives most of their strategic decisions. But the reality in digital publishing is that, when there is a disconnect between the technical and creative side, it is actually the technical side that holds the veto power in key decisions. Let me give you a couple of examples of things that are commonly heard:
“I would love to add a new awesome functionality to my blog that I’m sure my community would love, but I’ve never seen anything like it so I doubt I can do that on my site,” or “I was very excited about the new style of blog post I published recently but it seems my readers didn’t respond very well to it; I’m not quite sure how to look deeper into these reasons, so I will just go back to standard content”.
Great ideas, content, and opportunities for innovation that get lost in translation as soon as a tech barrier is encountered. This is exactly why bridging the gap between fashion and technology is essential in order to keep digital publishing thriving. When there is seamless communication between content creators, agents, sponsors, designers, developers - that is when new things can be both conceptualized and well executed.
"Bridging the gap between fashion and tech is essential to keep digital publishing thriving."
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If you’re a style publisher truly looking to create a sustainable business, stop thinking of tech and fashion as opposites. Connect your teams, think always big, and start creating a multidisciplinary space within your working process that allows you to push boundaries.