Focusing on the intersections of fashion, technology, retail and marketing, key topics at Decoded Fashion’s New York 2016 summit included capitalising on augmented reality, commandeering the IoT and using content to cultivate spending.
New (Augmented) Realities
- AR Elevates Bricks & Mortar: “People love digital at the counter,” said JuE Wong, president of Elizabeth Arden. The US cosmetics brand is partnering with augmented reality (AR) app YouCam Makeup from Perfect Corp to deploy the app’s recently added Consultation Mode via in-store tablets. It allows sales associates to quickly demonstrate designated products, with facial recognition tech overlaying make-up virtually on the user’s face.
- Virtual Fit & Allure of User-Generated Content: For New York Fashion Week S/S 17, US brand Rebecca Minkoff worked with Israeli AR start-up Zeekit to show fans how they’d look in key items – both on-site at the show and online (via the brand’s site or the Zeekit app). Co-founder and chief executive Uri Minkoff noted that the initiative also tapped user-generated content since all images were shareable, enabling fans to see similarly sized bloggers in the garments. Minkoff said the brand will revive the initiative “on steroids,” for the A/W 17/18 shows.
For more on Zeekit and YouCam, see Communication Innovations from S/S 17 Catwalk Shows.