We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 20 Mar 2014

The Future of Fashion Tech


As far as fashion is concerned, wearables could be a solution to a problem that doesn’t exist, suggested industry experts at The Real Future of Fashion Tech – a forward-looking event at the London headquarters of fashion e-tailer Asos on Tuesday (March 18).

Liza Kindred – founder of Third Wave Fashion, the New York-based think-tank for fashion and technology – noted that there is a gold-rush mentality around wearables, before adding: “Let me be the first to say ‘no more bracelets’. We don’t need another bracelet.”

“I don't buy into the wearables segment,” said Geoff Watts, chief executive of London-based fashion research firm Editd. “I think it’s a bit of fluff.” He went on: “Smartwatches have the best form factor, but it might take a while before they become mainstream.”

Meanwhile, Miyon Im, head of product at fashion e-marketplace Lyst, was more excited by the possibilities presented by new fabric technologies. Innovation will thrive in the overlap between sport and fashion, she predicted.

In the near term, a better candidate for investment might be Olapic, a visual commerce platform spotlighted at the event. The platform helps brands collect and curate customer photos and videos shared across social networks such as Instagram.

The New York-based startup claimed its shoppable images are now achieving conversion rates “in the double digits”, up from an initial rate of around 5%. Last year, the company began to secure crowdsourced images for the #coachfromabove campaign for US accessories brand Coach. The campaign has already generated more than 2,000 uses of its hashtag on Instagram – all from the incentive of being a brand ambassador.

For more on consumers’ eagerness to share while shopping and seek inspiration from peers, see The Rise of the Social Wishlist. In addition, take a look at Future Innovations, part of the Anywhere Retailing Industry Trend, for more future-facing retail strategies.