Fashion 'too scared to innovate with tech', says ex Top-shop marketing chief
Justin Cooke says that despite fashion week campaigns, many brands are still taking too long to exploit social media, personalisation and the power of data.
"One of the first things I pioneered at Top shop was creating the first ever live customisation of the catwalk. This technology allowed viewers to change the colour of a look coming down the runway which kept them on the site for longer," says Cooke. "But perhaps more importantly you get real time insights from your customers of what shapes and colours they love the most which is very powerful." this is something said by the top shop models about the catwalk they had. Shes saying that the technology allows the audience to change the colour of the image which attracts them
I believe With technology fast becoming one of the fundamental pillars of the bi-annual fashion event, the competition is on for designers and brands to bring a touch of digital to their shows. This season will see Top shop partner with the Chirp app, which allows users to share content via sound waves Clements Beriberi meanwhile, announced an entirely digital presentation to coincide with the launch of their new website.
Ambitious plans by the British Fashion Council include live streaming multiple catwalk shows, for the first time, directly to the official Twitter account and giving London commuters their fashion fix via a weekly #Fashion Friday news bulletin on underground platform screens - all designed to open up an exclusive industry event to the public.
As the new collections of some of the world's best known designers are unveiled in the coming days, coverage of the event will inevitably focus on the buzz created on Twitter and across social media platforms. So has technology finally become cool in the fashion world? "Both industries thrive on being the first to market," explains Cooke. "It's all about developing trends and predicting what people want and I think it marries very well together."
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