London Fashion Week showcased the best of British designers and highlighted the success of the UK fashion industry. This year, it also showed how fashion has truly embraced the digital age.
Bloggers took up most of the coveted front row and nearly 500,000 #LFW posts graced Instagram. With over 700,000 followers, London Fashion Week’s twitter account went into overload. If you were not one of the lucky few to be at the show, you could still view new collections and trends via social media. Topshop took this one step further and had their catwalks streamed directly into its stores showcasing the new collection to shoppers.
New technology also featured in the collections themselves and highlighted the new wave of wearable technology. Richard Nicoll’s SS15 collection included a glowing slip dress using a fibre optic based fabric. This perhaps marks the start of high tech materials integrating into clothes. Perhaps the most high profile product of wearable technology so far is Apple’s new iWatch which arrives in 2015, of which there is already a huge demand.
Burberry is the current leader in fashion technology with such in-store offerings as fitting room catwalks and product footage of the item you are trying on. Staff are on hand to order alternate sizes to your home if low in stock and large screens turn into mirrors for your convenience. At their SS15 show online viewers could purchase nail varnish straight from the catwalk via Twitter’s ‘buy now’ button.
This is the beginning of a new era for fashion and brands need to incorporate new technology into their strategy to keep consumers inspired. Its time to offer them more than a Like button and 140 characters.
If you are a retailer looking to increase your offering to customers please contact Photospire to discuss how we can help.