Technology has a very big role in the fashion supply chain, as well as being built into the clothing itself. The age of “Connected apparel” is no longer just a novelty, the following trends has made this phase a move in to the mainstream.
New techs in apparels and accessories:
From fit bits to Apple watch, wearable technology is in the market for a long time, lead fashion designers are combining form and function in order to make these wearables more stylish and functional.
Google’s “Android wear” is now changed as “Wear OS”- smartwatch operating system is alive in watches through brands like Fossil, Huawei, Montblac and Michael kors. The new tech has more updates since 2017 like more user friendly for Iphone users. “Oura” which is from Finland is a smart ring, the ring wearer’s activity will be tracked including sleep quality, body temperature, heart rate, water levels and more. The wearer can wear the ring over night cause of its unique size, which is a huge challenge for many wearable manufacturers. Many brands are collaborating with startups and artists to create rings, necklaces and bracelets.
Apart from accessories, new innovative ideas are implied in clothing through apps. Google has created a new smart denim jacket that can play songs from the playlists, attends or declines incoming calls through gestures which can be controlled in an app. The jacket is made of material called “Jacquard Threads”.
Nike’s sneaker line enables the wearer to control the shoelaces electronically and change the shoe’s sole lighting with a app, HOVR sneakers by Under Armour has sensors in the shoes that can track the users activity.
Virtual reality is gaining its popularity amongst fashion brand, brands consider this as an opportunity to attract the customers of digital natives or generally known as Gen Z. Furthermore, these the industry is trying to meet this generation’s wish to try on different “selves” and clothes which can not be practically feasible. New collections are being created in gaming platforms like, in Roblox, gamers can buy the Gucci sneaker collections and play in Nike gear in the Nikeland.
Technology is challenging the players in the fashion industry: manufacturers, designers, retailers and the consumers. Groundbreaking technologies like VR, Blockchain have a collection of applications in the fashion world which enables the manufacturing and distribution method evolve along with the ever changing styles and trends. The role of the brand and designer will shift from tastemaker to taste interpreter as tech becomes more personalized.
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