Last week, WGSN reported on the future of technology and fashion. A subject we have covered before in this module, I am keen to look at how the emerging trend will work in our wardrobes.
Opening Ceremony, Ralph Lauren and Rebecca Minkoff are all brands who deem to be approaching the new-age fashion trend and of course with any new market, there's plenty to consider before production starts as they've shown by adding only subtle technological features. WGSN said "(fashion brands) remain hesitant in investing until a better understanding of how technology can be incorporated into their product" and this of course is understandable and these questions are ones I would be asking as a brand: Where will the technology fit into the brand's essence? Will the technology appeal to the brand's customer? Will the customer be able to afford the technology? The recently launched Apple Watch will closely be monitored by other brands seeing if there really is a market for this trend.
When looking at this emerging trend in University, it stood out to me that the technology is a part of every body's life in 2014 and on paper, a brand would be deemed ridiculous to turn down the chance to create a piece of wearable technology. Internet banking is becoming more complex; send a text to pay somebody, magazines are often a portal to an phone app which creates motion or a prize and according to statista.com, 1.8 billion people have accessed social media sites worldwide. This seems to be a scream in the face of fashion to keep up with the ever-growing technology market, and makes me question, is fashion as current as most like to think so? Fashion month twice a year and new clothes on the high street daily make us believe that fashion is fast, but is it steady enough to bypass the risk of making wearable fashion cool?
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