Luxury fashion technology and entertainment

elegant girl

We have the habit of talk about fashion compared to clothing but in reality it is a much more complex value system. Stylists and designers not only create aesthetic models destined to become high-priced luxury statuses, but must decipher and anticipate customers’ wishes for ideas and ways of feeling. All market sectors thrive on fashions that turn products into exciting content.

Whether selling clothes, cars, smartphones or travel, marketing strategists today must pay close attention to the emotional aspects of the product. Sustainable fashion, for example, interprets an increasingly widespread sensibility for an ethical yet emotionally engaging type of conscious consumption. In this new way of perceiving goods and services, communication and technology play a fundamental role.


fashion and technology

Is digital the future of fashion? The first thing that jumps out at you is the growth of online shopping also favored by the pandemic. But the relationship between fashion and technology doesn’t stop at internet shopping. From personalized communication to fast deliveries, the web of counterfeit terrain has transformed into a world of opportunity. The masses on social networks have become important both qualitatively and quantitatively.

The difference is not only in the advertisements that reach consumers everywhere and in a targeted way via smartphones. Today, in addition to feeling pampered with the digital customer experience, they all want to be protagonists of their purchases until setting fashion trends. Every day millions of words, images, videos of young influencers circulate on the web, real fuel for artificial intelligence to create new trends from below.

Experienced programmers realize algorithms who analyze hundreds of millions of images posted on Instagram to discover with extreme precision the colors, shapes and materials of the clothes worn by people all over the world. These are trends in clothing and accessories of all kinds that brands take seriously and use them in their collections. But then who sets the trends: the producers or the consumers?

Algorithms and trends

The millennium oil, or personal data, is the confirmation that the alliance of fashion and technology it is a radical change. Taking inspiration directly from consumers reduces research costs and lowers the risk of approval. More than watching designer shows or discussing elegance, good taste and charm in women’s magazines, today to quickly find out what is happening at a specific time, all you have to do is go online.

The beacon walk is a fashion search engine which gives an exact idea of ​​the trends in a disintermediate way. As with news, politics, music and video, if the content comes from below, it becomes increasingly important to listen to the public. If the importance of clicks and observation of consumer behavior is growing, the role of pure invention is necessarily reduced, while the work of creative people is very subject to marketing.

In fact, the idea of ​​elegance is changing because the algorithms nThey do not deal with sensitivities but with numbers and do not know the cultural context in which trends in colors and shapes can develop. Even if the evolution of fashion has always had to do with an objective or subjective plan, theartificial intelligence he can’t tell when it’s the combination of dress and person that makes the difference. The logic of large numbers does not know that the same garment can be very elegant or out of place depending on the situation or who wears it.

Fashion and virtual reality

In the combination of fashion and technology that drives away customers massively, the risk is that personal taste is completely overtaken. A company based on data capitalism could avoid certification in the production phase, but be the triumph of conformism in the purchase phase. Consumers, after being scanned by algorithms, are also seduced by augmented reality which increases sensory perceptions to promote online purchases.

In virtual mode you no longer need to leave the house to try on clothes, apply makeup or do your hair. For example, Gucci has developed a system to try on shoes by simply framing the feet with the smartphone camera, while L’Oréal with Signature Faces makes it possible to apply makeup virtually. Ditto for the barber: Amazon has launched Amazon Saloon, a virtual hairdresser allowing you to choose cuts and colors simply by looking at the screen.

The future of online shopping is immersive . As the survey claims Try it, trust it, buy it by Accenture, consumers also want to virtually try on clothes with augmented reality software before buying. It doesn’t matter if behind every move we make there is an artificial intelligence algorithm ready to learn our habits and style, which is starting to have very few staff.

However, customization can be so complete that beauty and fashion they are more and more tech even in the world of cosmetics. Vichy has developed a Skin Consult application to measure the state of health and aging of the skin with a simple photograph, while L’Oréal with K Profile studies the state of the hair and YSL Rouge Sur Mesure is a device for producing bespoke lipstick drops. colors.

Luxury and entertainment

The augmented reality it is not just a fashion trend, but it affects all sectors of human activity and is already worth tens of billions in the world. The combination of luxury and entertainment is getting stronger and the future developments in the fashion world are huge. Although we are only at the beginning, holograms and virtual spaces are already being used to connect buyers, consumers, media and influencers around the world.

Making the brand more desirable is the goal of big brands. What matters is to sell the dream and as everyone is on the internet, there is a denial. Bottega Veneta ditched Instagram, leaving an aura of mystery and sharing products with customers. But there are also those like Karl Lagerfeld who invent online yoga, meditation or drawing classes, or Dior who distributes designer podcasts, or Chanel who calls on artists to produce personalized music and videos.

The relation between luxury and entertainment, as in the case of music and fashion, it is not an invention of the internet. The creativity of designers changes emotionally even in the virtual world, bringing new symbols and values. Once the push for ostentation wears off, there may be sustainability or anti-waste philosophies that favor used clothing. Today more than ever, we need new ideas and credible testimonials conveyed by the tools of technology.

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