EVENT REPORT | DIGITAL FASHION FORUM

EVENT REPORT | DIGITAL FASHION FORUM

To say September kept us busy will be an understatement. Straight after tons of catwalk shows, presentations and exhibitions at London Fashion Week, we headed to sunny Athens to take part in the first Digital Fashion Forum, organized by Fashion Daily. The conference is the only event for fashion and retail professionals in the Greek market that addresses the technological developments changing the industry and highlights the new opportunities presented by the rise of digital. Our founder, Kristina Dimitrova was one of three international speakers, alongside with Brian McBride (Chairman, ASOS) and Sue Seel (Lecturer, London College of Fashion). We had a fabulous day mingling with attendees, fellow speakers and exhibitors at DFF. For those who couldn’t join us in person, we’ve compiled some key takeaways from the day. ON CONSUMER ENGAGEMENT While in the US and UK (as well as most of Western Europe) the fashion blogging industry is quite saturated, in Greece the notion of blogging is just starting to get tracktion. A panel including Maritzina Kalognoma (Ogilvy Group), Galatea Laskaraki (Marie Claire), Zeta A.Tsakoumis (Journalist & Blooger), Tonia Fousek (Athens Xclusive Designers Week) among others, addressed the opportunities of working with influencers for publishers and brands. “Blogging doesn’t mean that magazines will become irrelevant,” agreed the panel. “Blogs represent just another channel of communication and engagement.” Brand consultant and academic Sue Seel touched upon on the power of bloggers and hinted how brands can have just as personal interaction with consumers. ‘Make customers your heroes,’ she said referring to the fact that 55% of people share their purchases on social media. ‘Use that to engage with...
EVENT REPORT | FASHIONTECH AND THE USER EXPERIENCE

EVENT REPORT | FASHIONTECH AND THE USER EXPERIENCE

Image credit: Brooke Roberts Wearables London and INTERLACED came together this month to host an event exploring the intersection of fashion and technology to enhance user experiences. On Wednesday evening, we gathered in the stunning Kingsway Hall Hotel for an inspiring discussion on the latest in the fashiontech space. The event kicked off with Dr. Camille Baker, media artist, curator and researcher, focused on soft circuits, DIY electronics for smart garments and haptic interfaces for performance and mobile media. Baker went back some 15 years and shared some of her initial projects, as well as her latest work, which looks into ways in which performers can benefit from wearables. ‘Dancers are the hyper users of this technology,’ said the UCA reader. She referred to her MIND Touch project, which looked into new understandings of the sensations of ‘liveness’ and ‘presence’ that may emerge in participatory networked performance, using mobile phones and wearables. Another direction in which we can look at wearables is by fusing technology and biology, said Baker. As examples of this, she pointed to Giulia Tomasello’s Bioconductive Skin and Future Flora projects as well as the work of Anna Dumitriu and Kasia Molga. Next up, award-winning digital knitwear designer Brooke Roberts spoke about the need for us to see technology as an enabler and not the whole purpose of fashiontech products. Roberts, who has over a decade of experience as a diagnostic radiographer within the NHS, uses inspiration from scan images of the brain and sinuses to create knitwear using the latest digital knitting technology and yarns. This truly shows how fashion and technology can exist in...
EVENT REPORT | FASHTECH SUMMIT 2016

EVENT REPORT | FASHTECH SUMMIT 2016

Over the course of two days last week, Studio Spaces in London gathered more than 300 leaders in fashion, retail, beauty and technology for the first FashTech London Summit. The dynamic agenda, consisting of panel debates, keynote talks and a workshop, included topics authentic to the fashion industry. From luxury retail to e-commerce and new payment options, attendees heard from speakers at the forefront of change and the innovators leading the future of commerce. As official media partners, we bring you the key takeaways from the summit. Virtual & Augmented Reality – from catwalks to real shopping experiences Discussing some of the trends within fashion for 2016 and beyond, many speakers highlighted virtual reality as one to watch. While we’re still at very early stages when it comes to VR and the technology is mainly used to drum up a brand’s PR, there’s a real possibility for virtual reality to revolutionlise the retail space. Henry Stuart, chief executive at Visualise, suggested that retailers could use such technology to create better shopping experiences. What’s more, he spoke about the idea of using VR to shop for products in virtual outlets exclusively for our virtual worlds. However, before the above comes true we need to make the headsets look good and fit enough for people to wear them outside their homes. “You shouldn’t be embarrassed to wear VR headsets in public”, said Stuart. The same goes for AR (augmented reality) – “Because of the speedy rise and fall of Google Glass, augmented reality is famously unfashionable but it’s one of the technologies that will come back in a big way”. Look...
INTERLACED: HOW TECHNOLOGY IS CHANGING FASHION

INTERLACED: HOW TECHNOLOGY IS CHANGING FASHION

If smart garments, environmentally reactive dresses and digital skins sound like a far-fetched future of fashion to some, technology’s role for the changing face of the industry today is undeniable. From the rise (and rise) of fashion bloggers, to decoding data for better customer experiences and the democratization of the catwalks, we looked at the way technology has already impacted fashion. The panel, chaired by INTERLACED’s Kristina Dimitrova, included Villy Devlioti (Account Manager, CULT LDN), Anton Dvorakovsky (Founder & Editor, Style Division), and Ivailo Jordanov (Founder & Head of Product, Styloko). The panel kicked off discussing the role of style bloggers in the fashion world. While years ago fashion weeks were only accessible for the selected few media and industry buyers, now an influx of bloggers are taking the front row seats, opening the catwalks for their readers and even becoming brands in their own right. On the other hand, the fashion blogging field has become so saturated that some have declared it dying. “I remember when the first blogging wave started 10 years ago, with Style Rockie – the 11-year old, who suddenly opened all the doors around the globe to join highly exclusively fashion shows,” said Villy Devlioti, explaining that this whole digital wave has brought democratisation to the fashion world. She also referred to Burberry’s use of Periscope as an example of how brands are actively choosing to open their shows to the world. “It’s not only about keeping exclusivity but also broadcasting to your niche and opening up to new demographics. I think we’re going to see both fashion bloggers and brands diversify in terms...
INTERLACED: DISRUPTION IN THE LUXURY RETAIL SPACE

INTERLACED: DISRUPTION IN THE LUXURY RETAIL SPACE

While in recent years the pairing of the terms fashion and technology has been making waves and we’ve started to see more brands and retailers catching up on the movement, it seems that luxury has been one are in fashion which has consistently refused to warm up to tech. It was only in 2015 that the powerhouse Chanel embraced ecommerce while the likes of ASOS and Net-A-Porter had already established themselves as leaders in the online retail space. At INTERLACED 2015, we invited technology and retail expert Jonathan Chippindale, CEO of Holition to talk about disruption in retail in the luxury space. Looking at the broader picture first, Jonathan highlighted the power of technology companies and entrepreneurs to solve global issues, even more successfully than governments today. “The solutions of the really big issues facing us today are things that would have been done by governments ten years ago but are now done by technologists. Technology can has this incredible power of punching through barriers of geography, time, race, colour, gender, in bringing the world together in a way that our fathers and grandfathers would never imagine possible.” The effect of digital in every aspect of our lives is undisputed, but while some industries embrace it, luxury has been consistently refusing to experiment with tech. In his talk, Jonathan explained how rather than fearing technology, luxury clients can use it to their advantage.   CREATE THE INFINITE LOOP Today brands need to constantly engage in conversations and on-going communication with consumers. This is particularly true for premium retail brands and can be used powerfully to influence consumer choice. Burberry...