Innovation in Fashion – I’m too sexy for my tech

Wearable tech: Even Apple is getting in on the action with the imminent launch of the iWatch.Hello and welcome to this week’s Espresso of Innovation; the hottest news and strongest stories from the world of creativity and technology filtered into a quick shot of inspiration. This week we’re taking a little turn on the catwalk.

Following on from the launch of the intimacy dress 2.0 that we covered in our Valentine Espresso I wanted to find out a bit more about technology and fashion.

Wearable tech
Technology and fashion are becoming more and more interwoven. When the iPhone launched 5 years ago it became the must have fashion item and other brands have looked to follow suit with the Nike Fuel Band and the Basis Band. Even Apple is getting in on the action with the imminent launch of the iWatch.

But it’s not only the big players that are combining fashion with technology. The airbag for cyclists inflates when it realizes you are falling and takes the impact whilst at the same time being a fashionable item when draped across the shoulders. Fashion designers Ashwin Rajan and Kevin Cannon have developed the front line gloves that allows firefighters to communicate using hand gestures. How long until we’re all modelling tech H2T like Carrie Underwood at the Grammys?

Fashion Launches
Fashion is one of the trailblazers for using technology to launch products such as Google+ and Topshop’s collaboration at their AW13 London Fashion Show. But the fashion and tech world want to push their collaboration further, most recently with the SF Fashtech Startup Weekend where developers and designers got together to create new products and businesses.

Fashion at home
Topshop has used Augmented Reality (AR) for a number of years as a virtual fitting room but this technology is now moving in to the home. Mattel just launched its Barbie AR makeup kit allowing girls to try on makeup without the mess. I can see this technology integrated with eCommerce being in every home mirror soon so you can try on clothes and shop from your bedroom.

Final thought
The global luxury goods retail market, worth $226.6bn in 2012 is expected to grow at a compound annual growth rate of 7.8% towards 2014. That’s because it’s an industry that continues to innovate. Other sectors should take heed: as more purchases are made in the home rather than in-store, brands need to find new ways of getting into the home maybe through mobile, AR, or something that hasn’t been thought of yet. How to find it? The modern brand cannot be afraid to fail in order to succeed in this modern world. And don’t forget to smize.

Dan West is innovation manager at Draftfcb UK.