It may seem surprising and uncharacteristic to some that the fashion industry is beginning to integrate advanced technology into their products and business strategies. However, the two align very well. The fashion industry is made up of companies and individuals who are creative, trendsetters, and able to predict what consumers will want in the future. It makes sense that leaders of this industry would choose to begin implementing innovative designs such as wearable tech and forward-thinking marketing techniques such as predictive analytics. The technology and fashion industries are merging in order to continue to be a step ahead of consumers and support their strong, creative, loyalty-driven brands. Certain companies are planning to take it a step further and build stores that create an ecommerce-like experience in real life.
Here are some ways fashion companies are being tech-saavy and fashion-forward:
Wearable tech caused a huge splash this year at New York Fashion Week. During their show, AgilOne's customer Rebecca Minkoff unveiled their bracelets that connect to your phone via Bluetooth and notify you when select people send a message, along with charging capabilities. Marking a new era of luxury jewelry.
Many brands are determined to makes sure their customers are having the same experience online and offline. Our CEO, Omer Artun, spoke about this topic at Fashion Digital New York last week with Express, L'Oreal and Steve Madden about how companies can create a complete omni-channel experience. It first takes gathering and organizing customer data into true 360 profiles. This data can then be made actionable and used to create personalized communications to drive online customers in store and vice versa. Data-driven loyalty and VIP programs also help with tailored in-store events and personalized offers to be used in different channels. It is predicted that companies will begin to create stores that interact and filter preferences similar to an app or a webpage. Imagine being in the actual store and able to sort and pick an item as easily as you would online and then immediately try it on. Or imagine walking into a store and, based on your past experiences with the brand, you'd immediately be given recommendations on products you may need and like. This would be the perfect Omni-Channel experience.
Predictive Marketing has been quite the buzzword this year along with big data and customer analytics. Many retailers have already begun to collect their customer data in order to drive their marketing strategies and create relevant content. However companies like AgilOne are leading the way in Predictive Marketing, which takes these customer data a step further. With cloud software like AgilOne, retailers can now anticipate when certain customers are most likely to buy, how valuable they may be over their lifetime and what products they may want to buy in the future. Fashion brands such as Lilly Pulitizer, Rebecca Minkoff, Lafayette148, Mavi Jeans and more are using AgilOne's predictive marketing tool to better engage with their customers, lower unsubscribe rates and boost revenue.
Technology is advancing and the fashion industry is changing along with it. This is only the beginning of these two worlds colliding. As technology improves, customer expectations evolve as well; calling for more relevant, simple and intriguing designs and communications.