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Technology Uses in Fashion: The Good and the Bad

Technology Uses in Fashion: The Good and the Bad

Emma
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This week, two stories caught my attention. One’s about how a fashion retailer is using technology to learn more about its customers. The other’s about how a renowned fashion brand is using technology just to get on the fashion tech bandwagon. So which is good and which is bad? Let’s see.

Boohoo is making a go of visual search. Over the past seven months, the fast-fashion retailer has added visual search capabilities to its website, to see how its U.K. audience interacts with this technology. The results of the test are encouraging, as Boohoo has seen a positive uplift in purchase behavior since they introduced visual search. Now, the retailer is looking to roll this capability out to their entire shopper base and further refine it. If you’re a retailer looking for new ways to stimulate purchase behavior, BooHoo’s story is a must-read!

This second story pales in comparison: Dolce & Gabbana used drones to carry handbags down the runway instead of models. Whether it was a statement or desperate cry to save the show doing something interesting given all the fashion tech stuff going on right now, the idea of using drones to carry bags on the runway is underwhelming, to say the least. However, this attempt to integrate tech gadgets into a runway show by a huge fashion brand goes to show how important technology has become for the fashion industry.

So, which is which?

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