Consumers and experts in China are excited on what high-end technology has in store for luxury fashion in the country, and how it can revolutionize the shopping experience through artificial intelligence, augmented reality, and virtual reality, Jing Daily reported.
To discuss the possibilities, a group of experts that included fashion tech innovator Brooke Roberts-Islam and fashion designer Golan Frydman met on Thursday, March 30, for a panel discussion organized by Village, a communications agency based in London.
The consumer is the priority
The panelists at the Village discussion agreed that adapting high-end technology in the luxury fashion industry should be for the sake of consumers, not for technology.
“New technologies allow people to get deeper into the experience and create an imaginative world,” Frydman said in the panel discussion, according to Jing Daily. One such way of incorporating technology in fashion is by harnessing artificial intelligence to gather styles, trends, and user preferences.
Making production lines efficient and sustainable
Another way tech can help the luxury fashion industry is by making the whole production process faster and sustainable. Fast fashion industry is one of the major pollutants in the world, and by using big data and predictive models, fashion brands will only produce the right quantity of clothes depending on demand.
Augmented reality versus virtual reality
According to Jing Daily, people working in the luxury fashion industry often mix up augmented reality and virtual reality. To successfully incorporate tech in fashion, the Village panelists agreed that the distinction between VR and AR should be made clearer.
According to Roberts-Islam, augmented reality “takes over the reality and allows the users to be more engaging with other people.” Meanwhile, VR is less interactive and more private.
Since different fashion brands have different goals, Roberts-Islam reiterated the importance of knowing the distinction of choosing the technology that will best suit their purposes.