I think the time has come for luxury brands to look up to Burberry for future fashion inspiration. They are leading the way when it comes to fashion technology. They are unafraid to to take a leap into the world of technology. It is this drop of curiosity with a dash of Christopher Bailey that has Burberry wondering “What happens if you put technology into fibres? And: What happens if you put chips into an accessory?”
They have been ahead of the Fashtech development for a while now. It was only in 2012 that Burberry attached RFID chips to its accessories. How it worked is that when the shoppers approached one of the screens in a fitting room, specific content like information about the materials used in a bag, or a video showing how a skirt was worn on the runway would appear.
There seems to be a lot of noise about Fashion Technology’s debate of style versus function. This repetitive debate will inevitably end with fashion and technology coming together sooner rather than later. “Innovation is hugely important for brands to showcase,” said Matthew Drinkwater, head of the fashion innovation agency at London College of Fashion. “There’s recognition that the technology industry needs to engage with fashion lifestyle. All physical stores, not just premium brands, need to create a full experience for customers.”
Another example of how Burberry is embracing fashion technology is evident in their flagship stores in London, Hong Kong and Chicago. These innovative stores have no cash tills, you instead pay on devices. Also, intelligent mirrors have become screens showcasing catwalk images that show the shopper the outfit they are trying on.
So what does the future hold? Well we will have to wait and see.