As the technological age is in full swing, it was only a matter of time before the fashion industry had to have a run-in with technology, and this year’s fashion weeks certainly showed that. From Diane Von Furstenberg’s inclusion of Google Glass to TopShopunique.com, we have seen many brands begin to embrace the digital side of things, and whether it’s just for attention, or if it’s really a genuine interest, we’re enjoying the amalgamation.
Laura Tian’s article, though, explains that while fashion is certainly soaking up tech like a Chanel cardigan in the rain, it may just be for attention. ‘…it seems like brands are tacking-on a bit of digital in order to turn heads and gain some extra column inches,’ whereas Tian (as well as us) would certainly like to see a more constructive use of tech. Instead of seeing the integration as a chance to get in on the trend, fashion brands should be a bit more selective and make long term business centered decisions when looking at which piece of tech or software to incorporate into their branding scheme.