Tech Impacts Fashion

Storm’s Coming!

5 Forces of Context

• Mobile-Wearables• Social Media• Sensors• Location Technology• Data

Mobile: More Than Phones

Social: Knows What We Like

Sensors: See What We’re Doing

Location: Knows Where We Are

Data: Knows All!

• Unprecedented experience• Predict intent• New kind of customer• Omni-channel

Context Impact on Retail

Pinpoint Marketing 2%. Fans. Cheerios. New Book.

Contextual Customers

Disappearing into the Fabric…

120 Years of Mercedes

Digital Eyewear: 2011

Digital Eyewear: 2014

Computer Batteries 2012

Computer Batteries 2018

Tech Fashion Everywhere

Polo Hi Tech

Marketer Worries• Incredible Data • Messages in Context• Pinpoint Lowers Cost• Pinpoint Messages Welcome

Marketer Liabilities• Traditional Marketing Less

Effective• Social & Reviews > Ads & PR• Few ads in Wearables• Shift from message to convo

Retail Benefits• Improved Customer Experience• Personalization is Scalable • Less Overhead: More Profit

Another Storm 3D Printers

Runway 3D Models

Shapeways: 3D Community

3D Accessories

Print Your Frames

3D Summary• Coming fast. Getting better.• User designs, makes & sells• Retail’s role in question• Very disruptive

Takeaway

The future of personal technology is in fashion.

The future of fashion is in personal technology.

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