From Touch to Text
- Shannon B. Garland
- Apr 18, 2017
- 2 min read
There are many ways that technology has slowly been taking over the fashion industry. In previous blog posts, I have spoken about ways that technology can be embedded into clothing. Today, I'm going to speak about the ways companies are transferring their in-store shopping experiences and marketing tactics from touch to text... from tangible to intangible.
From the side of branding, companies are beginning to step away from the printed magazines and produce e-mags, or "online shoppable magazines." This has been done by brands such as Gucci, Dior, Lacoste, Dolce & Gabbana, Hugo Boss, Chanel, etc. These apps focus mainly on wardrobe tips, interviews, backstage videos, and latest collections.
Media is another way that fashion has taken off in the online community. Vogue offers an app that mainly focuses on daily fashion news. Along with the Teen Vogue Me Girl app that's puts the users in the shoes of a Teen Vogue intern. How cool! Right?! Some similar apps focus more on beauty content rather than fashion such as Beauty Genius by Marie Claire and Glamour Fast Beauty. Both applications contain hair and make-up how-to's containing videos, text, and images.
The number of individuals that have been shopping online as opposed to in-store has been outrageous increasing over the past decade. Therefor, the e-commerce world has been thriving. Not only do companies have mobile websites for cellular devices, many of them have also created a mobile app that makes shopping much easier and more convenient. It's almost are to find a retailer that doesn't have a fashion app. Retailers such as Zara, Topshop, H&M, Victoria's Secret, Sephora, Nordstrom, and so on have utilized the ability to increase sales in the online world by creating a shopping application (iOS).
In the end, I believe it's smart for companies to make investments in the online community seeing as that's where our society is headed. As society progresses, it's smart to keep up with it!!
xoxo,
Shannon
Reference: https://www.theguardian.com/technology/appsblog/2013/sep/13/fashion-apps-iphone-ipad-android
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