Thinking about the future
I thought It would be interesting to start researching what kind of clothing people will be wearing 5 – 10 years in the future. I think we take for granted how quickly the world is evolving, I think our predictions of the future 10 years ago were crazy but subtly we’re beginning to realize that technology can do some amazing things, and the future is bound to surprise us in all sorts of ways.
Sustainability and Transparency
Sustainability and social responsibility are becoming a “must” for fashion brands and, once again, technology plays a special role in this area. Innovations in technology, such as a groundbreaking, water-free dyeing process, push the limits and provide more opportunities for sustainable fashion – for instance, there are synthetic alternatives to leather and biodegradable shoe soles made of a bioplastic called APINAT. A well-known and great example of a fashion brand putting these sustainable innovations to use is Stella McCartney.
Other fabrics which will continue being developed in 2018 include those made of natural and unconventional fibers: soy, milk, banana and seaweed.
Models or Micro-influencers
The influencer market represents opportunities for all sorts of brands and their needs. For some bigger brands, top models have proven to be the right choice, as they can generate an incredible amount of engagement for fashion labels. For example, Gigi Hadid, who walked for her TommyXGigi show, created a total of 9 posts related to the brand and triggered more than 4 million reactions.
Brands are taking a closer look at what real people want to wear to better design their branding and marketing strategies by doing the following:
- Relating to the consumer aesthetically: Asos is a great example of a brand which profits from really demonstrating the power of “real people”; they use models with “real” bodies in their catalogs. When it comes to their advertising, they also rely on real people on social media, with the hashtag #AsSeenOnMe, which has already reached about 650K posts.
- Optimizing their search tool: 77% of online shoppers use the search tool when shopping, which means that e-commerce companies should be placing more importance on this feature.
I think this data is extremely interesting and will affect my brand values, I’m unsure as to how much influence I have on changing the brand, nonetheless, I plan to take a look into where fashion is now, and where it’s going. Then study how other brands have adapted and their plans for the future.
Future fashion Will Be More “Wearable”
Wearable tech garments are, indisputably, more than just a passing trend. Not only have they become more stylish, they’ve also become more comfortable, practical and integrated. There are smart rings, such as the ones by Motiv or Oura, which track our physical activity, heart rate and more. Then there are the “hearables”, such as Clip&talk, which is already creating buzz thanks to its ability to measure your heart rate, calories, steps and more, all through an earpiece, which is the perfect accessory since we’re all already used to wearing earphones on a daily basis.
Thanks to technology, innovation in fashion is more exciting than ever, especially when it comes to creating more useful and functional garments. Loomia, a company which uses blockchain technology to create electric fabrics which can heat up, light up or react to the touch, have come up with solutions for our everyday dilemmas, such as staying warm in those uncomfortable, harsh winters or not being able to find our keys at the bottom of our bags. Aside from the tech innovations in fabrics, Contrado predicted that these fabrics will have a more natural aesthetic and be made of ecological fibers for spring/summer 2018.
On the other hand, you have Versus Versace, which chose to work with micro-influencers, a strategy which made their brand one of the top 5 most engaging brands on social media during LFW.