Retail Technology Innovation Hub, UK: Cognizant VP and Chief Digital Officer for Retail, Consumer Goods, Travel and Hospitality Says Technology Across Industries Allows Companies to Amplify Their Audience and Appeal to a Different Demographic

“Over the past year, the fashion industry has seen the biggest decline in sales since the financial crash and with London and Paris Fashion Weeks upon us, it is the perfect opportunity for widespread fashion revival,” says Scott Clarke. “When put to good use, social media and digital technologies can work wonders on sales and performance.” Excerpts:

“This year, digital and social channels have catapulted the London Fashion Week into a world much larger than its physical presence.

Sharable and engaging content can increase a brand’s popularity within the market place. And fashion brands around the world are having to cater to a new demographic that wants instant gratification.

In this new world, increasingly dominated by digital influencers, speed to market is now a Fashion Week priority. New technology like chatbots with ‘buy buttons’ on Instagram and Facebook are closing the gap between the runway and the retail world.

The growing popularity of augmented reality through devices such as Microsoft’s mixed reality headsets, has the potential to launch runways beyond the physical realm.

Technology has an undeniable presence in today’s fashion industry. From runway shows to physical stores and the wider supply chain, retailers have gradually allowed technology to seep into every aspect of their operations.

Those who win will be the fashion and technology brands which work in partnership to engage new audiences, deliver more convenience and engagement for shoppers and provide a seamless and personalized experienced for consumers around the world.”

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