Information Age, UK: Cognizant’s UK Head of Retail, Consumer Goods, Travel and Hospitality Consulting Says Real-Time Engagement is Crucial in Today’s Hyper-Connected World

“The recent Fashion Week season was dominated by digital technology, heralding a complete transformation of the events, and expanding their reach to include a broader audience,” writes Trish Young. “The technology at this year’s fashion show season was not just designed to improve the experiences for those outside the event. Devices such as Microsoft’s Hololens augmented reality headset gave those attending the Martine Jarlgaard London show the chance to view garments from all angles, and in greater detail.” Extracts:

“The creation of a new intimate relationship with the designer and use of instant feedback and response monitoring have been integral to maximizing the success of previously exclusive fashion brands during a very important time in their calendar year.

Key to fulfilling the expectations of the always-on consumer is the notion of immediate availability of the product on display.

Henry Holland has worked with VISA to make shopping instantaneous by using NFC-enabled (near-field communication) rings distributed amongst show attendees to allow viewers to make purchases on a pre-paid VISA card while the collection is being modelled.

The key aspect about the use of technology in this year’s Fashion Week season from the business perspective, is that the opportunity for heightened consumer engagement has enabled significant revenue generation and highlights the positive impact that technology can have not just on the consumer experience, but on the whole retail process from promotion to the show itself.

Technology has the potential to improve the efficiency of the entire purchasing and delivery network.”

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