Live from CES 2016: Fashion + tech

Over the last couple of years, we’ve seen the worlds of fashion and technology come together to create a new range of products with excellent functionality and attractive aesthetics to match. This year’s CES has seen a wide range of fashion-related tech, which has all proved very popular with visitors wandering the show floor.

There have, of course, been a whole host of wearable devices launched by many of the biggest names in the technology industry, all of which are battling it out to find a sweet spot between a superior user experience and a slick and elegant design.

We also saw a range of smaller companies displaying innovative technology for the fashion industry. One exhibitor that stood out for me was N-Show, which has created an exciting 3D dressing platform. 

We saw a demonstration of a lady standing in front of a display screen, which had an image of her projected onto it. She was able to gesture towards her gender and various other vital stats on screen before perusing and selecting from a variety of different outfits, whose prices and availability were displayed. These chosen outfits were then projection mapped onto the image of the lady on screen – a great way to check that you’ve found the right outfit to suit your body shape without actually going to the hassle of getting undressed at the shops! The lady was then able to continue gesturing to eventually purchase her chosen look. This was a glimpse into the future of technology infiltrating our shopping experience, facilitating the user experience to improve conversion rates in store.

Another interesting trend is towards the diversification of brands. Today, we’ve seen several pure fashion brands moving into the technology space, as they expand outside of their traditional offering. One exciting example of this was from exhibitor was Merkury Innovation, owned by a very stylish clothes designer, whose booth was filled with a variety of her traditional clothing lines, as well as a range of really vibrant and fashionable tech accessories – including charging purses and headphones. These all highlight the new consumer expectation that their technology must do more than just work well – it must be innovative in look and feel, as well as functionality.

Scooter brand Vespa has also made the leap into tech this year, showcasing a range of phone cases that are definitely fashion-first. This is one example of a traditional brand that is seeing the value of both the fashion and technology sectors, looking to diversify their offering to attract a new customer base with exciting new lines.

Fashion brands in tech, fashionable tech and non-tech brands in both fashion and tech – all trends to watch out for in 2016!

Laura Cholwill

Hill & Knowlton Strategies Search