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When it comes to testing new technologies, there is always an element of the unknown for brands. While technology investments may not immediately translate into increased revenue, the willingness to experiment can fundamentally transform the fashion industry, according to Ommy Akhe, a creative technologist specializing in experimental software and augmented reality prototypes, who spoke at BoF Professional Summit: New Frontiers in Fashion and Technology.
“Understanding your customers, the things they value, the challenges you can help them overcome, and what excites them—meeting users where they are is essential,” says Ahke. “The only constant is change. So why not join the journey and start enjoying the actual future?”
Key insights:
- Consumers today are younger, spend more time online, and are used to valuing arbitrary digital assets like follower counts and verified tokens. That means they’re also more likely to spend money on digital items that have real-world value.
- The tools that will build the metaverse – including 5G, artificial intelligence and virtual reality, for example – are well established and consumers are used to interacting with them.
- Ahke’s digital skin projects superimpose dynamic images onto bags, clothes and shoes through a phone lens. Brands can implement this type of technology to drive loyalty and give shoppers more avenues for expression.
