The pandemic has accelerated fashion’s adoption of digital tools that meet new customer behaviours and needs. The Vogue Business and Google Summit covered a range of technologies that are top of mind for brands, and highlighted a few standout themes expected to proliferate in the months ahead.
Fashion’s tech-driven future
Fashion brands are no longer experimenting with tech to gain headlines or be “first”. Amid a digital push, brands are emphasising one-on-one customer relationships. Direct-to-consumer means first-party data and algorithm-driven personalisation, according to Michael Burke, director of branded apparel and durables at Google. Burberry, for example, conducts “pathway analysis” on online customers, and uses remote chat with online shoppers, says Burberry SVP of digital commerce Mark Morris.
