The Future of Fashion Tech in 2020 (Vogue Business)

2019 saw fashion brands and retailers testing new technologies and developing new business models. 2020 will see them identifying, and scaling, practical use-cases.

Last year’s fashion-tech investments followed shifting trends in customer behaviour. Developments in data and AI led to new programs from the likes of Kering and Yoox Net-a-Porter aimed to better deliver what customers want, including smarter omnichannel shopping journeys, advanced clienteling and data-informed product development and merchandising. An increasing appetite for newness that doesn’t create waste led to a slew of rental and resale models: Urban Outfitters Inc. launched rental service Nuuly; luxury brands like Burberry inked official partnerships with The RealReal and other resale sites. Pushing that trend forward, brands like Louis Vuitton and Farfetch experimented with digital designs through the world of gaming.

This year, brands will continue to eschew big, tech-centric launches in favour of incremental tests, and they will build on what worked best in 2019’s year of experimentation. Based on momentum from many of last year’s emerging themes, here are the technologies and trends expected to make headlines in the year ahead.

Influencer marketing could benefit from a data squeeze.As data literacy matures, so does consumer and governmental awareness of data privacy. California’s new Consumer Privacy Actbuilds on the EU’s General Data Protection Regulation, which gives people more control over the usage of their data, and Apple is making it harder for third parties to gather data. Thus, Forrester predicts that “2020 will be a bad year for third-party data and a good year for marketers who take consumer privacy seriously.”

Brands will have to limit reliance on aggregated third-party data to target customers, Forrester says, which might result in decreasing data-informed personalisation efforts. Instead, brands should seek to build authentic connections through influencer marketing, especially as Instagram builds tools to help brands create targeted influencer campaigns based on ideal audience.

Read the full article on the Vogue Business

2020 年时尚科技未来(Vogue Business)

2019 年,时装品牌和零售商测试了新技术并开发了新的商业模式。 2020 年,他们将确定并扩展实际用

例。

去年的时尚技术投资紧随客户行为趋势的变化。数据和AI 的发展催生了 Kering 和 Yoox Net-a-Porter 等

公司的新计划,旨在更好地交付客户所需的内容,包括更智能的全渠道购物流程,高级客户服务以及数据

知情的产品开发和销售。人们对不会造成浪费的新颖性的需求不断增长,导致出现了许多租赁和转售模式。

Burberry 等奢侈品牌与 The RealReal 和其他转售网站建立了正式的合作伙伴关系。为了推动这一趋势向

前发展,像 Louis Vuitton 和 Farfetch 这样的品牌通过游戏世界尝试了数字设计。

今年,品牌将继续避免以技术为中心的大型发布,而采用增量测试,并将在 2019 年的试验年中最有效的

基础上发展。根据去年许多新兴主题的发展势头,以下是有望在明年成为头条新闻的技术和趋势。

有影响力的营销可以从数据紧缩中受益。随着数据的成熟,消费者和政府对数据隐私的意识也将提高。加

利福尼亚州的新《消费者隐私法案》建立在欧盟的《通用数据保护法规》的基础上,该法规使人们能够更

好地控制其数据的使用,而苹果公司则使第三方更难收集数据。因此,Forrester 预测“对于第三方数据而

言,2020 年将是糟糕的一年,而对于认真对待消费者隐私的营销人员来说,这将是一个丰收的一年。”

Forrester 说,品牌必须将对汇总的第三方数据的依赖限制到目标客户,这可能会导致减少数据方面的个性

化工作。相反,品牌应该寻求通过影响者营销来建立真实的联系,尤其是在 Instagram建立工具来帮助品

牌根据理想受众创建有针对性的影响者活动时。

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