From luxury smartwatches to virtual reality catwalks at Fashion Weeks, major fashion influencers and retail brands are adopting technology to increase their scope and profits. There is a potential revolution in the way fashion items are marketed and sold, and major players are already embracing virtual reality technology to take part.
If one were to believe the ads found on TV there are a million ways to get in shape: whether it be gross tasting health drinks, expensive personal trainers or unusual sounding miracle drugs. Although a quick fix might seem like the easiest way to drop lbs and get in shape, they have dramatic consequences.
Wearables are running the gamut: technology that can boost activity, keep you connected, and at the end of the day, help you unwind. While I was amazed by the solutions being showcased at Wearable Entertainment and Sports Toronto, the conference left me with more questions than answers about the bigger role of wearable technology in society.
Instead of making Google Glass (and whatever other devices the wearable tech trend produces) more inclusive (read: affordable), companies are creating add-ons to make life more convenient for a wealthy demographic. But sometimes inconveniences are there for a reason: They remind us of the problems that need fixing.
The next half century could well be about advertising taking on a smaller position in the expanding marketing sphere as brands create loyalty not through impressions but by creating tools, applications, physical devices, true utility, and more robust loyalty extensions that makes them more valuable in a consumer's life. It will be interesting to see which brands embrace media beyond the screen.