When it comes to fashion and technology, how fast is too fast?
This is a guest post from George Taylor, Director at Creative Industry Hub.
‘Thrive’ by Arianna Huffington reveals some hard-hitting truths about the direction in which society is now moving towards. The most obvious message in the book is that we live in a hyper-connected, technology-obsessed era.
You only have to look at Instagram to realise that taking photos of every waking move is now deemed as normal. But what is ‘normal?’ And does normal mean good? Not necessarily. Arianna highlights the importance of ‘digital detoxing’ regularly to de-clutter our minds and recharge our batteries.
So whilst you were busy obsessing over the next big technology craze and taking photos of your latest outfit – ready to post out to your ‘friends’ on Instagram, or you were too busy writing a blog about your latest clothing purchase instead of actually enjoying the moment, you may have missed out on something…
One thing that has grabbed tech-addicts by complete surprise is that 2015/2016 has seen the rebirth of traditional mediums and outlets which we’ve started to forget about. An example is Vinyl records. People are so busy getting their Spotify playlists ready that they didn’t even realise the vinyl was the highest selling music medium last year.
How did that happen?
In fact, vinyl outsold streaming and digital downloads. And, CD sales have started to rise again, thanks to Adele who has put a spanner in the digital woodworks that we know so well (or think we do). What’s interesting, is we’re noticing the same trend in the fashion industry. ‘Click and Collect’ took the fashion industry by storm last year.
In fact, it made online fashion giants such as ASOS question their entire business model. We used to think that consumers prefer to spend online, but really, it’s the speed, ease and convenience they like. Overall, they miss the experience of collecting their clothes in store. And it’s quicker than waiting for a next day delivery…
Let’s not forget that Amazon have realised this which is why they have finally decided to open a Bricks and Mortar store. Give it time, and you can pretty much guarantee that ASOS will follow shortly after. Because whilst the media is encouraging everybody to be ‘more connected,’ people’s hearts are saying the opposite.
And this is why consumers are starting to support independent fashion on a profound scale and even more so, spend a bit more on independent clothing made in Britain. Not only do they enjoy the shopping experience and the heritage that comes with visiting their local boutique, but they want to reconnect with the world again.
They don’t want to be limited to the ‘fast fashion’ experience that is pushed so heavily online, and in mass market retail outlets like the ones on your local high street. They want to meet the person who made their clothes and feel an emotional connection to what they wear.
This is no different to those avid music fans who have started to buy vinyl again. They like visiting the 2nd hand vinyl store and taking their time to check out new artists. They enjoy the experience. And this is why there is also a growing market for fashion subscription boxes. People like the excitement that comes with each delivery.
So whilst Instagram is an incredible source of information and inspiration when it comes to seeking and discovering new outfits, styles and trends, maybe 2016 will be the year where people switch their phones off and take a walk down to their local boutique instead.
