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FUTURE THINKING
Contents page
2 Rationale aim methodology
20 Fashion Industry Wearables 3D printing Eco friendly fashion
Ayse Kahraman | N0506544 Word count | 3,289
28 Retail Industry augmented REALITY Social commerce location technology
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4 Introduction to trend
Origin and evolution Technology and societal impacts
Health Industry Do it yourself healthcare Mobile health revolution Internet of things Wearables
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what is next? Conclusion
Other refrences biblography illustrations
aIM The aim of this report is to identify how technology is influencing society,as well as, highlighting how it is affecting the different industry sectors, for example, health, fashion and the retail industry, whilst looking at how companies have been responding to this. The report will also emphasis on how technology is particularly influencing the fashion and lifestyle industry and what impacts and effects it is having on consumer behaviour today. As well as a brief overview will be given of where technology originated from, how it has evolved and where it may lead in the future.
methodology To aid the report secondary research will be gathered, initially through sources that provide deep insight and sufficient data, these sources include, books and journals, articles and blogs, websites, databases including WGSN and LSN global
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TECHNOLOGY
Ask a friend today to define technology and you might hear words like ‘machines,’ ‘engineering,’ ‘science.’ Most of us aren’t even sure where science leaves off and technology begins. Neither are the experts.(Rhodes, 1999: 19)
Defining technology a few decades ago was in somewhat respect simpler than its definition today, overall the majority of its interpretations were linked to science and machines, Richard Rhodes definition of technology in 1999 supports this interpretation. Technology, when properly understood, is far more than the product of algorithms, microscopes, test tubes and other apparatus, but the revealing of truths in the service of human life. (Greg Satell, 2015) Today due to the rise in advancements of technology, the modern conception has been interpreted differently and technology is more complex, it has become apart of human life more than ever before as it is continuously keeping us connecting socially, as well as, providing us with ease in all aspects of life. An article recently published, is one example of how technology is seen today as more than just science but it lies within human experiences and life.
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orign and evolution of technology The origins of technology can be linked right back to the stone age, as technology was tied to survival, hunting and food preparation. Stone tools and weapons, fire and clothing are some examples of technological developments of main importance during this period. Due to the growth of the ancient civilizations, it saw the greatest advances in technology and engineering developments, which encouraged other societies to adopt new ways of living and domination. Technology advancements were also significant in the British industrial revolution as it was a period characterized by developments in the areas of textile manufacturing, mining, metallurgy and transport. As Britain started to see positive growth economically ,as well as, becoming more globally connected through manufacturing, it provided new doors for exploring technology. Brought upon the industrial revolution, the 19th century saw the pinnacle discovery of the connection between lighting and electricity, which became a driving force of exciting new innovations, as a growing need to delve and develop technology further started to become possible.
Fig 3 - Evolution of technology
The development of the Internet as we call it today, is a pivotal event that has shaped technology, and lead to the beginning of the digital age. The 1970s first saw the introduction of the home computer, as digital technology proliferated seeing a shift from traditional industrialization to an economy based on information computerization, examples include the change from analog to mechanical, and electronic technology to digital technology. The Internet connected the globe, but the difference with the World Wide Web is it allows for the sharing of knowledge and information almost instantaneously across the world, Google has allowed us to share and access similar information. This development has influenced how technology has shaped our society, world and lives today. Digital technology is a major part of how technology has evolved, it developed with speed and has lead the way for the development of new channels of communication, new businesses and products, new type of consumer and created a world that technology has become a key part of our everyday lives. Technology in general has constantly been evolving and continues to, the future looks bright.
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TECHNOLOGY and societal impacts Over the decade technology has transcended poverty, race and economics to become a driving force in the lives of people across the world.Technology can be found to be accessible to the majority of the population, in developing countries technology may not be advanced but it is growing. Technology has allowed the ease for convenience, as well as, providing todays consumers with a tool that can empower them and give them a sense of comfort in a hectic world. We can now control and juggle our life in a ways unheard of just a decade ago. There are endless amounts of ways which technology has had an influence, it has provided many benefits economically, one of them being an influence on globalisation, which has brought about revolutionary changes and shaped our society today. Technology has always been important in society; however, it has become more significant as businesses and consumers can see the positive impacts and potential it has to provide numerous benefits, which may be through experiences, convenience, connectivity, medically, socially, financially and so on. As well as this, technology has created an outlet for industries to stimulated changes that can enhance and improve our lives, It has made consumers and businesses more globally connected, created online and offline commerce, as well as, enabled connectivity on an extreme scale, communities, friendship that formed across cultures, beliefs and borders. Digital connectivity and convenience technology are just some examples of trends that have stemmed off and been influenced by technology.
Technology has enabled consumers and business on a global scale to become interconnected, due to the improvements of hardware, software, computers, telecommunications and devices these developments have caused widespread access to information and sharing through different channels of communication. (Michael blitz: 2015)
“Technology made large populations possible; large populations now make technology indispensable.�( Robert J. Szczerba : 2015).
Fig 4
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Fig 5
Health
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“dO IT YOURSELF” HEALTHCARE The health sector is ripe for disruption, with increasing health concerns, as well as the need for a healthy body and mind; technology is one way, which consumers are looking to for all areas of health and wellbeing.
“As I see it, technology and wellbeing are colliding to radically shift the healthcare “paradigm.”( Tom Kelshaw:2014) The rise in “Do it yourself” healthcare is changing the health system as its allowing consumers to monitor and measure their lifestyle habits and activities, as well as, access and contribute knowledge for decision making that impacts health, wellness and prevention, an example is Neumitra’s wrist-worn sensor which measures stress in real-time through the skin and pulse. The future shows endless amounts of opportunity as consumers are constantly looking for new ways and products that can improve the nature of their lives.
Fig 6 - Neumitra’s wrist-worn sensor
Fig 8 - Red cross first aid app
Fig 7- - Phillips health watch
As consumers have more control over our lives than ever before, do it yourself healthcare is empowering consumers to create a personal health care ecosystem, which is convenient as well as being another platform other than the doctor to provide constant education of health concerns. The market is responding with companies, such as, Philips and its health watch, which continuously and automatically measures a wide range of health biometrics. Red cross first aid app also provides education in health scenarios and my chart is an app that allows you to access medical records at any given time. Do It yourself healthcare is also leading to a mobile health revolution where mobile devices and appliances are become more intimately involved in our health and lifestyles. In response, technology companies are building intuitive mobile medical devices and apps that monitor vital signs, analyze blood and urine, track medication adherence and much more. On the market today some examples include, Pregnancy tracking, vision testing, virtual dentist, stress checker and live doctor. 12
Mobile health revolution As well as the medical side, mobile apps can help monitor, track and set goals for fitness, food and nutrition, mind and brain. Nike is a brand that looks to the future and their Nike plus running app is just one of the ways they are connecting with their consumers.
As healthcare organizations move toward business-to-consumer models — rather than insurers, providers, and employers merely interacting with each other — gamification can help them make their product attractive to those consumers. (WGSN: 2014).
Gamification in healthcare can provide ease, reduce apprehension as well as engaging consumers and motivate individuals to change behavior, develop skills or solve problems. The current market is responding with examples including, fitness gaming evolutions from companies such as Nike, as they have built a platform to engage fitness enthusiast called nike fuel mission. There hold endless opportunities for businesses to cater to consumers such as, gaming for mental health, disabilities, tackling obesity and so on.
Fig 9 - Nike Plus running app
Fig 10 - Nike fuel missions
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The internet of things
Fig 11 - Internet of things
“In five to 10 years, all the little gadgets we have to carry around – like mobile phones, cameras or bracelets – will disappear and everything will be integrated into a garment.” (Guardian : 2015).
Digestible Sensors, mobile devices and wearable technologies are creating new opportunities for businesses, collectively known as the Internet of things, which directly integrates everything into one, improving efficiency and accuracy. In regards to health and wellbeing, it could change the way consumers manage health in their busy lives as data rich personalized analysis of our health is likely to become the norm, which will lead to consumers having healthier lifestyles, which in the long road prolong life expectancy. Scripps health is an example for the future of the internet of things in health as the company is currently developing nano - sensors that can travel the bloodstream and send messages to a smartphone, alerting the user of signs of infection, an impending heart attack or other cardiovascular issues.
This is just the start of something that can potential change the health system in the future. Technology in health and wellbeing is also shifting towards taking a more holistic approach, looking beyond fitness and encompassing mind, body, even soul. Muse, a wearable head device that connects to a smartphone, also aggregates emotional data, letting users know their peak stress times and exercises to avoid being overwhelmed, enabling consumers to track their progress, and motivate them towards reaching goals.
Fig 12 - Muse wearable headband
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Wearables Wearable devices and monitoring technology will help us as individuals achieve a more mindful sense of wellbeing. The basis of wearable technology has been centered on wearable trackers for consumer fitness; for example, Jawbone and Fitbit have built their success on the thriving popularity of activity tracking. The sky’s the limit when it comes to wearable tech in healthcare and potential innovations extend way beyond activity trackers. We are already seeing sensors that improve quality of life, enable home diagnostics, make virtual health and remote monitoring possible, and that’s just the tip of the iceberg. For example, Google has teamed up with Novartis on a smart contact lens to the wearer’s blood sugar levels.( Parmy Olson:2014 ). As the Olson states above, wearable technology has limitless opportunities, some examples on the market today that are focusing on detection, monitoring and home diagnosis include a wearable headband and software platform that focuses on brain injury detection by Cerora. Oxitone is offering a wristband, which will monitor blood oxygen wirelessly and MC-10 is leading the way with smart patches that enable remote monitoring and home diagnosis.
Fig 13 - Jawbone and Fitbit wristbands
Inspired by healthcare developments, wearable technology in respect to fitness is seeing innovative concepts that are catering to specific sports needs, for example, injury prevention & rehabilitation, performance analysis and maximizing training. (Sarah Housley : 2015). However, wearable technology is also showing signs of plunging into the health insurance sector as these devices are preparing to play a bigger role in how individual and group health insurance costs are decided. This may greatly have an impact on consumer behavior in the future in regards to health. As mass urbanization continues to rise globally, so do the pollution levels, which provides opportunities for scientist and technologists to look to wearable technology that alerts and protects people from pollutants, an example that is currently in concept testing is Hand Tree air purifier, a bracelet device that purifies air while emitting a preselected perfume. Apple is also another company that is taking into consideration environmental biosensors via the apple watch.
Fig 14 -Hand Tree air purifier
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Fig 15
fashion
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Wearables The fashion industry has previously been relatively slow to embrace technology compared to many sectors, but the regeneration that is happening now and the impact that it is beginning to have for the future of fashion is vast. The rise of wearable technologies has to continued to evolve and has led to a heated race between completely different industries, each trying to create the next must-have digital lifestyle product, an example is Barneys and Intel, they are currently working t ogether, this collaboration could break barriers in the fashion industry with wearable technology and cater to customers like never before. Other retail and technology companies that are responding with new approaches include, Richard Nicoll and Vodaphone with the re-charging tote bag.
Fig 16 - Richard Nicoll and Vodaphone re-charing bag
Through wearable technology companies can solve a clear purpose for the consumer, for example, Ralph Lauren is another company that seeks to combine fashion design with health technology by building sensor aware performance apparel. This interconnectedness of industries is something that is likely to flourish in the future for wearable technology.
Ada and I felt that we were losing human experiences because we were documenting them through our phones or cameras, the jacket allows the wearer to experience a moment first-hand and document it at the same time, thereby enhancing your technical ability as a being.( Nicole Kobie :2015). British brand Ada & Nik unveiled a leather jacket with a built in Narrative Clip camera, this is a company that has a clear purpose for the consumer and that is to restore human experiences, as technology is said to be over consuming our lives, so by embracing technology as it is set to be the future and working with it in order to remain true to our origins and ensure individuals don’t become disconnected.
Fig 17 - Lauren Bowker Magnetism and emotion dress
Lauren Bowker created materials that change colour and pattern in response to sensors, including a dress that interprets human magnetism and emotions by reading brainwaves and a 4,000-piece gemstone headdress that reads brain activity, portraying distinctive colour states of the individual’s thought process. ( Nicole Kobie :2015). Wearable’s allow exploration and as technology has been argued that it is taking away from our emotions by causing a disconnection, this has become a focus. Lauren Bowker is one example of a designer who is using technology to tackle and address the issue it has caused through wearable’s emotion innovation.
“Social sneakers are the future of athlete connectivity.” (Clare Varga: 2014) Wearable’s are also integrating social media platforms, which are allowing consumers to become better connected to each other; example include, Adidas with their innovation of Real-Time Tweet Shoes, they receive tweets of support straight into their shoes and the smart jacket with built-in phone and Twitter feed. Connected clothing may allow consumers and businesses to connect in a different way for the future but it all depends on how technology evolves.
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Fig 18- Iris Van Herpen 3D printed dress
Fig 19 - Dita Von Teese in 3d printed dress
Fig 20- Iris Van Herpen 3D printed clothing
3d printing We are now seeing a move towards new technology being reflected in the manufacturing process, in particular with the use of 3D printing technology.
Designers such as Iris Van Herpen unveiled her 3D printed designs at Paris Fashion Week in 2013, and a few months later Dita Von Teese made headlines by appearing in a 3D printed dress designed by Michael Schmidt and Francis Bitoni. Other designers which incorporated 3D printing and have emerged recently include Danit Peleg and Pia Hinze. (Katherine Bernard. (2014). However, there is much more to derive from 3D printing as it just at the start of its development, one area that shows potential for the future is material innovation as there is currently a limited pallet of available materials for 3D printing, which if enhanced could provide both benefits to businesses as well as consumers. 3D printing can enhance consumer’s lives as it provides, personalization, customization and custom fits. Sizing is one area that 3d printing could solve, customers can tailor-make styles from
their favorite shops by entering their exact measurements into the printer, which will eliminate the problem as well as providing quick production and less waste, which is addressing environmental issues and the impact fashion will have in regard to the future.
“When the cost of 3-D printing is reduced, it’s going to create an entirely new generation of businesses.” (Dhani Mau : 2014) The movement into the hands of consumers is somewhere which 3D printing could lead towards, as consumers ever growing need for convenience, being able to print off items of clothing or accessories in your own home using a 3D printer allows for this, as well as, potentially saving costs for the consumer in the long run. However, the debate will be the notion of mass customization and the impact it could have on the high street. As brands are already fighting what seems a never-ending battle to protect intellectual property and 3D printing is a new mechanism to compromise that.
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eco-friendly fashion The world’s resources cannot keep up with consumers increasing demand of over consumption, which is leading to shocking amounts of throwaway fashion and creating an unsustainable consumer and society that we live in. The ever changing fashion trends, plays a big role in the influence of consumer behavior, consumer buying habits and spending patterns is one of the causes of over consumption. However, the development in recycling fashion through technology such as, mechanical fibre recycling, which is allowing reprocessed of fabrics i.e. cotton, this could possibly shift fashion into becoming highly environmentally friendly for the future.
Fig 21 - Adidas saves water campaign
Fig 22 - Example of compressed and pressurised carbon dioxide as the agent to disperse dye
The market has seen businesses responding with companies such as Evrnu for example, is chemically recycling cotton scraps into a new manufactured cellulosic yarn, as well as this, Newcell and Saxion are also working on emerging technologies for cotton to become chemically recyclable. As water shortage becomes ever more prevalent, the fashion industry must re-evaluate its usage and impacts on our most precious resource. Adidas is an example of business that considers new waterless or near-waterless technologies. Instead of water, Adidas' uses compressed and pressurised carbon dioxide as the agent to disperse dye within polyester fabric.
Fig 23 - Wool innovation fabrics through technology
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retail
Fig 24 - kate of spade Digital Window Shop in New York
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AUGMENTED rEALITY The retail industry has shifted towards consumers who are highly informed, socially connected through digital technology and with rapidly rising expectations surrounding the quality and ubiquity of a seamless shopping experience across their digital and in-store activities.
“For retailers to profit from digital disruption, the customer and brand experience must be consistent across all channels.� (Michael Berliner : 2015) By adding technological elements and competencies to the physical location as well as online, retailers can nurture a more satisfying experience that meets the heightened expectations of modern shoppers. for example, Technology that will allows shoppers to virtually wear garments allowing them to smell , hear and feel the fabric as if it were real. The retail landscape is overcrowded and customers are becoming desensitized to traditional marketing methods, which is where augmented reality comes in, as it integrates digital information with live video or the user's environment in real time, whilst captivating and creating an experience. As shoppers are using a blend of online, mobile and in store shopping for their convenience, new innovative ways are in need in order to capture customer’s attention.
Augmented reality can touch everything from shopping aisles to product displays to even fully immersive stores, creating a series of virtual assets that retailers are experimenting with in a big way.The market has responded with companies, such as, Topshop has set up virtual fitting rooms as well as providing consumers with virtual reality catwalk experience. Burberry has created, Burbery Beauty Box, enabling consumers to digitally interact to discover scent, and create their own virtual monogrammed bottles. L’Oreal is providing consumers with facial mapping technology. Dior has recently launched a Virtual reality experience called Dior Eyes, to captured a backstage view of the brand's most recent catwalk show in 3D, which users can explore in 360 degrees.
Fig 25- Topshop virtual fitting mirror
Fig 26 - Dior eyes virtual reality
Fig 26 - Ikea virtual catologue
Augmented reality can close the gap be tween what an online store and physical store can do and as consumers can’t interact with goods in an online store, augmented reality offers a powerful tool that can provide customers with the experience that virtual retailers want to give as well as providing purchase accuracy and ease for convenience to the consumer. Companies that are providing this service include converse with their shoe sampler app, Ikea virtual catalogue and Sayduck Furniture Visualizer. As new technologies become more accessible, and consumer demands for quick, easy personalized experiences grow, digital innovation in out-of-home advertising is allowing for large-scale, interactive brand messaging as well as interactive window displays to virtual reality car showrooms, this is what the future might hold. Augmented reality is still a young and developing industry but shows much potential to revolutionize retail in the future.
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SOCIAL COMMERCE Social networks also provide multi-way conversations between the brand, the customer, and the greater community. Social commerce is also happening in store one example of a company who has taken advantage of this is Nordstrom; they show visual signage of the top pinterest items in store. However, is social is a mindset rather than a destination, and should It makes sense because social brands focus their efforts on tapping commerce is based on trust, and social networks harness the opinions, into consumer connectivity through reviews and endorsements on brands social platforms. Social commerce is coming to retail, as social networks, such as, Twitter, Facebook, Instagram, and Pinterest are fast developing new ways to help consumers buy products directly from theirsocial accounts as e-commerce moves towards a socially led future.
and products from people we follow. Twitter’s new Product Collections, for example, is betting on that trust; consumers are more likely to be engaged with a curated list of products by someone you follow than with a random brand. (Katie Mcquater 2015).
Fig 28- Nordstorm Visual sinage of social media in store.
LOCATION TECHNOLOGY Location-based technologies enable retailer’s unprecedented opportunities to target, track, navigate, engage with shoppers in store as well as offer, potentially immersive product information ,as well as entertainment. Nordstrom is one brand that is responding to this and is one of the first brands to trial wi-fi installations in-store to track customers. Ted Baker and House of Fraser are other examples of current companies that are using Beacons to track customers locations.
Fig 29- Example of location technology used in store
As stores become increasingly connected and consumers gradually dependent on out-of-home technology, retail brands need to have a more detailed and personalized conversation with consumers, location technology enables this, by sending personalized promotions or messages to their smartphones based on their location in-store, in turn driving loyalty. However, retailers will need to convince consumers to in effect exchange their privacy for engagement.
Fig 30- House of fraser
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Whats Next?
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CONCLUSION Overall, consumers have more control over their live than ever before, technology may be one of the contributions to this as it empowers, socially connects and informs, as well as, provide ways to monitor and measure lifestyle habits and activities. Consumers are also taking a more hands on approach to their life, which is something that can be clearly seen in each industry, the future looks bright for technology enabling to bring it home to the consumer. However, in these industries it’s the consumers that are driving them, so should this possibly change to being the other way round and also should brands as well be doing this. Health is likely to move into the hands of consumers, as they want more awareness and control over their lives. A medical director from the NHS said that the hospital of the future is the home; we will continue to see consumers shift to the mobile, as they are demanding simple, straightforward and constant connections. Consumer interest in health has always be high and continues to increase, this is the same with technology, with the two fields converging, the appetite for information can only intensify, and can help people chart their way through this fast changing world. Brands and retailers embracing innovation and the state of the art will better be equipped to compete in an age in which technology has a profound impact on the way we manufacture, retail, and consume fashion and apparel. In regards to fashion, consumers are the ones driving this over consumption and unsustainability that is causing this influence of new eco friendly materials and focus on sustainability in the fashion industry, a focus could be on changing the consumer behavior in regards to this.
The retail store in the future may not necessarily be the place where sales happen but it could seduce the consumer through using technology to create an experience and teach the consumer about the brand through the store, as consumers are becoming more demanding about the brands they chose as brands that reflect them and what they stand for will become more important. Technology shows much potential for the future, we will continue to see the integration of industries as the Internet of things is simply connecting and incorporating everything into one, this is providing convenience as well as will improve efficiency and accuracy for consumers, this is something that is key as currently consumers are driving for brands and businesses to provide these needs. However, will consumer’s lives become even more permanently immersed in their digital lives, prioritizing the virtual world and becoming so obsessed and over consumed by technology. This is a debate that we will continue to see in the future but it has already lead to individuals and business taking this on board, by not removing technology just embracing and cooperating ways to break these barriers.
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illustrations Fig 1- Futuristic Campagin, MYKITA, Available at URL: https://mykita.com/en/collaborations#layer:/en/maison-margiela (Accessed 07.11.2015) Fig 2- Light bulb art, Karvt, Available at URL: http://www.karvt.com/blogs/karvt/6013694-lightbulb-art (Accessed 07.11.2015) Fig 3 – Evolution of Technology, Tnooz, Available at URL: http://www.tnooz.com/article/a-brief-history-of-travel-technology-from-its-evolution-to-looking-at-thefuture/ (Accessed 07.11.2015) Fig 4 – Globalisation, 123RF, Available at URL: http://www.123rf.com/stock-photo/globalisation.html?mediapopup=20100947 (Accessed 07.11.2015) Fig 5- Sweaty Betty shoot, Sweaty Betty, Available at URL: http://www.sweatybetty.com/lifestyle/ (Accessed 07.11.2015) Fig 6 - Neumitra’s wrist-worn sensor, Technology Review, Available at URL: http://www.technologyreview.com/news/508716/wrist-sensor-tells-you-how-stressed-out-you-are/ (Accessed 07.11.2015) Fig 7 – Phillips watch, Wearable, Available at URL: http://www.wareable.com/media/images/2015/09/philips-health-2-1441301221-vGmz-column-width-inline. jpg (Accessed 07.11.2015) Fig 8 – Red cross app, Red cross, Available at URL: http://www.redcross.org/mobile-apps/first-aid-app (Accessed 07.11.2015) Fig 9 – Nike plus running app, Nike, Available at URL: https://www.nike.com/us/en_us/c/running/nikeplus/gps-app (Accessed 07.11. 2015) Fig 10 – Nike fuel mission, Nike, Screenshot, Available at URL: https://www.youtube.com/watch?v=OtZIwxeuH20 (Accessed 07.11.2015) Fig 11 – Internet of things, Business inside, Available at URL: http://static5.businessinsider.com/image/524b3f456bb3f74e5952dcf1/morgan-stanley-75-billion-deviceswill-be-connected-to-the-internet-of-things-by-2020.jpg (Accessed 07.10.15) Fig 12 – Muse headband, Muse, Available at URL: http://www.choosemuse.com/muse/ (Accessed 07.11.2015) Fig 13 – Jawbone and fitbit wristband, Wearable, Available at URL: http://www.wareable.com/fitness-trackers/the-best-fitness-tracker (Accessed 07.11.2015)
Fig 14 – Hand tree air purifier, hand tree, Available at URL: http://electroluxdesignlab.com/en/submission/hand-tree/ (Accessed 07.11.2015) Fig 15 - 3D printed fashion, Pleat farm, Available at URL: http://www.pleatfarm.com/2011/05/26/recycled-leather-collection/ (Accessed 07.11.2015) Fig 16 - Richard Nicoll and Vodafone Create Re-charging Tote Bag Concept, Telegraph, Available at URL: http:// fashion.telegraph.co.uk/columns/ellie-pithers/TMG9087413/Richard-Nicoll-designs-mobile-phone-charginghandbag.html (Accessed 07.11.2015) Fig 17 - Lauren Bowker emotions and magnetism dress, Crane, Available at URL: http://www.crane.tv/the-unseen-material-alchemy (Accessed 07.11.2015) Fig 18- Iris Van Herpen 3d printed dress, Iris van herpen, Available at URL: http://www.irisvanherpen.com/_uploaded/IVH-AW14-Web-6682-LRG.jp(Accessed 07.11.2015) Fig 19- Dita Von Teese in 3d printed dress, Available at URL: http://www.michaelschmidtstudios.com/dita-von-teese.html (Accessed 07.11.2015) Fig 20-Iris van herpen 3d printed clothing, Iris van herpen, Available at URL: http://www.irisvanherpen.com/_uploaded/IVH-AW14-Web-6682-LRG.jp(Accessed 07.11.2015) Fig 21-Adidas saves water campaign, Adidas, Available at URL: http://www.adidas-group.com/en/sustainability/products/sustainability-innovation/ (Accessed 07.11.2015) Fig 22- compressed and pressurised carbon dioxide as the agent to disperse dye, Guardian, Available at URL: http://www.theguardian.com/sustainable-business/dyeing-textile-sector-water-risks-adidas(Accessed 07.11.2015) Fig 23- Wool innovation fabrics through technology, schoeller textiles, Available at URL: http://www.schoeller-tech.com (Accessed 07.11.2015) Fig 24 - Kate of spade window shops, pinthemall, Available at URL: https://pinthemall.net/pin/54f79972af2a2/?creation=1 (Accessed 07.11.2015) Fig 25- Topshop virtual fitting mirror, Real real, Available at URL: http://www.realareal.com/microsoft-kinect-fitting-room-for-topshop (Accessed 07.11.2015) Fig 26 - Doir eyes reality, LVMH, Available at URL: http://www.lvmh.com/news-documents/news/dior-creates-its-own-virtual-reality-headset/ (Accessed 07.11.2015) Fig 27 - Ikea catologue, the drum, Available at URL; http://www.thedrum.com/news/2013/08/02/ikea-ar-catalogue-lets-users-see-what-furniture-would-look-theirhome (Accessed 07.11. 2015) Fig 28 - Nordstorm Visual sinage of social media in store, Econsultancy, Available at URL:
https://econsultancy.com/blog/64313-how-nordstrom-uses-facebook-pinterest-twitter-and-google/ (Accessed 07.11.2015) Fig 29 - Location technology, WGSN, Available at URL: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/board_viewer/#/57831/page/1 (Accessed 07.11.2015) Fig 30 - House of fraser, WGSN, Available at URL: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/board_viewer/#/57831/page/1 (Accessed 07.11.2015)
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