Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience
Our digital and physical worlds are blending ever more seamlessly, with technology enhancing our daily experiences. How can we connect with customers who are constantly switched on?
Invisible Technology Samantha Hartley / W14006142
Image 1: Invisible Technology
Introduction We now operate in a global, Omni channel surrounded and immersed in technology, where all aspects of life are immediately gratified. This leads ever complex challenges for brands as they are forced to become more responsive to change and adapt to the increasingly digital world that drives with consumer engagement at the forefront. The tech-savvy, fast-paced, digitally-immersed shopping generation, for whom a world of interaction and human knowledge lies at the heart of a touchscreen, provide brands with implications that truly explode the possibilities for connecting in meaningful ways. Both incredible, yet overwhelming, technology has given brands new ways to reach out and connect with consumers that previously didn’t exist.
Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience While retailers start to integrate a multi-channel approach to reach out to the ‘always-on’ consumer, it seems issues with consistency, performance and security are key stumbling blocks when it comes to crossdevice engagement. Effective customer engagement requires brands to both understand the customer and equally provide them with control. As brands try to distinguish their untiring focus on their audience, their needs, behaviours, and desires, it’s more important than ever before that the consumer believes that they are the ones associating themselves with the brands, rather than the other way around. When choosing a brand, we may not consciously intend to signal anything, but like the clothes we wear, the brands we choose become an extension of our personality, communicating a strong message of the person that we are. Considering these factors, it is no surprise that we develop personal, emotional connections with the brands that we use, until recently, with the introduction of the paradox of choice. This has weakened the personal connection that brands are making with the tech-savvy consumer as there is so much competition available. Brand loyalty, the thinking goes, is vanishing. This study will explore and contrast invisible technology with a brands constant interest to engage with consumers.
Image 2: Physical and Digital Experience
Methodology Primary research was conducted through interviews and focus groups to establish the extent to which our physical and digital worlds are beginning to blend. A survey was conducted to discover the most frequent internet use for the millennial generation as well as what is found to be most appealing in relation to brands. I also looked into the best way to engage and connect with consumers who are constantly switched on specifically focusing on the chosen target audience, millennial demographic. Secondary research was
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience conducted through examination of literature on brand engagement and brand experiences and analysis of data on Mintel and WGSN allowed me to back up my own findings.
Demographic Exploration
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The focus of the report will be on the millennial demographic. This has been selected due to the audience’s strong correlation with technology and social media, having grown up around it. This audience see technology as second nature and perhaps even expect technology to be everywhere that they go. The 21-year-old seemed like the consumer who used technology for the most reasons and the most consistently; especially when shopping. in this customer profile (See appendix E), you can see that Amber has little disposable income resulting in more rational purchases. This makes it paramount that companies continue to stay connected and up to date with the fast paced consumer as there is huge opportunity to gain profit. The Omni-channel seems to appeal massively to this consumer, being frugal going into stores to physically experience the items and then later finding them online at a better price and looking at reviews before committing to buy a product. She uses a variety of voucher and discount codes in order to get good deals which enables further impulsive purchases. She is tech-savvy, adaptable and social, and often uses selling apps such as Depop, that enable her to communicate, save money and enhance her interests. To understand thoroughly the implications of this target audience a survey was conducted (See appendix D). This survey found that 40% of 21-year-olds found a technology driven company most important in today’s society with a staggering 80% admitting that they are more likely to make a purchase from a brand
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience that they are following on a social media account. This truly shows how vital it is for brands to maintain their competitive edge, keeping up-to-date with all of the technology surround society and building strong relationships between the brand and the consumer to execute additional sales.
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Innovation and Trends Wearable Technology As the scope for wearable’s continues to evolve and further research indicates the clear market gap for these products, with the forecasted wearable market valued at $12,642m by 2018 (Statista, 2014), it is obvious that people are looking for products that are inextricably linked with their experience using them. Despite interactive technology being present for some time, very few brands have integrated technology that appeals to the masses. Whilst there are many options on the market including the Fit Bit watch that tracks heart rate and counts calories amongst other features, there is nothing yet exclusively appealing to the fashion conscious consumer, or more specifically, the high expectations of the millennial demographic. Ultimately in order to drive the adoption of wearable technology, the aesthetic design must appeal to consumers, and be equally developed using innovations that will cater to evolving consumer demands for quick, fun, personalised experiences.
As technology evolves and becomes more accessible, we look to the new, emerging era within fashion and its incredibly important to consider the far reaching implications of wearable’s that could influence the fields of health, fitness, finance, gaming, music, and many more. The goal being to smoothly incorporate
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience functional, portable digital devices into mainstream society that drive on the notion of remaining connected. As the potential opportunities continue to progress, the sociological and cultural impact wearable devices could have in the near future should be celebrated, rather than simply items of curiosity.
Ringly Take Ringly for example, a line of stylish 18K rings with semi-precious stones such as Emerald, or Sapphire that connect consumers with their iOS or Android device through an app. Ringly works by alerting you with light in various colours or customisable vibrations for all the usual notifications such as phone calls and text messages that you might miss whilst your phone is in your bag. If that's not enough, it also works in cohesion to many apps, including Facebook, Twitter, Instagram, Snapchat, and naturally, Tinder making it a suitable option for the younger, fashion conscious generation who find it difficult to detach themselves from their phones. Image 5
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience Creating a product that blends design with technology, founder Christina Mercando says she created Ringly to prevent her from putting her phone on the table when she was out for dinner with friends or in a meeting, whilst still being reminded of any important notifications. The alerts can be switched on and off or personalised via the app meaning that only important notifications are signaled, rather than ‘pointless disruptions’ each time you get a like on Instagram. “We didn’t want something that was bulky and techy or replaced your phone in any way. Our goal was to make something you’d want to wear even if the technology was not there.” Ringly certainly fits this bill with a simplistic, elegant design that fits seamlessly into daily life. Image 6
Coolmax
Technological advances continue to underpin the fashion industry, with the digital age introducing us to the joys of instant gratification. Fashion will soon reflect the intricacies of the modern society we operate, allowing garments to become more compatible with their surrounding environments. As fashion moves beyond traditional craftsmanship and embraces a more wireless future, garments are driven to act as technical devices, clever enough to gauge the wearer’s needs and respond accordingly. Synthetic performance fabric, Coolmax, is a great example of this. Used in sportswear, the fabric senses an increase in moisture and aptly moves perspiration away from the body where it is evaporated to leave the wearer cooler and more comfortable. The future of fashion will aim to maximise its use of performance, with our hectic schedules transcending into our high expectations and demands of the industry. People are now looking for garments that will serve a purpose beyond the visual aesthetics, and we are already watching Image 7 fashion evolve to accommodate these needs. What’s more, is that Coolmax really does demonstrate a way that technology is becoming invisible. Most gym clothes are now integrating Coolmax technology, and according to a focus group carried out, 100% of people said that they were unaware that sportswear contained these technologies, suggesting the seamless bridge that is being created between technology and sportswear.
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience
‘Phygical’ Experiences ‘Phygical’ experiences are the new trend of 2015 that are likely to be continued throughout the next few years. The idea being, a creative mash up between the physical and digital world. Mirroring consumer attitudes, brands are beginning to create and tell their stories using experiences that relate to people’s emotional values with the ultimate goal resulting in brand loyalty. Technology is being used more often to showcase and demonstrate products as well as create a personalised, memorable experience that will relate to the audience’s emotions and keep them coming back for more. Take the Topshop website for example, who integrate everyday experiences into their online activity through the use of weather. Using tag lines such as “The weather is miserable, let’s shop for rainy day clothes,” consumers feel like they are understood by the brand, and although it is simple, it is an easy way for the brand to show awareness of things happening in reality and pull them into the online world.
Recommendations •
Utilize brand apps
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Tailor and personalise
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‘Phygical’ consumer experiences
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Integrate all touch points
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Embrace technology
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Encourage participation
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Invest in Omni channel solutions
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Competitive awareness
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Know the current adoption stage or any potential barriers
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Consider fluctuating consumer behaviours
Conclusion For the millennial, a brand is not what you tell people it is, but how it’s perceived. Digital interaction is no longer solely about social media platforms, but the experiences that you can create that will build on your brand’s culture. As Millennials thrive on participation, the aim is to tailor the customer experience to meet specific needs whilst making it more convenient, fun and interactive.
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience According to Mintel, 2015, ‘technology brands are eager to demonstrate that new smartphones, tablets and hybrid laptops are more powerful than ever before, as consumers become more inclined to mirror their online behaviour across all device formats’ suggesting the extent to which the internet has become the default channel for shopping and entertainment, replacing a number of things that were traditionally seen only in the physical world. As the lines between the physical and digital worlds blur, the paradox of choice has led brands to constantly rethink their approach and steer the conversation in a way that will reflect well on business, encouraging consumers to maintain brand loyalty as oppose to seek competition. As we step into a wireless future and embrace the digital generation, it is fundamental that brands start to underpin their whole culture around the technology that we embrace on a daily basis and make seamless connections between the physical and virtual worlds.
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“It’s supposed to be automatic, but actually you have to push this button” (John Brunner) To summarise, today’s modern consumer has very different demands to previous generations. Brands have to deliver an engaging, personalised experience both online and in-store or the consumer will simply seek competition. Whilst major breakthroughs between technology and fashion have been made, there is nothing yet meeting the high demands of the mass millennial generation. It is of paramount importance that brands monitor consumer behaviour and invest in Omni channel solutions and brand apps that can help consumers integrate from one device to the next. The future will be, and is already, consumer driven and we can look forward to the seamless connection between fashion and technology that is quickly on the horizon, but perhaps not quite here yet.
Word Count: 1989 words
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience Mintel. (2014). Mintel Identifies Four Key UK Consumer Trends For 2015. Available: http://www.mintel.com/press-centre/social-and-lifestyle/mintel-identifies-four-key-uk-consumer-trendsfor-2015. Last accessed 11th December 2015. Mintel. (2015). Digital Trends Summer. Available: http://academic.mintel.com/display/741600/. Last accessed 8th December 2015. Mintel. (2015). Millennials. Available: http://academic.mintel.com/insight_zones/15/. Last accessed 8th December 2015. Ringly. (2015). Ringly. Available: https://ringly.com/?utm_source=AdWords&utm_medium=CPC&gclid=CjwKEAiAkbzBRC2upezwuyguQ4SJADZG08vnIeyUmO-GsJ4wACxORm8Zgu_wWqEPkL8J7zdPnVf_BoCle7w_wcB. Last accessed 1st December 2015. Smyth, S. (2014). The rise of the 'super shopper': Tech-savvy young consumers are behind three quarters of all retail sales Read more: http://www.dailymail.co.uk/news/article-2562607/The-rise-super-shopper-Techsavvy-. Available: http://www.dailymail.co.uk/news/article-2562607/The-rise-super-shopper-Tech-savvyyoung-consumers-three-quarters-retail-sales.html. Last accessed 22nd November 2015. Statista. (2014). Facts and statistics on Wearable Technology. Available: http://www.statista.com/topics/1556/wearable-technology/. Last accessed 25th November 2015. Wareable. (2015). 50 wearable tech gamechangers for 2016. Available: http://www.wareable.com/wareable50/best-wearable-tech. Last accessed 14th December 2015. Wasik, B. (2013). Why Wearable Tech Will Be as Big as the Smartphone. Available: http://www.wired.com/2013/12/wearable-computers/. Last accessed 22nd November 2015. Wearable Technology Show. (2015). Wearable Technology Show 2016. Available: http://www.wearabletechnologyshow.net/new-for-2016. Last accessed 24th November 2015. WGSN. (2015). Fashion Trend Forecasting and Analysis. Available: http://www.wgsn.com/en/?gclid=CjwKEAiAkb-zBRC2upezwuyguQ4SJADZG08vT0CVhg6_10SXaKVtrTmHB9CiV8s_dZpKBsG0_v8zxoCcl7w_wcB. Last accessed 16th November 2015. Wheeler, A (2012). Designing Brand Identity: An Essential Guide for the Whole Branding Team. 4th ed. England: Wiley. 2-20. Yahoo. (2015). New Report Finds Wearable Technology Has Mass Market Appeal, Continues to Appeal to Early Adopters. Available: http://finance.yahoo.com/news/report-finds-wearable-technology-mass153000376.html. Last accessed 10th December 2015.
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience
Image Reference List: Image 1: http://h.fastcompany.net/multisite_files/fastcompany/imagecache/slideshow_large/slideshow/2014/07/3 033417-slide-s-4-when-wearable-tech-saves-your-life-you-wont-take-it-off.jpg
Image 2: https://www.specialistuk.com/wp-content/uploads/2014/03/digital-high-street-shopping.jpg
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience
Image 3: Primary source (with help from: https://s-media-cacheak0.pinimg.com/236x/9a/0a/8e/9a0a8e564e58d90aa66bbe6ef4b45d74.jpg)
Image 4: Primary source (with help from: https://www.iconfinder.com/icons/239230/computer_desktop_display_monitor_screen_television_tv_ico n)
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience
Image 5: https://ringly.com/?utm_source=AdWords&utm_medium=CPC&gclid=CjwKEAiAkbzBRC2upezwuyguQ4SJADZG08vnIeyUmO-GsJ4wACxORm8Zgu_wWqEPkL8J7zdPnVf_BoCle7w_wcB
Image 6: http://static3.techinsider.io/image/55bfda44dfb6b448136fa240-1512-1334/ringly%20app%201.jpg
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Samantha Hartley / BA (Hons) Fashion Communication / Year 2 / DE1131 Audience and Brand Experience
Image 7: http://gagaboo.com/public/assets/475x275_cool-max-graphic.jpg
Image 8: http://motorola-latinamerica.hosted.jivesoftware.com/servlet/JiveServlet/showImage/102-1966-111145/MOT_WNS_OverviewPoster_illustration_low.jpg
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