Digital Connectivity by Sophie Heaton

DIGITAL

Connectivity

CONTENTS

Ethics Clause...4

Defining Digital Connectivity...13

Trend Drivers...18-19

Introduction...5

Trend Evolution...15

Disruption of Technology

Methodology...6-8

Experience Economy Social Media

Trend Consequences...20-23

Impacts on Society...26-27

Impacts on the

CGI Avatars

Hyper connected consumer

Fashion

Maslows Hierarchy

Tech Dystopia VS. Tech Optimism

Industry...28-29

Impacts on the

Impacts on

Future

Beauty

the Health Care

Research...34-35

Industry...30-31

Industry...32-33

References...36-37 Bibliography...38-39 Appendix...40-41 Illustrations...42-43

ETHICS CLAUSE This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the Universityâ&#x20AC;&#x2122;s regulations on assessment contained in its handbook. Signed........................................................................ Print name ................................................................... Date .......................................... Word Count- 3,297

â&#x20AC;&#x153;Technology has defined human progress over the years â&#x20AC;&#x201C; we are now heading toward a point where digital will be an inseparable part of human livesâ&#x20AC;?(Sheth,2017). Digitalisation is opening countless avenues to revolutionize society, culture and lifestyles (Menani, R. (2018). The future of society reflects a world where no consumer will be offline, and for many it has altered all aspects of life. This report will examine the key drivers and consequences of this trend along with impacts facing society, including consumer behaviours and mindsets. Subsequently to this, implications within diverse industries such as Fashion and retail, Beauty and Healthcare are covered with an insight into new developments that are transforming these sectors. Finalised with an outlook into potential avenues for future development and opportunities.

METHODOLOGY Aims and Objectives The purpose of this report is to investigate the macro trend; Digital Connectivity and how it is influencing and affecting global industries and how consumers are responding to it within society. • To understand where Digital connectivity has originated from, how it has evolved and where it is going. • To understand consequences derived from this trend, identifying any potential recommendations for the future. • To understand consumer behaviours within the trend and any shifts between demographics. • To understand how Fashion and other industries are responding to this trend with examples of new developments.

Secondary resources Secondary data can define as one of the most widely used methods for data collection (Prescott,2008). The secondary research to carry out this report has been gathered from various sources to deliver a cohesive and thorough insight into the Macro trend; Digital Connectivity. This will gain an understanding and identify any potential areas to take forward for hypothesis in stage 1. Key online sources that were useful within the report are: WGSN, Trend Watching, Mintel, Euromonitor, Future laboratory , Business of Fashion. As well as this, other credentials such as, journals,books and industry reports. These diverse sources have provided a range of different viewpoints and insightful information regarding the topic areas within Digital connectivity, the macro environment and industry implications.

Document: Text

Advantages

Limitations

Blogs

-Offers a subjective yet engaging insight -Enables a diverse view that is shared with a wide audience around that debate

-Because it is subjective it can be biased leaving the source to not be credible -Blogs that stem from big organisations can be credible -However, independent blogs offer a single opinion which are not valid for a wider demographic

Web pages

Quick and easy to access at any time -Credible and valuable sources if the are up to date -If the organisation or publication has a good established reputation , suggests it can be trusted

-The source may be out of date leaving it to be invaluable for current trends -Anyone can make a website -Some websites can be misleading and unreliable -Data not properly researched

Multiple sources: Longitudinal

Advantages

Limitations

Text Books

-Reliable academic sources -Well referenced and links other sources -Typically industry professionals who have a lot of knowledge around topic

-Time consuming to process information needed -Could be outdated referring to topic

Journals

-Credible sources thoughtout by academic professionals -Provides more insights into the research areas not necessarily covered

-Access denied, some journals were not free and had restrictions due to the universityâ&#x20AC;&#x2122;s database -Provided small amounts of insights, however a lot of the information was irrelevant to research -Time consuming searching through relevant insights

Government publications

-The sources tend to be more legitimate -Data is collected over time making the insights more accurate -Good representation of different countries demographic

-It may disregard any negative connotations they want to publish, making it biased

Industry statistics and reports

-Credible sources that are usually backed up -Accurate findings based on a large sample size

-Findings may be generalised and not specific to research question -Not the intended demographic

Document: Non Text

Advantages

Limitations

Web images

-Provides visual representations of insights and statistics

-Images can be originated from anywhere, therefore it is often hard to validate creditability

Podcasts/video

-Enables multiple viewpoints across a shared discussion on topic -Insights are fresh and in line with current events right now

-References are often missing questioning its credibility -Information isnâ&#x20AC;&#x2122;t backed up

Trend sites

-Credible source -Insights will be based on a large sample size -Large demographic groups -Reliable and valuable data -Sold on to companies/ brands therefore itâ&#x20AC;&#x2122;s feasible

-May be data from a particular country -May only provide brief data , the full version may only be accessed through purchase

Potential Primary research methods Once the research question has been decided in stage 1, qualitative and quantitative methods will be carried out in order to generate a more valuable insight into how consumers are responding to this trend. Methods may include, questionnaires, focus groups and interviews with industry insiders.

â&#x20AC;&#x153;By 2022, your personal device will know more about your emotional state than your own familyâ&#x20AC;? (WGSN,2018)

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DIGITAL

CONNECTIVITY

Digital Connectivity is a world in which consumers use many different devices to experience compelling new services that interrogate video, voice and data to provide access and ubiquitous connectivity anytime and anywhere (Jawad,2014). Connectivity is fundamental within the digital economy, predominately started out a technical innovation has increasingly become sociotechnical innovation (Young,2015). Since the Internet was established by Tim Bernes Lee in 1990, the evolution of this trend is growing at a unpredicted rate. From email to www. to the social media boom, technology innovations continue to manifest along with the consumption of connectivity, to almost being a necessity consumers cannot live without.

TREND

EVOLUTION 14

The timeline below depicts a brief visual history of digitalisation and certain technologies that set up the course of future developments to come. However, some developments have been established way before it became relevant at the time. This is evidenced mainly within artificial intelligence and virtual reality as the notion was tested out years prior to it but only recently became more advanced through time (Wood,2009).

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Digital connectivity is arriving at a significant period of transformation; reaching the fourth wave of the industrial revolution (Fig 6, appendix 2). The fourth industrial revolution is a term that has gained prominence over the last couple of years,it relates to the blurring of the real world with the technological world (Yvonne Richardson,2018). This technological revolution will fundamentally change the way consumers live, work with one another (Business of Fashion 2018).

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The convergence of interactivity will become present allowing industries to take it a step further “making the invisible visible”. As new technologies emerge it will enable multiple innovative applications that will change civilisation, thus creating a more connected world in the future.“By 2020, there will be more than 5 billion Internet users and 80 billion connected devices worldwide”(FUJITSU JOURNAL,2015).

TREND

DRIVERS

Experience Economy The rise of the Experience economy has proven to be a significant trend within Digital connectivity, prolonging consumer engagement making it more prevalent in personal and shared experiences. “Consumer expectations around what ‘good’ experiences should look and feel like are constantly evolving in our increasingly connected and digitally integrated world” (DeependGroup 2017). Now, more than ever consumers desire for experiences opposed to materialistic objects, technology plays a fundamental role it has enabled multi-sensory experiences. The number of active virtual reality (VR) users is forecast to reach 171 million by 2018,(Statista,2017) making immersive experiences more widely accessible. This suggests that the VR market will be valuable within these environments and will provide brands with new opportunities to entertain consumers. “Brands need to be ready to respond to consumers seeing the virtual world become as compelling as the real one” (Lazarus, 2017).

Democratization of Technology In a digital world, “technological powered been have innovations by ubiquitous connectivity and constantly have consumers dependence their increased (Young’s,2007). it on Democratization of technology “refers to the process by which access to technology to continues rapidly become more accessible to more people”(Ferdinand ,2000). The advancement technologies new of customer enabled has evolve to experiences and products within services. As well as this, technology is getting cheaper enabling geographic barriers access wider broken, be to to the internet has improved communication across the globe, countries. developing including “Internet penetration increased up 7% year-on-year with 4.021 billion internet users”(Fig 5,appendix 1).

The quote below explains how mass production has produced technologies are to become more mainstream and accessibility among different backgrounds will continue to grow.

“The democratization of technology has enabled tech products to evolve from status-accruing indulgences to mundane must-haves. What was once extraordinary is now the norm. As consumers spend increasing amounts of time interacting with technology. The traditional distinction (online/offline/virtual) becomes increasingly redundant.” (Trendwatching,2017).

Social Media

In 2018, there were 3.4 billion social media users (Fig 5,appendix 1), and has driven the success of many brands in this digital era and have implemented this into marketing strategies. It offers two-way communications, the opportunity for individuals and on capitalise to businesses people’s networks and for rich digital space for exchange of electronic word of mouth (e-wom) (CAO,2014). These platforms allow marketers to interact with their consumers and promote online the through mouth”. of “word Additionally, social media applications provide individuals with a framework for which communication is easy to learn and can be used initiatively ( F i e g e , 2 0 1 0 ) . Subsequently leading to the success of bloggers, Macro and Micro influencers (Fig 1,appendix 1). “78% of bloggers collaborate with brands through (Statista,2018). Instagram” Instagram is a fundamental platform for advertising across mainly Fashion and beauty.

In addition, bloggers reputations have been perceived by consumers as “relatable people” who they can trust the content they advice to audiences, more than a third consumers trust what an influencer says about the brand more than what the brand says about itself (Adotas,2018). However, consumers are becoming more aware that some influencers (mainly macro) are not always sharing genuine content. Macro influencer; Kylie Jenner makes an $1 million per sponsored post (CNBC,2018). This source is derived from“2018 Instagram Rich List” therefore the credibility of it could be questioned. However, other sources suggest that celebrities are paid a substantial amount of money per post, in which this has led consumers to be more hyper-aware of sponsored advertisement’s. Therefore, the challenge for brands is to create relevant, engaging content that consumers can interact with.

SOCIETY

TREND CONSEQUENCES The term avatar was established from user identification which was first claimed by Chip Morning Star in 1995 (Luxford, 2018).The use of avatars has been used by people for a period of time now, through online virtual worlds such as Second Life (2003). The virtual game enables utopian experiences that people may not be able to endure in the physical world “all these technologies are set to modify the nature and experience of interpersonal relations and communications across a vast range of human activities” (Woolgar, S, 2010). Virtual reality has enabled humans to transform their perception of how they want to live in real life, in the virtual world. In today’s digital era these technologies have migrated into different forms, from Snapchat filters to CGI models.

Shudu

It could be argued that the Kenzo fashion show in 2014 featuring digital avatar Knola sparked the rise of the first digital model Shudu in 2017. Photographer Cameron Wilson created model Shudu using a Daz 3D software, who has 120,000 followers on Instagram. Wilson claims the model blurs the line between digital and reality offering a platform to advocate awareness to various issues in the fashion industry(Petrarca,2018).To reflect on this, it is interesting to consider a non-human being to have such affect on consumer’s opinions, through the power of social media Shudu has created a fan base. The reasoning for avatar models to obtain such appreciation could be due to the fact that they are not real “in some ways, digital creations can be more accurate to real life because you have to put in so much realism”. Wilson explains how Photoshop takes away imperfections where as he had to add them in order to make Shudu as human as he could, making them more relatable to the consumer.

Lil Miquela

In addition, these avatars represent the consequences of digital connectivity and how it has manifested. Shudu is just one of several avatar models, Lil Miqeula is a well known virtual influencer who has worked with many brands and editorials including Highsnobiety. The activist avatar frequently posts and in comparison with real life influencers she deals with less ramifications. For instance, L’Oréal is facing a backlash on social media influencer Munroe Bergdorf, who made comments on racism and white supremacy(Marketing week 2017). Although people are open-minded to these avatar models, it doesn’t stop them being realistic and questioning content,when endorsing a product consumers want to know how it feels, fits etc. Therefore, while the avatars would be less of a liability to brands reputations they could not jeopardize future model’s careers as there is only so far the avatars can influence consumers.

Maslow’s hierarchy of needs is a theory in psychology that organises human needs into a five stage model in a form of a pyramid (figure below). The model displays basic needs such as eating at the bottom to aspirational motivations such as self-actualisation at the top. According to Maslow’s theory an individual must fulfil the basic needs at the lowest stage in order to reach the higher stages. “The idea is we only begin to give back or meditate on our higher purpose once we've made it to the top of the pyramid"(Conniff,2018). This model has been adopted globally as a method to target the consumer needs to deliver a marketing strategy. However, as society evolves due to technological innovation, the consumer behaviour dynamics are changing. Thereby, the model is proposed to be outdated in which has led to researchers to reinvent the model to fit in with the time.

Rocca,(WGSN,2018) FIG-2

Self-Actualisation Creativity/problem solving/Authenticy\ Spontaneity Esteem S e l f - E s t e e m / C o n fi d e n c e / Achievement Social Needs Friendship/Family Safety and Security Physiological needs (survival) Air/Shelter/Water/Food/Sleep/Sex

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Maslow

SelfActualisation

Career

Career/Reward

Belonging

Belonging and connection

Connection

Safety

Safety and Security Food/Warmth/Shelter Health

Reward

SelfActualisation

Conniff Allende

Security

Wifi/Battery/Food/Warmth/Shelter/Health

Rocca,(WGSN,2018)

Sam Conniff has released a book “be more pirate” which defines Maslow’s Hierarchy of needs “an old paradigm” and reinvents it in reflection of the 21st century, he considers self-actualisation a fundamental driver that crosses all stages of the model, from basic to aspirational. Although social media is not a basic need, Conniff suggests the internet and connectivity is. In relation to social media, the model explores consumer needs to express themselves through different networks and profiles in order to reach self-actualisation. In contrast to this, recently there has been a movement against social media as society undergoes a “digital detox” 66% of 16-24-year-olds have tried to cut down on social media (Mintel,2018). As consumers are becoming addicted to social media it has decreased human interaction as “75% of people check their phones before saying morning to their partners” (Keating,2017). This signifies that the notion of social media enabling people to be “social” has actually resulted them in being anti-social. Moreover, consumers the need of gratification through social media has caused unrealistic expectations, leading to the backlash and consumers realising the negative impacts social media has on the mind (see Fig 8,appendix 2).

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FIG-3

“At least 40% of all businesses will die in the next 10 years… if they don’t figure out how to change their entire company to accommodate new technologies” (Sheth,2017).

IMPACTS IN SOCIETY

Hyper-connected Consumer “A hyper connected consumer is defined as someone who owns a smart phone and at least one other connected device” (GFK,2018). Consumers today are more connected to one another and the world around them, with access to a variety of channels, devices and platforms it offers a seamless shopping experience. The hyper connected consumer expectations increase for their seamless shopping experiences “54% of consumers expect to receive a personalised discount within 24 hours of making themselves known to the brand” (Segment 2017). Empowered shoppers want new channels, technologies and platforms to be tailored to them besides connecting with consumers throughout the purchase process. On the other hand, for many it has led consumers to question the authenticity of brands, 63% said they feel uneasy when brands use their data” (Mintel,2018). However, this statement might be subject to change in the future as different demographics are displaying a shift in attitudes towards sharing personal data. Younger consumers are showing a positive view towards sharing data ;it decreased from 84% to 75% in 2018. While over 65s continue to show less confidence in sharing (DMA,2018). Although, the report suggests consumers in the west remain averse to sharing data, it is clear that awareness of data exchange in modern societies are growing particularly in young consumers and slowly the older demographic moves towards acceptance (appendix 2,fig 8).

Gen Z is about to become the biggest generation on the planet, so knowing what makes these consumers tick is really important. (WGSN ,2018)

Tech Dystopia Tech Optimism In a digital age where humanity is demanding more from their technology and themselves, interrogation of human needs for touch and physicality becomes more apparent in the invisible tech environment. “As humans become more digital, technology will become more human” (WGSN 2018). For most consumers this feeling of oversaturation towards technological change leads to rejection consequently fearing it might be moving to fast. In contrast, it has been found that these attitudes have been adopted an optimistic approach by a certain demographic. Generation Z;born after 2000’s, Aged 20 and under-the first true mobile “mavens”. They have shown an embracing attitude towards technology innovation regardless of common issues in this trend, such as privacy and data (Yvonne Richardson,2018). Gen Z have been born into a world of instant tech gratification as “97% of 16-21 year olds are glued to their smartphones”(Dalby,2018).This source portrays a substantially high statistic which could be over exaggerated. However, Gen Z are known to consume a lot of connectivity “Gen Z is defined by their digital fluency, from a young age the system has told them they can become entrepreneurs”(Geraldine Wharry,2018). Overall, this generation consumer behaviour is shifting in favour of digital connectivity making them an influential target market and brands need to maintain a good digital etiquette in order to capture this audience.

â&#x20AC;&#x153;1/3 of US and UK shoppers would be interested in using virtual assistance to see how clothes would look on themâ&#x20AC;? (Arnault L,2018)

The FASHION & RETAIL INDUSTRY Tommy Hilfiger Digital Showroom

Digital connectivity has changed the way customers discover, share and talk about fashion. “The Global Fashion industry is moving into a decisive phase of digital adoption by the mainstream consumer”(McKinsey,2018). Fashion companies are dealing with the online movement, retailers are experiencing a steep decline in brick and motor stores,resulting in the scope for new ways to attract customers, such as innovative store experiences. The digital shift has forced fashion players to deliver seamless interrogated shopping journeys across all channels in order to stay ahead in the market place. Reflecting on this, the graph (fig 4 appendix 1) depicts the fast past industry under time constraints, as traditional fast fashion brands have grown 20% over the past 3 years while online fast fashion brands have quicker design to shelf time. It is argued this has been due to social media bringing fashion trends to more consumers, resulting in industry leaders to think of new consumer insights to ensure needs are met.

Gap Augmented reality dressing room

While e-shopping remains to strive the fashion industry, it appears that the fashion industry has received a digital upgrade,“2017 saw a surge in digital tools and new ways to connect with consumers and drive sales” (Mckinsey,2017). As fashion looks towards technology advancements in VR and AR, it is expected to transform fashion technology itself by “blurring the lines between digital, physical and biological spheres” (BOF,2018). The fashion system is heading into an immersive tech environment;in 2017 Gap revealed it’s plans to build AR dressing rooms,the recognition app interrogates AR reinforcing the customer to brand experience. However, experts argue that there is still a long way to go before AR technology reaches its full potential in retail. It could be argued that a big part of the adoption problem lies with the fact that augmented reality is too far ahead for what most brand decision makers understand of it, in order for augmented reality to become more mainstream training needs to take place (Arnault, L. 2018). However, believes that the future is not far away and AR will transform everything from runway shows to shopping.” I don’t think there is any sector or industry that will be untouched by AR”.

VR MAKEOVER VR is currently viewed as a novelty as many industry insiders believe it holds a new medium for immersive story telling future (Rojhan, A). Digital showrooms and catwalks have transformed the high fashion sector as designers implement their designs to formulate a new way of showcasing their collections, this has been done by the likes of Dior and Tommy Hilfiger. Not only does this provide advantages of saving time and money through distribution but it also creates exciting new experiences for buyers and potential clients. However, there are debates surrounding the challenge that these new technologies pose a threat to the fashion industry.

AI GETS REAL Over the past year, AI moved into fashion, where human intelligence used to perform normal computer tasks have been taken over by advancements in algorithms. AI will take a step further blurring the line between technology and creativity. Alternatively, many fashion executives believe AI is too mechanical to “capture the core of fashion” (Burch,2018). This claim is correct to an extent as it is questionable to whether a computer can obtain the amount of creativity and flexibility as a human. Consequently, technology and social change could mean the end of the fashion industry in the future (Johnson,2018).It proposes the potential to disrupt the industry, according Elliot,(2018) 20 to 30 % of current fashion designers jobs could be automated. This raises questions if these advancements will work along side employees or take over completely.

The

BEAUTY INDUSTRY

Technology has helped shape the beauty industry in many ways from robotic manufacture in KIKO stores, to enrich in-store purchases to online beauty apps allowing the beauty consumer to find the right product. Now a new wave of technology reaches the industry “AR and EI will change the future of beauty, by 2020 the AI market will surpass 40bn and exceed 100bn by 2025” (WGSN,2018) This is source is convincing because of WGSN’s reputation of a legitimate trending network. In 2017, Sephora installed AR with virtual try-on mirrors which allows consumers to overlay makeup products on their face to aid purchase decision. This technology has allowed makeup to go beyond its standard functional use and has brought a whole to experience to the consumer.

“AR and EI will change the future of beauty”

As emotional wellness becomes a buzzword in beauty, brands are tapping into consumer’s moods and feelings using AI combined with Emotional Intelligence (EI) and human interaction (WGSN,2018). Consumers are looking for products and services that go beyond just providing a new experience or personalisation, but how the product makes them feel. WGSN reports that mood based AI technology will play a key role in the future of beauty through facial and eye recognition tools (Rocca,2018). This is prominent among niche beauty and skin brands who have worked along side professionals to produce emotion enhancing products such as proven and curology. Because of this rise in technology the industry is more competitive than ever “it has become a very crowded industry”(Corzine,2018). Therefore, personalised products and digital innovation clearly go hand in hand to meet the future consumers needs and is essential for brands to keep up in the competitive market state.

The

The HEALTHCARE INDUSTRY

The introduction of technology into the Healthcare industry has helped it to expand greatly in benefit of the consumer and the industry. Data in particular has emerged as the new currency in the healthcare economy as data is critical in the healthcare industry as it documents the history and evolution of the patientâ&#x20AC;&#x2122;s illness and care (United Nations,2015). This signifies that data has revolutionised the industry, assisting health workers to turn data into actionable insight which improves the quality of care and a more accurate diagnosis.

AI has also made it’s way through the industry, “AI technology not only collects, stores and distributes mass amounts of information, but can learn while doing so” (Moodley ,2018). AI is set to revolutionize the industry, the revenue is expected to be $5.1bn by 2025 worldwide (Wallace,2018). This source could be misleading as the publication is from an American Journalist although in comparison with databases such as Mintel and Statista it corroborates with these findings. Furthermore, AI is already at work in hospitals and doctors offices aiding patients with AI response robots to consult with the patient, Artificial Linguistic Computer Entity programme (A.L.I.C.E.)is built to recognise particular voices instead of text. The use of voice communication allows the patient to interact with the AI bot better, developments have also shown to detect emotional needs of the uses and creating a perception of care and empathy. In reflection of this, AI has been noted to be effective among the male demographic facing mental health “73% stated that they would rather talk to a AI robot because they would not feel ashamed about admitting weakness” (Telegraph,2018). This source is from a respected publication and releases legitimate stories, therefore it is reliable. However, although these new advancements are elevating the industry, society should not depend on it “AI should be used for improving human decisionmaking and not to replace it”(Moodley ,2018). This statement argues that the future risks lie in the approach with technology, if it is used responsibly it can create immense value. If, however, people rely on it fully to manage our health, then there will be negative outcomes.

FUTURE INSIGHTS

With the industry environment changing so rapidly, the key question for many companies is how to harness digital technology in order to embrace change and drive growth (Chan,2017).

“There is paradigm shift ahead in how we consume media” (appendix1, fig3).

Research into the digital environment speculates that technology advancements such as AI, VR and AR will be the future for many industries. At the moment these technologies have been adopted by a few market players and appears that it has not reached its full potential by consumers yet “the future is already here, it’s just not evenly distributed yet” (William Gibson,2018). Therefore, the question lies when these technologies will become mainstream and how brands can make this accessible, will consumers only have access in retail environments or will they be able to participate at home?.

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Keating, L. (2017). Survey Finds Most People Check Their Smartphones Before Getting Out Of Bed In The Morning. [online] Tech Times. Available at: https://www.techtimes.com/articles/199967/20170302/survey-finds-people-check-smartphones-before- getting-out-bed.htm [Accessed 5 Nov. 2018]. Luxford, J. (2018). The Digital Identity Revolution | John Luxford | TEDxWpg. [online] YouTube. Available at: https://www.youtube.com/ watch?v=LWDDH5p0eR0 [Accessed 4 Nov. 2018]. Local.gov.uk. (2017). Digital Economy Act 2017 (Get in on the Act). [online] Available at: https://www.local.gov.uk/digital-economy-act-2017get-act [Accessed 7 Nov. 2018]. Menani, R. (2018). [online] Ey.com. Available at: https://www.ey.com/Publication/vwLUAssets/EY-the-future-of-digital-is-human/%24File/eythe-future-of-digital-is-human.pdf [Accessed 25 Oct. 2018]. Moodley, D. (2018). AI Revolution: Artificial Intelligence Impacting Healthcare - Longevity LIVE. [online] Longevity LIVE. Available at: https:// www.longevitylive.com/anti-aging-beauty/anti-aging-health-studies/ai-artificial-intelligence-revolution/ [Accessed 31 Oct. 2018]. McKinsey, (2018).businessoffashion.com. (2018). The State of Fashion 2018. [online] Available at: https://cdn.businessoffashion. com/reports/ The_State_of_Fashion_2018_v2.pdf [Accessed 4 Nov. 2018]. McKinsey, (2017).businessoffashion.com. (2018). The State of Fashion 2018. [online] Available at: https://cdn.businessoffashion. com/reports/ The_State_of_Fashion_2018_v2.pdf [Accessed 4 Nov. 2018]. Mintel. (2018). Mintel: Global Market Research & Market Insight. [online] Available at: http://www.mintel.com/ [Accessed 6 Nov. 2018]. Mejia, Z. (2018). Kylie Jenner reportedly makes $1 million per paid Instagram post—here’s what other influencers get. [online] CNBC. Available at: https://www.cnbc.com/2018/07/31/kylie-jenner-makes-1-million-per-paid-instagram-post-hopper-hq-says. html [Accessed 2 Nov. 2018]. Petrarca, E. (2018). Lil Miquela’s Body Con Job. [online] The Cut. Available at: https://www.thecut.com/2018/05/lil-miquela-digital-avatar-instagram-influencer.html [Accessed 18 Oct. 2018]. T.Wood, N. (2009). Virtual Social Identity and Consumer Behaviour. 1st ed. Routledge, pp.10-18. Tode, C 2017“Mobile preferred over print magazines for fashion inspiration, sales: report”, Retail Dive, https://www.retaildive. com/ex/ mobilecommercedaily/mobile-preferred-over-print-magazines-forfashion-inspiration-sales-report “Smartphone and IoT Consumer Trends 2017”, https://www.b2x. com/en/smartphone-and-iot-trends Rocca, M. (2018). The Buzz: Rethinking Basic Needs | WGSN. [online] WGSN | Creating Tomorrow | Trend Forecasting & Ana- lytics. Available at: https://www.wgsn.com/en/ [Accessed 4 Nov. 2018]. Rouse, M. (2015). What is social media? - Definition from WhatIs.com. [online] WhatIs.com. Available at: https://whatis.techtar- get.com/definition/social-media [Accessed 31 Oct. 2018]. Rojhan, A. (2017). Augmented & Virtual Reality for the Fashion Industry | Anna Rojahn | Fast Forward Imaging. [online] You- Tube. Available at: https://www.youtube.com/watch?v=smtrNTjBIFU&t=51s [Accessed 17 Oct. 2018]. Sheth, H. (2017). Digital evolution and its challenges : Mr. Asoke K. Laha, President & CEO - Interra Information Technol- ogies [Guest Article] - Blog of Himanshu Sheth on Technology, Entrepreneurship and Business. [online] Blog of Himanshu Sheth on Technology, Entrepreneurship and Business. Available at: http://blog.himanshusheth.net/2017/08/24/digital-evolution-and-its-challenges-by-mr-asoke-k-laha-interra-information-technologies/ [Accessed 16 Oct. 2018]. Statista. (2018). Global digital population 2018 | Statistic. [online] Statista. Available at: https://www.statista.com/statistics/617136/digital-population-worldwide/ [Accessed 25 Oct. 2018]. Statista. (2018). Social media platforms used by social influencers 2018 l Statistic. [online] Available at: https://www.statista.com/ statistics/803492/social-media-platforms-social-influencers-brand-collaborations/ [Accessed 6 Nov. 2018]. WGSN.com. (2018). [online] Available at: https://www.wgsn.com/assets/marketing/emails/2018/ vision_2020_pt1/TheVision2020_Summary. pdf?aliId=624598043 [Accessed 18 Oct. 2018]. Woolgar, S. (2010). Virtual society?. Milton Keynes UK.: Lightning Source UK, p.1. We Are Social. (2018). Digital in 2018: World’s internet users pass the 4 billion mark - We Are So- cial. [online] Available at: https://wearesocial. com/blog/2018/01/global-digital-report-2018 [Ac- cessed 2 Nov. 2018]. Youngs, G. (2015). Digital world. pp.39,40,41. [Accessed 18 Oct. 2018].

Books

Bibliography

Fischer, H. (2006). Digital shock. Montreal: McGill-Queen's University Press, pp.24,26. Lindgren, S. (2017). Digital Media and Society. pp.2,4,5. McQuivey, J. (2013). Digital disruption. [Cambridge, Massachusetts.]: Forrester Research, Inc. Pine, B. and Gilmore, J. (2011). The experience economy. Woolgar, S. (2010). Virtual society?. Milton Keynes UK.: Lightning Source UK, p.1. Youngs, G. (2015). Digital world. pp.39,40,41. [Accessed 18 Oct. 2018].

Articles Burch, T. (2018). The State of Fashion 2018. [online] Cdn.businessoffashion.com. Available at: https://cdn.businessoffashion.com/ reports/The_ State_of_Fashion_2018_v2.pdf [Accessed 4 Nov. 2018]. CAWSEY, T. and ROWLEY, J., 2016. Social media brand building strategies in B2B companies. Marketing Intelligence & Planning, 34(6), pp. 754776. CAO, P., MEISTER, S., DR and KLANTE, O.,PROF DR, 2014. How Social Media Influence Apparel Purchasing Behavior. Market- ing Review St.Gallen, 31(6), pp. 77-86. The Deepnd Group (2017),Experience Economy Booklet (Sydney) 20160217 v05 NS Mickiewicz J, Szymanska, A (2018),LSN GLOBAL THE DISLOCATED WORLD Laha,K. 2017- Digital evolution and its challenges : Mr. Asoke K. Laha, President & CEO – Interra Information Technologies [Accessed 3 Nov. 2018]. Norman Booth, Julie Ann Matic, (2011) “Mapping and leveraging influencers in social media to shape corporate brand perceptions”, Corporate Communications: An International Journal, Vol. 16 Issue: 3, pp.184-191, https://doi.org/10.1108/13563281111156853 Mintel. (2018). Mintel: Global Market Research & Market Insight. [online] Available at: http://www.mintel.com/ [Accessed 6 Nov. 2018]. FUJITSU JOURNAL. (2015). Leveraging Business Opportunities in the Era of Rapid Digital Evolution : FUJITSU JOURNAL. [online] Available at: https://journal.jp.fujitsu.com/en/2015/09/29/01/ [Accessed 22 Oct. 2018]. Ferdinand , P (2000) The Internet, democracy and democratization, Democratization, 7:1, 1-17,DOI: 10.1080/13510340008403642[Accessed 31 Oct. 2018]. T.Wood, N. (2009). Virtual Social Identity and Consumer Behaviour. 1st ed. Routledge, pp.10-18. Rocca, M. (2018). The Buzz: Rethinking Basic Needs | WGSN. [online] WGSN | Creating Tomorrow | Trend Forecasting & Ana- lytics. Available at: https://www. wgsn.com/en/ [Accessed 4 Nov. 2018].

Additional sources

Andrews, E. (2012). Who invented the internet?. [online] HISTORY stories. Available at: https://www.history.com/news/who-invented-the-internet [Accessed 17 Oct. 2018]. Arnault, L. (2018). Augmented Reality Retail - Where Is The Revolution?. [online] Wtvox.com. Available at: https://wtvox.com/ retail-tech/augmented-reality-retail/ [Accessed 22 Oct. 2018]. Adotas. (2018). Influencers and Consumer Trust on Social Media - Adotas. [online] Available at: http://www.adotas.com/2018/07/ influencers-consumer-trust-social-media/ [Accessed 2 Nov. 2018]. Beautiful, I. (2018). [online] Information is Beautiful. Available at: https://informationisbeautiful.net/ [Accessed 7 Nov. 2018]. The Business of Fashion. (2016). What does the fourth industrial revolution mean for fashion?. [online] Available at: https://www. businessoffashion.com/ community/voices/discussions/what-does-the-fourth-industrial-revolution-mean-for-fashion [Accessed 6 Nov. 2018]. Corzine, M. (2018). How Artificial Intelligence Is Taking The Beauty Industry By Storm. [online] Luxury Society. Available at: https://www.luxurysociety.com/ en/articles/2018/07/how-artificial-intelligence-taking-beauty-industry-storm/ [Accessed 27 Oct. The Conversation. (2018). The Conversation: In-depth analysis, research, news and ideas from leading academics and researchers.. [online] Available at: https://theconversation.com/uk [Accessed 7 Nov. 2018].

Elliot, L. (2018). Millions of UK workers at risk of being replaced by robots, study says. [online] The Guardian. Available at: https:// www.theguardian.com/technology/2017/mar/ [Accessed 5 Nov. 2018]. Euromonitor. (2018). Connected Consumers. [online] Euromonitor.com. Available at: https://www.euromonitor.com/connected-consumers/report [Accessed 27 Oct. 2018]. FUJITSU JOURNAL. (2015). Leveraging Business Opportunities in the Era of Rapid Digital Evolution : FUJITSU JOURNAL. [online] Available at: https://journal. jp.fujitsu.com/en/2015/09/29/01/ [Accessed 22 Oct. 2018]. Ferdinand , P (2000) The Internet, democracy and democratization, Democratization, 7:1, 1-17,DOI: 10.1080/13510340008403642[Accessed 31 Oct. 2018]. Dalby, C. (2018). Gen Z: Understanding The World’s First Digital Generation. [online] Figaro Digital. Available at: https://www. figarodigital.co.uk/article/ gen-z-understanding-the-worlds-first-digital-generation/ [Accessed 26 Oct. 2018]. Daubney, M. (2018). Why AI is the new frontier in the battle to treat the male mental health crisis. [online] The Telegraph. Availa- ble at: https://www.telegraph. co.uk/health-fitness/mind/ai-new-frontier-battle-treat-male-mental-health-crisis/ [Accessed 31 Oct. Gordon, L. (2018). Hyperconnected Consumers In the Digital World: Global Survey Results Now Available | Market Research Blog. [online] Market Research Blog. Available at: https://blog.euromonitor.com/hyperconnected-consumers-in-the-digital-world-global-survey-results-now-available/ [Accessed 31 Oct. 2018]. Haliday, S. (2018). Digitally native global Gen Z lead surprisingly analogue lives. [online] WGSN Insider. Available at: https:// www.wgsn.com/blogs/global-gen-zanalogue-lives/ [Accessed 22 Oct. 2018]. Harner, I. (2018). 3 Ways IoT is Saving the Environment – IoT For All – Medium. [online] Medium. Available at: https://medium. com/iotforall/3-ways-iot-is-saving-the-environment-9f36b13ed5c3 [Accessed 5 Nov. 2018]. Hyman, J., Vizard, S., Barnett, M. and Reporters, M. (2018). Why brands must make data security part of their mindset - Market- ing Week. [online] Marketing Jawad,I.(2014) “world top mega trends to 2025 and implications to business, society and culture. Invest in BSR [online] Available at http://Http/www.investinbsr. com/ipaform/wp/content/uploads/IPA-forum/presenation.pdf[Accessed 15 Oct. 2018]. Johnson, L. and Harkness, T. (2018). BBC Radio 4 - FutureProofing. [online] BBC. Available at: https://www.bbc.co.uk/programmes/b04gyx0t [Accessed 7 Nov. 2018]. Keating, L. (2017). Survey Finds Most People Check Their Smartphones Before Getting Out Of Bed In The Morning. [online] Tech Times. Available at: https:// www.techtimes.com/articles/199967/20170302/survey-finds-people-check-smartphones-before- getting-out-bed.htm [Accessed 5 Nov. 2018]. Lazerus, Z. (2017). The experience economy: key trends for 2017. [online] Campaignlive.co.uk. Available at: https://www.campaignlive.co.uk/article/experience-economy-key-trends-2017/1431150 [Accessed 31 Oct. 2018]. Luxford, J. (2018). The Digital Identity Revolution | John Luxford | TEDxWpg. [online] YouTube. Available at: https://www.youtube.com/watch?v=LWDDH5p0eR0 [Accessed 4 Nov. 2018]. Menani, R. (2018). [online] Ey.com. Available at: https://www.ey.com/Publication/vwLUAssets/EY-the-future-of-digital-is-human/%24File/ey-the-future-of-digital-is-human.pdf [Accessed 25 Oct. 2018]. Moodley, D. (2018). AI Revolution: Artificial Intelligence Impacting Healthcare - Longevity LIVE. [online] Longevity LIVE. Available at: https://www.longevitylive.com/anti-aging-beauty/anti-aging-health-studies/ai-artificial-intelligence-revolution/ [Accessed 31 Oct. 2018]. McKinsey, (2018).businessoffashion.com. (2018). The State of Fashion 2018. [online] Available at: https://cdn.businessoffashion. com/reports/The_State_of_Fashion_2018_v2.pdf [Accessed 4 Nov. 2018]. 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[online] WGSN | Creating Tomorrow | Trend Forecasting & Ana- lytics. Available at: https://www. wgsn.com/en/ [Accessed 4 Nov. 2018]. Rouse, M. (2015). What is social media? - Definition from WhatIs.com. [online] WhatIs.com. Available at: https://whatis.techtar- get.com/definition/social-media [Accessed 31 Oct. 2018]. Rojhan, A. (2017). Augmented & Virtual Reality for the Fashion Industry | Anna Rojahn | Fast Forward Imaging. [online] You- Tube. Available at: https://www. youtube.com/watch?v=smtrNTjBIFU&t=51s [Accessed 17 Oct. 2018]. Radovanovic, D. (2018). Digital Divide and Social Media: Connectivity Doesn’t End the Digital Divide, Skills Do - Scientific American Blog Network. [online] Blogs.scientificamerican.com. Available at: https://blogs.scientificamerican.com/guest-blog/digital-divide-and-social-media-connectivity-doesnt-end-the-digital-divide-skills-do/ [Accessed 7 Nov. 2018]. Rodd/. (2016). Trends for 2016 | Democratisation of tech | Rodd. 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Appendix 1

Fig 1 We Are Social. (2018). Digital in 2018: Worldâ&#x20AC;&#x2122;s internet users pass the 4 billion mark - We Are So- cial. [online] Available at: https://wearesocial.com/blog/2018/01/global-digital-report-2018 [Accessed 2 Nov. 2018].

Fig 2

Social Media. (2017). List of Popular Social Networks | Social Media Ltd. [online] Available at: https://social-media.co.uk/list-popular-social-networking-websites [Accessed 8 Nov. 2018].

Fig 3 Rojhan, A. (2017). Augmented & Virtual Reality for the Fashion Industry | Anna Rojahn | Fast Forward Imaging. [online] You- Tube. Available at: https://www.youtube.com/watch?v=smtrNTjBIFU&t=51s [Accessed 17 Oct. 2018].

Fig 4 McKinsey, (2017).businessoffashion.com. (2018). The State of Fashion 2018. [online] Available at: https://cdn.businessoffashion. com/reports/The_State_of_Fashion_2018_v2.pdf [Accessed 4 Nov. 2018].

Fig 5 Fig 5

Mind map of Digital Connectivity

Fig 6

Kemp, S. (2018). Digital in 2018: Worldâ&#x20AC;&#x2122;s internet users pass the 4 billion mark - We Are Social. [online] We Are Social. Available at: https://wearesocial.com/blog/2018/01/global-digital-report-2018 [Accessed 6 Nov. 2018].

Appendix 2

FIG-6

FIG-7

I-scoop.eu. (2017). Industry 4.0: the fourth industrial revolution guide to Industrie 4.0. [online] Available at: https://www.i-scoop. eu/industry-4-0/ [Accessed 7 Nov. 2018].

Rojhan, A. (2017). Augmented & Virtual Reality for the Fashion Industry | Anna Rojahn | Fast Forward Imaging. [online] You- Tube. Available at: https://www.youtube. com/watch?v=smtrNTjBIFU&t=51s [Accessed 17 Oct. 2018].

Political

There have been issues facing political scrutiny this year, including artificial intelligence, virtual and augmented reality, online copyright liability and publisher/distributor liability for third party content online (under Section 230 of the Communications Decency Act). Parties involved in agreements of all types have been increasingly focused on technology related legal risk and discussing the shifting technology related risks with technology advancements. (Blockchain,2017). Therefore, brands that are planning on investing in these new advancements will need to make sure they have liability when entering the future environment.

Environmental

The Internet of things (IOT) has enabled a wide selection of advantages including smart homes which preserve energy,water and resources. Big DATA has increased efficiency in manufacturing via IoT help optimize energy use. Big data via water and air monitoring systems provides information on environments that have impacts on our health. The materials used to manufacture phones and laptops comes from damaging fibres. When thrown away they are not easy to dispose, leaving them to remain in landfill (Naomi Braithwaite, 2018).

Social

As a whole Digital connectivity has brought about interaction between people , it has allowed society to communicate from all over the world. “As connected as we are now, there is still a fundamental disconnect between people and the companies that attempt to reach them through these technologies”. The concept of the ‘digital detox’ has been a growing phenomenon in recent years as people seek to limit time on smart phone. This is primarily focused on boosting attention and mental health or saving time. With the big technology companies and social networks reluctant to reduce people’s usage, people have found their own solutions. This has ranged from disabling notifications and changing colour settings to grey scale to putting the smartphone away for the evening (Mintel,2018).

Technological

Technological developments have enabled digital connectivity to transform society. As more and more advancements come to surface technology has worked its way into every area of life, it dominates communication, transport, food production, healthcare, and even how people define “being human”. However, with the rise of the Internet, it became clear that what technology offered, more than simply convenience or efficiency in daily life, but the ability to collect, store and access information in a way never seen before. (Lindgren,2017)

Legal

The Digital Economy Act 2017 (the Act) makes provision about electronic communications infrastructure and services, including the creation of a broadband Universal Service Order (USO), to give all premises in the UK a legal right to request a minimum standard of broadband connectivity, expected to be 10 megabits per second (Mbps). Local.gov.uk. (2017) This act condemns the right for individuals to have a minimum standard of connectivity.

Ethical

As data continues to be collected by companies and brands to create a better brand to consumer relationship. Consumers have spoke out about their feelings towards this , primarily negative as they feel uncomfortable sharing their data. In which this has led to privacy guidelines to be taken and 2018 saw a wave of brands covering their backs by proposing the “data privacy act” in new updates. (Marketingweek,2018).

FIG 8

Chakraborty, R. (2017). A Trailer of the Future photo by Rahul Chakraborty (@hckmstrrahul) on Unsplash. [online] Unsplash.com. Available at: https://unsplash.com/photos/xsGxhtAsfSA [Accessed 7 Nov. 2018].

Fine digital art. (2018). Ditgital art. [online] Available at: https://fine-digital-art.com/photography-technology/ [Accessed 7 Nov. 2018]. Grimbert, T. (2018). Burning sky photo by Tom Grimbert (@tom_grimbert) on Unsplash. [online] Unsplash.com. Available at: https://unsplash.com/photos/cwP3dtEMnJs [Accessed 6 Nov. 2018]. Vicente, G. (2018). VR Smurfs photo by Giu Vicente (@giuvicente) on Unsplash. [online] Unsplash.com. Available at: https://unsplash.com/photos/FMArg2k3qOU [Accessed 6 Nov. 2018]. wordfromthewell. (2017). You Are Wearing Virtual Reality Goggles.. [online] Available at: https://wordfromthewell. com/2012/04/29/you-are-wearing-virtual-reality-goggles/ [Accessed 7 Nov. 2018].

Theinspirationgrid.com. (2015). Sur-Fake: Photo Manipulations by Antoine Geiger. [online] Available at: http://theinspirationgrid.com/sur-fake-photo-manipulations-by-antoine-geiger/ [Accessed 7 Nov. 2018].

Azzarello, n. (2018). john yuyi tattoos social media symbols to snapshot our online infatuations. [online] designboom | architecture & design magazine. Available at: https://www.designboom.com/art/john-yuyi-social-media-tattoos-08-23-2016/ [Accessed 7 Nov. 2018]. Ferrazza, F. (2017). Artificial Influencer: la prefazione del nuovo numero di Wired - Wired. [online] Wired. Available at: https://www.wired.it/attualita/media/2018/05/24/artificial-influencer-prefazione-wired/ [Accessed 6 Nov. 2018].

Wong, Z. (2017). Meet Shudu, the digital supermodel who is changing the face of fashion one campaign at a time. [online] Vogue.com.au. Available at: https://www.vogue.com.au/fashion/trends/meet-shudu-the-digital-supermodel-who-is-changing-the-face-of-fashion-one-campaign-at-a-time/news-story/80a96d3d70043ed2629b5c0bc03701c1 [Accessed 6 Nov. 2018]. Instagram. (2018). *~ MIQUELA ~* on Instagram: “BASKING ☀️”. [online] Available at: https://www.instagram.com/p/ BghjnlRltc6/ [Accessed 7 Nov. 2018].

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