CONNECTED CLOTHING: LUXURY FASHION AND THE INTERNET OF THINGS

The term Internet of Things (or IoT) refers to the ever-growing connectedness of the everyday items in our lives. From watches to kitchen appliances to clothing, the things around us now “talk” to each other, and to us. The purpose of this widespread connectivity is to gather as much data as possible and to create systems to analyze this data to enrich daily living through enhanced convenience and efficiency.

For example, Nike adopted an IoT approach early on with their Nike+ shoes. The shoes possess a sensor that tracks running performance and transmits data to an iPhone application. This information enables athletes to fine-tune their training and pinpoint the weak links in their performance. Keep reading to learn how this method of data collection, information analysis, and application enhances shopper experiences within a variety of luxury brands.

LOOMIA

LOOMIA’s unique approach to connected clothing doesn’t just generate data for the wearer, but for the retailer as well. LOOMIA’S electronic layer is made of flexible, comfortable panels can be sewn into virtually any clothing item. The panels generate heat, as well as collect information about clothing use, motion, and viability in different temperature/weather. Brands can then analyze and use this data to produce garments that are more custom-fit to their particular clientele.

Avery Dennison

Avery Dennison is a global leader in packaging and labeling production, and their new deal with IoT giant EVRYTHING will connect potentially billions of pieces of apparel to the internet. From the moment of conception and production, garments with an Avery Dennison label will have their own digital identity. What possibilities lie within a world of connected clothing? The range of application is yet to be discovered, but Avery Dennison is convinced this is going to be a big, bold move for luxury fashion.

FitBit X Tory Burch

When the conversation topic of wearable technology arises, FitBit is often one of the first brands that comes to mind. FitBit’s original design is more athletic and utilitarian, but the company’s collaboration with Tory Burch transformed the fitness tracker into a chic fashion accessory. Together, the two products combine to create a new hybrid in the smartwatch world: a stylish piece of jewelry that charts your activity 24 hours a day.

Amazon ECHO

Amazon’s ECHO debuted in 2014 to give voice to Alexa, the cloud-based assistant who can answer your questions about your schedule, the weather, traffic, and more. But now, with ECHO LOOK, Alexa can also give you fashion advice. The ECHO LOOK uses an app to let you see yourself from every angle, and view photos and videos of all of your outfits. You can select favorites, and organize your looks on the app. The Style Check option even utilizes fashion advice from the experts to let you know which of your outfits looks best.

Coded Couture by IVYREVEL

Swedish-based IVYREVEL joined Google to bring you the Coded Couture App, a new app that turns your smartphone into your own personal designer. The Data_Dress is a unique-to-you garment inspired by data collected by your phone. The app tracks your activities, understands your shopping and dining trends, and creates a dress the encompasses your own personal story. The founder of IvyRevel, Kenza, describes it as “art and code working together.”

The future partnership between luxury brands and the IoT could include a wide spectrum of benefits in the areas of loss prevention, personalized recommendations, and even sustainability. It’s easier for consumers to recycle when they receive detailed and timely information about what to do with products as they reach the end of their usability. Connected products could provide this information, and even directions to the nearest recycling facility, triggered by time-lapse or item fatigue. The world of connected clothing is more efficient and convenient, and could be cleaner as well.