ARmchair shopping

Augmented Reality (AR) is tipped to transform the consumer experience. AR, also known as "interactive video technology" is on the rise. The FT cites predictions from marketing group ABI Research that the AR market in the US alone will grow to US$350m by 2014, from US$6m in 2008. Indeed a number of fashion and luxury brands are already getting involved:

• Tissot ran an AR campaign with Selfridges in May 2010 enabling shoppers to virtually try on its watches using a screen in Selfridges windows.
• eBay has recently launched an AR app which can be used to digitally try on sunglasses by superimposing the glasses design over the user's face.
• Back in November 2010, H&M launched an iPhone app with GoldRun which allows shoppers to try on outfits virtually.
• Hawes & Curtis have launched a virtual fitting room on its website in collaboration with FitsMe, who have developed an adaptable mannequin to ensure you get the perfect fit for your shirt or suit.

Some brands clearly see the benefits of investing in this technology early to further grow their online sales. While Fashionista marvels at the clever wizardry that means she can snap up a fabulous frock from the comfort of her sofa, she wonders whether it can replace the real-life experience of trying on clothes, feeling the fabric and working out if she can justify the price tag on the gorgeous heels to match!

The Tweets They Are A Changing

Christmas may have passed but bells across the social media sector are still ringing following the recent ruling by the Office of Fair Trading (OFT) which saw Handpicked Media publicly reprimanded for not clearly stating that published online content that endorsed certain products and brands had been paid for. The failure to disclose this was found, by the OFT, to be deceptive, misleading to the average consumer and in breach of UK fair trading laws.

So what does this mean for the fashion industry, celebrity affiliation with designers and online promotion of fashion labels? Will this see the end of the swag bag or prevent celebrities gushing about the latest must have fashion fad in tweets or blogs?

In short – no. Rather it is all about transparency. Any online blogs, tweets or editorials by the glitterati or the average Joanna, that promote products in exchange for payment or payment in kind must openly disclose these incentives so as not to mislead the public. You can read the Q&As issued by the OFT here.

So you think the latest Jonathan Saunders' Topshop collection is a must have? Well if you post this for any reason other than you are a lover of this Scottish designer - then it needs to be stated. Got a free dress out of it? Then say so. Now how to fit this all into 140 characters – that will be the test for many.

Legal training young upcoming design talents

The Brussels Fashionista Team recently held an IP/fashion law seminar entitled "Protection of creativity in Fashion"  in collaboration with the FFI (Flanders Fashion Institute).

Young upcoming talents attended the seminar with enthusiasm and the Brussels Fashionista Team received a lot of positive feedback.

As a follow up, the Brussels Fashionista Team will organize a second seminar on "The opportunities and threats of online stores and social media" in January 2011. Stay tuned, as Fashionista will post more details soon.

The Katrantzou that got the cream

Fashionista wants to say a huge congratulations to Mary Katrantzou who, according to VOGUE.COM, was last night named the winner of this year's Swiss Textiles Award.

Fashionista was lucky enough to see Mary's collection at London Fashion Week and, in her humble opinion, it is thoroughly well deserved as the collection was absolutely stunning!

Well done Mary and team.

Growth is global...

The domestic outlook is bleak: the government's widespread spending cuts are all over the papers, we are all feeling the cold (literally) and retail sales are down for the second consecutive month in a row. But is the current frosty spell an indicator that it is set to be a long, cold winter?

Leaders within the retail industry gathered yesterday in Berlin for the World Retail Congress. Reuters reports that while most were downbeat about the outlook within the US and continental Europe, many were looking east for growth opportunities and in particular in the BRIC countries: Brazil, Russia, India and China. Sir Stuart Rose suggested that businesses could use the Internet to test these new markets at relatively low cost.  Drapers confirmed that online is Marks & Spencer’s largest store and that Rose indicated that M&S will use its existing online platform as the launchpad into new international markets. “For international markets the advance guard will go first but we will still open stores,” he told the World Retail Congress.

M&S isn't the only British retailer following this strategy. Drapers reported yesterday on River Island's recent deal with ASOS which will make its trend-led collections available across 170 countries. So, while the UK outlook may be bleak, there are opportunities for growth overseas. Fashionista is looking forward to seeing British fashion businesses make the most of their headstart online to gain entry to new international markets.

"Les Belges" at Paris Fashion Week

The Brussels Fashionista team was excited to have the opportunity to visit the Showroom "Les Belges" at the Paris Fashion Week.

For the first time, the Flanders Fashion Institute (FFI) and Wallonie-Bruxelles Design/Mode (WBDM) joined their forces to offer a common platform to young upcoming Belgian designers including NOOR D*IZAR, Marko Galovic and Schipper/Arques.

In total 14 designers, each with their own identity, presented their collections to international media and potential buyers. The Brussels Fashionista team was able to talk to most of the designers. All were aware that the key to success is not only talent, but a strong business sense - including understanding how best to protect their designs- are essential to make it in the competitive world of fashion. Their major concerns were reflected in their questions: "How can we protect our designs? How can we protect our brand? What are the legal implications of setting up an online store".

To help young emerging Belgian talent, the Brussels Fashionista team
will be working alongside the FFI to offer the much needed legal support to upcoming Belgian designers. Fashionista and the FFI will together, organize seminars for new design talent topics such as "Protection of creativity in Fashion" and "The opportunities and threats of online stores and social media". 

Fashionista is delighted to be working with the next generation of fashion designers on both sides of the Channel, both in the UK and Brussels.



BIBA is back!

Times may be hard, but it's always nice to read a good news story for a change. Fashionista can't be the only person to notice that the legedary BIBA brand has been revived exclusively at House of Fraser. According to the Guardian, despite the current talk of spending custs and recession, the brand's relaunch has been a hit - with sales of more than £500,000 in the first fortnight.

The new range has been designed by Barbara Hulanicki, the founder of the original BIBA store in Kensington back in 1964. In fact the re-launch has gone so well, House of Fraser has suggested that they may launch stand alone stores. Let's hope the resurgence of the brand continues - it just goes to show that  certain brands can live on even without any trade, and be resuscitated with the right product. With the weather on the turn, Biba's faux-fur coats have caught Fashionista's eye!