by Rehana Nurali

Nowadays technology is becoming essential to every business and the fashion business is no exception.

As brands find new ways to innovate, new ideas surface like Farfetch’s new concept – Store of The Future. The online Portuguese plataform wants to open its first physical store this autumn in London with a concept that will value the consumer’s experience at its maximum.

The launch of this new concept will give Farfecth’s clients a personalized shopping experience as it’ll have an universal login that recognizes the clients as soon as they walk in the store, a digital mirror that allows them to access their wish lists, a fitting room with photo booths, along with many other high tech services.

Having in consideration that digital services have a big role in influencing consumers behavior, Amazon also launched a new device called Echo Look.

This device, with the help of Alexa, Amazon’s famous personal assistant, allows its users to look their best by seeing their looks in every angle, building a personal lookbook and also presenting new brands and styles based on their lookbook choices.

Echo Look also has a service called Style Check that helps its users decide which look suits them the best.

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Ultimately, companies want to innovate by connecting consumers to their products in a way it was never seen before and one of the ways to do it is without a doubt to bet on high tech services.