Many people (including myself on this blog) are talking about the fashion industry being slow to adapt new technologies. While I’m at no point trying to portray a negative image, but rather help and educate, sometimes the things I see make me wonder how some fashion companies and organizations manage to stay in their own bubble, while the outside world is changing so dramatically.
Just yesterday I blogged about the new DROID phone by Motorola, which is about to change the way we shop thanks to its built-in barcode scanner feature. Once you scanned the barcode, all the product info in the world is in your fingertips. From where to buy (including both online and local stores with direct number to call) to price comparison – the technology is there to make sure you get what you want, for the best price, at the most convenient location.
Today I’m reading at WWD (link via SheFinds) about this latest “innovation” from the W Magazine published by Conde Nast:
“The [magazine] issue will be 100 percent “shop-able,” which means every item shown in editorial and advertising is for sale. Readers will be able to shop directly from ads, for example, by taking a picture of a given page and sending it to an e-mail address. Up to three messages will then be returned to the sender, including a link to buy, a special offer and a video of that brand’s latest collection.”
Imagine the complicated process these editors want the shopper to go through just to be able to obtain a single piece of information – how to buy an item they like, all this in the times when fashion retail industry is begging for shoppers.
Besides the obvious question on how a respected publication such as WWD didn’t questioned this odd statement, I ask myself how these two pieces of news (DROID and W) can be released one day apart, from the same place in the world (NYC) in the era when information is free and instantly available.
I’m curious to hear your opinions on whether you think these old school traditional fashion publications simply resist technological revolution, try hard and fail or perhaps they don’t care at all?
Great comparison Yuli – the Droid and W’s Shopping gesture are galaxies apart, but right here on the same little island between two little rivers. I don’t know if W cares or not, but thanks to their surprisingly irrelevant ambitions, I guess I care a little less about them. They’ve chosen their path.
Yuli – you’re simply brilliant.
Most of the industry is just starting to grasp the concept of mobile shopping via mCommerce versions of retail websites (there are only 45 mCommerce sites currently in operation, and half of them aren’t major brands).
The process above sounds incredibly complicated. I don’t want to look at a magazine, then send an email about three items (no more?) and wait for direct buy links. I am more apt to GOOGLE the item and/or purchase it directly from a retailer’s site. I’m sure if I wanted to view the videos, they’re available on the retailer’s site or on YouTube.
Consumers seek instant gratification, it’s why digital publications are growing and flourishing. They see the item, they can click through and BUY it on the retailer’s site.
They don’t want to go through complicated, high barrier processes to buy products. What “W” is creating is extremely high barrier and it will have low engagement. It’s too complicated for less internet savvy shoppers and takes too much time for digital mavens.
I’m asking myself the same question you asked, “When are they going to get it?” Is it about selling product and generating revenue or is it about building things that only impress others within the fashion industry?
Last time I checked, retailers are interested in customer acquisition and sales.
Great post. I thought the same thing when I initially read the WWD article–I actually had to read through it a few times to make sure I understood the process correctly. You want me to do what? For a Banana Republic skirt?
I honestly think that the fashion publishing industry is so out of touch with some of the basic principles of new media that they genuinely think this is a viable “interactive” campaign.
But really, sending a picture to an email address is innovation? I’d be curious to know who came up with this concept…and if they’re hiring. I promise I can help.
Touche Tamia. I’d help too