Technology and Fashion

1. Technology
in the
21st Century
Group 5: Gabriella, Zara, Arina, Zhao
& Kendall

2. How has technology changed the
fashion landscape?
Technology has had a profound impact on the fashion industry in recent
decades, having both positive and negative effects.
Advances in computer design tools such as Photoshop and InDesign has
resulted in ‘airbrushing’ becoming a very controversial issue in the 21st
Century.
Increase in social media means that almost anybody from across the
world has access to up to date information and images from a whole
host of designers.
Fashion is now much more accessible.
Interactive advertisements.
Online trend forecasting, ie. WGSN.
…And many more!

3. How does Tom Ford utilize
technology?
• Fashion Exhibitions & Trade Shows:
These are a way that designers
showcase and promote their clothing.
• Blogging and mini micro blog sites
such as Instagram are becoming an
increasing feature of fashion shows,
meaning that rather than waiting for
the next edition of Vogue to receive
images of the latest collections, we
are able to receive up to date
information whilst the shows are
taking place.
…Are there any negative effects of this?
It greatly reduces the exclusivity of the
collections, because we have access to
images instantly it doesn’t generate as
much interest and curiosity.

4. How does Tom Ford utilize
technology?
• Ford has often shown a
resistance to technology which
is greatly changing the
landscape and dimensions of
the fashion industry.
• In 2010, Ford re-entered the
world of women’s wear.
However, rather than
showcasing the collection in a
fashion show where many
journalists and valued bloggers
are invited, he chose to keep it
a very private affair. This
seemed a very surprising
move for a brand that is being
shaped in the 21st Century.

5. How does Tom Ford utilize
technology?
• At Tom Ford’s launch of the
collection, just one hundred
guests were present at his
store in New York.
• No photographs or tweets
were allowed at the secretive
show, apart from
photographer Terry
Richardson.
• However, not even these
images were allowed to be
made public.
• Famous women modeled the
clothes including Beyonce
and Lauren Hutton.
What was the effect of this?
This clever tactic proved Ford to be a true
marketing professional. By keeping the images
and any information about the collection private,
it meant that it generated a great deal of interest
into his latest garments.
Consequently, this ensured that Ford dominated
in the next edition of Vogue.

6. • Recent shows where a whole host of
fashion journalists including Susanna Lau
were invited represents how in recent
years Ford is beginning to embrace
technology more.
“I think one of the reasons I was really resisting
digital, was because it’s less controllable. The thing
about a journalist like Cathy Horyn or Suzy Menkes, is
that they have a certain integrity. They fact check.
They have a history. They know what they are
watching. A blogger today could have a lot of
followers, but maybe doesn’t have that sense of
history or that level of professionalism. You can’t
control that so you have to just let go,” says Ford.
• Ford now utilizes technology and media
to his advantage, especially as a
commercial tool.
• He also plans to open his own online
store which will be available globally.

7. References:
• http://www.businessoffashion.com/2013/09/t
he-business-of-being-tom-ford-part-ii.html
[Accessed 8 December 2014]
•
• http://www.vogue.co.uk/spy/biographies/tom
-ford-biography [Accessed 8 December 2014]