Technological Innovation in the Luxury Fashion Industry
At first glance, fashion may seem purely creative and aesthetic, but in reality, it has a strong and growing relationship with cutting-edge technology.
In 2020, Balenciaga launched a fashion show through a video game. Users could explore the virtual world created by Balenciaga, completing the game while observing the fashion worn by characters throughout the environment. This kind of movement signals a new era—where fashion and technology don’t just coexist, but actively fuel one another. This article explores how top luxury brands are integrating technology across design, production, and customer experience.
NFC
Near Field Communication(NFC) is a short-range wireless communication technology that allows devices to exchange data when they are placed close to each other. NFC is fast, secure, and convenient for quick interactions, so it's commonly used for contactless payments, digital tickets, and data sharing between smartphones.
Luxury Authentication through NFC
Luxury brands such as Louis Vuitton, Gucci, Prada, and Ferragamo are using NFC technology to authenticate their products. Customers can verify authenticity by scanning the embedded NFC chip themselves.
Balenciaga NFC Product - Giving Access to Music and Games
Some Balenciaga products also come with embedded NFC chips. Customers who purchase these items gain access to exclusive content provided by Balenciaga, such as games and music, through the embedded NFC chip.
LVMH X Google Cloud
LVMH has partnered with Google Cloud to enhance customer management using AI, applying it to personalization, demand forecasting, and inventory optimization to support smarter production and distribution.
PRADA X Adobe
Prada has partnered with Adobe to implement a personalization strategy powered by AI-driven recommendations. Customers who opted in receive tailored experiences both online and in-store, such as being invited to view seasonal updates of products they’ve browsed. Prada saw over 50% higher customer engagement from those who received AI-powered personalized recommendations.
Coach ‘Impossible Tabby Shops’
To promote Coach's Tabby collection, the brand shared AI-generated images of a fictional Coach store on social media as part of its marketing campaign.
Balenciaga ‘Monday Shoes’
Balenciaga uses AR technology to give customers special experience. Balenciaga’s ‘Monday Shoes’ can be virtually tried on through AR filer which is available on their website.
Dior ‘Virtual Makeup Try-On: Find Your Lip and Eye Look’
On Dior’s website, customers can virtually try on cosmetics such as lipstick, mascara, and eyeshadow using AR technology. This experience can help users see how well the products match their look without putting anything on their skin.
Louis Vuitton ‘Zoooom with Friends’
Louis Vuitton offered an AR experience as part of its marketing campaign. By using the Louis Vuitton app to view the Maison Vendôme store through their smartphone camera, users could watch playful characters come to life in augmented reality.
Nowadays, fashion is no longer just about selling clothes Luxury fashion brands are using a variety of IT technologies to deliver value beyond garments. As fashion continues to evolve hand in hand with emerging technologies, we can only imagine what the next generation of fashion will look like. What will the future of fashion hold? Perhaps a world where garments are not just worn, but lived in.