Join us for #FashMash Bootcamp in partnership with Huckletree this September as we provide a masterclass on the mixed reality continuum - exploring the opportunities, challenges and future of augmented reality through to virtual reality for the fashion and beauty industries.
WHAT'S IT ALL ABOUT?
Pokémon Go might seem like a passing fad to the discerning fashion industry player, but its introduction has served as a tipping point for the mass adoption of augmented reality (AR). In the first week of its launch it reportedly exceeded the number of users Twitter has, not to mention drove higher engagement than that seen on Facebook.
The result is a wealth of relevant insight and information for brands and retailers. AR and MR (mixed reality) are not only set to have ever-greater impact on consumer behaviour, but consequently on marketing strategy. Beauty brands are already one pace ahead of other verticals in this space, and fashion is set to follow.
The same goes for the application of virtual reality (VR) today. While we’ve already seen it used during fashion weeks from the likes of Tommy Hilfiger, Rebecca Minkoff and Topshop Unique, what about when it completely takes hold? It’s already predicted to be the next big platform after the smartphone, so what happens once it’s embedded in daily life and not just playing the role of marketing fad? And on all fronts, how and where do fashion and beauty brands fit?
This masterclass will explore what the future holds in this digital realities space – deconstructing exactly what that phrase means and where these different technologies sit along the real world through to entirely virtual continuum. It will contextualise AR, MR and VR on that basis, outlining exactly why they’re so important for the industry and the impact they’re set to have from an immersive marketing perspective.
Over the course of three hours, you will gain an in-depth understanding of how they relate directly to your business and be given the opportunity to start thinking around how to prepare for them accordingly.
- Expert seminar – a detailed exploration of the mixed reality landscape as it stands today, with access to first class thought leadership pulled from around the globe
- In-depth knowledge transfer – a full understanding of AR, MR and VR technologies and their relative ROI potential, with both the strategic and operational benefits brought to light alongside relevant challenges
- Case study examples – insights into the best uses of AR, MR and VR to date, with learnings from outside the fashion world
- Start up showcase – hands-on experience with both technologies thanks to guest demonstrations
- View on where things are going next – actionable insights and takeaways on the future of mixed reality in the context of the consumer
- Battle of the realities – a live debate and interactive workshop session helping you understand which of these technologies you should be most aware of for your business and why
- Digital deck – a full pack provided at the end of the workshop containing all the educational material received during the day
- Further reading list and map of recommended agencies and partners to also take away
3pm: Bootcamp begins
4.30pm: start-up showcase and refreshments
5pm: Bootcamp continues
The masterclass will be undertaken in an intimate classroom setting, allowing for maximum access to the speakers and ongoing interactive discussion with others attending.
BONUS: Join the #FashMash Bootcamp afternoon and get access to our #FashMash Live event about augmented reality in the evening for free.
WHO ARE WE?
#FashMash Bootcamp is run by Rachel Arthur, a technology journalist and digital marketing strategist working with the fashion industry, and Karinna Nobbs, a published author and established fashion academic. Both have extensive international experience working hands on in brand strategy with big players in the industry, as well as on educational programmes in the executive and academic world. Full bios can be found below:
Rachel Arthur: As an award-winning business journalist and digital marketing specialist, Rachel is first-to-market with global insights and information about the evolving retail, technology and communications landscape. She writes for titles including Forbes, The New York Times, Wired, The Daily Telegraph and The Business of Fashion, while simultaneously editing tech-focused news site FashionandMash.com and running the global #FashMash community. She also acts as a consultant on digital strategy and innovation to leading retail and luxury brands, and a mentor to start-ups on numerous accelerator programmes including John Lewis’ JLAB, Topshop’s Top Pitch, and ASOS in partnership with Telefónica’s Wayra. She regularly speaks on such subjects at conferences around the world, including SXSW, CES, Web Summit and the Cannes Lions International Festival of Creativity. Rachel was awarded trade/B2B fashion journalist of the year by Fashion Monitor in 2015. She has worked in London, New York and Johannesburg, and further delivered client insights across the UK, US, in South America, Australia and Asia.
Karinna Nobbs: Karinna is a freelance academic, strategist and presenter, and the co-lead on the #FashMash educational series. Previously she taught fashion digital and retail strategy at London College of Fashion and the Condé Nast College of Fashion and Design, and guest lectured at prominent global fashion colleges and business schools. Most recently she co-produced the Business of Fashion's new Education platform. She is a published author, with research publications focused on big data, the digitalisation of speciality retail formats and the adoption of visual social media by fashion brands. Karinna currently works with a variety of creative agencies, fashion brands and fashion-tech start-ups on amplifying their brand story and strengthening their strategic approach to digital. Delivering in house training and education workshops are a key part of her philosophy. She is passionate about facilitating opportunities for academia and industry to work together in the co-creation of innovative ideas and mutually beneficial knowledge.