We are on the fourth day of the event which, together with the Venice Film Festival, transports cinema off the screen. News and gossip poured into the Cote d'Azur for the 63rd film festival and after the moods on energy, consumption, innovation, even technology finds its way to meet fashion. Style Star is a project by Marina Garzoni, an innovative offer for the world of fashion based on interactive and emotional systems and solutions capable of developing the customer experience beyond current boundaries. Alongside her, co-founder and technical director, is Andrey Golub. We at Ideolo are their partners on the Proximity technologies front.
What does it mean to find the road where technology and fashion cross?
First of all, the economic crisis certainly brought something positive. We are all convinced that we need to accelerate the development and growth of all that we have kept suspended between past and present for years. The models, the products, the points of view have all been revolutionized in favor of a new thought driven both by economic and social levers and by the desire to change and explore the new. “…if we want space…we have to run” – I always say to myself. Too much immobility on innovation and technology has halted the evolution of the system in favor of finance, lobbies and big capital. Even fashion, albeit based on a material and a form that over the years has cyclically and imaginatively replicated new moods, today must intercept an audience that chooses the product, its own style in an even more personal way driven by the emotions it experiences during the shopping experience. The new consumer buys, informs himself and looks for opinions and motivations on the internet. The old sales style is not totally indifferent to him but his emotional interaction becomes more and more decisive. For many years Marina has insisted on convincing and motivating the Fashion market to stimulate research and change, but the wealth of the sector and the supply chain has snubbed technologies and innovations for years. “…a sharp slowdown was needed…” – and now web 2.0, mobile applications, ecommerce and proximity marketing are becoming the key to a new future where the relationship between product and consumer will be lived in a strictly interactive way. Style Star researches and innovates this new link between consumer and product in the Fashion sector by developing solutions and services that mix the real world with the virtual by exploiting the new frontiers of User Experience such as controllers based on motion capture, eye tracking and multi touch rather than visual interfaces sophisticated. Today all of this is concentrated on the multi-channel and interactive sales process. An e-commerce where new technologies help to explore new forms of interactivity going beyond colors, models, availability and offers. After all, if we don't want everything to be based on the price and on the "massacre" of the product, we must find forms of "protection" that add value. This is the way, integrating sales, communication and CRM processes with high value-added interactive tools capable of immersing our consumers, wherever they are, in a "film" scenario. After all, we want to be protagonists and we look for everything that can make us have fun and dream.
In this clip made for Style Star by Mikros Image (Paris) and winner of an Oscar in Los Angeles 2010 with the 3D animated short film "Logorama" you can find their interpretation of Marina and Andrey's project.
[youtube=http://www.youtube.com/watch?v=REZcLSi_DPY]
