High-tech high street

FASHION and technology may seem like odd bedfellows.

Visualise them as a cyber-geek dating a glossy supermodel and you can get distracted by appearances, but on closer scrutiny this partnership has evolved into an enduring relationship.

Digital media has not only changed social interaction, it has changed modern patterns of consumption, particularly fashion consumption, dramatically. Shopping online has opened up a vista of global choice and consumers now search for satisfaction online, where traditional fashion seasons are subsumed by constantly evolving product.