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SXSW Interactive 2015

En Vogue: Blurring the Line Between Brands & Tech

Brand matters. As we’ve seen on TV, even a $20 Casio watch will excite people if it has an Apple sticker on it. In her talk, leading wearable technology and fashion expert Jennifer Darmour will reason that for wearables to have this kind of enduring consumer engagement, we need to align brand values and technological capabilities in a way that makes the experience more meaningful.

As wearable technology and the IoT collide, we’ll see more technology embedded into products we use daily, from our clothing to our homes. So far, brand values have been an afterthought for these smart products but it’s time to think about it the other way around – creating new experiences tied to the values of brands we love.

In her talk, Darmour will explore the intersection of fashion and technology by breaking down models of brand collaborations from Tory Birch and Fitbit to Apple and Gucci, and discuss how incorporating brand from the beginning will result in tailor-made experiences of the future.

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  1. How is the evolution of sensor technology advancing our ability to have more meaningful wearable experiences?
  2. What are some of the emerging best practices for incorporating technology into products that have traditionally been analog?
  3. What are some of the different models of brand collaboration in the wearable technology space?
  4. How can fashion brands have a more strategic role in this technology-driven industry?
  5. What are some of the unique scenarios and experiences that the collaboration between wearables, the Internet of Things and brands can bring?


  • Jennifer Darmour, UX Design Director, Artefact


Kayleigh Phillips, Marketing Communications Manager, Artefact

Meta Information:

  • Tags: wearables, technology
  • Event: Interactive
  • Format: Solo
  • Track: Fashion, Style and Wearable Technology
  • Level: Advanced
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