How technology has influenced the fashion shopper journey

EFF Newsletter #6

I still remember the early days of the fashion internet. I remember a mixture of being entranced by the fashion-blogs, the potentiality of identity curation and wanting to emulate my own version but simultaneously being way too scared. Who gets to be credible in fashion spaces? Definitely not me, I felt.

I got my first PC at 15. I know, it sounds late nowadays but back then I was ahead of the curve. Technology gave me even more access to different styles above what was available in stores. Finding lesser known independent Australian and New Zealand designers on Etsy or via online outlet stores. Often at prices that would rival the more ‘posh’ mainstream brands (like Max Mara or Cue).