Technology is taking over when it comes to the fashion trends for 2014.

Social media in the fashion industry refers to how brands in the named sector connect with their target market through social media outlets such as Facebook, Twitter and YouTube.

Until recently, the fashion industry has been fashionably late to the social media party refusing to adopt it all, or merely adopting one-way communication via social networks and RSS feeds for sales and promotions.

Many brands initially believed social networking would weaken the relationship with consumers, but for most it has turned into a "genuine interaction between brand and client. These brands use social media as a contemporary platform to connect with younger demographics.

The future of fashion is not simply trendy clothes.

While style connoisseurs follow the likes of Prada,Gucci and Josh Goot for their cues, the rest of us will look to technology brands this year to define what we wear.

“Technology is now completely ingrained in our interaction and relationship with fashion and retail.

“It is now part of every shopping moment, from inspiration and production to purchase decision and transaction.”

So what do you need to look out for this year? These are the hi-tech fashionable extras coming to a store near you.

Brazilian retailer C&A has started a campaign that marries online and instore consumer decision making. Called FashionLike, whenever someone ‘likes’ an item of clothing online at the C&A website, that ‘like’ gets totalled on a screen embedded in a clothes hanger on the rack instore. Consumers can then decide whether they want the more popular clothes with the larger number of ‘likes,’ or opt for the‘less liked’ pieces. Cool, huh?

Becoming a part of the social media network allows companies in the fashion industry to capture a large audience. The fashion Industry has adopted social media as a marketing platform to reach their customers online and reignite brand passion and customer loyalty.

the easily accessible, conversational nature of social media makes it an ideal platform for building consumer trust and loyalty- crucial components of fashion marketing. Brands attempt to distinguish themselves in social media by offering promotions, perks and discounts.

In Africa, Kilimall one of the largest online companies offers a similar technology.

Their platform can host fashion businesses by giving them an opportunity to do their e-commerce sales hence improve their brand visibility. This technology allows fashion consumers connect to their favourite shops inside Kilimall straight to their online shopping carts through their smartphones and computers. Furthermore, help buyers process their transactions seamlessly.

A personal expereince is tailored to their wants. For example: their shop can be SEO customized to their specifications, their shop interface can be designed with professionals and a global online brand visibilty is a mandatory service assured by kilimall.

Visit www.kilmall.co.ke

It’s a step in the right direction for designers who get to have their latest creations publicized online instantly while consumers benefit from tailor made clothes.