In a surprising move, leading sportswear company Under Armour has entered into a partnership with MyFitnessPal, the app that helps you get healthier. As a result, MyFitnessPal will become part of Under Armour Connected Fitness, forming the world’s largest digital health and fitness community with over 120 million members. The Under Armour Connected Fitness suite of apps also includes: Under Armour RECORD, MapMyFitness and Endomondo. With Under Armour expanding its online fitness communities to boost sales, and with MyFitnessPal benefiting from the clothing brand’s millions of digital members, this outside-the-box partnership is win-win for both parties.

15 years ago, the French luggage company published a series of city guides for the jetsetter in search of the most unique experiences. The guidebooks were an immediate success, a must-have for the discerning traveller. Skip to the present, and the exclusive brand has made its now classic guidebook series available on mobile. The City Guides App unveils cultural gems, world-class dining experiences, and the best nightlife in 25 global cities. In creating the app, Louis Vuitton responded to the evolving needs of its customers who no longer want to carry heavy paper books when they travel. A decision that combines fashion, travel and digital to give travellers a product they love. 

Tommy Hilfiger gives its customers the opportunity to watch its runway shows in-store via virtual reality. A Samsung GearVR headset transports shoppers to the front-row of the catwalk showcasing the collection currently being sold, making the show, which took place some 8 months previously, relevant today. Bringing VR to the shop floor is one way to tackle the timeless issue of consumers losing interest in collections before the time they are available for sale. It is also a way to spice up the traditional shopping experience. Daniel Grieder, chief executive of Tommy Hilfiger, told The New York Times, “these days, you […] have to provide entertainment.”

A crowd-funding success story, EMEL + ARIS make self-heating coats that look like stylish outerwear for men and for women. With a touch of a button, the coat heats up, meaning wearers are always prepared for whatever the weather may throw at them. Made from lightweight polymer, rather than wires, the coat produces Far Infrared, conducting heat uniformly that is absorbed by the body to warm the muscles, making users feel warm all over. The success of the coat lies in the combination of three components: beautiful cut, luxury fabric and revolutionary heat technology. A far cry from the bulky, ugly objects that come to mind when we usually think about wearable technology. 

Outdoor clothing retailer The North Face has enhanced buyers’ online shopping experience with artificial intelligence, a fast-growing trend in e-retail. The Fluid Expert Personal Shopper asks shoppers a series of questions, replicating talking with a shop assistant in a bricks-and-mortar store online. Powered by IBM Watson, the technology enquires into where and when the prospect will use the coat, whether it needs to be waterproof, their preferred style, and more, providing a list of high, medium or low matches. The AI and e-Commerce fusion results in a highly personalised shopping experience, giving the consumer confidence they have found the right jacket for them.