The zone is located in the Exhibition Center and is open to all attendees of the Mobile Asia Expo, including consumers. According to Anina Net, founder and CEO of 360Fashion Network, this zone allows visitors to experience the power of augmented reality, QR codes, and near field communication (NFC) as presented on two 8-meter walls of the zone. Visitors can also download the 360Fashion Network apps to any mobile phone.
“We are excited to showcase examples of how mobile can connect other industries and enable people to live a connected life. In the Mobile Fashion Zone, 360Fashion Network demonstrates how NFC, augmented reality, QR codes and apps can solve some of the challenges in the fashion industry and enhance the experience for users,” says Michael O’Hara, chief marketing officer, GSMA.
Dedicated to the celebration of the China International Clothing and Accessories Fair (CHIC) 20th year anniversary, the Augmented Reality wall has been designed by 360Fashion Network with a historical timeline of the CHIC. Past photos and videos of the CHIC are well-hidden and viewable only through the 360AR apps available on iPhone (http://getap.ps/360AR) and Android (http://bit.ly/360FAR). As shown on the wall for this anniversary theme, exclusive footage, interviews, and fashion photos that have never been publicized since 1993 will make their debut public appearance.
The second face of the wall was created to demonstrate QR Code technology, and 360Fashion Network has built a retail environment for the CHIC YOUNG BLOOD area using hangtags on products, posters, and display cases. Visitors can scan the QR codes on the tags, posters, and walls, and be immediately linked to weibo, website, eCommerce, and contact information for the brands of these products.
The NFC is on the second wall is where 360Fashion Network is cooperating with ESMOD Beijing Fashion School, displaying a trend analysis collected about new technological textiles and fabrics. “Visitors can touch the textiles with NFC-enabled phones and instantly see the name of the designer. This shows how brands can empower their products by using the mobile device,” said Anina, founder and CEO of 360Fashion Network.
The second face of the wall presents some great examples of fashion applications for iPhone along with the 360Fashion News app (http://getap.ps/360News). Anina is also launching her own mobile game for girls "ANINA DRESS UP", downloadable to play on iPhone (http://getap.ps/ADUFree), along with 360Fashion Look-Book app pre-installed on all N9 handsets in China (http://bit.ly/360FN9).
“We have been hosting CHIC for the last 20 years; with 360Fashion’s participation and support, we are able to show the world that we are in pace with the new technologies for fashion brands,” said Mr. Chen Dapeng, Executive Vice President of China National Garment Association.
“The fashion industry worldwide is struggling to understand how to leverage mobile and social technologies into their traditional businesses. Working with CHIC was a great step forward for Fashion & Technology globally. Having the opportunity to showcase our work to the technology industry at Mobile Asia Expo is a thrill and we hope to inspire the audience to know what our company is doing,” said Anina.
Research shows that there are 1 billion mobile subscribers in China, among which 180 million are smart phone owners, a market that is predicted to grow to 500 million by 2015 [according to CCTV Mobile]. However, Chinese fashion brands in general are not currently maximizing branded mobile apps for their branding and corporate communication, which is the norm for Western brands overseas. Anina will explore this issue at Mobile Asia Expo in a session on “How Mobile Will Revolutionize the Fashion Industry” in the Innovation Lab Two, located in Hall N2, on June 22nd at 12:30-13:00. This session is open to all registered attendees of Mobile Asia Expo.