We have previously discussed in other episodes the different uses of tech in the fashion industry from NFTs to fitting solutions. Now what does all of this mean for brands or better yet, why might brands actually even consider implementing these technologies into their business models? Are they genuinely wanting to improve the way that they do business or are they simply being what we call “fluffy”? Fluffy being the defined as 'a brand using tech without real substance or a deeper meaning'.   Peter and I discuss the different reasons why this may be prominent in the industry and tips at the end to help you avoid joining the bandwagon with more thought when considering tech innovation and tech adoption. -------- The show is recorded from Beyond Form, a venture studio building & investing in fashion tech startups with ambitious founders. We’d love to hear your feedback, so please do let us know if you’d like us to explore a topic of conversation. You can email us on [email protected]. If you’re an entrepreneur or fashion tech startup looking for studio support, then check out our website: beyondform.io