Learning notes from this episode:

 

• As long as you are wearing clothes, you are participating in the fashion industry. That means you are making choices, consciously or unconsciously, about how you want to be perceived, and how you perceive others.
• Artificial Reality can be a victim of its own success in fashion. Using AR to create avatars could misfire because people do not like seeing true representations of themselves, but often prefer idealised versions.
• Human behaviour is nuanced and difficult to predict, and this is true about how we decide what to wear. Algorithms cannot cope with nuance and often get it wrong. 
• Segmentation by age alone does not give a complete enough picture of human behaviour differences. Instead, Prof Mair suggests studying other variables and seeing how they connect to each other. 
• Humans crave novelty, whether it is for clothes or food or even people. Fashion can fulfil that craving. 

 

You can say hi to Prof Carolyn Mair on Twitter here.

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