The intersection of Fashion and tech has long been an interest of mine, as you can see here, here and here (and here). Much to my delight there’s an entire mini-section of fashion-techie panels at this year’s SXSW.

Ecommerce and brick and mortar fashion brands alike, are leveraging popular social content platforms like Pinterest, Tumblr, Twitter, Facebook, and even Foursquare to create personality for their brands. When it comes to being heard in a saturated social landscape, Lauren Sherman of Lucky Magazine believes in spontaneity; hit people with a tip when they least expect it.

Or as we like to say at KA+A, “surprise and delight your users.”

Some of the biggest challenges for these Companies are in UI/UX space. It’s not pleasant to click outside of the editorial environment to buy. That red “buy” button may test better, but how does that fit with the brand?

And this is where the fashion and tech intersection gets really interesting. Building great experiences online through creative and user-focused design is the domain of tech-led companies, largely because that’s where their products live, wrapped up in services.

So what can fashion ecommerce companies do to create a more seamless experience? Part of the solution is getting to know customers better, to deliver great product recommendations. And fortunately there’s technology for that.