Technology ousts Fashion for Style Conscious

It's official: the Geeks have taken over. Technology is replacing clothing as the medium that defines ‘Fashion’, according to new research that unearths a new breed of style-conscious consumer who puts gadgets over Gucci when it comes to looking good.

A major report by Microsoft today reveals that for the first time ever, nearly half the nation believes that being able to show off the latest new ‘in’ gadget is as important to their overall fashion image as an item of clothing or a designer haircut.

While we're a little bit wary of a report published by a company whose owner, Bill Gates, can hardly be considered the most style conscious when it comes to fashion -- surely a weird personality trait among many US billionaires who always seem to dress oddly, although Bill's become a lot better dressed in recent years -- the report says forty per cent of over 1,000 polled agree that the style and appearance of the technology devices they carry around with them is much more important now than it was five years ago and indeed critical to their overall look.

The ‘Microsoft Tech To Impress Report’ reveals it is the astronomical rise of ‘mobile working’, which has seen the average office worker spend over an hour a day longer working on the move than they did two years ago, that has created this shift in perception.

As people use technology on the go, and therefore in front of others, this increases the role that technology plays in one’s image and therefore places a far greater importance on having the ‘right’ looking gadgets.

The news is backed up by consumer shopping habits which has seen spending of mobile technology rise by 14 per cent in the past five years, with nearly a quarter of the population admitting to purchasing a piece of technology based only on its appearance – regardless of whether they really needed it.

43 per cent of those surveyed confirmed that they would now rather spend their money of a piece of technology than an item of clothing, and nearly six out of ten people admit to subtly leaving their new gadget on the table for envious friends to gorge on.

The report reveals that this ‘Tech to Impress Nation’ is led by young professional women who are much more likely than men to own several portable gadgets such as a mobile phones, digital cameras and laptops and the research suggests it is manufacturer’s relatively recent focus on creating products aesthetically aimed at women that has contributed to this trend.

Recent focus, of course, probably referring to almost every technology company except Microsoft rival Apple who surely spearheaded the move to make technology look good as well as working well with the iPod, iMac and iPhone?

The way consumer electronics is marketed has also played a key role amongst tech-savvy, image conscious consumers. Experts claim the rise in fashionable technology is also down to the explosion of fashionable celebrities getting involved with tech brands to make the devices more desirable. Where historically they would only get involved in fashion or lifestyle brands, celebrities such as David Beckham, Girls Aloud, Kate Moss and Beyoncé have all been used in recent advertising campaigns for tech brands.

“Without any doubt, modern women are putting more of a focus than ever on the tech accessories they carry around with them to help compliment their overall image," feels Pat McNulty, Assistant Editor of InStyle Online. It's not just about the hottest Mulberry bag or those lustworthy Louboutin heels anymore... A style savvy girl wants the sleekest, sexiest gadgets around and she isn't afraid to use them!

"Being able to pull the hottest piece of technology from her handbag is all part of the modern woman's independent image."

“This research is further proof of the social impact of the rise of mobile working," argues Andre Reuter from Microsoft. "As more people use technology on the move and therefore in front of others, this places far more importance on the look of the accessories they are using than ever before.

"It's got to the point where technology is now an integral part of many people's image, and is why Microsoft is committed to producing the very best-looking, easy to use mobile hardware for busy people who need to look good."

So, is Microsoft now a Style Guru? What do you think?

• More information at: www.microsoft.com/uk/hardware/fashion.

• Picture of Bill Gates by Oliver Bruchez and posted under Creative Commons usage on Flickr