Identifying opportunities when developing new fashion-tech products, services or business models is essential to the successful implementation of design concepts.  The ability to analyse and critically evaluate societal trends is key to positioning innovative ideas in the right place at the right time to the right audience. Nowhere is this more evident than in the area of fashion and technology; there is a continuous stream of innovative products coming onto the market however, to exploit these ideas efficiently, an understanding of how consumers engage with fashion and technology needs to be integrated into product development.