Today, technology and digital marketing are invading almost every industry in the world including automobile, food services, and entertainment sector. The fashion industry is not an exception to this change either, as technology advent and growing internet marketing have become an integral part of the sector. The two phenomena are rapidly infiltrating the fashion industry and changing the old ways in which the sector was run. While the change is still ongoing, so far, technology and digital marketing are positively reshaping the fashion industry by fostering the creation of enhanced clothes, unique fashion designs, convenience in the consumer purchases of fashion products, enhancing the agility of fashion brands to meet customer demand, digitalizing consumer’s decision-making process, bringing fashion products closer to consumers, and making the fashion retail industry a much interactive segment for consumers.
Technology Innovations and the Fashion Industry
One of the changes in the fashion industry brought about by technology innovations is a significant enhancement of ideas regarding traditional apparel to incorporate smart clothes that improve people’s lives. A few decades ago, no one would have imagined that smart clothes would be a reality. Today, through the help of technological advances, the fashion industry can transform the traditional garments into smart clothes and wearables that are responsive to the body and environmental data (Behr 2). A good example of these wearables is the Polo Tech, a sophisticated smart shirt that was first launched by the fashion brand Ralph Laurent. Notably, the workout shirt has “silver fibers woven directly into the fabric and a small, sensor-filled black box that snaps into the shirt near the rib cage, to track biometric stats” such as heart rate, energy exertion and breathing depth (Goode par.2). While Polo shirts are originally traditional clothes, technology innovations are making it possible for the fashion industry to transform such garments into smart apparel that can help improve people’s lives, especially in the sports sector. The presence of such clothes in today’s market is a significant indication that technology is reshaping the fashion industry to incorporate enhanced ideas that help improve the traditional wearables and clothes.
Additionally, technological innovations are fostering the creation of unique and creative designs than was the case years ago. For example, Pasricha and Greeninger (1) note that 3D printing, a novel manufacturing technology, is available for use among designers today, whereby the latter can use a Computer-Aided Design File to lay down several thin layers of materials in succession to create different designs. This technology is reshaping the fashion industry by bringing, new, rare, and redefined clothing designs each day.
3D printing technology is being used in the fashion industry to create designs that are distinct and creative from those made in the past. For example, Logan observes that in 2011, Iris van Herpen was the first designer to use 3D printing technology to design a dress that featured in the Paris Haute Couture Fashion Week. Apart from the printed dress being one of Iris’s first printed piece to debut in the Fashion week, it was very unique from the usual pieces. Notably, the garment resembled intricate white fabric scrunched-up into the shape of a Rorschach test and was ranked as the best invention by Times magazine (Logan). Since then, the fashion industry has experienced multiple creative designs, from skeleton-like garments to medieval armor. All these creative and distinct designs have emerged from technology innovations, which are rapidly introducing new designing apps that designers can utilize to create rare pieces of apparels.
Besides promoting the creation of unique apparel designs, research suggests that 3D printing is transforming the fashion industry into a more sustainable sector by facilitating waste reduction. As observed by Pasricha and Greeninger (6) when used in manufacturing, the technology assists in waste reduction, as the entire object is complete once the printing is done, and nothing needs to be cut away. 3D printing differs significantly from traditional manufacturing where several pieces of the fabric are cut out to make the final apparel, thus increasing the portion of the material that is wasted. Research conducted by Pasricha and Greeninger (1) reveals that while using 3D printing, 95% of the fabric is used in manufacturing, and only a small portion is wasted. Synthesis of this information shows that this disruptive technology is assisting the fashion industry, especially, designers to cut back on waste during manufacturing.
Additionally, 3D printing technology is reshaping the fashion industry into a more environmentally sustainable sector than it was decades ago. As observed by Pasricha and Greeninger (7), the subtractive manufacturing that has been in use for years in the industry pollutes the environment on a large scale. However, innovations such as 3D printing are assisting in the reduction of environmental pollution, as the technology’s waste is only 40% with much of it being recyclable material (Pasricha and Greeninger 7). That being said, it is evident that technology innovations are converting the fashion industry into a more sustainable sector.
Furthermore, studies suggest that technology is slowly reshaping the fashion industry by redefining the roles of key participants, such as designers, makers, and users, in the sector. As observed by Sun and Zhao (363), traditionally, designers took on the apparel production after the maker’s work, and the users served in the market and consumption parts after designers developed and manufactured the products. In other words, each participant in the fashion industry originally had a distinct role; the makers dealt with fiber, yarn and fabric production, the designer indulged in apparel production, while the users simply consumed the final product.
However, today, the distinct roles of major participants in the fashion industry are significantly been altered and redefined by technological innovations. For example, Sun and Zhao (364) observe that through technologies such as 3D printing, consumers are slowly been transformed into designers in the fashion industry. Notably, consumers of fashion products today can use 3DP technology to personalize 3DP based products through entrepreneurial platforms (Sun and Zhao 364). Some of these technologies are already in use in the market, a good example being the Amazon printed Products Store. Notably, the new online store on Amazon enables users to customize fashion products such as earrings and pendants to their preference and have the final design sent to them (“Amazon Customers Become Designers”). This phenomenon is largely reshaping the fashion industry by promoting an active role of users in the apparel and wearables production stage, to help in the creation of personalized products.
Furthermore, considerable evidence reveals that technology is reshaping the fashion industry by increasing the pace at which the sector responds to the ever-changing style trends. As noted by Schmelzer, the documentary “Minimalism” suggests that there are up to 52 seasons for clothing. This data implies that fashion trends keep changing and the industry cannot afford to lag on such matters, as consumer purchases are often driven by trends. Traditionally, the fashion sector, especially retailers, estimated the fashion trends based on data from prior years, a practice that would sometimes be prone to forecasting errors (Schmelzer). However, today, technological innovations are providing the fashion industry with more accurate intelligence about future fashion trends. Bisen emphasizes that through Artificial Intelligence (AI) algorithms, designers can now analyze designs through images and forecast trends in the not-too-distant future. Generally, the penetration of AI in the fashion industry is enhancing the responsiveness of the sector to the clothing and wearable trends.
Additionally, technological innovations in the form of AI are enhancing the speed and accuracy of production in the fashion industry to meet consumer demand. As observed by Bisen, in fashion, apparel manufacturing is a labor-intensive industry. Notably, each cloth design that enters the market goes through multiple stages such as pattern-making, cutting the pattern, making the toile, sewing, and production of the final garment. All these processes are labor-intensive, time-consuming, and can sometimes be prone to human errors.
However, technology is making the fashion industry highly responsive to consumer demand by indulging in mass production of final garments. As observed by Bisen, AI-enabled machines and robots are slowly been integrated into the industry to stitch fabrics with perfection while ensuring that actual design shades suit new colors. Although such technology is still young in the industry, some corporations are already manufacturing robots that can be used in sewing textiles. For example, SEWBOTS, a proprietary by SoftWear is among the most recent inventions that can cut, and stitch fabric through rapid and accurate analysis of photographic imagery (Mannepalli). Few fashion firms, among them Tianyuan Garments (TY), are already using the bots and have given positive reviews about their utilization. For example, the company’s chairman recently mentioned that SEWBOTs not only fasten the process of making T-shirts but also utilize the specialized camera in the machine’s vision system to enhance the accuracy of the needle placement before sewing (Price). The use of SEWBOTs in mass production of T-shirts by TY signifies the extensive way technology is reshaping the fashion industry to be more responsive to consumer demand.
While focusing on technology and the fashion sector, one cannot forget the advent of VR mirrors and how they have reshaped the industry by creating convenience and enhancing the shopper’s experience. Over the past few decades, consumers of fashion products have embraced the culture of fitting clothes before purchasing them to ensure they are the right size for their shapes. Often, the exercise can be tiresome and time-consuming, as consumers may likely try on several clothes before they find the perfect fit. Luckily, technological innovations are rapidly reshaping this culture through the introduction of VR mirrors that are convenient and easy to use. Notably, using the smart mirror, consumers can try on different colors and styles of apparel without actually wearing the clothes (Rogers). Furthermore, the technology of the VR mirrors allows consumers to search for products that complement their looks with a single touch on the mirror’s screen, and interact with different lighting within the dressing room to evaluate how their look would appear at different times of the day. While the majority of the firms are yet to embrace this new technology, there is no doubt about the significant way it is reshaping customer’s experience in the fashion industry.
Apart from the VR mirrors, technology innovations are also changing the shopping experience for distant consumers who wish to purchase apparels and other wearables, through the introduction of try-on apps. Unlike the VR mirrors that require one to be physically present in the fashion store, the try-on apps allow consumers to fit clothes in the comfort of their homes. Notably, all a consumer ought to do is take a photo of themselves and create an avatar on their smartphones. Afterward, the purchaser can fit different clothes on the avatar and choose the most ideal piece before paying for the commodity. The try-on apps are significantly transforming the fashion industry by reducing the hustle of visiting fashion stores or even having to return online-purchases because they are not the right fit.
Other than the retailer segment of the fashion industry, technology innovations are also transforming the way clothes are showcased by birthing holographic versions of catwalks. When it comes to fashion and showcasing, people are used to physical catwalks with real models. Well, with the advent of technology, virtual catwalks may be the new trend in the fashion industry. Notably, artists are now creating a catwalk experience that consumers can spectate from their homes. This new form of technology involves the use of real models to capture motion, and projection of the apparels being showcased on the model’s hologram (Holmes). Rather than purely relying on reality, technology is making it possible for the fashion industry to bring together the virtual and reality world to create an enhanced version of the traditional catwalks that can be experienced by all fashion-lovers across the world.
Though still young in the industry, holographic versions of catwalks are rapidly being harnessed by various fashion brands including Alexander McQueen, Diesel, and Pina & Viola. For example, in 2006, Alexander McQueen used the hologram of Kate Moss for its ‘windows of Culloden’ show in Paris, whereby a flowing white gown was projected on the model’s hologram during the catwalk (Baxter). In 2016, Dutch artists Pinar and Viola also harnessed the hologram technology to project a virtual fashion line onto real-life models during an Amsterdam Fashion Week Show (Baxter). Diesel was also among the fashion brands that followed into the footsteps of Alexander McQueen and used the hologram technology to merge 2D projections of videos of creatures with real-life models for its Summer 2008 collection of Florence (Baxter). The identified instances signify the way technology is reshaping the fashion industry by slowly replacing reality with virtual catwalks.
Digital Marketing and the Fashion Industry
Apart from technology, digital marketing is also reshaping the fashion industry by digitizing the consumer’s decision-making process. As observed by Rathnayaka (2) today’s customers use the internet as a hub of decision making regarding what apparel to purchase. For example, if an individual plans to buy a garment today, they are more likely to first research online about the latest trends before they proceed with the purchase. This emerging culture has been evidenced by prior studies that reveal that 93% of buyers in modern society research online, 77% look at online reviews, and 62% watch YouTube before making a purchase (Rathnayaka 4). This trend signifies the significant transformation digital marketing is creating in the fashion industry by digitizing customer’s decision-making processes.
Additionally, digital marketing is enhancing the customer’s shopping experience by introducing a personalized guide for each consumer through the chatbox. As opined by McDowell, chatbots are currently the way for brands to speak to digitally native millennials at their convenience. Notably, fashion brands are using these digital marketing platforms to assist consumers in purchasing apparel by focusing on specific questions that the latter posts on the chatbox and making recommendations. For example, if an individual is looking for a formal look in a given website, the chatbox, which is served by either a bot or a human, replies to the clients’ inquiries and suggests various looks that are available at the fashion brand. This form of digital marketing, which is highly harnessed by the majority of fashion brands, is significantly transforming the industry by creating a more personalized way for serving consumers and scaling up purchases.
Digital marketing is also creating convenience in shopping in the sector by bringing fashion products closer to consumers than traditional marketing strategies. Notably, in traditional marketing, fashion brands can only reach their target audiences by creating awareness about their products through channels such as billboards and media broadcasts. However, digital marketing is taking marketing to another new level, whereby fashion brands can create awareness while eliciting purchases from consumers. For example, while using digital marketing platforms such as Instagram, consumers can view and purchase available fashion products. Digital marketing is, therefore, transforming the fashion industry by creating a seamless purchasing experience for consumers.
Furthermore, digital marketing is transforming the redundant nature of the retail fashion industry into an interactive segment that is more appealing to consumers. Before, consumers of the fashion industry could only view different apparel on the brands’ websites and purchase those that they preferred. However, this practice has been revolutionized by digital marketing which is making purchasing a more informed and interesting practice. For example, through digital platforms such as blogs and Instagram, consumers are given ideas of how to complement looks for different occasions and even seasons. Sometimes, digital marketers go a step further to incorporate images to help consumers better understand how to match their everyday outfits. The use of style guides in digital marketing is reshaping the retail fashion industry by making it more interactive and appealing to consumers compared to traditional marketing.
In summary, without an inch of doubt, technology and digital marketing are significantly transforming each aspect of the fashion industry positively. Notably, technology is facilitating the creation of unique apparel designs; enhancing the industry’s agility to respond to consumer demand; creating sustainability in the production of clothes and wearables, enabling fashion brands to predict fashion trends and transforming fashion showcases from reality to virtual experiences. Furthermore, technology is transforming the fashion industry by creating convenience in purchasing of fashion brands through the use of VR mirrors and try-on apps. Besides, information from the study reveals that technology is reshaping the roles of industrial participants by equipping customers with the ability to become active players in designing their apparel based on their preferences. Also, the study shows that digital marketing is reshaping the fashion industry by digitalizing consumer’s decision-making process, bringing fashion products closer to consumers, personalizing the approach of serving fashion consumers, and making the fashion retail industry a much interactive experience for customers.
Works Cited
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