Are people still wanting a human experience from fashion?
Technological developments are quickly changing the fabric of the industry as we know it but do people still want a human experience from fashion?
Let us explore the shifting relationships between emerging technologies, creativity and people to better understand how technological innovations are influencing the industry and the humans who help produce and sustain it.
AI models, digital try-on, gaming Skins, and Metaverse Fashion Week - you would be accused of living under a rock if you were not aware of some of the ways emerging technologies are reshaping the fashion industry.
Although people are still at the centre of fashion, from the designers, seamstresses, and buyers to the marketers and consumers, their role in the industry is shifting.
With great changes, come alterations in behaviour and responses. This can bring up questions about how technology does, and will, influence the industry, the people who are a part of it and consumers.
It begs the question: are people still wanting a human experience from fashion?
A Brave New World for Fashion?
The world is rapidly changing, sped along by AI, immersive technologies and digital transformations - and fashion is changing along with it.
Reports suggest consumers are expecting high-tech innovations to be incorporated into the shopping experience. Google seems to be delivering on these expectations, shoppers can now enlist AI for help when searching for items on Google. Not one to be left out, Amazon plans to add ChatGPT-style search to its online store. Featuring an interactive conversational experience, designed to help users find answers to questions, compare products and receive personalised suggestions.
Technological innovations are increasingly becoming more entrenched in our daily lives and it would appear that they are here to stay but how consumers will respond is less certain.
What was once a dystopian imagining, or the plot of a Black Mirror episode, is quickly becoming a reality.
How might consumers respond to and interact with these technologies?
Will Black Mirror Meet Fashion?
The adoption of digital technologies has led to widespread changes in consumer behaviour, from e-commerce to Artificial Intelligence, technological innovations are revolutionising consumption, especially in fashion. It appears the technological revolution in fashion shows no signs of slower down either.
Consumers who are highly involved in fashion and technologically minded seem well-positioned to embrace these new technologies.
For example, research investigating consumers’ intention to use VR stores found consumers with a high degree of fashion involvement tend to perceive a higher level of playfulness through VR shopping. Also, consumers’ beliefs about the perceived ease of use positively influence their perceptions of the usefulness of the technology. Further, a higher level of perceived usefulness and playfulness corresponded to a higher consumer intention to adopt a VR shopping platform.
Other research has attempted to understand teen girls' adoption of virtual fashion by examining the effect of individual traits such as fashion innovativeness, as well as peer pressure, and attitudes on tech adoption. They found adoption was affected by how well the technology satisfied needs, attitudes about virtual fashion worlds and fashion innovativeness. Their research showed that when teen’s fashion needs are met they are more likely to develop positive attitudes about virtual fashion, and more positive attitudes positively influenced adoption.
Individual differences in traits can also influence attitudes towards fashion technologies, such as 3D fashion products. Research has found that innate innovativeness plays a role in developing positive attitudes towards 3D-printed fashion products among millennials. The study also found that Fashion leadership influences the relationship between innovativeness and adoption, suggesting the key role of innovators as opinion leaders. Could influencers then be critical in moving us towards a more digital fashion experience?
Although, how consumers interact with these technologies may vary with age.
For example, Gen-Z consumers expect various new devices and electronic processes to be widely available in smart retailing contexts and expect technology to help them make more informed shopping decisions. On the other hand, Millennials are reported to value service improvements over technology improvements when shopping in physical fast fashion stores.
There may be further differences in responses to emerging technologies based on consumer characteristics. For example, quality-conscious shoppers are, for the most part, indifferent to technology improvements. Whereas, price-conscious shoppers who frequent fast fashion retailers and service-quality-conscious consumers, rate new technologies, such as 3D body scanning, as highly attractive.
Thus, we may expect those highly engaged in fashion, who are technologically open and have positive attitudes towards these innovations to be more willing to have a digital experience from fashion. If the technology meets consumers' fashion needs that could further increase them to be more likely to engage with and utilise these technologies.
Beware of Bias
However, it is important to note the limitations of these technologies. Several calls have been made, highlighting the biases in these technologies and noting how we are reproducing IRL harm and inequalities through how we are using them. For example, a 2021 paper found that biases based on gender can turn up in images created by AI.
Further, not only can these technologies recreate the systemic biases of the real world they also pose legal, ethical and moral questions, such as who owns the rights to these digital creations?
Humanity will prosper
Although, it is not all bad. We have had a long history of disruptive technologies altering human culture. Despite the fuss at the time, the changes have become part of our everyday ways of being, helping creativity to flourish.
Further, approaching these technologies with an ethical mindset will help us to ensure that we aren't recreating unequal systems and taking our biases along with us as we enter this new technological frontier.
Psychology is well-positioned to help us think about how we can create a sustainable, ethical and inclusive technological future.
These technologies can be used to enhance human creativity, enabling innovations and making it easier than ever to express ourselves. Also, if applied critically, they can help to progress our earthly endeavours and provide sustainable solutions.
For example, digital clothing can be effective in addressing this issue of overconsumption. As in an increasingly online world, digital clothing allows consumers to wear digital garments in place of physical ones, reducing their need for one-wear-only clothing items that are often disposed of, or never worn again after being shown on social media.
Digital try-on can help tackle environmental issues too. E-commerce return rates have increased 95% over the past few years largely due to issues with the fit of the clothing. Merchandise returns do not only propose a significant cost to retailers but to the environment as well, creating 5 billion pounds of landfill waste and 15 million tonnes of carbon emissions.
AR-try-on has been reported to help reduce merchandise returns, by allowing consumers to try before they buy and more accurately assess the fit and style of garments.
Further, we could take the process fully offline and be able to create digital twin versions of ourselves that try on the clothing for us. Or, we could create digital renditions of ourselves that allow us to tap into the aspects we feel unable to express in real life, as well as be in places we physically can’t, such as in metaverse spaces or online games.
In addition, Blockchain technologies (a shared database, essentially) can enable brands to personalise customer data and provide recommendations, all whilst upholding privacy. They can be the segway between brands and customers, without giving all their data away. These emerging technologies can enable retailers not to sell more but sell better.
Whilst the uses for Generative AI are still being revealed, AI could allow for idea amplification.
AI can allow us to realise our creative ideas, without necessarily having the skills or talents at the level we would need to produce that idea IRL. Imagine if you had the vision for a great collection but lacked the sewing skills to bring it to life, however, with AI that dream could become a reality.
The democratisation these technologies afford can also help alleviate barriers to a notoriously elitist and closed industry, allowing more people to put out their ideas, tell their stories and express their artistic visions.
Although, critically, where the technologies still struggle is with creativity. Suggesting that at least for now, our uniquely human capabilities are safe.
For the beauty industry, AI has the potential to change the skincare buying experience by offering at-home solutions to help consumers pick the best products that are most effective for their skin. Ultimately, bridging the gap between personalisation and shopping.
AI can even help you pick your outfit, and better yet, AI might even create more appreciation for the physical craft of fashion. More recently, AI is being suggested to help solve the industry’s excess stock problems, but crucially, there are still barriers to overcome.
If this all sounds like too much, too soon. Perhaps fashion could take some inspiration from other industries, to see how best to utilise these tools in a way that enables and enhances human creativity and artistry without replacing the human element.
The best of both worlds: Phygital experiences
Although, perhaps the answer will lie somewhere in the middle, a blend of the physical and digital.
Reports suggest consumers want this hybrid experience. Consumers want real-life shopping experiences to be just as engaging as online ones. Onminchannel shopping behaviours will also continue to evolve as consumers shop across digital, physical, virtual and social platforms.
Over the last few years, there has been an increase in the use of digital elements in physical retail. For example, Coach’s new AR installation lets window shoppers try on the Tabby bag without stepping foot in-store.
As well as in-person experiences have become more immersive. Recent months have seen a shift to lifestyle elements being increasingly incorporated into fashion. For example, the proliferation of retail spaces you can now eat in too, such as the Prada Café.
Luxury shoppers, in particular, have been reported to want more experiential elements in physical shopping.
More brands are embracing events too, such as in-store parties and trunk shows, to spread awareness and enhance sales.
Emerging from the pandemic, we are also more acutely aware of our need for physical experiences and in-person interactions. The need for community is prevalent.
With increasing instances of loneliness, the death of the 3rd space (a place between work and home where we can hang out, exchange ideas and build relationships) and as we become more insular - working from home and having to navigate a cost of living crisis making ‘outside’ ever more expensive. It's no wonder our relationship with our environment is front of mind for many.
Technology can help bridge the gap, allowing us to stay connected when we can't make it out into the real world and also enhancing our physical experiences.
Do people still want a human experience from fashion?
Technological innovations are here to stay but the human experience is still vital to fashion, at least at the current capabilities of the technology. Phygital experiences provide a good example of how we can utilise these technologies whilst making sure we don't lose the human element.
Whilst technology can help improve our fashion experience, only if it is applied ethically and critically. We must be aware of our biases when rolling out these new technologies, considering the ethical and moral implications. Having psychologists involved can make sure the human element is at the front and centre of these technological innovations as we enter the future of fashion.
Final thoughts:
How do you think the fashion industry should approach the technological revolution?
What things will be important to consider from a consumer perspective?
Do you engage with any new fashion technologies? Will you?
I would love to know what you think - please share your thoughts in the comments below! Or, email me at: hellocandicewalker@gmail.com with your insights.
Key points - Do people still want a human experience from fashion?
Examining the shifting relationships between emerging technologies, creativity and people can help us to better understand how technological innovations are influencing consumer behaviour and industry practices
Technological innovations are here to stay but the human experience is still vital to fashion, at least at the current capabilities of technology
We must be aware of our biases when implementing new technologies, considering the ethical and moral implications of the tech
Phyigital experiences provide a good example of how we can incorporate technological changes whilst making sure we don't lose the human element
Further readings
How Generative AI could reshape fashion
Learn about the potential of the latest technology for the fashion industry from experts, in partnership with the Business of Fashion.
The AI revolution in fashion
Find out why retailers and consumers are excited.
Can AI fashion models help cut clothing wastage?
Physical clothing results in 100 million tonnes of waste every year, mostly because of customers sending things back. But AI-designed digital models of different shapes, sizes and skin tones could help shoppers with their choices, argues the creators of a tech start-up in this video.
Discover how MA students at UAL are using AI to build a better world.
What can we learn from creatives experimenting with AI tools about what’s to come?
Get a view of AI from the creative frontlines of those who are already using the technology in their practice and what they can tell us about the future and AI’s potential applications.
A white guy is making money from black avatars
A timely and thoughtful discussion of what we should consider as we enter the new digital frontier and how we can best reconcile with the murky waters of AI models and digital influencers.
