IRL to URL: Is the future of fashion digital?
Fashion is constantly evolving and in a post-pandemic world the industry is rapidly changing but what does its future look like? How is technology shaping the future of fashion? How can technology help build a more sustainable fashion future?
The pandemic accelerated consumer engagement with fashion technologies, digital content and e-commerce. The increased time at home, on our devices meant digital communication was the main way of engaging with fashion and interacting with each other and our favourite brands.
Brands engaged in augmented retail, hosted runway live streams, and experimented with digital try-on and reportedly, interest in digital fashion grew.
The digitalisation of fashion also linked to wider calls for a more sustainable industry. For example, digital fashion can be effective in addressing issues of overconsumption and reducing clothing wastage. Virtual fashion shows mean less pollution due to decreased travel. Immersive technologies may present a more ethical way of working, as there is greater creative room available for designers and less pressure to keep up with the industry’s notoriously face-paced scheduling. Although, we must also acknowledge the potential drawbacks. Digital fashion still contributes to emissions due to its high energy demand.
If the last few years are anything to go by, it seems digital transformations could be key to the future fashion industry, helping to solve problems and allowing brands to innovate and experiment in ways that will keep consumers engaged.
So, as we look ahead to the fashion industry of the future, what can we expect?
Technological innovations
Technological innovations will likely be at the forefront of brand offerings as advancements are made and fashion technologies become more accessible. For example, the developments made in 3D technology mean the process of designing garments digitally is becoming more and more seamless.
Also, improvements in technology mean brands can be more creative. Such as, in 2020, HANIFA showcased a digital-only fashion show using 3D garments and models, changing what we know to be a fashion show along with it.
Fashion technologies can help solve issues in the industry. Gamification can make shopping more sustainable, easier and more fun. For example, Untagged, a fashion resale platform uses gamification to make buying second-hand clothes more compelling.
Google’s latest tool allows you to virtually try on clothes, on a wide range of AI-generated models, increasing inclusivity and representation and helping customers with seeing how the garment will look.
In addition, consumer attitude reports suggest personalisation is a key offering wanted by consumers. Brands will need to deliver on these fronts in order to stand out and attract consumers.
E-commerce is ripe for streamlining the customer experience to be specific to the individual, and virtual stores are well placed to facilitate a more unique shopping experience.
The beauty industry is also well-positioned to offer personalised experiences, arguably in comparison to fashion, more easily producing products that cater to individual differences and specific needs. And the sector's increasing acquisitions of tech companies suggest they too see technology as pivotal to their future.
Moreover, Augmented Reality (AR) can facilitate a more individualised approach to shopping, as customers place themselves in immersive brand worlds. For example, AR try-on can allow consumers to view the products on themselves, and/or in their homes. Not only can it reduce returns, but can be a form of entertainment and inspiration for customers, helpful in facilitating brand liking.
As brands engage with and understand consumers across more digital touchpoints, such as on social media, across shopping platforms and virtually in games, they will need to be better able to provide a personalised and targeted experience.
Education and entertainment (or Edutainment)
Further, increasing calls for a more ethical fashion industry means education, accessibility to resources, and transparency will also be front and centre of consumers’ minds.
The democratising nature of the internet has meant consumers all around the world are better able to access information about brands, their products, and values. The fast-paced and public nature of social media also means fashion criticasters with large followings, such as Diet Prada can quickly expose brands acting in less than desirable ways.
Online GEN-Z fashion educators and creators are also skyrocketing in popularity on social networking apps showcasing their unique knowledge about the industry, building their own platforms and amassing cult-like followings.
Digital community building will be key as brands that can educate, as well as entertain their consumers will likely be better positioned in an increasingly online world.
Inclusivity
Issues of accessibility are likely to be more of a focus in the future too. Adaptive and inclusive clothing is estimated to be worth approximately $280 billion by 2026.
Some brands have shown more initiative than others. For example, Tommy Hilfiger launched an adaptive clothing line, citing that its goal was to “make getting dressed easier for everyone”. More recently adaptive fashion has been spotted on the runway at New York Fashion Week 2022.
Further, emerging fashion technologies present a way to make fashion more accessible for all, such as 3-D printed clothing that can be customised to a person’s particular shape, allowing customers to tailor their clothing to their specific requirements. How accessible these often expensive services truly are may limit their reach but digital technologies will likely have an important role to play in tackling inclusivity issues of the future fashion industry.
Is the future of fashion digital?
Overall, the future of fashion is likely to have digital technologies at the forefront in order to help solve some of the industry’s most pressing issues - sustainability, personalisation and inclusivity, as well as to innovate during this time.
Final thoughts
How do you think the industry will shift and change in the coming years?
What do you think will be the key issues for the fashion industry of the future?
I would love to hear your thoughts in the comments! Or, you can email me at hellocandicewalker@gmail.com to let me know what you think.
Key points - Is the future of fashion digital?
·Fashion has many issues to tackle, from sustainability, and addressing changing consumer needs, to inclusive fashion.
·Digital technologies can provide solutions as well as present new opportunities for the industry.
