The global fashion industry has evolved and transformed at a rapid pace in recent years, mostly due to the influence of new technology. While most people are probably aware of the mutually beneficial relationship between the fashion industry and social media platforms, the transformation that’s taken place is not just skin-deep.
High-end luxury brands making good of technology
Over the past years, major brands such as Burberry, Tom Ford, and Ralph Lauren have turned the fashion industry on its head by launching “see now, buy now” campaigns that allow consumers to immediately purchase pieces straight off the catwalk (when they would otherwise have to wait months). These brands rely increasingly heavily on new technology to efficiently manage their supply chains and ensure real-time product availability while effectively capitalizing on digital media to generate brand interest. Depending on who you ask, high fashion might mean classic Parisian ateliers like Chanel or Bode’s one-of-a-kind bespoke up-cycled pieces. The same focuses pop up: high-quality materials, immaculate tailoring, and of course, hours and hours of handmade craftsmanship that elevates garment-making from a skill to an art form.
This work can include intricate patterns of embroidered sequins, layers of fluffy tulle, or even a sleek little black dress; what matters is that it draws on years of human expertise and developed techniques. The spray-on dress at Coperni’s recent Spring/Summer 2023 show poses a new and interesting question.
Ten minutes: That’s how long it took for Bella Hadid to go from nude underwear to fully dress. She strutted down the runway in a dress made on the spot with synthetic fibres sprayed onto her body and swiftly tailored by Coperni’s head of design, Charlotte Raymond, to include a draped neckline and thigh-high slit. It was sleek, chic, and a little sexy. It also defied any notion of traditional dress-making — a bold reimagination of what it means to make a garment.
Applications using technology in the fashion industry
Pinterest is another app service shaping the way people experience fashion. With 150 million monthly users, Pinterest allows the opportunity to advertise to a targeted audience, and they are rolling out new features to address this. Although still in beta, the app is working on a search tool that allows people to use their camera lens to search for an item, giving them similar styles or what to wear with it for inspiration. It is incredible technology for the app to recognize what something is, search for other options, and give styling advice. They have also released ‘Shop The Look’, enabling specific things within the pin to be selected, taking the consumer through to purchase.
Virtual reality is another technology that is on the cusp of mainstream. Wearing a headset, consumers can be fully immersed in an alternate reality, adding a depth of experience to a brand or product. Tommy Hilfiger utilized this tech in 2015, adding VR headsets to his stores which enabled the consumer to “attend” a fashion show, see the collection on the runway, and even go backstage. In the alternate reality version of the show, you can walk amongst the models and see the garments up close. The consumer can then purchase from the collection in-store.
Connecting with the consumer
Connecting with the consumer is no doubt imperative to a brand’s success. With the development and efficiency of chatbots, brands can provide personalized help to their customer while they are on their website. Chatbots, in this context, are essentially digital sales assistants that use artificial intelligence to help online shoppers. David Fischer, CEO and founder of online publication Highsnobiety, says using chatbots to assist with their online store can deliver news faster than ever before. Currently using the chatbots exclusively to keep customers up to date with new sneaker releases, the bots aim to build a loyal relationship with fans who visit the site every day.
The global fashion industry is worth approximately $3 trillion dollars. As fashion and technology become virtually inseparable as we move forward, this figure will only increase over time. With the help of technology, the fashion industry can reach its full potential in every part of its supply chain. Technology benefits, not only brands like Rebecca Minkoff that experience increased revenues but also consumers who are granted more convenience and accessibility when making purchase decisions. For the fashion industry, the tech trend is definitely here to stay.
