The Rise of AI in Fashion: How Artificial Intelligence is Transforming Design and Retail

27

September

2024

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AI in Fashion Design

Artificial Intelligence is transforming the fashion industry leading to innovations in both design and retail activities. AI revolutionizes how designers create, how trends are predicted and how retailers manage their stock and interact with consumers with the analysis of large datasets and automated processes (Luce, 2018). In this blog, we’ll explore how AI is being applied across various stages of the fashion ecosystem, from creative design to personalized shopping experiences.

Using AI, designers blend technology and creativity. Machine learning alogrithms allow designers to analyze historical trends, consumer preferences and data to generate new or innovative designs. Fashion houses like Alexander McQueen have begun to incorporate AI into their design processes. This allows for experimenting with new styles and materials (Renee, 2023). In addition, AI contributes to sustainable fashion by helping brands reduce waste and optimize material choices, and production processes.

Trend Forecasting with AI

Predicting fashion trends has traditionally been a complex and instinct-driven process, but AI is providing brands with more accurate and data-driven insights. Machine learning algorithms scan social media platforms, online influencers, and sales patterns to identify emerging trends. Companies like Heuritech use AI to analyze millions of images on Instagram to predict future fashion trends months ahead of time (Poncelin, 2024). Brands react more quickly to consumer demands, reduce overproduction and meet better the market expectations due to the advanced forecasting.

AI-Driven Inventory Management

Inventory management is another area where AI is making a significant impact. AI systems can process vast amounts of sales data, seasonal trends, and even weather forecasts in order to help retailers optimize stock levels. AI helps brands maintain the right balance between supply and demand so that the chances of overstocking or stockouts are significantly reduced. Major fashion retailers like Zara and H&M have embraced AI to manage their inventories which leads to more efficient supply chains and less waste (Ünal et al., 2023). Therefore, retailers can ensure that popular items remain available while minimizing markdowns and unsold inventory.

Personalized Shopping Experiences

AI is enhancing the shopping experience by providing personalized recommendations and services tailored to individual customers. Retailers like ASOS and Stitch Fix use AI-powered recommendation engines and virtual stylists to analyze customer preferences and browsing behaviors. That way they deliver product suggestions uniquely suited to each shopper’s style (Fix, 2023). This personalization simultaneously improves customer satisfaction and helps retailers build stronger customer loyalty and increase sales.

AI is transforming the fashion industry by bringing innovation to design, trend forecasting, inventory management, and retail experiences. Brands that adopt AI technologies are staying ahead of consumer demands and improving efficiency and sustainability. As AI continues to advance, its role in fashion will only expand and lead to shaping the future of the industry in innovative ways.

References:

  1. Luce, L. (2018). Artificial Intelligence for Fashion: How AI is Revolutionizing the Fashion Industry. https://link.springer.com/content/pdf/10.1007/978-1-4842-3931-5.pdf
  2. Renee, K. (2023, December 15). How Artificial Intelligence is Revolutionizing the Fashion Industry. RYN. https://www.therynapp.com/post/how-artificial-intelligence-is-revolutionizing-the-fashion-industry
  3. Poncelin, C. (2024, June 28). How Heuritech forecasts fashion trends thanks to AI. Heuritech. https://heuritech.com/articles/how-heuritech-forecasts-fashion-trends-thanks-to-artificial-intelligence/
  4. Ünal, Ö. A., Erkayman, B., & Usanmaz, B. (2023). Applications of Artificial Intelligence in Inventory Management: A Systematic Review of the literature. Archives of Computational Methods in Engineering. https://doi.org/10.1007/s11831-022-09879-5
  5. Fix, S. (2023, June 29). How We’re Revolutionizing Personal Styling with Generative AI – Stitch Fix Newsroom. Stitch Fix Newsroom. https://newsroom.stitchfix.com/blog/how-were-revolutionizing-personal-styling-with-generative-ai/

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Going digital: the end of an era for physical clothes?

9

October

2022

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As times change, so does fashion. It is widely known that the fashion industry is always evolving and with the constant development of technological trends, fashion goes with it. The fashion industry already changed to a more sustainable and customer-focused area as virtual fitting rooms were put into practice and new ways of producing clothing were developed (Cheuck, 2022). But now a whole new part of the fashion industry is big business: digital clothing.

Digital clothing are virtually designed clothes especially made using 3D software and computer technologies. These clothes are made of pixels rather than textiles and are designed for both humans and avatars. In the digital world the possibilities are endless, creating the opportunity to design clothing that would not be possible in the physical world (Stephenson Law, 2022). Secondly, it makes buying clothing much easier. People do not have to think about if and how it fits, if the product is ethical and how it looks (Santos, 2021).

As the Metaverse expands, everyone will soon have a digital copy of themselves, making it possible for the digital fashion to play a significant role in how we create our virtual selves. If you want to look good in the physical world, so must your avatar in the online world. In March the first Metaverse Fashion Week took place where big names as Tommy Hilfiger and Dolce & Gabbana showed their digital clothing. Besides existing (physical) brands, also Web3.0 brands Fang Gang and DeadFellaz offer digital clothing (Stephenson Law, 2022).

However, digital fashion is not only limited to dress up your avatar in games or in the Metaverse. Digital clothes can also be sold as NFT’s (non-fungible tokens). You only need to upload a picture and choose the digital garment you would like to buy. After your payment, you will receive your picture with the digital clothing item portrayed on your body (Stephenson Law, 2022). In this way, designers of digital clothing can authenticate the original ownership of their creations and also receive payments when they sell a piece (Nguyen, 2022).

Although it may seem that digital fashion is the next big thing when it comes to sustainable fashion, it cannot be seen as a substitute for physical clothing. Not to forget that NFT’s have their own way of polluting the environment. Nevertheless, it can be a nice addition to the items in your closet in the battle against fast fashion (Nguyen, 2022).

References:

Cheuck, L. (2022). Boutiques in Your Phones: How Has Technology Changed the Fashion Industry? Jumpstart Magazine. Retrieved from: https://www.jumpstartmag.com/how-has-technology-changed-the-fashion-industry/

Nguyen, T. (2022). What’s the point of digital clothes? VOX. Retrieved from: https://www.vox.com/the-goods/22893254/digital-fashion-metaverse-real-clothes

Santos, R. (2021). People Are Buying Digital Clothes Because That’s a Thing Now. VICE. Retrieved from: https://www.vice.com/en/article/akvzqz/virtual-digital-clothes-fashion-game-skins-metaverse

Stephenson Law. (2022). Digital Fashion: What is it? Where Did it Come From? And Where is it Going? Stephenson Law. Retrieved from: https://www.stephenson.law/blog/digital-fashion-what-is-it-where-did-it-come-from-and-where-is-it-going

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Web 3.0 Looks Good On You

3

October

2022

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Can the Metaverse change fashion as we know it?

The emergence of immersive interaction spaces is transforming digital environments into outstandingly collaborative and sensorial virtual worlds. Such potential levels of engagement presented by the future Metaverse are opening the door to a new era of fashion. Brands and designers are accordingly making out the opportunity to take their engagement with consumers to the next level and to unlock completely new revenue streams.
This new digital world brings the concept of virtual fashion to life in multiple shapes and disciplines where the industry can reach new cohorts.
In this regard, gaming is currently a major target for fashion brands, as it gradually turns into a near substitute of the real world where clothes are becoming a sign of in-game status (McKinsey & Company, 2022). Several brands are already partnering with immersive games such as Fortnite or Roblox by offering exclusive digital garments or ‘skins’ in the shape of in-game merchandise. In June 2021, a player acquired a Gucci bag on the game Roblox for more than $4,000, an amount that overly exceeded the price of the equivalent real-world physical bag (Gonzalez, 2020). And this is just an example of the new fashion wave in videogames, which is creating a new revenue stream for brands.
A considerable part of the enthusiasm about the Metaverse points in the direction of NFTs, as they can bring value in several ways that the fashion industry can utilize to their benefit. For instance, and more importantly, by utilizing blockchain, NFTs have undeniable proof attached to them of both the creator and the owner of the item (Joy, et al., 2022). This can solve the everlasting problem of authentication in the fashion industry, but now in the digital paradigm. Blockchain provides uniqueness and traceability, so brands’ identity is protected, together with their revenue streams (Gonzalez, 2020).
The rise of digital fashion in immersive platforms is also setting the scene for an emerging business model in the industry that plays a crucial role in the inevitable disruption process. Direct to Avatar (D2A) consists of the sale of items to game avatars or characters through the digital environment, and thus omitting all types of supply chain management steps needed to deliver physical products to a consumer (McKinsey & Company, 2022). Multinational brand American Eagle was one of the first to step into this disruptive initiative in July 2021, when it released a fully digital collection for Bitmoji, an avatar creation platform (Adams, 2021).
These and more advantages offered by the coming Metaverse is turning the fashion industry towards fully digital offerings and creating infinite opportunities for new revenue streams. This is especially shocking in an industry which has traditionally been sustained on physical interactions with consumers.

References

Adams, P., 2021. American Eagle debuts digital clothing on Bitmoji in creator-focused push. Marketing Dive, 5 August, pp. Retrieved from: www.marketingdive.com/news/american-eagle-debuts-digital-clothing-on-bitmoji-in-creator-focused-push/604402/.

Gonzalez, P., 2020. Digital Fashion In The Metaverse, Milano: Politecnico di Milano, School of Design. Retrieved from: https://www.politesi.polimi.it/handle/10589/188809

Joy, A., Zhu, Y., Peña, C. & Brouard, M., 2022. Digital Future of Luxury Brands: Metaverse, Digital Fashion and Non-Fungible Tokens. Strategic Change, 31(3), pp. 337-343. Retrieved from: https://onlinelibrary.wiley.com/doi/epdf/10.1002/jsc.2502

McKinsey & Company, 2022. The State Of Fashion 2022, Retrieved from: https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion/2022/the-state-of-fashion-2022.pdf?shouldIndex=false: McKinsey & Company

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AI knows what you will wear next summer

30

September

2021

5/5 (1)

As one of the last industries, the fashion industry is starting to adopt technologies that will predict and design the fashion of the future. Unlike for other industries, fashion technology is still a relatively new and emerging field. Newer technologies like AI can be seen being applied in almost any industry today, and fashion companies are now beginning to understand the potential advatages that fashion technology can bring them. Fashion brands are reshaping their approach to product design and development by predicting what customers will want to wear next season.

Trend forecasting

While it may seem that new fashion trends appear just out of nowhere. In reality, the clothes we see on the runway or on the pictures of the most influential influencers are usually the result of months or years of intense observation and planning by trend forecasters.

In comparison to other emerging technologies in the fashion industry, trend forecasting is typically labour-intensive, involves manual or digital observation and data collection from fashion designers, influencers and celebrities. In order to predict trends, trend forecasters take note of runway shows and outfits worn by celebrities, but the process also includes the collection of data on entertainment, technology, social and cultural changes, politics and consumer behaviour. This data is used as the starting point to deduct what colours, shapes and fabrics will be trendy for up to two years (four seasons) in advance.

AI – a new chance for designers

With rapid changes in the way how customers buy clothes, consume content and the overall changing consumer behaviour, fashion designers want to be able to understand what their consumers want better, despite the new rules of engagement with the customer. While the way customers behave changes, simultaneously the competition in the fashion industry is increasing, with more small business brands that serve local markets emerging, increased globalization through world-wide shipping opening the markets to international fashion brands and fast fashion brands picking up and producing latest trends in the span of days. The potential in the Fashion industry is huge, the industry is expected to reach 2.25 Trillion US$ by 2025. Large fashion companies are aware of these shifts and in order to maintain their market positions, they need to be able to fulfil and meet their customers’ needs based on their ideal fashion desires and current trends.

AI is the newest tool to predict customer needs. However, while in other industries AI is used to create uniformity and consistency in the created output, in fashion AI is used to create unique and outstanding clothes for all target groups in line with current and future trends. Furthermore, AI can help to save time and money for designer by predicting what clothes are likely to sell well and which colours or fabrics will appeal to consumers before they are produced, taking into account factors such as social media popularity and appearance in magazines.

A concrete example of an AI tool used in fashion, is IBM’s Watson AI. It can analyse hundreds of thousands of images from runway shows to generate insights into what colours, patterns and silhouettes fashion brands should stock for the coming season. The algorithm ignores irrelevant data such as background types and skin tones of models, while finding and recording the most prominent colours in each image, eventually returning data on how often each colour occurs. Similar analysis can be performed on fabric patterns and find similarities between different runway shows.

RushOrder Tees – what will people wear in 2030:

Another interesting application of AI in the fashion industry is the work of the company RushOrderTees. The American-based high-quality custom apparel brand has been using AI, Generative Pre-trained Transformer (GPT)-3, and StyleGan in combination to not only design new clothes for their brand but also to predict trends.

But how does it work? Generative Pre-trained Transformer 3 (GPT-3) is a language model created by OpenAI that uses deep learning to generate human-like texts. Using identical prompts, GPT-3 was used by RushOrderTees to produce output for current and future fashion trends.  This output was lightly edited for length and repetition, but not for content or fact-checking. These texts were then used to create images using StyleGan, an AI that generates images based on text inputs. The StyleGan-generated images were given by RushOrderTees to human designers to clean up and update to ensure they looked appropriate for when presented to customers.

The following image is an example of the outfits that were created by the AI to represent the current trends in 2021:

Afterwards RushOrderTees has surveyed men and women on how they perceived the created outfits, which lead to the following results:

·  On average, 78% of women and 71% of men thought the AI-generated outfits were stylish.

·  On average, 71% of women and 67% of men would wear the AI-generated outfits

Regarding the AI-generated outfits for women, consumers felt they were all fairly accurate representations of what current fashion trends look like. Respondents of the survey also rated almost all the AI-designed looks as 6 out of 10 or higher when asked if they would wear them.

RushOrderTees went also one step further, and asked the AI to predict the trends for 2030. You can see the result of the AI below. But what do you think, will AI in the future going to be able to predict the next fashion trends or will fashion remain an answer to societal changes that no AI can predict?

References:

Next looks: Can AI technology predict the future of fashion?

https://www.forbes.com/sites/bernardmarr/2021/03/26/three-ai-and-tech-trends-that-will-transform-fashion-industry/?sh=6fd00a1f746c

https://www.forbes.com/sites/anniebrown/2021/09/15/the-changing-face-of-high-tech-fashion-how-two-entrepreneurs-are-bringing-diversity-and-ai-to-clothing-design/?sh=985443e44b40

https://www.statista.com/topics/5091/apparel-market-worldwide/

https://www.rushordertees.com/ai-fashion-trends/

Tech-savvy fashion forecasters already know what you’ll be wearing in two years

https://www.ibm.com/blogs/think/2017/03/cognitive-ny-fashion-week/

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Personalization is key to online survival: a case study of Fashion E-commerce

21

September

2021

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E-commerce is booming. Currently, there are over a 2.14 billion people worldwide that shop online and there are approximately between 12 to 14 million online shops in 2021 [1]. This raises the question how to attract customers to your online company by differentiating yourself amongst all those other choices that customers have nowadays.

Take the case of Netflix. It is clear Netflix has come up with an innovative business model by selling unlimited subscription fees and by doing so providing customers all over the world direct access to a wide variety of films and series. However, one of the key success factors and trivial for the dominance of Netflix in the entertainment industry is the personalized experience by using recommendations algorithms [2]. It allows Netflix to offer multiple products, namely one product for each customer [3].

Personalization cannot only be applied in the online entertainment industry, but in many other online industries and thus in the fashion E-commerce. For this particular industry it’s not a mere possibility, it is an important key success factor. Personalization is the way to attract customers to your online shopping platform and even more important lock them in. In the world of E-commerce there are many choices for customers. Furthermore, customers are able to search very easily across different platforms and switching costs are low [4].

In fashion e-commerce personalization by using algorithms is not yet exploited fully, despite the fact that it provides big opportunities for companies such as Amazon and Zalando. Recommendations can be used in many forms. One of the most basic forms is to simply show recommendations based on the browsing history of the customer. Research has shown that when 24 million of these recommendations were implemented on a platform, another 1.6 million clicks were made. Another form might be that the homepage of each individual could be altered based on previous searches [5].

In conclusion, personalization enhances the customer shopping experience. Therefore, it should be implanted in the long-term strategy of fashion E-commerce companies.

References:

[1]  https://digitalintheround.com/how-many-online-stores-are-there
[2] Amatriain, X. & Basilico, J. (2015). Recommender Systems in Industry: A Netflix Case Study. Recommender Systems handbook. P.385-419.
Retrieved from: https://link.springer.com/chapter/10.1007/978-1-4899-7637-6_11
[3] https://research.netflix.com/business-area/personalization-and-search
[4] Hwangbo, H.,  Sok Kim, Y. & Jin Cha, K. (2018). Recommendation system development for fashion retail e-commerce. Electronic Commerce Research and Applications. P. 94-101, 28.
Retrieved from https://www.sciencedirect.com/science/article/pii/S1567422318300152
[5]  https://www.shopify.com/enterprise/ecommerce-fashion-industry

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It’s called fashion, look it up!

10

October

2020

5/5 (1) We have all stood in the extremely crowded stores looking for a specific shirt or pants that we would like to purchase. Other days, we have been in that very same store, wondering aimlessly and seeing if anything pops-out at us. During the pandemic, our physical shopping has been reduced and we transferred majority of it online. However, the experience of going online to search for clothes has not been the same as going to a store. It is nice to scroll through, save time, and go through many different options. However, scrolling online does not feel very human and misses the personalized experience of each store. When you enter a Hollister, a Zara or a Michael Kors, your experience is significantly different and each decoration, sound, and smell has a certain feel that adds to your experience when shopping at the physical store. When scrolling online, besides the pictures and the clothes, there is not much of a personalized experience on the website. Nevertheless, this is all changing as we speak.

There has been an increasing need for more realistic and personalized online shopping experiences offered by fashion brands. Digital showrooms may become the new trend in the post pandemic world. One company, Diesel, has already recognized this increasing need and created their Hyperoom. This is a virtual room, which allows the customers to have a store feeling online with 360-degree displays of Diesel’s products. The following video shows you a better idea of what Diesel’s Hyperoom looks like:

However, I believe these experiences will only be further enhanced with augmented reality experience. The virtually enhanced experience is already offered by Loreal. A consumer can visit the webpage, then upload a picture or allow webcam access. After, they can apply a new hair color or makeup look to try it on in real-time. This will likely be applied even further in the fashion industry, allowing customers to try on a new look virtually through a truly augmented virtual experience. The showrooms, such as the one created by Diesel, are likely just the beginning of the fashion industry’s online transformation. Furthermore, the online showrooms may go beyond a unique 360-degree experience of walking through a store online. This will likely develop further to include avatar chat-bots to help you choose your next style, music to add to the vibes, but also augmented experiences related the brand. Building these unique experiences may be able to help companies not only differentiate themselves, but also connect better with their customers.

There are also expectations of fashion brands moving further than just creating 3D online stores, but rather create gravity defying and creative experiences. When it comes to luxury brands, the in-store experience means so much to certain customers and replicating this online can be more than difficult. However, to what extent could these companies use such technologies to replicate this online? The real question remains though, would you invest your time into a digital clothing shopping experience? Does virtually flying through a store made of candy add to your next experience of shopping for a new shirt?

 

Sources:

https://medium.com/datadriveninvestor/physical-to-digital-disruption-in-the-fashion-industry-1a88be78a3a5

https://techhq.com/2020/07/digital-showrooms-future-proofing-the-fashion-industry/

https://www.vogue.com/article/fashion-is-building-a-virtual-future-starting-with-its-showrooms

https://www.lorealparisusa.com/virtual-try-on/hair.aspx

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Blockchain and AI in the fashion industry: the opportunity for new sustainable standards

8

October

2020

No ratings yet. The fashion industry is among one of the most polluting industries in the world, responsible for 8 to 10% of global carbon emission, which is more than all international flights and maritime shipping combined. Fast fashion is strongly grounded in a linear way of production, with a  supply chain expanded over different geographical regions.  Overall, the supply chain in fast fashion is very disconnected; large corporations have suppliers and manufacturers spread all over the world, which leads to a large lack of  transparency and accountability for production processes.  Much of the unsustainable practices in fashion is due to lack of traceability, transparency and accountability that corporation’ have across the supply chain.

As a result, consumers are demanding more transparency about the production process and origins of clothing.  Firms as Zara and H&M are increasingly responding  to such consumer pressures, like for instance with the launch of sustainably sourced product lines.  Nevertheless, technological innovations are providing promising solutions for the lack of transparency in the fashion industry, and enabling an opportunity for the industry to become more sustainable. Innovations like blockchain and AI can enable connectivity and share information on corporate production processes increasing traceability and transparency, transforming the standards in the industry.

Blockchain enables track & trace technology and advanced inventory management, so that the great disconnected in the fashion supply chain can be more physically connected and transparent. Fashion corporations can track the movement of raw materials, fabrics, suppliers and manufactures, which increases the accountability of various players in the production processes that normally is difficult to achieve. This enables the needed transparency that incentives new sustainable standards.  Company’s like Pantagonia and Everlane are leading  sustainable company’s in fast fashion using sustainability and transparency as a selling point creating competitive advantage.

It will be very interesting to spot how emerging technological innovations are going to impact the fashion industry. It is without a doubt that these innovations can be used to create new sustainable standards that the public is demanding. But will this opportunity be enough for corporations to truly adopt new sustainable standards and move towards sustainable change?

Sources:
DRIFT (2018) The transition to good fashion. Report for C&A Foundation and Fashion for Good. Available at https://drift.eur.nl/wp-content/uploads/2018/11/FINAL_report.pdf
Forbes, (2018)https://www.forbes.com/sites/samantharadocchia/2018/06/27/altering-the-apparel-industry-how-the-blockchain-is-changing-fashion/#67576d7329fb

The Economical Times (2019). https://economictimes.indiatimes.com/small-biz/sme-sector/from-zara-to-hm-fast-fashion-face-the-age-of-reckoning/articleshow/72120398.cms?from=mdr

Weill, P. and Woerner, S. (2013). Optimizing Your Digital Business Model. [online] MIT Sloan Management Review. Available at: https://sloanreview.mit.edu/article/optimizing-your-digital-business-model/

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Smart textiles: Fashion & Technology

3

October

2016

4.25/5 (4) In my previous blog, I introduced the See Now, Buy Now, which allows customer’s to immediately buy a new trend as it is shown on the catwalk. However, fashion and technology have been integrated in many more ways, and will continue to do so.

Two months ago, TU Delft and AMFI (Amsterdam Fashion Institute) joined forces to blend technology and fashion. New materials and smart textiles are offering major opportunities for designers. According to TU Delft professor Kaspar Jansen, who specializes in these materials, there are three trends we can expect to see on the streets in the future.

He says that there are a number of opportunities in sectors such as wellness, transport and health, and by working together, AMFI and TU Delft can develop these new materials quicker. Developments include for example sensors that can be integrated into clothing, which can help with to monitor your heartbeat or actively maintain your body temperate.

TREND #1 LIGHTED CLOTHING
We already know that clothes can integrate LEDs and light panels. For example, for this fall HEMA had introduced a jacket with reflecting parts. But it can go much further than that: in just a few years’ time, it will be possible to apply lighted coatings directly onto fabrics, due to their flexibility.

TREND #2 THERMAL COMFORT
Clothing that can heat up and cool down offers plentiful opportunities for many professions. Not only athletes can benefit, but fireman or health workers could benefit as well. And living in a cold country like the Netherlands where the weather changes with the minute, how cool would it be to have a jacket that keeps you warm or cools you down when needed?
omnifreeze1

TREND #3 SENSORED CLOTHING
Nowadays, many people use mobile apps or smartwatches to track their heartbeat, the amount of steps they walked or other bodily functions. But the future might look different: integrated sensors can subtly be woven into fabrics, to take over these functions of smartwatches or apps. The key, of course, is to make these efforts stylish.

But there’s more: according to CNCB (2013) other trends include wearable solar (so you can charge your phone with your clothes), a personal air purifier (Worn on the wrist, this design sucks up and filters polluted air, and recycles it back into the atmosphere), wearables that react to their enviornment (items that change colour or other things depending on the amount of light or what they hear around them), or even items that make movements when they are being looked at, to name a few.

These are just a few of the many possibilities technology offers to fashion. What do you think? Do you think these developments set the future for fashion? Would you wear any of these innovations? Or what other trend do you think will appear when integrating fashion and technology?

References
http://www.cnbc.com/2013/06/28/Future-Fashion:-10-Wearable-Tech-Trends-to-Watch.html
http://fashionweek.nl/artikel/01aug16-drie-tech-trends-die-we-binnenkort-het-modebeeld-terugzien

Fashion + Technology: The Newest Trends


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The new future: customization with technology!

17

September

2016

5/5 (1) It is often difficult to find the perfect pair of sneakers that goes along with different occasions and different outfits.
We all have experienced the problem where you have found the perfect clothes but you are unable to find the matching shoes. Therefore, clothing retailers are discovering the value of permitting the customer to create their own preference based product. The business trend of personalization/customization is becoming more important nowadays.

Considering Porter’s five forces, the bargaining power of buyers is high on the Internet. This is because the Internet is transparent, making it easier for customers to compare and choose among different products. Customization assists companies to differentiate their products from those of their competitors and therefore it could be distinguished as a source of competitive advantage. This is quite important in the fashion industry since the competition is strong.

Customization also gives companies the opportunity to reach the unpredictable millennial generation shoppers, a group known for their fast-moving preferences. This is often the younger generation. By providing customization options to them, the customers are prone to pay 20% more than they would do on the standard equivalent of the product.

‘ShiftWear’ might be beneficial for the millennial generation shoppers. The application allows customers the complete control of their sneakers since they can add their own design on the sneaker. The customer could browse on the Internet with their phone and download a pleasant design on the ‘ShiftWear’ app. Subsequently the application creates a connection with the ‘ShiftWear’ shoe and the design will then be displayed on the sneakers.

‘ShiftWear’ allows shoppers to have a variety of designs ranging from stunning visuals to animations.  They could therefore express themselves through their unique fashion pieces. In my opinion this customization is also sustainable since the customer would only have to buy one pair of ‘ShiftWear’ sneakers instead of ten sneakers that will suit the different occasions. It is also quite special as technology is used for implementing customization, which provide value to the business.

What are your thoughts on ‘ShiftWear’? Do you consider this as an innovative technology?

References for this article:
http://www.shiftwear.com

https://www.youtube.com/watch?v=t2p2_jaV3ow

http://www.bain.com/publications/articles/making-it-personal-rules-for-success-in-product-customization.aspx

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‘See Now – Buy Now’ model: another shift in the Fashion Industry

9

September

2016

5/5 (7) New York Fashion Week just hit off, and with the new ‘See Now – Buy Now’ model, fashion lovers will be able to immediately order their products – straight of the runway (Saxon, 2016). While some designers are reluctant to implement this model (Hunt, 2016), major fashion icons such as Tommy Hilfiger, Prada and Burberry have made the switch.

The ‘See Now – Buy Now’ model allows customers to buy their items as they are shown on the runway.

This isn’t the first time the Fashion Industry has been affected by technology: e-commerce has been trending, 3D printing has been introduced to make clothes, and social media has been used extensively to promote, rate and share fashion brands.

Traditionally, fashion shows presented in the fall reflect the next spring’s styles (Wallace, 2016). Thus, once an item you adored would be shown during a fashion show, you most likely had to wait until the next season to wear it. With the new ‘See Now – Buy Now’ model, fashion show outfits are transformed into more season appropriate and ready-to-wear styles (Wallace, 2016). Next to that, fashion shows have also become more accessible. Where one needed a ticket in the past to attend a show, live streams now make it possible to see a show from any place (Wolfe, 2016). Thus, new trends are within reach – and anyone can give their opinion on them straight away.

Fast fashion has and will continue to affect to fashion industry (Bhardwaj & Fairhurst, 2010). With the new ‘See Now – Buy Now’ model, fashion seems to be faster than ever. It is only a matter of time before we find out what the impact of the ‘See Now – Buy Now’ model is on the fashion industry.

What do you think? Should the entire fashion industry shift to a ‘See Now – Buy Now’ model, or do you believe its effect will be minimal?


– Hunt, R. (2016). “See Now Buy Now” Or How Digital Is Changing Fashion. [online] Wtvox.com. Available at: https://wtvox.com/fashion-tech/see-now-buy-now-fashiontech/
– Saxon, K. (2016). Digital Revolution Is Changing The Fashion Industry. [online] Wtvox.com. Available at: https://wtvox.com/fashion-tech/digital-revolution-fashion-industry/
– Wallace, T. (2016). Fast Fashion Spurs Need for Change in Fashion Industry. [online] The BigCommerce Blog. Available at: https://www.bigcommerce.com/blog/new-report-proves-unanimous-agreement-time-ripe-change-fashion-industry/
– Wolfe, N. (2016). Will the See Now/Buy Now Fashion Model Really Work?. [online] Harper’s BAZAAR. Available at: http://www.harpersbazaar.com/fashion/fashion-week/a14343/fashion-industry-changes/

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