How are web technologies integrated into the fashion industry?

 

From the creation of the sewing machine to the emergence of e-commerce, fashion has always been at the vanguard of innovation. Sewing and cutting robots, AI algorithms that anticipate style trends, virtual reality mirrors in changing rooms, and a slew of other technologies demonstrate how technology is automating, customizing, and accelerating the fashion industry (CB Insights Research, 2021). Firms trying to improve their market position must embrace innovation, as new goods and services emerge on a regular basis. As a result of this, traditional business practices have been completely changed (González et al, 2014). Recently, as a creative industry, fashion has transformed significantly, therefore, the utilisation of new technologies, product innovation, and new business strategies have become crucial. Traditional sales and marketing tactics have been abandoned by innovative businesses, which have expanded their various strategies of marketing. In order to stand out, businesses also strive to provide customers with additional value-added services and technologies (Rese, A. et al, 2019).

Product & Process innovation

 

The products lifecycle in the fashion business is quite brief. Firms update their collections five or six times a year, and sales are based on new product innovation. Organizations must be aware of current client desires and trends, focusing more on enhancing collections and introducing new products to the market. By offering a new or considerably enhanced product, product innovations provide businesses with a competitive edge. Firms may acquire market strength as a result of new goods, which may make it easier for them to reach foreign markets. Because new products are the key driver behind the long-term competitiveness of many businesses and marketplaces, they have a higher degree of durability than other forms of innovation (Ayllón, S. and Radicic, D., 2019).

 

Changes to goods, processes, and services, both major and little, radical and incremental, that result in the emergence of something innovative to the company that can offer value to consumers and contributes to corporate knowledge is referred to as innovation (Retno Andri Pamudyarini, 2021). In the fashion industry, process innovation refers to a progressive change in the manner of how a good or service is developed and delivered, which involves enhancing creation and development methodologies as well as organizational procedures. Process innovations assist businesses in achieving better levels of performance by decreasing the time and cost of producing a product or providing a service, as well as boosting production and growth (Signori, P. and Guercini, S., 2019). Significant shifts in consumer behaviour, which is highly oriented to digital networks and social media, are forcing businesses to reconsider their customer strategy and put the money in design-driven projects, which are consumer-centric and aimed at creating an incorporated and powered buying experience through technology. As a result of this phenomenon, continual innovation processes emerge (Valeria M. Iannilli and Alessandra Spagnoli, 2021).

For example, the brand Scalable Garment Technologies Inc. has developed a robotic knitting machine that works in conjunction with 3D modeling software to create bespoke seamless knit clothing. This innovative knitting technique allows for the digitalization of the whole manufacturing process as well as the manufacture of bespoke seamless knit clothes on demand. This enables greater user responsiveness while also decreasing waste.

 

Vertical integration

 

The ability of managers to see the market and the organization in fresh ways is a crucial component of innovative organizations. Vertical integration refers to how much a company controls its suppliers and customers, and it has an impact on the company's ability to innovate. As external providers struggle to know the viability of innovation practices, the networking impact from outsourcing production is usually retained essentially for a product type of innovation. Vertical integration could be the solution for external suppliers to understand the innovation activities’ viability. 

A significant degree of integration characterizes the fashion industry model. Rapid international development and great performance have emerged from leading a management strategy focused on innovation and adaptability. The capacity to modify the product offering to changing client wants in the quickest time feasible is a significant benefit of this approach.

This new business model allows fashion companies to cut turnaround times and increase flexibility, lowering inventories and minimizing the risk of manufacturing unpopular goods to the bare minimum. It helps businesses to recognize and integrate frequent changes in fashion, continuously creating new goods that react to client wants. Vertical integration's influence on company efficiency can be boosted with the use of web technologies. Internal networking effects can be achieved using web technologies. It has the ability to appreciate information variety and promote innovative internal flow effects.

 

 (Fashion For Good, 2021)

 

Technologies can also respond to the changes in the retail industry. There have been many changes in consumer habits since the Covid-19 pandemic. Indeed, fewer and fewer people physically go to the stores. But, physical retail isn’t disappearing; its function is just changing (CB Insights Research, 2021). Many companies require shops that facilitate the formation or strengthening of a bond between the client and the brand, instilling a sense of excitement.

 

Redefinition of the digital and in-store experience by AR/VR

 

Enabling customers to try products by integrating tech and services can assist to target virtual society consumers (Rese, A. et al, 2019). The use of augmented reality (AR) and virtual reality (VR) technology, to create an online experience in shops and online experiences, is becoming more common. Several brands have already broadcast their fashion show in VR (Victoria's Secret, Tommy Hilfiger, etc.).

In the meanwhile, AR is transforming marketing materials into three-dimensional experiences. In fact, there are now 3D scanning and AR in some shops’ fitting rooms. For example, TopShop has employed in-store AR mirrors to allow consumers to try on items without having to undress, while Uniqlo's Magic Mirrors allow shoppers to view how apparel they put on in-store appears in several colour combinations. Other brands also use AR tech, through its app, to provide at-home “try-on” (CB Insights Research, 2021).

 

If you’re looking to enter a new age of immersive shopping, Obsess can help you to use AR or VR in 3 different domains: e-commerce, physical retail, and marketing.

 

(AffinityVR, 2020)

    

         Technology is redefining everything for each participant in the fashion industry like manufacturers, stylists, retailers, and consumers. Virtual reality and other cutting-edge technology have a variety of uses in the fashion industry, allowing manufacturing and distribution systems to advance at the same rate as changing desires and fashion trends. As a consequence of all of this, the industry will become more streamlined while yet providing more alternatives than ever before. Brands will progressively be able to offer hyper-personalized experiences and products thanks to a slew of new production processes, distribution networks, and even natural resources and fabrics. Whether it's in the idea, the way it's done or the way it's sold, technology is multiple and very important for the fashion industry.

#webtechnologies #fashionindustry #fashionexpertise #digitalmarketing #marketing #webmarketingblog #technologiesfashion

Manon Bally

References

AffinityVR, 2020. How Retailers Utilize 3D Scanned Models and Clothes in. [image] Available at: <https://www.affinityvr.com/ar-vr-in-fashion-industry/> [Accessed 8 October 2021].

 

Ayllón, S. and Radicic, D. (2019) ‘Product innovation, process innovation and export propensity: persistence, complementarities and feedback effects in Spanish firms’, Applied Economics, 51(33), pp. 3650–3664. doi: 10.1080/00036846.2019.1584376.

 

CB Insights Research. 2021. The Future of Fashion: Technology & the Industry | CB Insights Research. [online] Available at: <https://www.cbinsights.com/research/fashion-tech-future-trends/> [Accessed 4 October 2021].

 

Fashion For Good, 2021. Good on you. [image] Available at: <https://goodonyou.eco/from-apple-leather-to-knitting-robots-meet-the-sustainable-innovators/> [Accessed 8 October 2021].

 

González, J. M. H. and Chacón, I. H. (2014) ‘The causal effects of product innovation, web technology and vertical integration on firm efficiency in the fashion industry’, Innovation: Management, Policy & Practice, 16(1), pp. 144–157. doi: 10.5172/impp.2014.16.1.144.

 

Rese, A., Schlee, T. and Baier, D. (2019) ‘The need for services and technologies in physical fast fashion stores: Generation Y’s opinion’, Journal of Marketing Management, 35(15/16), pp. 1437–1459. doi: 10.1080/0267257X.2019.1665087.

 

Retno Andri Pamudyarini (2021) ‘The Effect of Innovation and Consumer Behavior towards Sustainable Fashion in the Era of Society 5.0 Students of FSR IKJ Product Design’, International Journal of Multicultural and Multireligious Understanding, 8(2), pp. 394–402. doi: 10.18415/ijmmu.v8i2.2353.

 

Signori, P. and Guercini, S., 2019. Patrizia Pepe: Unconventional Innovation and Integration in Fashion Supply Chain. [online] springerprofessional.de. Available at: <https://www.springerprofessional.de/en/patrizia-pepe-unconventional-innovation-and-integration-in-fashi/16583520> [Accessed 4 October 2021].

 

Valeria M. Iannilli and Alessandra Spagnoli (2021) ‘Phygital Retailing in Fashion. Experiences, Opportunities and Innovation Trajectories’, ZoneModa Journal, 11(1), pp. 43–69. doi: 10.6092/issn.2611-0563/13120.