There have been a lot of talking points about "the future of fashion" and "an industry overhaul" since the worldwide epidemic hit in early 2020.
Given Covid-19's industry-wide impact on everything from supply chains to commerce to customer behavior, this is predictable.
Digitalization is a major topic of discussion in the fashion business this year, with experts describing it as "the manner in which they reorganize various sectors of social life around digital communication and media infrastructures."
They imply by this concept that digitization is a social phenomenon, like social media or communication.
Digitalization, on the other hand, is what we call "the use of digital technology to transform a company model and generate new revenue and value-producing options."
You may use both concepts in the fashion business.
How Luxury Brands Embraced Digital Transformation:
Digital technology helps to transform customers' everyday lives. Moreover, high-end fashion stores take advantage of digital technology.
Some premium businesses began refining their designs and solutions in 2018 and 2019.
1. Gucci:
As creative director Alessandro Michele oversaw the redesign of Gucci, a digital approach was used to ensure client pleasure.
A spring 2018 campaign for the Italian company saw the creation of in-store augmented and virtual reality exhibits.
With Facebook-integrated chatbots and scannable ads, Gucci has proven to be a huge hit in this new digital age.
2. LVMH:
Paris-based luxury goods firm LVMH has launched an accelerator program at the Station F startup campus in Paris in 2019.
Moreover, an artificial intelligence system created by the company enables smartphone users to identify counterfeit goods.
In addition, LVMH Maison's men's Spring/Summer collection went digital for Paris Fashion Week.
3. Moschino:
This high-end fashion business used a video game set to produce a compelling ad. Moreover, the Sims was the inspiration for a capsule collection by Moschino in 2019.
Aiming to appeal to a younger demographic, the Moschino x The Sims Capsule Collection revolutionized digital fashion.
The Impact of a Pandemic Crisis:
As a result of the COVID-19 lockout and social distancing safety measures, fashion firms were obliged to continue operating and rethink their offerings.
Consumer behavior, shopping habits, and production all changed significantly as a result of the epidemic.
As a reaction to the epidemic, the digital revolution has allowed everyone to enjoy virtual experiences, from online events to digital apparel.
However, with the epidemic showing no signs of diminishing, the industry will continue using the virtual medium. Therefore, there is no reason why you shouldn't try some of the above.
Digitalization of the Fashion Industry For Sustainability:
Sustainability in fashion is closely tied to the advent of the digital revolution. Approximately 21 million tons of textiles are disposed of in landfills each year as a result of this sector.
To combat climate change and save resources, both of the original virtual businesses have recommended investing in digital apparel and virtual events.
Companies in the fashion industry are also attempting to improve online shopping experiences. Moreover, they are also attempting to modify people's purchasing behaviors.
People that are just starting out or are trying to enhance their digital experience should search for centralized cloud-based solutions that provide both internal and external users simple access.
Brand assets, including as physical samples and digital material, are the starting point for each fashion brand's user-facing experience.
These assets, which include runway looks, campaign photographs, and product and e-commerce shots, have become crucial to effectively distributing and amplifying the brand message.
Fashion Is Digital Future:
Consumers and fashion industry operators alike may look forward to new developments in the digitization of the fashion industry.
Customers and businesses will communicate more intimately, events will be more accessible through technology, and retail will provide a new way of purchasing.
To paraphrase Drinkwater, "the necessity to integrate all forms of digitization from supply chain and creation to showcasing and selling is compelling every company to adopt the technology that supports this" sums up fashion's digitalization this year.
Transforming Retail Into A Digital-First Environment:
Businesses had a decision when thousands of brick and mortar establishments closed for the epidemic in early 2020: adapt to e-commerce, or wait it out.
To ensure their own continued existence, several companies used new technologies like e-commerce, which saw rapid growth throughout the globe.
As a consequence of this transition to e-commerce, the Economist Intelligence Unit projects that by 2020, online retail sales in the top 60 countries would have increased by over 30%.
We believe that online shopping will increase by $1.5 trillion by 2024, according to a survey by Euromonitor International.
The biggest Chinese e-commerce platform, Alibaba, has announced a partnership with the luxury e-commerce retailer Farfetch.
It is a sign of the times, as more and more luxury firms are turning to e-commerce as a replacement for brick-and-mortar retail sales. Amazon's premium marketplace is adding labels, like Oscar de la Renta, the most recent of which.
Virtual shopping help, digital payments, and social networking linkages have all been included in the in-store experience, as well as augmented reality technology.
Customers may virtually style themselves in Gucci's fitting rooms, for example, and other retailers, such as Macy's, Adidas, and ASOS are exploring the possibility of virtual fitting rooms.
The Bottom Line:
Technological innovations have had a significant impact on how people see fashion in the previous several years.
Society's increasing reliance on social media and digital experiences has spawned a new style of fashion: digital.
Virtual clothes and models, as well as other digital representations, confront designers with new challenges on a regular basis. In a nutshell, digital fashion may help your brand gain aesthetic, emotional, environmental, and financial advantages.
One of the first things to note about this year's digitization of fashion is that it has become social.
Customers are responding to and connecting in new, immersive ways with one another and with their favorite companies.
As a result, businesses are rethinking their show and retail strategies in light of new regulations.