Technology brings to the fashion industry, in what is being called the fourth revolution, a great opportunity for the complete digital transformation of its value chain. The terms “digital fashion” have emerged as key concepts that are revolutionizing all aspects of this industry, from the creative process to the way consumers interact with brands. In this article we will explore in detail the benefits that digital fashion offers to the world’s second most polluting industry.
Innovative and personalized design
One of the most exciting aspects of the digital fashion era is its ability to drive design innovation and co-creation with the customer or digital artists. New 3D modeling tools to create unique and cutting-edge garments and accessories allow for agile and limitless experimentation, using textures and inspirations generated with artificial intelligence. Synergies between the world of fashion and art are now more possible than ever and there are many references we can point to, such as Mango‘s commitment to the metaverse and its NFT collection based on works by Spanish artists Joan Miró, Antoni Tapies and Miquel Barceló.
Efficient and Sustainable Production
Digital fashion also has a significant impact on production, mainly in terms of the use of virtual prototypes, with which designers can perfect their creations before sending them to the factory, without the need for physical samples. This not only saves time and resources, but also reduces waste by avoiding the production of products that do not meet the desired standards and the storage of samples.
Global and Accessible Distribution
One of the most notable advantages of digital fashion is its ability to reach a global audience in a matter of seconds. Virtual worlds, social networks and metaverses allow fashion brands to share their creations with an international audience without the traditional geographic limitations and being able to connect their 3D stores with their traditional ecommerce.
This strategy is the one that Zara has followed with several collections, to reach the Asian market through the digital fashion collections that the brand has included in the Zepeto metaverse. This not only increases the reach of brands, but also gives consumers access to new 3D experiences and the possibility to access a variety of styles and trends from around the world by customizing their avatars.
Immersive Shopping Experiences
Digital fashion takes the shopping experience to a whole new dimension. Thanks to augmented reality (AR) and virtual reality (VR), consumers can virtually try on garments and accessories from the comfort of wherever they are or see each garment in detail by accessing them through 3D viewers that are incorporated into e-commerce and replace product photographs. This not only improves the shopping experience, but also reduces the number of returns, contributing to a more sustainable supply chain.
Innovative Marketing and Communication
Digital fashion transforms the way brands communicate and interact with their audience. Avatars, social media filters, fashion blogs and collaborations with influencers allow brands to build a new model of community engagement and reach new audiences, especially younger ones. Marketing campaigns are now more interactive and highly personalized, resulting in deeper and more authentic engagement with consumers. Content creators no longer have to receive product samples but simply wear digital fashion wearables provided by brands.
Sustainability Driven by Digitalization
Digital fashion and sustainability are two increasingly interconnected concepts. The ability to design, try on, produce without the need for physical prototypes and sell without the need to generate printed catalogs, as well as the development of new lines of business in virtual environments, are not only necessary for a more efficient textile industry to face the challenges of the future, but they are the tools with which to minimize the environmental impact of the contributing to ODs, 6, 9, 12, 13 and 15.
Digital fashion is revolutionizing the fashion industry in unimaginable ways. From the creation of innovative designs and efficient production to global distribution and interactive communication. Every link in the value chain is benefiting from digitization. As technology continues to advance and virtual worlds, metaverses and web3 gain users, digital fashion will continue to challenge creative boundaries and transform the way we perceive and experience.
The digital era is not only changing the way we dress, but also how we imagine the future of fashion and at ONVERSED we have the professionals, the experience and the tools to accompany brands and designers to face it.
Shall we talk?