Synergy of Real and Digital Worlds - Promising Insights for the Future Generations of Fashion
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Digital transformation (DT) is reshaping the fashion industry, revolutionizing the way brands, retailers, and consumers interact. It is not a fad but a necessary step towards innovation and survival in today's business context. Implementing digital transformation requires a bespoke approach that addresses specific challenges and goals within the existing framework of each brand or retailer. Fashion brands are leveraging digital technologies throughout their value chain, from product design and production to marketing and distribution. Computer-aided design (CAD) software, predictive analytics, and 3D printing are streamlining the design and prototyping phases, reducing time-to-market and improving product quality. Technologies like 3D body scanning, seamless garments and digitized looms are also being adopted. Brands like Hugo Boss are using smart factories that incorporate robotics, artificial intelligence (AI), analytics, and the Internet of Things (IoT) to increase efficiency. Moreover, digital-integrated supply chain platforms, such as blockchain, are enabling faster and more efficient production by connecting brands with manufacturers and suppliers globally. The adoption of digital solutions extends to the production of futuristic textiles, digital clothing and virtual model / digital show stoppers. Retailers are also embracing DT to enhance the customer experience and expand their reach. E-commerce has become a crucial channel, allowing retailers to sell products online and reach a wider customer base. Many retailers are investing in robust online platforms and incorporating augmented reality (AR) and virtual reality (VR) technologies to offer immersive in-store shopping experiences. Data analytics and AI are being used to personalize recommendations and offers, enhancing customer engagement and loyalty. In-store virtual assistants or kiosks are worth mentioning in light of digital clientele. Social media platforms play a vital role in the fashion industry's digital transformation. Fashion brands are partnering with social media influencers to promote their products and reach a larger audience. Additionally, collaborative consumption models are emerging through digital apps, supporting sustainability efforts such as zero waste, recycling, and sharing goods or services. Consumers are benefiting from greater convenience, choice, and personalized experiences in the digital fashion landscape. They have access to a wide array of products from around the world and can find inspiration and style ideas on social media platforms. User-generated content and reviews facilitate informed purchase decisions. Mobile technology advancements have blurred the lines between online and offline retail experiences, enabling consumers to shop anytime and anywhere. Manuscript received on 12 April 2024 | Revised Manuscript received on 20 April 2024 | Manuscript Accepted on 15 May 2024 | Manuscript published on 30 May 2024. *Correspondence Author(s) Srivani Thadepalli*, Associate Professor, Department of Fashion Technology, National Institute of Fashion Technology, Hyderabad, 500081 Telangana, India E-mail: thadepalli.srivani@nift.ac.in, ORCID ID: 0000-0002-3774-4340 Mr. Uday Choudhary, Student, Department of Fashion Technology, National Institute of Fashion Technology, Hyderabad (Telangana), India. E- mail Id: uday.choudhary@nift.ac.in, ORCID ID: 0009-0008-9882-8899 © The Authors. Published by Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license http://creativecommons.org/licenses/by-nc-nd/4.0/ Adaptability, inclusivity, diversity, authenticity and traceability of product life cycle (Blockchain) have become driving instincts of Gen Zers and Millennials at purchase points. However, traditional industry players and small independent retailers face increased competition from e-commerce giants, necessitating their adaptation to digital technologies to remain relevant. The COVID-19 pandemic has accelerated this shift and normalized the idea of going digital. This paper presents an in-depth review of how digital transformations have various players within the fashion Industry with special reference to the brands, designers and enterprises implementing these for their evolution and progression to thrive in this rapidly evolving landscape.
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