The fashion business is perceived to be one of the biggest industries in the world. As per a
review, it is valued at more than $3000 billion, which is roughly 2% of the world’s GDP. New
research noticed that fashion retailers are planning huge interest in artificial intelligence (AI)
in the coming years. By utilizing computer-aided systems and AI systems, digital platforms
can be used by the customers to research competitive prices, individual spending, varieties,
sizes and so on. Computer-based and intelligence-based innovations likewise empower
clients to interface with merchants through virtual dealer meets.
Need For Digitization in Fashion Apparel
Over the last few years, fashion & luxury companies have had to deal with a new way of
communicating themselves and strengthening their brand identity on the market.
While on one hand there has been the tendency to preserve the excellence of origin and the
uniqueness of the artisan tradition, on the other there is an increasing need to use new
communication and distribution channels, with a new vision, focusing heavily on digital and
customer experience. Digitization and customer experience change the way of conceiving
brand identity and communication in the fashion and apparel sectors.
A new report detailed that the fashion industry produces 92 million tons of waste each year.
Moving to a 3D-computerized configuration interaction can assist with decreasing this
enormous waste creation by roughly 75%.
Every company in the fashion world today aspires to the same goals: to become more agile
in producing the best products faster, impress customers with trendy designs and produce
compelling products that build brand loyalty.
But in today’s hyper-competitive environment, achieving these goals is more difficult than
ever. Companies need to improve the speed of processes from ideation to delivery and
improve operational efficiency to offset the increased procurement and manufacturing
There is also constant pressure for lower prices and higher margins, and the need to react
quickly to changing consumer demands.To achieve the goals, companies must digitize the
entire design and manufacturing process from start to finish in order to see gains and profits
in every business area.
Let’s not forget that today everyone has various channels of contact with the brand at their
disposal: the point of sale, which in the pre-covid era was the main one; e-commerce,
whose growth accelerated sharply with the pandemic; social channels, with which to
interact and also make purchases; any apps and customer care services. The success of the
brand is precisely linked to its ability to satisfy a customer.
Covid has not wiped out the challenges that operators were dealing with. In addition to the
most recent critical issues, the most exclusive brands have to deal with a historic
counterfeiting problem, and all are witnessing the progressive transformation of behaviour.
Purchasing habits of customers, who become more and more unpredictable, complex to
interpret and, above all, to indulge.
Possible Areas of Starting Points for Digitization
The whole process of digitization of the fashion and apparel sector is based on these few
points which place customers at the centre of sales campaigns, redirecting the attention of
the digital strategy from the product to the consumer. The first phase of the digitization
process for fashion and luxury companies is based on a change of mentality. It is no longer
the brand that holds control of customer relations, but exactly the opposite: they are
consumers to demand ever-higher quality from companies, both in products and in services.
This aspect implies that fashion brands must be able to be reached easily by consumers. The
second step to be taken in the digitalization process of the fashion & luxury sectors is the
unification of in-store and digital strategies. The absence of coordination between
marketing, e-commerce and IT is crucial in not causing, for example, the closure of physical
stores, which may no longer be considered important by customers.
The company needs to evolve towards the concept of ‘global consumer’, of which simply
keeping track is no longer enough. The user must be involved effectively, creating a
successful customer experience, capable of returning to the brand greater loyalty and
therefore greater feedback in sales.
Benefits Of Digitization
Digitization allows fashion and luxury goods companies to convey a new image and reach
new generations of consumers through more direct channels. Some brands have already
started this process, for others; however, the challenge has just begun.
Ultimately, the future is no longer about how the customer finds the product, but how the
product finds the customer. And the new direct-to-consumer models will replace the classic
brand-retailer-consumer model. That is why companies work with big data and algorithms
to allow better customization.
Digitization helps companies to save time and expenses by allowing them to produce small
amounts of items. The expense of raw materials and carbon and financial expenses of the
manual piece of sampling and transportation from Asian companies to Europe and the
United States additionally growing. The best way to fulfil this developing customer need is
to digitize and smooth out manual cycles.
The main players in fashion and luxury have to realize that the old rules of communication
simply no longer work and believe that digitization represents a fundamental and inevitable
step to satisfy the demands of more and more challenging consumers. If in traditional
communication an effective strategy focused mainly on the brand, with digitalization the
rules change and a digital campaign, to be truly effective, must refer mainly to the target
audience and the customer experience.