FashionTech series: Part I
What is FashionTech?
Fashion Technology, or FashionTech is defined as the seamless integration of technology across all aspects of the fashion industry. This broad definition highlights FashionTech’s impact on initial design including product aesthetics and user experience. It also extends to engineering involving the technical implementation of technology, and to economics and logistics including market intelligence, and efficient supply chain management (1).
Evolution of technology in the Fashion industry
The fashion industry has witnessed numerous pivotal events marking the integration of technology. From digital fashion shows and 3D printed collections to virtual try-ons, these innovations are progressively reshaping the industry, allowing innovation and adaption to the modern era.
The graphic below illustrates key milestones in this evolutionary journey.
It started in 1998 with Helmut Lang’s pioneering online fashion show, followed by groundbreaking advancements in garment design: Alexander McQueen’s robots spray-painting dress in 1999, Hussein Chalayan's shape shifting garments in 2006 and Iris Van Herpen’s 3D printed fashion collection in 2010. Subsequently, fashion expanded into digital spaces with milestones such as H&M collaboration with The Sims 2 video game in 2007, and the launch of the Scandinavian brand Carlings’ fully digital clothing collection in 2015. That year also witnessed the mainstreaming of smart watches through the fashionable Hermès Apple watch, the introduction of virtual try-on technology by Perfect Corp, and Dior’s use of virtual reality to show 3D backstage visuals. Later milestones included The Fabricant’s sale of the first fashion non-fungible token (NFT) dress for $9500 in 2019, and brands shifting online and into the Metaverse in 2021 by hosting pre-recorded and digital fashion week shows in virtual spaces and gaming platforms.
What do people think about tech in fashion?
In recent years, technology has become an integral part of our society. The COVID-19 pandemic further solidified this shift by pushing the majority of the world towards online platforms. This move was particularly evident in the fashion industry where major players like Shein and Zalando, and luxury labels focusing their marketing efforts on enhancing online shopping experiences and introducing digital products.
Moreover, there is a notable shift in consumer behaviour driven by concerns about sustainability and ethical sourcing in fashion. Consumers are increasingly demanding transparency in supply chains and are favouring brands that prioritise sustainable and eco-friendly materials. This increasing awareness extends to health as well, as seen with the rising popularity of health-related technologies.
In this landscape, artificial intelligence (AI) has emerged as a valuable tool for brands seeking to enhance customer experiences and operational efficiencies. This shift in consumer preferences signifies a gradual transformation in how we approach and consume fashion, illustrating the growing necessity of integrating technology into our fashion choices and shopping habits .
Current market segments in Fashion
Considering consumer demands, the current key trends in FashionTech include (11-12):
1. Sustainable fabric innovations: Including eco-friendly textile such as lab-grown leather by Modern Meadow, bioengineered Microsilk™ fibers by Bolt threads, and biodegradable lyocell TENCEL™ from Amour vert. Additionally, advanced technologies like 3D printing offer the advantage of precision in product creation and waste reduction, alongside efforts like the firm Sewbo which has created the first robotically sewn garments.
2. Smart wearables and internet of Things (IoT): Integration of clothing with the internet has been on the rise in the past few years with smart watches and fitness trackers getting aesthetics upgrades and becoming fashionable.
3. Digital fashion: This category includes virtual fashion shows, as seen with Tommy Hilfiger’s 2021 collection and initiatives like The Fabricant which has created digital collections for brands like Adidas and Napapijri.
4. E-commerce and virtual-try ons: The growth of marketplaces has enabled a global shopping experience with access to a diverse array of products. Brands are intensifying competition through optimised e-commerce platforms and SEO strategies aimed at capturing and retaining customer attention.
5. Artificial intelligence: AI is revolutionising manufacturing and production processes, enhancing sales forecasting, trend prediction and customer insights through data collection and monitoring stock levels. AI-powered chatbots now offer personalised product recommendations based on customer reach and purchase histories thus enriching their shopping experience.
Conversely, generative AI is expected to increase from $95 million in 2023 to be worth around $1.481 billion by 2032 according to market research us report by Market US (13). Generative AI platforms such as RaspberryAI and Flock AI are set to enhance the creativity of designers, enabling faster creative processes, and relieving them of the burden of manual labor and associated costs for creating physical samples.
In the following series, we will explore the challenges and opportunities within FashionTech, and examine the balance between sustainability and artistic innovation. Additionally, we will analyse investor insights and current trends.
References:
1. Fashion Tech design. Available at: https://ec.europa.eu/programmes/erasmus-plus/project-result-content/aff7d76a-a39d-4984-adb6-e1f24c0b2557/E4FT_IO2_Tuning%20Document.pdf
2. Waldman, R. (2016) 12 top tech milestones in recent fashion history, Vogue. Available at: https://www.vogue.com/slideshow/manus-x-machina-fashion-technology-timeline
3. Is digital live streaming the future of fashion shows? (2024) Mintel. Available at: https://www.mintel.com/insights/retail/is-digital-live-streaming-the-future-of-fashion-shows/
4. The history of Digital Fashion - NFT-Arty (2022) NFT. Available at: https://nft-arty.com/the-history-of-digital-fashion/
5. Carlings. Available at: https://carlings.com/en/ (Accessed: 25 July 2024).
6. The world’s first digital-only dress on the blockchain sells for $9500 (no date) Iridescence / The Fabricant. Available at: https://www.thefabricant.com/iridescence (Accessed: 25 July 2024).
7. Rørstad, B. (2023) Digital Fashion has a fashion problem, Jing Daily. Available at: https://jingdaily.com/posts/digital-fashion-problem-jing-meta-insider
8. Nikas, J. (2022) How Bella Hadid’s spray-on dress was made, The Cut. Available at: https://www.thecut.com/2022/10/how-bella-hadids-spray-on-dress-was-made.html (Accessed: 25 July 2024).
9. Debter, L. (2023) You can try makeup online before you buy it, thanks to this woman entrepreneur, Forbes. Available at: https://www.forbes.com/sites/laurendebter/2023/01/10/perfect-corp-alice-chang-virtual-try-on-technology-beauty/#:~:text=Alice%20Chang%2C%20founder%20and%20CEO,Perfect%20Corp.
10. McDowell, M. (2021) 2021: The Year in fashion-tech, Vogue Business. Available at: https://www.voguebusiness.com/technology/2021-the-year-in-fashion-tech#:~:text=2021%20was%20the%20year%20fashion,fringe%20to%20major%20luxury%20brands.
11. Fashion tech: How technology is shaping the future of apparel, Fibre2Fashion. Available at: https://www.fibre2fashion.com/industry-article/9886/fashion-tech-how-technology-is-shaping-the-future-of-apparel
12. What is fashion tech: Exploring the intersection of fields (2024) Fashinnovation. Available at: https://fashinnovation.nyc/what-is-fashion-tech/
13. Generative AI in fashion market size, trends: Cagr of 36.9% (2024) Market.us. Available at: https://market.us/report/generative-ai-in-fashion-market/