After a busy fashion month, where the most prominent fashion brands were innovating on how to present their collections, it was time to discuss fashion and technology.

Why? These two sections are interconnected. In this article, we will explore how these innovations are changing the fashion industry.

Fashion brands see this as a huge opportunity to engage customers and expand their reach to new markets.

Let's take a look at the potential impact of technology on fashion.

Sustainability

Let's take a look at the potential impact of technology on fashion.

Technology is allowing the fashion industry to become more sustainable rather than an energy exhausting fashion market.

It is enormous how much carbon is generated by the huge use of raw materials, textile production, clothing construction, shipping and then retailing. We have seen a shift in fashion that makes it more sustainable, but also allows for slower production.

The company is an example of how this awareness of sustainability in the fashion industry is demonstrated.CLO Virtual Fashion Virtual prototypes are created by someone who wants to reduce the number of samples and the footprint on the Earth.

We are also seeing positive reactions from the top fashion industry players on the high-street, who are now designing whole new lines that incorporate sustainable fashion as their core.

• H&M collection using Pinatex, a leather-like material made from pineapple leaves.
• Vlone is using hemp in their new line of sustainable clothing to make them more easily recyclable.
• Adidas has challenged themselves to produce 11 million pairs of sneakers with recycled ocean plastic in 2019.

Although this is not enough, it is a wake-up call for all fashion brands.

The influence of AI

Artificial Intelligence allows the retail industry to plan, predict and promote clothes. It also improves product availability and accurately delivers.

Every designer and brand dreams of knowing what the next trend is in order to avoid overproduction. AI can now predict trends and sales. This allows brands to anticipate consumer behavior and help them plan their production.

• Google (News - Alert) and Project Muze are a good example of how machine learning can be applied to fashion. Project Muze uses neurotechnology to allow consumers to make creative choices based on their interests and personality.
• Amazon managed by Israel-based researchers would use AI to know if an item is stylish or dowdy.

AR/VR restudy the online and in-store experience

Augmented reality and Virtual reality have been used to improve customer experiences in-store and online.

These technologies are supported by many startups. Virtual reality platform for experiential buying Obsess uses AR and VR in three key areas.

• Marketing; AR pop-up, interactive catalog, and VR version.
• Mobile and online shopping: Shoppers have the option to view 3D products on their screens.
• Physical retail; AR in store allows customers to access digital media for in stock merchandise

Another example of AR being used for fashion is Amazon. Amazon has patented a virtual mirror that lets users try on products at their home. You will soon be able to use a mirror for clothes fitting without having to return or receive them.

3D scanning

3D scanning can give customers a positive virtual try-on shopping experience. The 3D body scanning solution can also lower the cost of production, both in the short-term and long-term. This allows for an accurate estimation of the production required.

Retail distribution

Tech opened a new era in fashion by creating hyper-rapid manufacturing systems that track and distribute orders with next-generation inventory management tools.

Even though online shopping is becoming more popular, luxury brands can still offer a unique in-store experience. This is how quick delivery can be a benefit.

Artificial Intelligence also allows you to combine deliveries via an app called Flex. It uses AI to determine how many drivers are required at any given moment so that all deliveries can become centralised.

Blockchain in fashion

Yes, even the fashion industry has found a way to use blockchain for their own purposes. Blockchain allows brands to create transparent supply chains, giving each product a unique digital identification. This will enable both consumers and brands to have a digital track record of all their inventory items.

Moncler clothes have RFID chips that allow customers to verify their product via an app, website or mobile device. This allows them to authenticate Moncler products and to find out what they are made of. Similar programs have been tried by brands like Salvatore Ferragamo and Benetton.

Summarising, fashion-tech is a common term for many. 2021 will be the year when tech will become less visible for consumers, while still providing all the benefits it brings to the fashion industry.