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Talks
TECH & FASHION

Fashion Technology: When Two Markets Come & Stay Together

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Fashion technology is reinventing the industry creatively every day. In other words, technology and fashion are currently growing stronger and tighter – therefore, it is impossible to see them apart.

Fashion Technology in 2023

In the past, technology started with fabric production. Today, companies make clothes with pixels. The union between fashion and tech also opens the door to sustainable measures. In addition, they create alerts about the environment. 

Fashion Technology

The relationship between fashion and tech is exciting. It goes from fabric improvement nanotechnology to creating processes that make online shopping more accessible for the customer. 

Even though, we can observe that we will always have a space to wait for the future of fashion technology. It’s all so surprising and new that this innovation ends up putting us questions like “is the future far?” Or “What’s next?”. 

The merger of the two markets allows several opportunities. Before we look at how fashion technology impacts the world today, let’s go back in time a bit.

Historical Facts About Fashion Technology

Fashion tech started with the textile industry in the Industrial Revolution. England dominated the world by producing its textile. The industry began to meet even more the demands of high society. English industry also used a noble material to expand its wealth: silk. In a short time, the country became one of the essential fabric producers. 

The manufacture of clothes in the 18th e 19th centuries developed from handicrafts. But faster and more efficient machines were replaced thanks to technological advances in the use of hands. Synthetic materials changed this technology and fashion relationship. Nylon became famous as a replacement for silk directly from World War II when the U.S. could no longer import silk and cotton from Asia.  

What Changes in Consumption?

We also highlight the interference in the economy with the merger of these two markets. Fashion technology modifies the mode of consumption, and thus, creates new solutions to be consumed. It can make better results and create a much more in-depth development of the final product.

Fashion Technology

An example of changing consumption is how e-commerce is growing more and more. Now, brands have developed virtual fitting rooms, for example. The algorithms compare data to the measurements of the products and deliver the best option to the user, making the shopping experience more assertive.

Technology makes it easier for companies to embrace the people’s consumer experience.

Sustainability

Technology also helps build sustainable consumption. It happens once several brands create eco-conscious alternatives from innovations in tech. Thus, technology can create efficient, practical and economical clean solutions in the fashion industry.

Fashion Technology 1

In addition, to produce the most eco-conscious materials, we need little water and energy. Another alternative is to use technology to make them from waste and recycled material. This is just one of many examples of how technology creates sustainable practices.

So What About Fashion Technology & The Luxury Market?

Using technology for design production is already a technological tool for many companies. Big brands are adopting technological trends in their favor to minimize waste and reach other audiences. Whether in creating digital influencers or clothing that can only be used on the internet, the luxury market is constantly moving. In addition to maintaining its relevance, innovating and trying to be a pioneer in many trends.

According to Forbes, luxury brands like Gucci can now access the right SEO tools to reach the right audience. “It simplifies the production process while also empowering the people who need these luxury items with the means to get them.”

Exclusivity

A luxury product is much more than a product, and it is a symbol, an object that carries a name, history, concept and belonging. The technology of NFTs, for example, is directly related to the luxury market since this token revolves around exclusivity. That’s what luxury brand customers are looking for. People seek originality, so it makes sense for a Gucci customer to invest in a branded NFT.

Brands use this technology to maintain the authenticity of a product. We saw the Gucci Aria collection, the “Louis the Game” from Louis Vuitton, the Dolce & Gabbana NFT Alta Moda Collezione Genesi, Burberry digital custom toy Blankos and many more.

They all seem to be doing the same thing, so why talk exclusivity? Here is the explanation.

Branding

It is almost impossible to guarantee, for a long time, exclusivity of access to specific raw materials, design exclusivity, and exclusive fashion technology. As you can see, blockchain technology is used by many big brands in the fashion industry. But due to the strong branding of each brand, this competition does not seem to be a challenge for many of them.

To ensure greater exclusivity, luxury brands invest heavily in advertising communication. It guarantees the perception of the rarity of products. Even with piracy, some brands are not less desired by those who seek exclusivity and luxury, revealing the branding strength.

Like Joseph DeAcetis, Forbes Former Contributor, said: “I assure you that when it comes to brand strategy, reaching the right target audience is the most important for obvious reasons – firstly, not everyone can readily afford high-ticketed product offerings. Secondly, luxury fashion brands must continue to utilize today’s various media platforms to communicate their message to a global audience.”

In conclusion, all luxury brands seem to follow almost the same path regarding technology. This in general. We see big brands investing in NFT and others valuing sustainable textile production. However, strong branding is crucial to keep them exclusive, even sharing similar innovations.

Tech & Generation Z

Luxury brands also use fashion technology to captivate generation Z. Beyond textile innovations and NFTs, the world of games is yet another great open door for luxury fashion to present to a younger audience. Thus, brands used the most beloved game of this audience during the quarantine: Animal Crossing, developed by Nintendo.

Fashion Technology 2

The game allows the creation of outfits for the user’s avatar and is an excellent opportunity to create a strong bond with these players. Valentino made 20 pieces from its Summer/Spring 2020 and Pre-Fall collection available for the game. And designer Marc Jacobs created six exclusive looks for the platform, with special codes for those who wanted to download the pieces. This is an important – and major – shift. After all, a few years ago we wouldn’t see a lot of engagement from the luxury market with new generations.

Another way to connect with Generation Z and use technology for this is sustainability. Young people are much more aware of the impacts of fashion on the environment and are concerned about consuming what is sustainable.

Today’s luxury pleases many generations, but not all of them. Luxury brands must seize opportunities for more sustainable practices to maintain the brand’s value and capture new audiences.

With Technology, Can Luxury Fashion Finally Be Inclusive?

Fabric innovations, digital presence, creation of NFTs… All this seems to be a gold mine for the fashion industry. But can fashion technology make this market finally inclusive?

After all, does it make sense to talk about the inclusiveness of a luxury market? It even seems like a paradox. The luxury market is aimed at those who have access. Particular people are included in the luxury market, which makes inclusivity not a priority.

Think of models on the catwalks and in photoshoots. Also, think about how and what clothes are created for.

In any case, the fashion industry should always pursue inclusivity. Luxury fashion is lacking in exclusive clothing for people with disabilities. And these people are totally different from each other. It means that the brand cannot make pants that meet a certain type of disability and call itself inclusive. It is not a complex commitment but diverse.

The big problem is not using these technologies to change the industry for the audience. Of course, many luxury brands are now much more aware of inclusivity. However, many only take the initiative when they get into controversy.

According to Fast Company, Gucci has a $1.5 million plan to support young designers from underrepresented backgrounds. But it was launched after the brand faced accusations of racism over a jumper design.

We Will Always Talk About the Future

An important point is: We won’t stop talking about the revolution of fashion technology. 

The fashion industry is showing to be more than open to novelties and tech upgrades. It is embracing trends from textile upgrades to the metaverse. Each day, designers, brands and companies are taking their business and ideas to the next level, and the tendency is to never stop. That is why startups with innovative mindset are a huge promise for the fashion industry.

This union brought several futuristic innovations, and they may even seem a little distant. However, look back and see how the relationship between fashion and technology has evolved a lot. Like this article? Please read this one: Fashinnovation Ventures Global Launch: Helping Startups To Outstand

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Credits:
Júlia Dara

Content Producer

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Author:
Júlia Dara

Content Producer

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