Customers have begun to demand fresh and unique styles that are affordable. What began with seasonal clothes releases has now shifted into fast fashion. The pandemic and climate concerns have pushed the industry to take some significant steps towards sustainability. Gradually, the industry is moving back to slow fashion with the use of digital platforms. Adapting digital fashion is one of the few steps toward modernization and reducing our carbon footprint.
From Traditional to Digital Clothes
Fashion giants and influencers have begun shifting from traditional to digital means. Several factors have accelerated this process, including COVID 19. The industry has been responsible for causing many environmental effects. Thus, leading to an increase in pressure from consumers to turn sustainable. As global brands are busy with this transition, a new trend has captivated consumers — digital fashion. Young consumers are pretty conscious of their digital image. People are susceptible to the detrimental effects of clothes production on the environment. These concerns have led to the birth of hyperrealistic outfits present in AR only. Digital content creators make these dresses. Consumers buy digital-only attire and prepare the photographs for their social media platforms. One way is to share the pictures with the brand’s 3D designers, who digitally adjust the apparel on the image. Consumers can afterward download the image. Interestingly, digital fashion was always available as skins in video games.
Evolution of the Digi Sapiens
The target consumer for digital fashion is Digi Sapiens. These comprise the people who spend the majority of their time in the virtual world. They are also known as the Gen Zs and young millennials. These consumers are tech-savvy, multi-taskers, and strong supporters of sustainability. It is fascinating to know that there are 3.5 billion trendsetters globally. These prime adopters of innovation hold 55% of the world’s spending power. Moreover, with every age group, the search for sustainability grows. A majority of the youngsters are willing to pay extra for environment-conscious products.
Wastes Nothing But Data And Exploits Nothing But Imagination
COVID 19 has forced every industry to walk the path of digitalization. The fashion industry is no exception. Digital-only apparel increases the scope for creativity. It also decreases the waste generation caused by fashionistas. Additionally, with augmented reality, consumers are getting a chance to change fashion trends. The true purpose of styling for consumers is self-representation. Hence, fashion brand Fabricant emphasizes the undesired need for physical clothing. The virtual fashion world has high flexibility, long-term sustainability, and no resource exploitation.
Why It’s The Right Way Forward
Traditional apparel production leads to tonnes of wastage. The waste generated by the fashion industry is much more than the waste generated by international aviation and shipping combined. Organic cotton apparel production leads to tonnes of water wastage. These concerns lessen when it comes to digital fashion. Digital fashion handles generating 95% fewer carbon emissions as compared to physical clothing. The current generation idolizes social media hashtags. One of the most popular Instagram hashtags is OOTD — outfit of the day. Digital clothing is perfect for supporting such one-time costume-wearing trends. The pandemic has forced retailers as well as consumers to go virtual. As people are stuck at home, they do not wish to buy new clothes. However, they need to work on their digital content creation. For such situations, brands are working on developing virtual showrooms. Consumers can buy cost-effective and unique virtual outfits and represent them online.
Brands Pioneering Digital Fashion
The Fabricant is the leading pioneer of the digital clothing enterprise. They sold their first digital couture piece for a charity function. Apart from the Fabricant, Tribute and Happy99 are the two brands driving the digital fashion industry. The tribute started with adapting 3D technology designs to their physical clothing forms. Now the brand has transitioned to 100% digital fashion. Their clothing line is made up of unusual materials, impossible to be worn in real life. Consumers can buy the attire on the brand’s website, provide their photos to the designers. The talented team of tribute adds special effects along with the clothes to the images. Happy99 promotes an entirely different perspective of digital clothing. Their primary focus is strengthening brand identity and not restyling pictures for Instagram. They blend digital shoes with analog outfits to build a connection between consumers and brands.
How Digital Clothing can Reshape the Fashion World
Gen Zs and millennials are profoundly fashion-conscious. They do not wish to own commonly available outfits. Hence, like the Fabricant and tribute, brands should focus on limited editions. Keeping the apparel exclusive would develop the desire to own digital clothing. With technology advancement, consumers would get the prospect to upgrade their digital garments. As discussed before, digital attire has already been popular in video games. For instance, Louis Vuitton created a unique heroic skin for a game character — Qiyana. These purchases are not like human digital clothing shopping. However, the game avatar dressing market is super thriving among consumers. It is known to drive million-dollar revenue and generate brand awareness as well. Digital clothing allows consumers to wear various blends of garments from their wardrobes.