Over the past few years, the fashion industry has made plenty of transformations. These changes have moved brands and consumers toward sustainability. Brands are adopting innovative and transparent techniques for ecological reasons. Consumer behavior is also changing with greenwashing adaptability and resale purchase. With the arrival of AI designers, AR/VR, and a demand for sustainable clothing, a new fashion revolution is on the horizon.
AI becomes the Designer
AI is making its progression in many significant industries nowadays. The world of fashion is no exception to this. The fashion industry has always been booming with innovative products. It began with the invention of the sewing machine, then the growth of e-commerce, and now AI designers. With the rise of big data, most fashion brands are creating unique products for consumers. AI detects the latest trends and builds designs with precise color and style. The technology makes clothes appealing to customers. Moreover, it can quickly adapt to the newest market trend. Machine learning allows fashion giants like Amazon to create a distinct fashion line from scratch by studying the latest fashion styles. For instance, AI-based tech company Shenlan Technology succinctly produces unique patterns. They are extracted from inputs and keywords introduced by humans. Yet, even AI is capable of making blunders sometimes. It can lead to frauds such as copyright infringements and IP piracy.
Seasonal Clothes May Come to an End
There was a time when the fashion industry released only seasonal clothing lines. Designers worked on two formats: springtime/summertime and autumn/wintertime. But, after the launch of fast fashion, retailers competed to launch regularly. Every week designers work hard to present their trendy collection to consumers. They bring 52 micro collections and 11 significant collections per year. As more and more popular collections get launched, fast fashion-inspired consumers aim to buy as many clothes as possible and as swiftly as workable.
Fast fashion focuses on producing clothing lines in large bulks. This production means using low-grade supplies to deliver economic styles to the consumers. But, it was not always like this. Earlier designers launched their clothing lines as per the four seasons. They had ample time to prepare their clothing line based on predictions. These predictions were based on the probable likes of the consumers. Brands would make their clothing line available as per market consumer requirements. But, now it doesn’t take much time for the clothes to move from stores to shelves. As soon as the retailers notice a new trend, their marketing and supply teams get to work. They aim to launch a similar collection for their consumers. Affordable clothing lines have always proven to be highly popular amongst buyers. However, this puts a strain on the environment.
Fast fashion was once famous for its quick and inexpensive apparel line. However, it is also responsible for generating tonnes of waste in the environment. The fashion sector is one of the highest contributors to global climatic concerns. Shockingly, fashion apparels release carbon emissions higher than shipping and international aviation consolidated. Fortunately, more and more fashion brands and consumers are opting for sustainable fashion marketing options. Brands are putting efforts to harvest their own crops for producing clothing rather than harming animals for it. For instance, Levis is reducing its water consumption by 96%. Additionally, consumers are opening up to the idea of buying second-hand apparel. Apps are now selling previously used clothes. Hence, fashion brands should focus on creating clothes that can be used by more than a single owner.
Designers are virtually connecting garments with human bodies. These clothes are much more than digital gadgets connected to our ears, wrists, face, and feet. Smart clothing can trace heart rates and track emotions without holding a phone. Along with Fitbit and Apple, the fashion market is adopting various exciting innovations. For instance, NADI X launched yoga pants in the health-driven fashion industry a while ago. The pants have built-in haptic sensors that encourage consumers to hold their poses. Consumers can sync them with Bluetooth devices on their smartphones. Another example of smart devices combined with apparel is the Owlet Smart Sock. This apparel is manufactured for babies. It helps to track their heart, sleeping, and breathing rates. The Bluetooth range works to 100 feet to reduce false errors.
Impact of COVID-19
Online shopping has become popular amongst consumers, as it is convenient as well as fast. Furthermore, COVID 19 has aggressively pushed the fashion industry to digital platforms. Brands have to prepare themselves for merchandising their apparel for the digital world. As consumers are stuck at home, online shopping has become like a therapy for them. Many consumers are adopting the idea of purchasing clothes without even trying them personally. But, this approach is also changing slowly, as the fashion industry is entering the AR and VR era.
AR/VR for Immersive Shopping
Fashion brands that are open to embracing immersive shopping techniques are more likely to succeed in the near future. The innovative applications of virtual and augmented reality are pretty interesting. With the use of AR and VR, customers can try on clothes virtually. This innovation helps the consumers to buy clothes of proper fitting. It also gives them the satisfaction of purchasing already tried-on apparel. One prime example of AR and VR technology is OBSESS. It allows fashion labels to create 3D and 360 degree retail experiences for their buyers.