Evolution of Digitisation and it’s effect on The Fashion System
Srusti Srujanika 069606
Srusti Srujanika
069606
2020-2021
PG LBMM
Aniket Satam 2020-2021 PG LBMM Fashion System
Srusti Srujanika
069606
2020-2021
PG LBMM
I N T R O D U C T I O N: As human beings, we have always been keen at exploring new ways of doing a certain thing than that of the usual process. Telephones to Mobile phones, Carriages to Automobiles, or invention of sewing machine to the birth of e-commerce, change has always been a part of life. Fashion industry being the most visible form of consumption, it has always empowered many. But at what cost? Clothing is something humans NEED but Fashionable clothing is something most people WANT! Years and years of traditional ways of manufacturing clothes has led it to being the 2nd most polluted industry. 21 billion tons of Landfill and 20% of Global water waste ANNUALLY!, as stated by a 2018 report released by the United Nations Economics Commission for Europe. This situation emerged STELLA MCCARTNEY AW17 CAMPAIGN because of mass production by fast fashion brands as the consumers were Newness-obsessed then. But since the introduction of Digital into fashion, many brands have taken a stand against the CSR activities which includes luxury brand such as Stella McCartney and R Collective who takes waste from Luxury market and transforms them into beautiful fashionable garments proving that you don’t have to harm the environment to be fashionable and luxurious. And why wait for it when you can buy it in a single click right after if walked the runway!
Srusti Srujanika
069606
2020-2021
PG LBMM
Traditionally, Luxury and Sustainability were two opposite words. Now, they are the two opposite ends of a line, if you enter one you have to reach the other. Right now the best way to preserve textiles is through digital ways.“We can’t have a sustainable fashion industry, and work towards improving the industry, unless we can trace and track the supply chain.” -R Collective. And they have actually allowed their customers to know the details of a garment such as supply chain and care tips that optimise longevity. Consumers wanting brand new clothes is in the past. According to the recent retail trend analysis by WGSN by the year 2022, it won’t just be about clothes anymore. It will be about their feelings, their personal opinions and more of how the brand is helping them feel better. They would want to be informed, interact, influence and be the brands from which they buy. They care about how they look in public and on social media, and about the perception of the goods they buy and own. A huge number of consumers use digital channels either before, during or after making their purchases. This is actually a fact! A 2019 WGSN climate survey found that 90% of global respondents said the thought of a climate crisis made them feel uneasy about their future. The question is, how is digitisation helping us? 3D printing came into existence when Adidas X Carbon launched in 2018 for its 4D Futurecraft shoes. GUCCI using AR for virtual fittings to Carlings launching their first ever all digital clothing collection or how you could pre-order Taylor Stitch clothes before production, brands are definitely trying their best in being more ethical and sustainable. There are tons of examples tike this. But imagine introducing digitisation for sampling as a compulsory act for all Fashion labels around the world! Tons and Tons of fabric wastage would be saved! Digital is not only a sustainable way, it is also an increasingly important sales channel. It has been deep-rooted into the Fashion System of now, and of the future. Digital cannot be in the side anymore. Using Omni-channel marketing has helped them in Multi channel execution, in knowing their consumer better and in interacting with the world.The brands won’t have the need to convince their future consumers to move from offline to online because social media is literally everywhere. According to WGSN there are 5 ways to win over a consumer in the future, • Simple innovative ways of shopping, • Live streaming as already adapted by GUCCI set up at Florence, • Door step Deliveries, • use of Psychographic segmentation for communication, • Use of Digital(AR) for their time convenience. All indicate towards the use of Digitisation.
Srusti Srujanika
069606
2020-2021
PG LBMM
C O N C L U S I O N: According to the current Fashion models, the most unnecessary waste is produced in the 3rd step I.e. the Garment Manufacturing and the key player for the fashion system comprises of the most important item “Raw Materials”. Pursuing the path of digitisation is putting the Brand’s heritage at risk but what would the brand do if there is no place to stay? Being a fashion design graduate myself, I know how much money and how much Muslin I have wasted in 4years! And I am just one student from one year from one branch of one Institute! For basics, we were taught Pattern Making physically, and there was only one semester dedicated to digital pattern making which didn’t help anyone in any way! Working as an intern in export houses made me see the reality of Fast Fashion Brands(Ton and Tons of already made garments thrown because of misfitting) Thinking all of these and imagining my own contribution to this disaster is making me feel Uneasy! At least half of the Gen Z buys a dress which is just for Instagram purpose! Why waste so much of resources when you can actually own a digital piece of clothing without wasting any resource. They CARLINGS DIGITAL CLOTHING don’t tear, they don’t fade, brand new all the time! Imagine the level of water saved from washing during manufacturing and after!
Srusti Srujanika
069606
2020-2021
PG LBMM
R E F E R E N C E S: Andrada Stirbu (2019) Digitalization in the fashion industry [Online] https://www.grin.com available at <https:// www.grin.com/document/463259> (Accessed November 1, 2020) Andrea Bell, Future Consumer:2020 [Online] https://www-wgsn-com available at <https:// createtomorrowwgsn.com/1927340/> (Accessed October 31, 2020) Antonio Gonzalo, Holger Harreis, Carlos Sanchez Altable, and Cyrielle Villepelet (May 6, 2020) Fashion’s digital transformation: Now or never [Online] https://www.mckinsey.com available at <https://www.mckinsey.com/ industries/retail/our-insights/fashions-digital-transformation-now-or-never> (Accessed November 1, 2020) Maghan McDowell (June 2, 2020) [Online] https://www.voguebusiness.com available at <https:// www.voguebusiness.com/technology/gucci-live-personalised-video-shopping> (Accessed October 31, 2020) Raegan Rubin (July 17, 2020) The Evolution Of Digital Fashion And The Impact On Sustainability [Online] https:// keiseimagazine.com available at <https://keiseimagazine.com/the-evolution-of-digital-fashion-and-the-impacton-sustainability/> (Accessed November 2, 2020) Roger Lay (August 9, 2018) Digital transformation-the ultimate challenge for the fashion industry [Online] https://www2.deloitte.com available at <https://www2.deloitte.com/ch/en/pages/consumer-industrialproducts/articles/ultimate-challenge-fashion-industry-digital-age.html> (Accessed November 2, 2020) Unknown (October 13, 2020) The Future Of Fashion: From Design To Merchandising, How Tech Is Reshaping The Industry [Online] https://www.cbinsights.com available at <https://www.cbinsights.com/research/fashion-techfuture-trends/> (Accessed November 1, 2020)
Srusti Srujanika
069606
2020-2021
PG LBMM
THE R COLLECTIVE
Srusti Srujanika
069606
2020-2021
PG LBMM
