One of the best summaries of the future of fashion technology that I have found came from an article in The VOU, written by Bruce Knox in November 2020, titled “What is Fashion Technology? Expert Definition and Examples (2021).”
The article stated, “Over the last five years, the term ‘fashion technology’ has captured the world’s imagination. At its peak, the fashion technology movement (also called fashion tech or fashtech) fostered thousands of meet-up groups and tech startups. With millions of Google searches each month, the fashion tech movement reached such hype that some so-called experts started to call it ‘an industry of its own. An industry that one day will take over the fashion industry.’
“Fashion technology is a term that describes innovative technologies in material procurement and fashions design, and their applicability in fashion manufacturing, transportation and retail. In simple terms, fashion technology creates contemporary tools for the fashion industry with the aim of improving the way we produce and consume fashion.”
Technology in the fashion industry has seen substantial changes in recent years. The VOU article commented on the changes to production that have come from the implementation of fashion technologies: “Modern tools such as the use of AI in fashion design, 3D printers instead of sewing machines, lab-made leather alternatives instead of animal leather, body scanners instead of measuring tape, augmented reality and VR for retail and much more. Following the advent of augmented and virtual reality, we see technological infusion in media and fashion advertising.
“Nowadays, Chanel hosts tech-infused offline parties and complements them with online events. Burberry lets you try before you buy products on their VR and mixed-reality glasses. More recently, Gucci is inviting its customers to experience (only online, for the time being) AR-ready shops.
“Technology is at the core of most co-creative processes. With the help of innovative materials and modern tools, designers create styles and pieces impossible to make with classic tools. Then, the emergence of artificial intelligence helps designers mix materials, colors and patterns in ways that appeal to customers. AI also helps designers to figure out what customers want, long in advance. But technology in design helps not only designers but consumers as well.”
The most obvious changes in technology as it relates to the fashion industry have been the contributions from the internet and social media. TikTok and Facebook have created an atmosphere that enables users to spend hours reviewing what is happening in every aspect of modern life and global fashion trends, and allows communication with other users throughout the world (except in those nations which block out such social media websites).
The VOU article also touched on some ways that consumers’ social media usage has impacted the fashion business: “The internet and social media allow them to tell brands which items to design, produce and sell. Nowadays, some of the most successful online marketplaces such as Net-A-Porter, Farfetch and Wardrobe of Tomorrow are regularly adopting the latest tech innovations. The use of technology allows them to tap into existing social networks and like-minded communities.”
Emerging tech-related terms have now become a part of our vocabulary because of these technological advancements, which have now become a part of our everyday lives in the fashion industry and beyond.
New terms have become a part of our vocabulary because of the technological advances that have become a part of our everyday lives. The VOU article added, “We see ‘curating algorithms’ and ‘discovery platforms’ merging to create a new age of recommendation engines, embedded directly in online stores.
“Fashion and technology have always been a great match. For once, both industries are future-driven. Then, both are very much consumer focused. And, when combined, the resulting products appeal greatly to the younger segment of fashion consumers.
“Another aspect less discussed of fashion technology is the social media impact, and how it has opened the industry, wide open. If in the past, the only way to be a part of the industry was to know, or work with, a fashion designer on her way up. … Nowadays, bloggers and [social media] celebs occupy the front rows at Fashion Weeks and partner with prominent fashion brands. Nevertheless, the quest to give fashion technology a comprehensive, all encapsulating definition continues.”
The article finished with optimism for fashion technology’s future: “It is safe to say that while fashion technology is many things to many people. Yet, fashion technology will never be an industry replacing the current fashion industry. And, however tricky defining the fashion technology terminology might be, there is no doubt that it is an exciting space for years to come. Fashion technology has the interest of academia, entrepreneurs, investors and most importantly, the next generations of consumers.”
*Benjamin S. Seigel, Esq. is of counsel to the firm of G&B Law, LLP. He specializes in matters related to textile and apparel matters. He can be reached at: bseigel@gblawllp.com
