Technology
Technological trends shaping the fashion industry
Monday 23 January 2023
Technology has transformed the global fashion industry, accelerating personalization and automation with algorithms that predict style trends. PHOTO FILE | SHUTTERSTOCK
In recent years, technology has transformed the global fashion industry, accelerating personalization and automation with algorithms that predict style trends.
The appearance of intelligent equipment such as 3D sewing technology, computer embroidery and laser cutting has made the design more modern.
Joseph Meleji, a fashion enthusiast at MJ Apparel Kenya says there are many ways technology is changing the fashion industry. Designers can now use apps like Pinterest to find and redesign ideas and turn them into reality.
Merchandising has improved the marketing and sale of fashion products. Social media has become an invaluable tool that boosts sales.
“Using celebrities, influencers, friends, friends of friends and referrals among others are the best strategies to improve your sales target,” he says.
So which technologies have the biggest impact on the future of the Kenyan fashion industry?
Mobile store
“Mobile technology is becoming more advanced every day. From Insta shopping to smart wallets, mobile commerce is the ultimate tech tool. Not only has it impacted our daily lives, but it has also become one of the fastest growing sectors in e-commerce, largely fueled by the Covid-19 pandemic,” says Mr. Meleji.
Armed with your smartphones, you can now not only shop online but also have an easy payment experience with digital wallet options.
Mobile commerce attracts consumer attention through push notifications; these are text message-style pop-ups that anyone who downloads the app can opt-in to.
With email open rates steadily declining, push notifications are an attractive new marketing channel for fashion brands that engages people.
Another way is through a geo-fence; then your phone knows exactly where you are so apps can send you location-specific offers, invitations and promotions.
For fashion brands, it is an outstanding tool for connecting the dots and combining personalized online and offline experiences.
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Finally, through personalization, retailers take advantage of customers who have downloaded their app and take advantage of the social web by connecting with customers’ Facebook accounts to show them which products their friends have liked, or by tracking which products they browse and offering them special offers. discounts.
“For fashion brands, there is no doubt that the mobile phone will continue to play a key role. This newer method of shopping makes shopping on the go simple and easy at the touch of a button.”
Internet of Things (IoT)
IoT describes a network of objects – ‘things’ – embedded with technology that enables the exchange and connection of data via the Internet. This is one of the most exciting emerging technology trends in the fashion market.
Technology is mechanizing our world by allowing us to interact with everyday objects via the Internet.
Everyday fashion continues to improve to reflect the reality of our daily lives. From the heavy emphasis on comfort to the use of new and exciting fabrics, the fashion industry has had to keep pace to adapt to the demands of modern life.
Artificial Intelligence (AI)
AI enables brands to improve their customers’ shopping experience, analyze data, increase sales, forecast trends and provide inventory guidance.
Chatbots and touchscreens can be used in large stores to improve customer experience and customized product suggestions. It’s almost impossible to go to a fashion brand’s website and not find some form of AI chat technology being used to improve the customer experience.
The technology behind artificial intelligence involves algorithms that follow user journeys to match them with the right product.
Virtual/augmented reality
The combination of the physical and online worlds of retail is one of the most exciting applications of virtual reality.
This is certainly true for the fashion industry: one widespread use of virtual reality is allowing customers to virtually try on clothes.
This gives greater accuracy, thanks to the custom measurement function, and also uses augmented reality technology.
It also means that customers are more likely to buy products that they feel have been tried and tested.
This online shopping experience engages and keeps customers longer, because they like to see the product on themselves before buying.
This, combined with the social sharing factor, makes it even more appealing to customers.
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3D printing
Since the advent of 3D printing, many brands, especially the big ones, are exploring the possibilities it offers for on-demand manufacturing. This will create new avenues for adaptation, sustainability and creativity.
Many fashion brands are embracing 3D in their collections, from accessories to full looks.
Despite taking many hours to produce, it results in less waste and has proven to be much less labor intensive than other types of production. On-demand garment printing reduces fabric waste by about 35 percent.
This minimal waste approach could provide valuable insights into how to reshape the current state of factories and align them with a more sustainable social and environmental focus.
According to CB Insights, other next high-tech fashion trends to watch include wearables, virtual fashion, new fabrics and live shopping, and synthetic media, among others.
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