Dr Sanjay Batheja, Co-Founder & Director, Capital University College.

It has been astounding to witness the constant developments technology has brought to the fashion industry. Not only has it added a touch of creativity, but also made the industry quite efficient on its own. The thought of developing and refining manufacturing processes can enable designers for limitless possibilities, making it one of the biggest industries with a whopping $664 revenue as of 2020. This ever-growing digital industry has opened fashion lovers to a whole new era of opportunities in the way one perceives and interprets fashion. In recent times, the industry has seen a surge in some incredible products that are unconventional and aided by skilled scientists, computer engineers and manufactures. Considering the momentum digital fashion has received, this column will describe and delve into some unique aspects that have led to the redefinition of the industry.

Artificial Intelligence

In the recent past, brands have begun to integrate artificial intelligence to enhance their buyer’s shopping experience as well as analyse their behaviour that will help the team to forecast trends and future collections. For instance, chatbots and touchscreens have become increasingly-used features for many brands as they are aspects that can be used to improve customer experience and customize any products if needed. The algorithm behind this tech-feature enables specialists to track a customer’s journey and even suggest products that may interest or attract them.

Fashion has indeed made great strides to improve clothing; however, with the recent tech advancements especially in wearable gadgets, it has certainly given oomph to the way we interact with these apparels and garments. In fact, they have even altered our fashion choices, giving comfort a whole new meaning! To be specific, smart clothing, multi-functional designs, wearable spaces and responsive sportswear has witnessed a significant development in recent years. With our lives becoming increasingly mixed with ‘virtual living’ many designers and brands are pushing the limits of wearability.

Mobile Commerce

Mobile and other digital devices have become bigger than ever! Along with greatly impacting our lives, mobiles is part of the fastest-growing sectors in the eCommerce division. In fact, the sector is set to reach over $284 billion by the end of 2021. In line with this, fashion is also using mobiles as a strong digital platform to showcase their designs and clothing lines.

Soon after the coronavirus outbreak, many retailers, online platforms and brands use virtual and augmented reality technology to improve shopper’s in-store experience. Amazon is a great

example of this mode of fashion where retailers are patenting a virtual mirror for customers to try products at their residences. It perhaps wouldn’t come as a surprise when buyers can stand in front of their mirror and try products with the aid of technology. Furthermore, with E-commerce on the rise, shoppers can see products in 3-D reality on their devices that are supported with interactive catalogues and even a virtual tour of the store.

Overall, digitization has been an important factor in the evolution of the fashion industry. With the introduction of digital tools like VR, AI, and IoT, customers are increasingly receiving a personalized experience that is doing a splendid job in catering to their needs. This transformation has indeed just begun and will only continue advancing. Therefore, it is time for retailers, designers and brands to look into such alternatives and embrace the idea of fashion infused with technology.