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The drivers and challenges of fashion’s digitization
- By Dejan Zvekic
Fashion’s digital transformation is underway – but it’s not moving very quickly. Take a look at other industries that have been on the road to digitizing: retail, healthcare, education, entertainment, to name a few. These sectors have undergone massive changes and are, to some degree, on the other side. But fashion? Far from it.
Why the slow pace?
The fashion industry has been slower to adopt digital transformation compared to other industries for a few reasons.
First off, the fashion industry is steeped in tradition and history. Many industry players have relied on traditional methods of production and distribution for decades. Changing these processes can be challenging and often requires significant investment in new technology and training.
Secondly, the fashion industry has heavily relied on physical experiences, such as fashion shows and in-store shopping, to promote and sell their products. The shift toward digital experiences has been slower in fashion, as many companies have been hesitant to move away from these established methods of promotion and sales.
However, in recent years, the fashion industry has recognized the importance of digital transformation. Fashion brands are increasingly investing in digital technologies such as 3D scanning and virtual try-on tools to improve the customer experience and streamline the design and production process.
Overall, while the fashion industry has been slower to adopt digital transformation compared to other industries, there is now a growing recognition of the importance of digital technologies in improving efficiency, reducing costs, and enhancing the customer experience.
The shift toward digitization
Several drivers for digitizing fashion are propelling this change to happen. They include:
1. Consumer demand: Consumers are increasingly calling for more personalized and interactive experiences, and digital technologies can provide new ways to engage with them.
2. Efficiency: Digital technologies can help streamline the design and production process, reducing costs and improving efficiency.
3. Sustainability: The fashion industry is under pressure to become more sustainable, and digital technologies can help reduce waste and improve the overall sustainability of the industry.
4. Innovation: Digital fashion technologies are opening up new possibilities for design and production, allowing companies to create new and innovative products.
These are, in essence, the main factors that are propelling fashion to drop its analog traditions and catch up with the technology that’s now available.
Barriers to fashion's digitization
On the other side of the swatch, so to say, there are naturally some hindrances the fashion industry is facing in its movement to futurize the business. These include:
1. Resistance to change: Many in the fashion industry have been slow to embrace digital transformation, and there can be resistance to change from both employees and management alike.
2. Investment: Digital transformation can require significant investment in new technology and training, which may be challenging for smaller companies.
3. Skills gap: There is a shortage of skilled professionals who can design and implement digital technologies in the fashion industry.
4. Data security: Digital transformation can involve collecting and storing large amounts of data, which can be vulnerable to cyber threats and data breaches.
5. Integration with existing processes: Weaving digital technologies into existing processes can be difficult, particularly in companies with established workflows and systems.
Despite challenges to digital transformation in the fashion industry, the potential benefits in terms of efficiency, sustainability, and innovation make it a worthwhile pursuit for those who are looking to stay competitive in a rapidly changing industry. The future of fashion is happening at its own pace – and we can all help pave the way by taking risks, investing when possible, and sharing our experiences with others to support the transition.
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