The fashion industry has long been plagued by issues of excess, exclusivity, and poor labor relations. The advent of the pandemic necessitated vast changes within many industries and the fashion industry was no exception. While technological advances within fashion had been steadily increasing over time, the pandemic forced the industry to implement drastically more sophisticated technologies at every step of the process.
The academic Barbara Silvestri has noted that, “AR, VR and AI have the potential to become the norm in the fashion media and technology ecosystem, reinforcing the digitization process of the industry.”
Digitization is the process of converting analog information or processes into digital ones. This is not simply a conversion of one form of data to another but a holistic change which transforms old, outdated or inefficient processes into superior digital versions. Digitization has the inherent objective of increasing sustainability, protecting the environment, and ensuring that fair labor practices are upheld. Digitization will enhance the fashion industry so that it is more efficient, more ethical and more effective at satisfying the end consumer.
More and more brands and fashion labels are embracing digitization. From virtual fashion shows, to innovative tools to bring garments to life in the online space – fashion is moving forward. Jovani Fashion is one such label.
The Digitization Revolution
Digitization within fashion is already well under way on both the production and consumption sides of the industry. Consumers are being provided with more engaging and nuanced digital store fronts while clothing producers are implementing a greater amount of technology along virtually every step of the production process. This begins with better digital tools for designing clothing and extends all the way to more efficient means of distributing fashion to consumers.
One of the ways that the industry is implementing digitization is through increased automation of the production process. Automation improves productivity, reduces waste and increases efficiency. One of the ways that automation improves the production process is by reducing error through a reduction of human interaction during production. The benefits of automation are being created by more efficient production technologies such as computer-assisted design tools and machines which cut and process fabrics.
Digitization is also improving the ability of the industry to more effectively manage its supply chains. Technologies like cloud-based computing allow workers in the industry to manage their supply chains with the click of a button anywhere around the world. This is a tremendous assistance considering that many parts of a supply chain may be located in different parts of the globe.
Aside from the improvements to the process of production, digitization is also being driven by other factors. One of these factors is known as fast fashion. This is the practice of rapidly producing trendy items at low prices to get them out to consumers as fast as possible. This process has negative environmental consequences as the clothing which is produced often goes out of style as quickly as it came into style. Additionally, the quality of fast fashion tends to be rather low. The combination of these two factors leads to a great deal of clothing produced in this way ending up in landfills.
As a result, digitization is actively transforming the industry to become more sustainable and have a much lower impact on the environment. This is in part a response to the increasing demands of consumers for brands to be conscious of their environmental and societal impact. Consumers tend to prefer brands which have an active and positive impact on the communities in which they exist as well as brands which are making strides towards reducing their overall impact on the environment.
Another factor driving digitization is consumers’ demand for individuality. Modern consumers are concerned with trends but they are often more concerned with expressing themselves through their clothing. Digitization, in conjunction with ecommerce, is allowing consumers to better reflect their own desires and personalities through increasingly personal and customizable items of clothing. This degree of customization, and its target for individuality, can be seen across the spectrum of the fashion industry – from haute couture to prom dresses.
Jovani is a fashion label that has embraced digitization and customization with its range of unique prom dresses. The label allows consumers to utilize digital tools to find their perfect dress size, as well as the style of dress that best fits them. The range of prom dresses is enormous, and this allows consumers to actively pursue their own individualism in fashion within an online setting. Shopping for prom dresses has long been seen as an activity done in person, but with the digitization of fashion, and labels like Jovani making the process customizable, more consumers are looking for online options.
Copyright: Jovani Fashion
Even though the fashion industry tends to be forward thinking in its approach to design it tends to be stuck in the past in terms of its relationship to other forms of innovation. Digitization is allowing the fashion industry to break away from old, harmful practices and embrace new, superior modes of production and consumption. It allows for a greater level of sustainability while also improving the quality of the products which it produces.
Additionally, consumers are looking for an online way to pursue fashion, explore customization options, and visualize themselves in the garments. Labels, such as Jovani, have embraced digitization and have provided an online experience for their consumers. As a result, digitization is increasingly becoming the path forward for the fashion industry, so that it may better its relationship with the environment, its labor force, and ultimately consumers.
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