Techno fashion trends
How technology is changing the business of fashion
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There’s a revolution happening in the fashion and retailing industry – and new technology is the driving force behind it.
Jamie Hancox, founder of the events and conference firm,
Commerce Futures, says that there’s incredible awareness in the fashion sector of how tech can enable growth: “Many small businesses know their customer lifecycle, engagement and repeat purchasing rates far better than traditional fashion businesses, because the technology to do this is so accessible.”
Commerce Futures, says that there’s incredible awareness in the fashion sector of how tech can enable growth: “Many small businesses know their customer lifecycle, engagement and repeat purchasing rates far better than traditional fashion businesses, because the technology to do this is so accessible.”
Alexandra Wall, founder and creative director of the sustainable fashion brand, Xandra Jane, agrees, saying that technology is speeding up processes in an already lightning-fast industry.
She, for example, has created a digital pattern library to enable customers to access luxury, ethical fashion tutorials and downloadable sewing patterns without premium price tags.
“The traditional method of communicating with manufacturers is to send a physical copy of a pattern – usually on paper and with the associated risks of loss and damage – whereas digitising patterns means an instant database of design knowledge,” she says.
The digital pattern library also provides a passive income.
She adds: “Once the design is uploaded, I don’t need to do any packaging or shipping; the customer simply downloads and prints the pattern on a domestic printer, and follows the tutorial to create their garment.”
In terms of sustainability, this also avoids dead stock and over-production, because Ms Wall makes one garment that can then be customised through fabric choice and colour, enabling the customer to experience all the stages and processes involved in creating it.
“Should the customer not want the effort of creating their own garment, they can at least glean an appreciation of the craft and finally realise that to pay £3 for a T-shirt is ridiculous,” she says.
Technology – like the fashion industry – changes quickly and Matt Bird, founder of the menswear label, We Are Gntlmen, says that small businesses need to stay abreast of how to keep harnessing it.
“Most browsing is now done on mobile, and with additions such as Apple Pay, customers are purchasing more conveniently,” he says, adding that online shopping channels are growing in popularity.
“Companies are even introducing tech solutions to aid customers in finding the perfect fit.”
Holm does just that. Its co-founders are the husband and wife team, Steve Johnson and Christina Holm, who provide fashion retailers with software, accessed via handheld devices and screens in-store, that matches clothes to customers.
But Mr Johnson warns that it’s important to avoid being distracted by fads when it comes to technological developments within fashion.
“Virtual reality isn’t going to make a real difference to a fashion retailer’s bottom line any time soon,” he says. “There’s little point in having the best new technology if you go bust before you get to use it.”
A decade ago, Ms Holm invested in a body scanner that
could perfectly match clothes to individual customers’ precise measurements, but the results were unexpected; women disliked being scanned.
could perfectly match clothes to individual customers’ precise measurements, but the results were unexpected; women disliked being scanned.
“A body scanner can capture your measurements in seconds, but women [told us that they] find being measured in-store with a measuring tape a more pleasant and convenient experience,” explains Mr Johnson.
“This indicates an important point: customers are not ultimately interested in the technology [itself] – only in the benefits that it brings them.”
Harnessing new technology has been a driving force for bag retailer, Knomo, since its launch in 2004. But according to marketing manager, Franco Boydell, working with technology and designing accessories for specific devices brings the challenge of working to two calendars: the seasonal fashion calendar and consumer electronics launches – most notably, Apple’s.
But as all good marketeers know, such threats also present opportunities. With Apple incorporating Qi wireless charging into
its devices, Mr Boydell believes that wireless power will go mainstream. Knomo released its own bag-friendly power bank, DropGo, in 2017.
its devices, Mr Boydell believes that wireless power will go mainstream. Knomo released its own bag-friendly power bank, DropGo, in 2017.
“As working lives become more flexible, we will see greater integration of wireless power, tracking, waterproofing and organisation into our products – everything that people need to work and live how they want,” he says.
And what might the future hold when it comes to the impact of technology on small fashion businesses? “Our digital pattern library could be the very early stages of customers downloading clothes,” predicts Ms Wall.
“One day, you might be able to buy a pair of shoes online, send them to your 3D printer and wear them to dinner that evening.
“It sounds wild, but those days are not far off.”
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