Fashion has always been known for pushing the envelope. With new trends and ideas, fashion has a view to the future. The fashion industry will see a huge amount of innovation in the coming years as new technologies and changing trends and customer demands will change the industry.
Here are four changes to expect in the future of fashion:
1. Based on data
It used to be that consumers wore whatever the designer made. Those days are over, and fashion brands are now using data to understand customer preferences, monitor their shopping behavior, and make products that meet their needs. The future of fashion is data dependent: by leveraging data on consumer trends, brands can make items that consumers are more likely to buy.
Many shops and brands, including Miu Miu and Stitch Fix, using data to predict the ups and downs of trends. Predictive analysis considers everything from climate to color preferences, social media trends and political movements. The benefits of using data in fashion are numerous: from producing only clothes that consumers will actually wear to reducing waste and connecting the right consumers with the clothes they will enjoy. Data also helps brands run more efficiently, giving them room to innovate and balance supply and demand.
Fashion forecasting has long been an art form, but with the growth of data analytics, it is now more than just a science. That data extends to algorithms. Amazon is developing machine learning program to automatically judge whether an item is “stylish” or not. Google is testing a user-driven AI fashion design that uses algorithms to create new cuts and styles. All kinds of data are immediately put into every aspect of the fashion.
Fashion has long been one of the biggest contributors to waste and climate change, in large part because of its unsustainable and environmentally unsustainable production methods. But the tide is changing, and brands are moving towards more sustainable fabrics and manufacturing methods.
Fast fashion, which is popular for its ability to reproduce runway looks quickly and cheaply, prefers slow fashion – clothing that is more environmentally friendly and designed to last. Nearly 50% of fast fashion retailers has reported a decline in customer purchases recently as consumers seek out brands that take a stance on the environment.
Research shows that 88% of consumers want brands to help them be more environmentally friendly. Even with the stride, fashion has a long way to go. Fashion production release 10% of world carbon emissions, is more than a combination of international aviation and maritime shipping. A number sustainable fashion brand growing, and their innovative practices are becoming more prevalent among retailers. British design company Vin + Omi Harvest his own crops to make clothes from radish and chestnut plants. It also features clothing items made from recycled paint containers. Levi’s recently launched a new denim collection that uses 96% less water to create – a big win for clothing that is famous for taking a lot of water to produce.
Second hand shopping is also on the rise. The used goods market is expected to hit $ 64 billion by 2024. Even as other forms of fashion shopping experience a reduction in COVID, second-hand shopping online continues to see strong growth. With more and more consumers wanting to buy pre-used items, fashion brands have to make items that are durable and can survive outside of their sole proprietorship.
The future of fashion is happening online, and brands will have to adapt the way they make and sell clothing to function in the digital world.
With more and more shoppers taking advantage of online shopping, fashion retailers have to keep up. As well as changing the limits of COVID-19, consumers are increasingly liking the convenience and speed of shopping online, even if that means not being able to try things directly. The most successful fashion brands of tomorrow will not only make their clothes available online – they will also create immersive digital shopping experiences in a variety of ways. like a virtual fit or sizing device, virtual showroom, and virtual stylist. Fashion brands will also take advantage of technologies such as AR and VR to enable consumers to digitally “try out” goods from the comfort of their own homes. Big retailers like Adidas, Macy’s and Modcloth are adopting virtual dressing rooms and bringing mainstream technology. Using AR to virtually try out items helps consumers stay more confident in their purchases and purchases reduce the rate of return by 36%.
Even consumers who make direct purchases will still be affected by digital efforts. A number of major fashion brands are moving into virtual fashion shows and digitizing their designs 3D prototype on avatar which is easier to exhibit, test and produce on demand. Designers can virtually test ideas and convey them to consumers before actually creating a physical work.
Fueled in large part by the changes in COVID-19, fashion has become simpler, both in style and in delivery. Many ordinary fashion houses make eight collections a year. The result is a busy schedule of fashion shows and items appearing in stores months before customers are ready to wear them, such as swimwear in February and winter clothes in August. The new shift in fashion is two collections a year: spring / summer and autumn / winter. The simplified approach puts the customer at the center of creating goods when people will actually shop for them.
Simplifying fashion also saves money and the environment. Instead of changing clothes so fast and having to produce new collections, marketing campaigns and fashion shows every six weeks, simplified collections reduce waste and the amount of clothing produced.
Fashion trends themselves will also be simplified. With more people working from home and maintaining social distancing in the future, fashion brands have reduced their style in favor of casual wear and clothes that are comfortable for sleeping and living. Even after a pandemic, clothes will remain simple and comfortable.
The future of fashion will focus on customers and provide innovative experiences. The industry is constantly growing, but future changes will create a more sustainable, customer-centered and efficient industry.
Blake Morgan is a bestselling author Future Customers. Register for a new course here.