The Digital Age and Its Impact on The Fashion Industry

We’ve now become a generation that is more disconnected from each other as each day goes on and in turn have become more connected to the electronic devices that are in front of us every day. Digital technology has advanced so much over the last couple of decades and as a result it has had an outstanding impact to our lives in ways, we may not even notice so obviously. The fashion industry is no stranger to this technology boom, and it has been merging with and revolutionising the sector, transforming into something that is not only more efficient but more accessible to the masses.

Social media has played a huge part in the digital development of fashion. It’s changed the whole ball game of how we consume it as a piece of media and has allowed it to gain so much exposure through social media influencers and celebrities. They use their expert opinion that are valued and trusted in the eyes of their fans to promote certain fashion brands and their products. This method helps the consumers decision making as reviews and sponsored collaborations can influence what the customers are buying. With this new marketing tactic, it has had phenomenal results and even allows for the smaller independent brands to get their name out there.

Additionally, social networking sites also gather information about people that create data-driven advertising that can specifically target advertisements to consumer that are likely to make a purchase [1]. Based on your internet searches, specific advertisements can pop up based on this. The fashion industry uses this to its advantage showing adverts from clothing brand websites of which you may have previously viewed. It allows fashion labels to reach a broader audience targeting people they wouldn’t normally attract – which is a win-win for everyone!

Technology has also changed the way in which we buy our clothing. The more traditional method of going into Highstreet stores and buying clothes over the counter has been swapped for an online approach. More people now are choosing to buy clothes online as opposed to the retail stores in your local towns or cities. With next day delivery and endless amount of clothing outlets it’s so easy to find the clothes that you’re looking for with speed. The only downfall of not being able to try on the clothes until you’ve received them is being combated by companies developing methods to create an even more precise way to measure out the correct dimensions for the buyer [1].

This digital enhancement is even seeping into the clothing that we wear. As an art form that has no boundaries the limits are endless with the clothes that are being made. With products being personalised specifically to tailor a person’s person style and identity – technology has branched itself over to the world of fashion. With more designs being brought to life incorporating digital tendencies, it shapes the innovative future of fashion that is a head of us. Companies have started to develop temperature changing fabrics as well as tech accessories like smartwatches, and clothing that can connect to your phone to perform specific tasks like playing the next song on a playlist or accepting a phone call [2].

As the textile industry is one of the major contributors to pollution from manufacturing, distribution to even the disposal of unwanted clothing. The fashion is world is now trying to react fast to this crisis with companies introducing new methods and policies to meet these sustainable demands that are crucial to help our planet. Using recycled materials, organic cotton and vegan fabrics that are plant based instead of made from plastic fibres are just a few ways in which technology has been used to positively impact the textile world.

The advancement in technology has changed the fashion industry in so many amazing ways. It’s crazy to look back and see how far it’s come in this day and age. Without the help of these digital developments we wouldn’t be in the world we are today and its clear to see that it has affected the fashion world in many ways that are beneficial for it grow and its only just going to progress even further.

References

[1] http://styleshook.com/how-technology-is-changing-the-fashion-industry/

[2] https://www.cbinsights.com/research/fashion-tech-future-trends/