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Digital fashion

Digital fashion garments can be posed and composited onto existing photographs which can then be uploaded to social media to showcase the outfit.

Digital Fashion is the visual representation of clothing built using computer technologies and 3D software. Both how digital fashion is applied and the ways in which business is handled after the digitization of fashion are discussed. With this, there are different business requirements that include intellectual systems, big data, and knowledge technology. This article explains the history of digital fashion, along with how it has shifted from its early years to the year 2021.

The computerization

This ever-growing industry is on the rise due to ethical awareness and uses of digital fashion technology such as artificial intelligence to create products with complex social and technical software.

Digital fashion is also the interplay between digital technology and couture. Information and communication technologies (ICTs) have been deeply integrated both into the fashion industry, as well as within the experience of clients and prospects. Such interplay has happened at three main levels:

1. ICTs are used to design and produce fashion products, while also the industry organization leverages onto digital technologies
2. ICTs impact marketing, distribution and sales
3. ICTs are extensively used in communication activities with all relevant stakeholders, and contribute to co-create the fashion world

The fashion industry in general has paved the way for digital fashion to be introduced with more technology being in the industry like virtual dressing rooms and the gamification of the fashion industry. This evolution in the fashion industry has called for more education and research of digital fashion which will also be discussed in this article.

Since the beginning of the 2020 pandemic, the fashion industry has suffered strong economic losses, as sales plummeted and jobs were lost, but it has since learned to digitally recover through virtual clothing, catwalks, and showrooms.

Contents

• 1Design, production, and organization
  • 1.1Digital textile printing
• 2Marketing, distribution, and sales
  • 2.1Virtual dressing room
• 3Communication and experience co-creation
• 4Gamification
• 5Digital fashion education and research
• 6The rise of digital fashion during COVID-19
• 7See also
• 8References
• 9External links

Design, production, and organization[edit]

Among the many applications available to fashion designers to model the fusion of creativity with digital avenues, the Digital Textile Printing can be mentioned here.

Digital textile printing[edit]

Digital textile printing has brought together the worlds of fashion, technology, art, chemistry, and printing to produce a new process for printing textiles on clothing. Digital printing is a process in which prints are directly applied to fabrics with a printer, reducing 95% the use of water, 75% the use of energy, and minimizing textile waste. The main advantage of digital printing is the ability to do very small runs of each design (even less than 1 yard). Digital Textile printing also offers other benefits such fast printing speeds that help the time and space needed to print different patterns on garments of choice.

Example of digital textile printing using an Inkjet printer to create a butterfly design on a t-shirt.

Digital Textile printing is “probably the greatest innovation of 21-st century fashion" as declared by Christina Binkley in the Wall Street Journal. The “vastly improved digital printing technologies allow designers to innovate while beefing up their brands."

Brands such as Prada, Emilio Pucci or Jil Sander are using this technology to invent their design ideas on fabric.

The fashion industry has been facing various challenges ranging from the high taxation, availability of raw material to the constrained market. New trends taking over the market as a result of digitization has caused competition in the fashion industry as well. The organization has differentiated its operations and products due to the recent developments in technology which have realized new integrated online shopping.

The changes in the organization have helped to facilitate effective management of their inventories and shipping. Moreover, the business has gained a higher order status and created a partnership that involves both buyers and sellers. The digitization in the organization has helped the management to receive regular reports on the performance in the market and the feedback from their contacts.

Business requirements

One of the entities in the fashion industry which would adopt this move includes Brick and Mortar. The move will help both the operation of the business and make the company more competitive within the fashion industry. Some of the technologies are such as:

1. Intelligence systems
2. Big data and knowledge technology

The big data and knowledge technology refer to a system that incorporates internet clicks, use of social media, and mobile transactions, as well as the user-generated content such as the use of sales questions among other forms of transactions. The technique is more superior when it comes to unveiling the patterns and trends. The vast amount of data encompasses data exhaust systems, private data, public data, self-quantification of data, communal data as well as data exhaust systems.

Communication and experience co-creation[edit]

Fashion is also a matter of socially negotiating what is "in" or "out", fashionable or not. In other words, fashion items do not only play on the economic market of physical goods, but also - and sometimes even more importantly - on the semiotic market of the production of social tastes and customs. Thanks to social media, and to all services offered by the so-called web2.0, laypeople can contribute to co-create the fashion world, shaping tastes, customs, and fashion-related values.

Social media in general has catapulted the impact fashion has on our everyday lives and values. Fashion has taken a central role is mass production and is constantly evolving due to the ever-lasting digital transformation.

Social media has also helped evolved to a point where not only can brands reach consumers, but consumers can reach brands as well. TikTok for example started a trend in 2020 with #GucciModelChallenge. This creates a space where the brand is gaining awareness from their consumers in the ever-changing digital age.

For this reason, social media is becoming an extremely strong marketing tool specifically in the fashion industry as well. This can be seen with fashion bloggers or influencers showing clothing from various brands that connects the consumers and brands globally across different platforms.

Gamification[edit]

Gaming has played an important role in fostering digital aspects of the fashion world, first beginning with dress up games that used avatars and allowed players to select garments. Nevertheless, it seems it will now move on to the real world and start using avatars of real people.

Garments from luxurious brands have been copied and adapted into the aesthetics of games such as the quarantine-released Animal Crossing: New Horizons and The Sims. As to the former, users found themselves filled with time during the COVID-19 confinement and recreated outfits from a great variety of fashion brands, including Chanel, Gucci and Versace. Moreover, it became a platform for users to showcase their costume designs.

In April 2019, Moschino collaborated with simulation game The Sims in a capsule collection that featured signature Jeremy Scott garments. The collection was made available to shop and the campaign was set against the backdrop of a Sims-like atmosphere. Furthermore, in May 2019, Nike partnered up with Fortnite to include their iconic Jordan sneakers. In similar fashion, in May 2020, Marc Jacobs designed 6 of the brand's favorite looks for Nintendo's Animal Crossing: New Horizons in a partnership with Instagram user @AnimalCrossingFashionArchive. They were made available to download. Valentino also collaborated with the account and provided 20 looks from the house's SS (Spring/Summer) and F/W (Fall/Winter) 2020 collections.

Similarly the other luxury brands mentioned, Louis Vuitton partnered with game League of Legends to create skins for characters within the game. Digital fashion in various different video games allow users to express themselves beyond their avatar and combine the self-expression of fashion into the digital gaming realm.

The rise of digital fashion during COVID-19[edit]

References

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