Digital replica: Virtual trainers by Alexander McQueen.

Behind the scenes, digital processes have optimised the fashion industry's work flow and production in recent years. 3D software programmes such as CLO 3D and Optitex now allow designers to create garments in a more resource-efficient and sustainable way, reducing waste and carbon emissions. The supply chain management of a high number of fashion brands is already completely digitised. And thanks to Big Data and analytics, fashion companies can implement more successful strategies, improve the consumer experience and respond more effectively to customer needs. However, where exactly the business meets the end user –mainly, of course, at retail level – is also determined by digitalisation. In addition to online retail, more and more fashion brands are pursuing hybrid sales models, thus fusing the digital with the analogue worlds. Analogue service offers such as in-house tailoring studios meet digital checkout systems, Click&Collect and features such as tablets, screens and smart mirrors, thus turning stationary stores into a location of experience. Both retailers like P&C and fashion brands like Esprit also rely on interactive live shopping formats online, where styling experts present the latest trends and collections in a live stream. Customers can be inspired in real time, ask questions - and fill their shopping basket with one click.

Digitalisation has also permeated the B2B sector. Digital trade fairs, virtual showrooms and ordering platforms such as Fashioncloud enable fashion buyers to order 24/7 online. Agencies invite you to digital fashion days. Programmed processes such as Smart Replenishment offer brands and retailers automatic restocking of goods, thus ensuring less risk for retailers and more sales for brands. Digital assets are also used in many of the more than 500 showrooms in Düsseldorf.

„A dress made of stardust, a suit made of sparklers or trainers made of fire? What does not exist in the analogue world can be made possible by coding.“

The s.Oliver Group has opened its first hybrid showroom in Düsseldorf in 2021 - fashion buyers can order the collection here in analogue form or through a digital tool.

Virtual samples, 360-degree screens, ordering by touchpad and digital collection books: showrooms of Tommy Hilfiger and Scotch&Soda in Medienhafen or the collective appearance of the s.Oliver Group in Halle 29 in Derendorf pursue the approach of digital live ordering on location. The fashion label Alpha Tauri even developed a robot that is being used as an autonomous showroom assistant. The robot has a free-moving, high-resolution camera that uses a zoom function to allow a close-up view of the materials and workmanship of individual garments – all that can be accessed from the comfort of the office. "The aim in developing our innovative showroom assistant was to make physical ordering processes virtually accessible without losing interactivity and the interpersonal component - the focus is on the optimal blending of real and digital fashion retail," says Ahmet Mercan, CEO Alpha Tauri.

One factor driving the fashion industry's hybrid ordering concept is sustainability through the reduction of sample items. In many cases, it is no longer necessary to show every item in the collection in every colour and quality in the showroom itself. With the help of new technologies, the development of a particular collection can be continuously planned through digital recording, and surplus on the market can thus be more easily avoided.

However, fashion is also going virtual in terms of its very own creation. Digital fashion has rapidly developed from quirky 3D art and gaming asset to a billion-dollar business and creative platform for luxury brands and young designers. Luxury houses like Louis Vuitton, Gucci, Burberry and Balenciaga have already discovered virtual clothing and accessories as additional business. Avatars have become sought-after models and influencers and fashion shows take place in the metaverse. Düsseldorf-based creative agencies like Onomoto create purely digital products and customer experiences - such as a virtual launch of trainers for the cult store Asphaltgold. Virtual garments are not limited by material, size, gender norms or gravity. Digital design enables young designers in particular to show collections without having to invest in materials, studio space or expensive equipment. A dress made of stardust, a suit made of sparklers or trainers made of fire? What does not exist in the analogue world can be made possible by coding.

Virtual fashion pushes the boundaries of the creative. It removes restrictions on the malleability of materials, a humanoid colour spectrum and even gravity. Young design talents are already devoting their creativity exclusively to digital designs, like Iris van Wees or the London digital couture house Auroboros. Trainer brands with cryptic names like ISDKV and RTFKT showcase digital drops made of bits and bytes. And more and more online stores like Replicant Fashion and DressX curate the growing range of purely digital clothing. H&M has launched a virtual showroom, Zara and Mango sell virtual collections and About You has invested in a platform for digital clothing with Hypewear.

Fashion brands like Tommy Hilfiger present themselves confidently in the metaverse.

The next big thing is artificial intelligence and it is about to revolutionise the entire fashion industry. From a single pattern for a dress to an entire collection - AI-generated clothing is the latest hype. Simon Graff, founder of the Metaverse agency "For Real?!" has already founded the purely digital brand DNSYS with the help of ChatGPT and Midjourney, and more are likely to follow. Apart from the creative potential of AI in the areas of design and marketing, it will revolutionise communication within the fashion industry and eventually, above all, customer service. The online fashion platform Zalando recently announced the beta version of a new fashion assistant based on ChatGPT. With the help of this new fashion assistant, customers will be able to search for products in their own words, receive individual product recommendations from their favourite brands and additional advice. Anyone who has ever scrolled through the seemingly endless range of products in the world of online shopping will be grateful for this lightning-fast, personal stylist.•

Words: Karolina Landowski
Pictures PR, The Fabricant, s.Oliver, Alpha Tauri, Auroboros, Tommy Hilfiger

Digital Wear