Language: English
The advancement of technology will radically change the way fashion interacts.
COVID-19 has made a strong change in the experience and application of technology in the fashion industry. This is imperative for brands to survive the season. This connection between technology and fashion is so tight that, many experts worry, when the pandemic is over, the fashion industry will be in a state of “divided”. First, increase the application of technology in almost all stages, from management to operation. Second, the rejection and displacement of a large number of workforce in the industry, including models, stage designers, scenes… for shows.
As COVID-19 spread across the globe, celebrity fashion shows and prestigious fashion weeks were forced to cancel. Instead, there are no guest shows, even virtual shows. Social media, the official websites of brands, become the optimal way to reach users.
This is also the first time, the global fashion world has witnessed interviews, dialogues with designers, and industry seminars taking place entirely on digital platforms. “When I’m not in person, I have more time to see and cover what’s going on during fashion week , “ said Emily Zak, Vogue Magazine’s global network head. , share.
With a virtual reality demonstration experience, viewers and distributors can not only watch what is happening at a show like reality, but also interact and place orders in bulk. “With just one click, everything happens quickly, order times and efficiency can be significantly shortened , ” said Net-A-Porter’s Global Sales Manager, Elizabeth von der Goltz . . Mrs. Goltz is also the person who proposed to use virtual models instead of real models because of the effectiveness it brings.
“The focus of all who work with immersive technology is to create a sense of the presence of what’s going on,” says Matthew Drinkwater, London Fashion Institute, and head of Public. Company Fashion Innovation , each has experience working with a number of augmented reality (AR) projects and further virtual reality augmented reality (XR).
“It’s not about using XR to separate people and bring them into another world, but how the development of these platforms connects us in unexpected ways. “ . He also emphasized: “The FIA brand has experimented with completely virtual catwalks and creative opportunities are almost endless”.
tivity, as well as the ease of access on smartphones. In the future, developers of VR technology, XR plan to separate the online fashion shopping app into two versions, one for the public, the other for distributors, as well as improving the inequality. in terms of language. Kathryn Bishop, editor of The Future Laboratory , forecast: “The development of 5G networks with VR or XR technology will completely change the way buyers, the press and users interact with fashion.”
In order for buyers to be able to access new designs, besides classic forms such as lookbook (concept photography), fashion movies, fashion houses are also closely linked with the floors. e-commerce or digital gallery organization on their own website. Thanks to VR technology, the global fashion industry has partially reduced its damage. Statistics of Vouge Business show that the total value of goods through online orders has increased 2.5 times compared to the normal average.
China, the first country to break the COVID-19 outbreak, adopted AR when Shanghai Fashion Week was canceled. With the cooperation with e-commerce platform Tmall, this opening ceremony has reached 2.5 million global views in 3 hours!
“Fashion will see a stronger shift in the coming years because it is an essential industry but is one of the slower industries in the context of technology adoption.
The big consequences from the COVID-19 translation become a reminder that fashion brands must invest more in technology to catch up with trends and adapt to new shopping habits of users ” , Vo Hai Trang, CEO Browzzin , said. Browzzin is a fashion commerce app that allows users to share photos, search for ideas and shop based in Singapore.
In the Vietnamese market, the connection between fashion and technology is still quite lax. Designer Hai Minh, founder of Leinné brand , said that e-commerce sales are almost only favored by foreign customers. However, after viewing the goods displayed on the web, most will also inbox fanpage before considering whether to buy or not.
“I think online stores are not completely replacing traditional physical stores because consumers still want to experience the store and the product with the full senses. However, it will change the way traditional stores interact with users. They don’t just go to stores to buy products anymore. This interaction forms a new relationship: when consumers come to the store to experience, the brand needs to take this choice seriously and do everything possible to create a creative, enjoyable experience for them ” , Vo Hai Trang said.
Source: Brands Vietnam
