The pandemic definitely changed the behaviour of customers and the way we interact with fashion. Brands who have not previously had much of a digital presence, were forced to innovate and improvise and others who have been previously tech savvy, became even more experimental with digital tools and finding ways to connect with their customers online.
We wanted to explore what changes we saw during the pandemic in regards to the usage of tech tools, what exciting fash tech projects are out there and what’s in store for the future of fashion & technology.
Before the pandemic, the fashion industry was slowly starting to warm up to digital fashion and there were a few small projects popping up here and there, but the pandemic itself was the catalyst that kind of made it all happen. A lot of luxury brands now hired fash tech teams and innovators to collaborate on digital projects and really used this time to move forward and become one of the first ones to try out new technologies and products.
It’s safe to say that the pandemic really accelerated how quickly technological changes had to be accepted and embraced by brands. It was not really a choice, it was a necessity. One of the things that the pandemic shifted was the need for certain brands to be able to communicate their product offering to buyers and other stakeholders. Therefore, brands had to pivot to using technologies to design, sample, showcase and sell digitally.
Despite the fact that a lot of fashion houses quickly jumped on digital tools and ways to connect with their customers online, others were also quite reluctant and had a harder time adjusting.
One of the exciting things coming out of the pandemic is the fact that there were a lot of immersive fashion experiences happening. Virtual and Augmented reality for example are an opportunity for people to immerse themselves into different environments and engage with brands and products in that way. Brands are also increasingly experimenting with NFTs and the metaverse.
To find out more about which digital tools were the most popular and what exciting fash tech projects are on the horizon, make sure you listen to the new episode of our podcast ‘Consciousness Beyond The Product’ featuring Moin Roberts-Islam, Karinna Grant and Kristina Dimitrova.
As well as find out more on our Instagram account @sabinna_com