Pixels & Patterns — What Will Be The Fashion World’s Next Chapter?
Welcome to the world of style and technology, where couture meets code, where imagination dances with innovation. The fashion industry is in its digital transformation, from immersive virtual experiences to AI-generated designs. Join me as we explore this dynamic intersection of tech and textiles, redefining the future of style with every search, scroll and click.
Digital Surveillance Capitalism
Have you ever wondered why you always seem to have ads for the exact clothes you’ve been eyeing?
It’s not just a coincidence. The answer lies in the world of digital surveillance capitalism. Whether it’s that pink jacket you were looking at or those sneakers you’ve been considering, fashion brands have a keen eye on what catches your attention. In today’s digital age, fashion companies constantly monitor our interactions across digital platforms, in order to gather data on your preferences and behaviours. This data is then used as a product to sell targeted advertising and personalised recommendations, like having a virtual personal shopper who tailors offerings specifically to your taste.
In the survey conducted by Digisoc, 44% of responders said that targeted advertising is useful for them.
But as convenient and helpful as this personalisation may seem, it raises serious questions about privacy and consent. Are we okay with companies tracking our online activities? Did we permit them to do so?
In the end, it’s important for fashion companies to implement transparent privacy practices. This will help close the significant gap between “what retailers are using data for and why consumers think that it is being gathered”. Companies should be clear about how they collect, use, and protect data generated from customers to build trust with them.
Digital Presence and Engagement
Forget about the days of traditional stores and fashion shows with physical runways. Fashion brands are putting boundaries to create immersive brand experiences within the Metaverse. This digital playground offers endless opportunities for engagement and interaction, revolutionising how we perceive and interact with fashion. Brands like Gucci are leveraging platforms like Roblox to create a virtual garden inspired by real-life places. Here, customers can “view, try on and purchase digital Gucci items”, offering a truly unique and interactive shopping experience that transcends physical limitations.
Leveraging social media and digital platforms is crucial for building better customer relations and fostering customer loyalty. Nike, a global leader in athletic footwear, has embraced this approach. Nike “has never hesitated to adopt the latest trends” and expand its digital presence. With over 306M followers on Instagram, Nike stands as the most-followed fashion brand on the platform, showcasing its unparalleled reach and influence.
In addition to its social media presence, Nike has launched the Nike Training Club and Nike Run Club apps to provide users access to “free workouts, training plans, and personalised coaching from top trainers”. It also enables runners to “track their activities, set targets, and connect with a global community of runners”. The success of digital transformation speaks volumes: a remarkable 26% of its total revenue through digital platforms, showcasing the impact of digital presence on business growth and customer engagement.
But as fashion brands delve deep into the Metaverse, they must implement measures to bridge the digital divide and address the challenges of digital inclusivity. Ensuring accessibility for various customer segments, regardless of age, location, and socioeconomic status, is essential.
So, how can brands tackle this challenge and ensure inclusivity in their digital initiatives? This might include designing digital platforms and technologies with accessibility in mind or offering alternative modes of engagement for those who may not have the knowledge or skills, live in remote locations or areas with poor connection, or are struggling with the cost of living.
AI — The Future Fashion Designer
In this fast-paced fashion world, staying ahead of trends while meeting customer demand for customisation might be challenging. Artificial intelligence (AI) is the wizard’s toolkit to transform the fashion industry, making businesses more productive, bringing clothes to market faster and serving customers more quickly. Throughout 2023, fashion companies across the industry integrated machine learning systems into their operations, from streamlining the supply chain to using them as design assistants. G-Star Raw, a brand specialised in raw denim, launched its first denim couture piece, designed by a generative AI program, Midjourney.
Yet, as AI continues to pave its way in the fashion world, it brings in a critical discussion: ethics, bias and the protection of originality.
The reliance of AI systems on data for decision-making raises concerns: if an algorithm system is trained on biased and unrepresentative data, it faces the danger of replicating that bias. This could happen in various ways, from prioritising particular aesthetic preferences over others or creating marketing strategies that focus more on a specific demographic group.
So, how to ensure that innovation doesn’t come at the expense of ethics? It’s about establishing an ethical framework and guidelines for the responsible use of AI in fashion design, marketing, and customer interactions. Transparency is paramount. Customers should have clear insights into their interactions with AI-powered fashion platforms. Moreover, inclusivity and diversity should be ingrained in the very fabric of AI systems, from the datasets used to the design of virtual models. Brands should invest in providing more data and adopt a multi-disciplinary approach to bias research to effectively mitigate biases.
On top of ethics and bias are intellectual property and copyright concerns. With generative AI tools, the line between inspiration and infringement becomes blurred. If a designer uses AI to design clothes, who will own the design — the human creator, the AI, or the company behind the AI program? One interesting view shared by an anonymous suggests that the artwork could be owned by both creator and AI as AI wouldn’t work without human input and can be seen as a tool, like a paintbrush used to paint a picture.
Then, how do designers know if the design is an intellectual property infringement? If it’s not, how do designers safeguard their design from subsequent designers who may produce similar designs through AI? Implementing solid policies and procedures to monitor and detect potential copyright infringement is crucial. This could include regularly monitoring AI-generated designs to identify similarities to existing copyrighted works and promptly addressing potential violations.
