State of Digital Fashion

Nishita Tamuly
Mar 3, 2020 · 6 min read
Image provided by The Fabricant, a digital fashion house.

The Age of Fluid Identities

We are living in a time where a whole generation [Z] sees no real distinction between the physical and digital worlds. As age-old constructs fall apart, this generation seeks more experiences to identify with — experiences that are not only memorable and shareable [on social media], but also an outlet to discover and express increasingly fluid identities.

Fashion, A Dirty Word

While the rise of digi-tech has provoked the use for innovative digital experiences even in the otherwise traditional space of fashion, today, fashion is plagued with the label of being a global pollutant. A rising wave of “woke” consumers are demanding more sustainable alternatives, and this need is perpetuated by online fashion influencers who dominate the rules of fashion on social media and hence in reality. (There has been a 200X increase of “sustainable fashion” haul videos created, and a 13X increase in the views of these. Also, the top 5 fashion innovations in 2019 were all efforts to reduce environmental impact.)

We are buying more clothes but using them less.
– Business Insider

And so, the visual signals of fashion still hold a lot of power, making it the top consumed content on Instagram, a platform that holds the [literal] currency to everyone’s attention.

Consumers as Co-creators

86% of consumers say brands that co-create are more trustworthy.

The Need to ̶L̶i̶v̶e̶ Show Our Best Lives

68% of people share about themselves online to define themselves to others.

Fashion’s Redemption: Digital-Only

Image of the Iridescence digital-only dress created by The Fabricant.

The Future of [Digital-Only] Fashion

So how can brands lean into the world of “phygital”?

  1. Make retail therapy sustainable: Producing digital-only designs to their physical counterparts, fashion brands can get a head start on their road to the accountability of the world’s demands. Yes, establishing credibility in the digital-only realm will require an investment in this niche craft, but when the trade-off is paying off your sustainability debt with an innovative business model, the price tag seems worth it.
  2. Feed the experience economy: In a world where the ability to stage experiences is the new social currency, brands pioneering digital-only fashion as a medium of self-expression can promise it all — a personally curated experience beyond constructs — powered by real interactions in our digitally native lifestyle.
  3. Be technology champions: The rise of technology in this online world has led to the birth of endless digital subcultures. From influencer marketplaces and interactive virtual experiences to advanced AI collectives — fashion can find a role to play [in them all] by means of digital-only collaborations between designers and technologists who are building the new aesthetics of life.
  4. Embody your own digital avatar: As self-expression becomes more of a necessity to build meaningful connection, this construct becomes applicable to brands as well. A personified digital-only brand avatar — that can act as a virtual companion to consumers — can enable brands to offer consumers highly sought after immersive, and more human, interactions in our digital lives.

TL;DR

We are living in a time where a whole generation [Z] is living #thegramlife, feeding their phones before they feed themselves, using a digital app for every single thing you can think of, upholding social values far beyond the generations before them — and yet are continually seeking new ways to express their individuality.

About Your Majesty

Your Majesty is a digital innovation firm that powers leading fashion brands to create digital products and brand experiences.

Your Majesty

Powering digital products and brand experiences for leading organizations.

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