The Digitalization of Fashion- Future or Fail?
Since the beginning of the pandemic, the fashion industry has come face to face with many obstacles when it came to fulfilling the wants and needs of their consumer base. With Fashion Weeks being canceled due to Coronavirus, brands have had to learn to adapt to the current situation and by doing so they have delved into the world of Digital Fashion. Designers such as Gucci, Michael Kors, Burberry, and many more have taken full advantage of the world of digital fashion. But, how do digital fashion shows compare to in-person shows? Could digital fashion be the future of the fashion industry?
"Fall 2021 Ready to Wear - Gucci Aria by Gucci"
The move to step into the world of digital fashion shows has come with struggles for some companies. However, these struggles also gave designers an opportunity to challenge themselves to use the resources at hand to create the best possible experience for their viewers. While some people believe that there is nothing quite like the rush of sitting front row at a show, taking in the views and music up close, engaging all the senses, the technology available today allows designers to create a more extravagant and immersive experience than one would normally get through physical fashion shows. They also have the opportunity to strengthen the bond between brand and consumer by adding personal touches to their shows that allow the consumer to connect with not only the clothes but also the brand's beliefs and values through behind the scene videos and personal messages.
"Fall 2021 Ready to Wear - Michael Kors Collection"
However, one of the biggest benefits of digital fashion is the simple fact of accessibility. Digital fashion shows are available to anyone, anywhere, at any time. The number of viewers able to see the shows live is far greater than in the exclusive world of physical fashion. Not only are more people able to view the shows in real-time, but consumers are also sometimes able to purchase looks straight off the runway leading to an increase in immediate sales due to the large number of viewers.
"Fall 2021 Ready to Wear - Burberry Collection"
Only time will tell how the digitalization of fashion will hold up in the future. As restrictions begin to ease, no doubt, designers will jump at the opportunity to present their designs to in-person viewers. However, the possibilities of the digital fashion world are not to be underestimated, and we're excited to see a mix of the two in the future. What are your thoughts on the digitalization of the fashion industry?