Digital transformation in the fashion industry is here to stay

The digital transformation of the fashion industry began many years ago, but the COVID-19 kicked it into overdrive. It shows no signs slowing down in 2023.  

These days, digitalisation is much more than just launching an ecommerce website. Fashion brands need to get onboard with these digital trends or they risk not surviving beyond the next few years.

Let’s take a closer look at how digitalisation is shaping and will continue to change the fashion industry.

Using data to improve customer experience

Customers no longer want to just buy items, but want to feel like brands care about them as individuals. Brands therefore need to connect with their audience on a personal level. Thanks to online commerce, brands can generate data from their customers and create consumer profiles with individual wants, needs and pain points. Brands can then use this data to create unique experiences and offers for buyers, such as personalised product pages, discounts and offers, product recommendations, and email campaigns.

Inviting B2B buyers to digital showrooms

Digitalisation has also changed the B2B fashion market. Digital showrooms allow brands to bring their collections to life online, using 3D renderings and VR experiences to walk buyers through their collections. As a result, digital showrooms save on travel time, resource consumption and logistical effort, which benefits the brand, the buyer and the environment.

Taking advantage of social media

Social media has become much more than a place to simply advertise clothing brands. Customers these days want the option to buy the products they’re seeing within a click or two. In fact, according to Shopify, 6 out of 10 shoppers say that the ability to shop via mobile phone is “an important factor” in deciding from which brands to purchase. Therefore, these days it’s vital for brands to integrate social media into their ecommerce strategy. Given that social media increases website traffic, brands should make sure their website is adapted to mobile phone use.

Creating a more sustainable industry for the future

Digital tools are helping the fashion industry to address changing consumer values. It’s well known that fashion is one of the world’s most environmentally-harmful industries. Consumers these days are more eco-conscious and want to see this reflected in the brands they buy. The good news is that the industry is adopting digital solutions to improve fashion’s sustainability issues, saving on energy, resources and overproduction. For example, brands are recycling used clothing and creating new plant-based fabrics to create sustainable resources.

Using 3D design tools to optimise product development

Thanks to 3D rendering, fashion designers can sample garments digitally at the beginning of the design process. They can then do a 3D-fitting with digital avatars of customers before actually producing any item of clothing. This helps reduce costs, production times, and unnecessary physical sampling and waste generated by pattern cutting or fittings.

Fashion digital transformation: join the revolution or risk being left behind

Digitalisation allows fashion brands to improve their relationships with customers, develop sustainable practices and save on costs in the long run. Now is the time to implement these new digital tools. Brands that refuse to embrace the digital transformation will soon be left behind.

Ready to digitize your wholesale fashion business? A digital B2B platform such as BLANC is just what you need to take your brand to the next level. Our digital wholesale platform is a powerful sales tool and can provide you with cutting-edge tools to wow buyers. Get in touch with our team at BLANC today.