Introduction
Fashion is an expression in appearance that is popularly done at a specific period with a specific context. Fashion is about clothing, makeup, structure, and hairstyle as well as body proportion. Fashion is a distinctive expression, which is supported by traditions and is recognized and supported as an industry. Fashion is regarded as a sociological topic as well as a social phenomenon and that is the reason why there has been a great interest in the fashion shown by people all over the world. Although fashion is considered a trend in most instances, people still have considered fashion as a dressing and that is the reason why fashion has to be thoroughly studied.
How Computer Technologies are used in Fashion Industry
The advancement of the fashion industry and modern fashion patterns have consistently been reliant on technological inventions, generation, appropriation, and utilisation. Fashion, by its essence, is a marketing and merchandising means- former being the inalienable pith and the latter an ideal parity of fashion understanding and business skill. The industry, for it to be ahead on the fashion arch, needs a mix of workmanship, empathy, business strategies, and marketing.
AR and VR use in Fashion industry
The utilisation of Augmented reality (AR) and virtual reality (VR) has electrified the fashion business in the past few years-with most brands and designers getting vigorously reliant on both in the generation and sales forms. This paper is garnered at providing some of the aspects in which these two types of technologies have impacted the fashion industry.
Achieving Ethical Practices
People Tree and Patagonia are examples of ethical fashion models that usually consider the social and environmental effects of fast fashion. The business models seek to entrench fairness and sustainability throughout the industry supply chain. They operate by ensuring that the benefits trickle down even to those at the bottom of the supply chain. The impact of these businesses may be small since they are the minority. However, their impact cannot be ignored due to their role in changing the mindset of stakeholders in the industry.
Computer Technology Use in Marketing
Technology is taking over the position of the storefront in the history of fashion (Ghorbani, 2014). Leaders of fashion are currently creating social media links from Instagram, Twitter, and Pinterest so as they can use those platforms to retail their creations and designs. Social media celebrities are equally paid to advertise big brands and luxury houses by participating and hosting their events. This trend has been used by popular luxury houses like Louis Vuitton and Dior, which hired Chiara Ferragni to host their events because she is a social media superstar. Many more brands like Burberry and Cole Han are also embracing social media through their Instagram, Pinterest, and Twitter advertisements (Ghorbani 2014).
Supply Chain Development
Due to a flexible and efficient supply chain, Zara creates value for its customers that outscores its competitors. As such, Zara’s customers are always in demand for new fashionable clothes that are relevant. Zara is meeting this demand by providing customers with around 10,000 new designs and 40,000 new Stock Keeping Units (SKU’s) each year. In addition, an efficient supply chain allows Zara to create scarcity in the stores because the warehouses rarely have extra items left for sale. At Zara, the number of items that end up marked down is about half the industry average (Aftab, et. al., 2018). In conclusion, providing timely and frequent delivery of new clothes designs to the stores is essential for Zara to create value for its customers.
Conclusions
In conclusion, computer technologies impact the fashion industry in a variety of ways. The production of clothes as well as its design are enhanced by the software, which allows new opportunities for designers. The companies like Zara utilize computer technologies to make their supply chains more efficient, minimizing the amount of clothes kept in stocks. Finally, the distribution and promotion of new designs and clothes is mainly done in social media. High-fashion industry also uses AR and VR technologies to hold virtual runways and experimental fashion shows.
References
Aftab, M. A., Yuanjian, Q., Kabir, N., & Barua, Z. (2018). Super responsive supply chain: The case of Spanish fast fashion retailer Inditex-Zara. International Journal of Business and Management, 13(5), 212.
Harren, B., Seiler, R. and Müller, S., 2019. Augmented Reality and Virtual Reality in Premium-und Luxus-Retail. In Harren, B., Seiler, R. and Müller, S. Digitalisierung in der Praxis (pp. 183-195). Springer Vieweg, Wiesbaden.
Gartner., 2019. Augmented Reality (AR). [Online] Web.
Bonetti, F., Warnaby, G. and Quinn, L., 2018. Augmented reality and virtual reality in physical and online retailing: A review, synthesis and research agenda. In Bonetti, F., Warnaby, G. and Quinn, L. Augmented reality and virtual reality (pp. 119-132). Springer, Cham.
Ghorbani, A., (2014). Marketing in the cyber era: Strategies and emerging trends: Strategies and emerging trends. IGI Global.