As we venture further into the midst of our digital age, it’s interesting to examine the changes that are occurring within the fashion industry. Whilst some luxury labels continue to rebuff e-commerce, the internet has enabled emerging designers to flourish. We explore how technology is helping to redesign the fashion industry of the future…
(Photo: Techno Chic, Tangent Magazine Issue #4)
From websites to social media platforms, Facebook, Twitter, Instagram, YouTube, the word Digitality has become so much a part of our everyday vocabulary, that we never really stop to consider what it means, let alone reflect upon the impact it has on our lives.
Clearly as consumers, we are all well versed in the practices of shopping and technology. Most retailers have wasted no time in capitalising on the advantages that come with selling goods online; it is an instant, convenient and a highly profitable means of making business. However, in regards to luxury fashion, some design houses are still reluctant to take advantage of this technolgical trend – which is ironic seeing as the fashion industry is always two seasons ahead of everybody else.
Are luxury brands, such as Chanel, worried their exclusivity might be jeaophardised if they were to also retail their collections in an online boutique?
(Photo Courtesy of Chanel via Business of Fashion)
In an interview with Business of Fashion, Chanel’s CEO Bruno Pavolvsky explained why the brand have decided against selling online. He says, ‘our clothes are quite sophisticated and one of our strengths is alterations. To be able to wear Chanel clothes, you need to try them on…You need to have a tailor who alters the clothes to fit exactly to your body.’
Instead, Chanel are using digital to ‘expose the brand’ and ultimately tempt customers to visit their boutiques. ‘You can see whatever you want on the internet, but we want you to come to the boutique, because we feel that in the boutique we can give you the right understanding of the brand.’
Prada and Louis Vuitton, like Chanel, also continue to snub e-commerce. But on reflection, these labels are established classics; the wisened elders of the fashion industry. After decades of flourishing without technology, why should they start evolving with it now? Moreover, the allure of these premium brands is the aura of expense and exclusivity that is best experienced when shopping in one of their boutiques; something impossible to replicate on a flat screen.
The beauitful thing about the internet, is that it offers fashion a versatile platform which can be easily accessed from all over the world, and utlised in innovative ways. Unlike senior design houses, a new generation of up-and-coming designers are developing their fashion labels in a world of digitality. The internet is allowing fresh talent access to low-cost global exposure, and consequently it is enriching the industry with new talent. In the same way a prospering tree needs fresh water to grow, the digital age is helping to refresh fashion’s foundations.
It’s a given that premium luxury brands will always have their loyal clients to keep them going, however like our emerging designers, couldn’t they utilise technology to their advantage? As they’re already long-since established, perhaps they could use their pools of profit to use technology in a truly creative and innovative manner?
(Photo via Versus, Versace)
An article published last month on Luxury Daily, discusses the way Versace are using technology to rebrand their diffusion line, Versus. By rebranding Versus ‘through a comprehensive social media and digital campaign’, Versace aims to tap into the psyches of ‘younger, digital-savvy consumers.’
Through strategic use of social media platforms including Twitter, Facebook and Google +, ‘consumers and followers, the new Versus tribe, will interact with the brand digitally, creating a closer relationship…sharing with them the creative process and collection creation.’
It is apparent that different corners of the fashion industry are evolving with technology at different rates, and by bucking the trend to embrace e-commerce, premium luxury brands are almost setting a new one. Technology is an elusive tool that fashion can use creatively, and to its advantage. Whether a brand’s up-and-coming or an established classic, the digital age is redefining the industry for the better; opening it up to the world, getting consumers involved and enriching it with new talent.