How has the fashion design market changed direction?

The fashion industry has witnessed a transformation in the design and development of products during the last decade.  Adoption of advanced technology concepts (which, traditionally, has been challenging) has optimized the development cycle in the supply chain.  However, it’s the fundamental shift in focus - from a design-driven industry to that of a consumer-driven one – which has revolutionized the industry.

Consumers are the new designers.  A plethora of communication channels (internet, social media, focus groups, online surveys, etc.), has made the current marketplace highly competitive, where consumers have multiple avenues to not just drive the style, but also customize/accessorize them.

How are brands responding to this trend shift?

To embrace this new consumer-driven trend, brands and manufacturers have to adopt enabling technologies. This means leveraging solutions that start with up-front customer interaction, all the way down to personalization/customizations.

AI drives Customers' shopping experience - Using AI to enhance customers' shopping experience, analyze data, forecast trends and offer inventory-related guidance

RFID for online verification, automation & integration

Conclusion

To be successful in the market, consumer engagement is now imperative. Collaborating with customers in the design journey is an essential component of design.  To enable the process, the appropriate technologies need to be adopted.  The myth that state-of-the-art technologies require significant capital investment has been busted.  With the advent of mobile, cloud-based and lightweight service-oriented solutions, consumer offerings are cost-effective and scalable.  If brands want to remain competitive and retain customer loyalty, next-generation technology needs to be embraced.

Contact Wipro’s Global Consulting Group for a free evaluation of your brand’s Product Development process and potential optimization approaches.

Manoj Balakrishnan

Manoj has 25+ years of Product Strategy & Digital Innovation experience in the Retail, CPG & Fashion industry. Currently a Consulting Partner with Wipro’s I&ES division, he drives global transformation engagements in the areas of Product Planning, Development & Lifecycle Management. For more information, you can contact him at manoj.balakrishnan3@wipro.com.