Main advantages of digitalisation for fashion brands
The first advantage is related to production processes. In fact, many fashion brands are already using digital technologies such as RFID (Radio Frequency Identification) and PLM (Product Lifecycle Management).
Thanks to these technologies it is possible to have a complete overview of the production process, from design to distribution. This allows companies to optimize processes, reduce waste and save time and money.
In addition, robotics and artificial intelligence are making possible to easily create personalized products, made to measure for each customer. This type of production is called "mass customization" and represents the future of the fashion industry.Finally, digital transformation allows company to better respond to market changes, quickly reshaping processes and products.
- Sustainability and transparency
As already said, the use of new technologies is allowing fashion brands to be more sustainable.
Many are the innovations that are helping the industry to reduce its social and environmental impact For example, virtual prototyping and 3D printing allow to reduce waste production. And thanks to digitalization companies can also share all the information about the entire supply chain with customer, showing their real commitment to sustainability. This is possible through apps, interactive devices in stores, but also NFC tag and smart labels on products. Most of these technologies are based on blockchain.
The fight against counterfeiting is another area where digital transformation can be of great help to fashion brands. In fact, technologies such as blockchain and NFC tags can help companies protect their products, since they are hard to replicate.
Blockchain technology, for example, allows to track products throughout the supply chain, making it possible to verify their authenticity at any time. The NFC tags, on the other hand, allow customers to interact with products and obtain information about them simply by approaching their smartphone.
Other systems to combat counterfeiting involve the use of technologies during the production cycle, such as the insertion of special materials, or for packaging, such as holograms.
Finally, we cannot fail to mention the advantages that digital transformation can bring to customer care.
Thanks to social networks, CRM systems and apps, companies can interact directly with their customers. Moreover, they can collect data on their behavior and preferences.
This information is useful to understand customers’ needs, solve their problems in real time and improve their customer journey. Both online and in physical stores.
Smart tags are also playing an important role in enhancing the customer experience. These tags are applied to products and contain a chip that provides information such as size, washing instructions, origin, etc. They also give access to offers, events and special contents.