Consumer-Driven Fashion: How Brands are Meeting Customers' Expectations with Technology

The fashion industry is evolving rapidly, driven in large part by changing consumer expectations. Today's consumers demand transparency, sustainability, and personalisation, and fashion brands are under increasing pressure to deliver. To meet these expectations, many brands are turning to technology, using it to create more sustainable supply chains, personalised shopping experiences, and data-driven decision-making processes. In this article, we'll explore how brands are using technology to create consumer-driven fashion businesses and meet customers' expectations for sustainability.

One of the most significant ways technology is being used in the fashion industry is through the development of sustainable supply chains.

Here's some examples of brands that are leveraging technology to trace the journey of their products from raw materials to finished goods, enabling them to identify and address sustainability challenges along the way.

• Everlane uses blockchain technology to trace the journey of its products and ensure that they are ethically sourced and produced.
• H&M has developed a "green algorithm" that uses data to identify the most sustainable materials for its products.
• Burberry has implemented RFID (radio-frequency identification) technology in its stores, enabling customers to access information about products and track their sustainability credentials.
• Nike has developed an app that uses augmented reality to allow customers to try on and customize shoes virtually, reducing the need for in-person shopping and minimizing waste

By leveraging technology in this way, brands can increase transparency, reduce waste, and improve the sustainability of their supply chains.

Another way that technology is being used to create consumer-driven fashion businesses is through personalised shopping experiences. Brands are using data to gain a better understanding of their customer's preferences, enabling them to deliver personalised recommendations and customised products. For example, Stitch Fix uses data and algorithms to deliver personalised styling recommendations to its customers, while Adidas has created a mobile app that allows customers to design their own custom sneakers. By providing personalised experiences, brands can build stronger relationships with customers and improve customer loyalty.

Sustainability is also a key factor in the development of consumer-driven fashion businesses, and brands are using technology to meet customers' expectations for sustainability. For example, Levi's has partnered with Google to develop an AI-powered platform that helps customers find sustainable denim products. The platform uses data to recommend products based on their environmental impact, helping customers make more sustainable purchasing decisions. Brands are also using technology to reduce waste and improve sustainability in the production process, such as using 3D printing to create garments with less waste, and adopting circular business models that prioritise reuse and recycling.

Data is another important tool for creating consumer-driven fashion businesses, and brands are using data to inform their decision-making processes. For example, ASOS uses data analytics to track customer behavior and preferences, enabling the company to make data-driven decisions about product development, pricing, and inventory management. Brands are also using data to improve their sustainability efforts, such as using sensors and analytics to optimise energy usage and reduce waste in production facilities.

Finally, technology is being used to create more sustainable and ethical working conditions in the fashion industry. For example, the mobile app Good On You provides customers with information on the ethical and sustainability practices of fashion brands, enabling them to make more informed purchasing decisions. Brands are also using technology to monitor working conditions in factories and ensure that workers are treated fairly, such as using blockchain to track the journey of products and ensure that workers are paid fairly.

Technology is playing an increasingly important role in the fashion industry, enabling brands to create more sustainable and consumer-driven businesses. By leveraging technology to improve transparency, personalise shopping experiences, and make data-driven decisions, brands can meet customers' expectations for sustainability and build stronger relationships with customers.

Join us to discover what the fashion industry landscape looks like today, and what it might become in the future at our upcoming breakfast event in London on 18th May 2023.

We're on a mission to build a more sustainable fashion industry that satisfies consumer demand and drives profits. Don't miss this opportunity to connect with fellow fashion leaders and gain valuable insights into sustainability in the fashion industry. 

Apply for tickets here