10 ways technology impacts the fashion industry

how technology changes the fashion industry

The fashion industry is an ever-evolving field, and technology has played a significant role in driving that change. From e-commerce to sustainable manufacturing, technology has impacted fashion in many ways, revolutionizing the industry.

Here are ten ways technology has impacted the fashion industry.


The rise of e-commerce has transformed the fashion industry, making shopping more convenient than ever before. With e-commerce, consumers can shop from anywhere in the world at any time. This has led to a shift in the way retailers operate, with many brands focusing on their online presence.

E-commerce has also made it easier for smaller brands to gain visibility, as they can reach a wider audience through online channels.

Virtual Try-On

Virtual try-on technology has changed the way consumers shop for clothes. With this technology, consumers can see how clothes will look on them without actually trying them on. This has made shopping more convenient and has reduced the number of returns for online retailers.

Virtual try-on technology has also made it possible for retailers to offer personalized recommendations to their customers based on their body type and style preferences.

Case Amazon Style SoHo:

Amazon Style is Amazon’s first-ever physical store dedicated to clothing, shoes, and accessories for men, women, and kids. The first Amazon Style store opened up its doors to customers in 2021 and is located in the heart of New York City’s trendy SoHo neighborhood. The store is designed to showcase Amazon’s private-label clothing and accessories brands, as well as other popular brands available on the online retail giant’s website.

The store spans three floors and features a modern and minimalist design with floor-to-ceiling windows that offer plenty of natural light. Customers are greeted by a concierge who can help them navigate the store and answer any questions they may have. The store’s layout is intuitive and easy to navigate, with sections dedicated to men’s, women’s, and children’s clothing and accessories. There are also dedicated spaces for shoes, jewelry, and handbags.

One of the unique features of Amazon Style is the use of technology to enhance the shopping experience. For example, customers can scan barcodes on items they are interested in and see additional product information and customer reviews on a nearby touchscreen display. There are also interactive mirrors in the fitting rooms that allow customers to try on different clothing items virtually, without having to physically change clothes.

Social Media

Social media has become an essential part of the fashion industry, allowing brands to connect with their customers and showcase their products. Social media platforms like Instagram and TikTok have become popular platforms for influencers to share their fashion choices and promote brands.

This has led to a rise in influencer marketing, which has become a significant part of many fashion brands’ marketing strategies.

Data Analytics

Data analytics has transformed the way fashion brands operate, allowing them to better understand their customers and their needs. Brands can now use data to track customer preferences and make informed decisions about their products.

Data analytics has also made it possible for brands to personalize their marketing efforts and provide personalized recommendations to their customers.

Case Zara “Store Mode”:

In 2020, Zara launched a new feature called “store mode” in their mobile app, which allows customers to scan QR codes located throughout the store to see product information, availability, and pricing.

This feature also allows customers to purchase items directly from their phone, eliminating the need to wait in line at the register.

In addition, Zara has also implemented new technologies to improve their supply chain and manufacturing processes. They use radio frequency identification (RFID) tags on their clothing items to track inventory in real time, allowing them to restock popular items quickly and efficiently. They also use automation and robotics in their factories to streamline the production process and reduce costs.

Zara has also incorporated augmented reality (AR) into their online shopping experience, allowing customers to virtually try on clothing items and see how they would look on their bodies before making a purchase. By embracing technology, Zara has been able to improve their customer experience, increase efficiency in their supply chain and manufacturing processes, and stay competitive in the ever-changing fashion industry.

Sustainable Manufacturing

Sustainable manufacturing has become a priority for many fashion brands, and technology has played a significant role in this. From using recycled materials to reducing water and energy consumption in production, technology has made it possible for brands to reduce their environmental impact.

Many brands have also started using digital printing technology, which uses less water and chemicals than traditional printing methods.

Smart Fabrics

Smart fabrics have revolutionized the fashion industry, making clothes more functional and comfortable. Smart fabrics can monitor the wearer’s health and activity levels, adjust the temperature, and even charge electronic devices.

This technology has made it possible for brands to create clothes that are both fashionable and functional.


Personalization has become a significant trend in the fashion industry, with many brands using technology to provide customized experiences to their customers. From personalized recommendations to customized designs, technology has made it possible for brands to create unique experiences for each customer.

Case Adidas “Confirmed” and “Adidas Running” Apps:

One example of a company that has recently used technology to change the way they operate is Adidas. In 2020, Adidas launched a new app called “Confirmed” that uses geolocation technology to create a virtual queue for customers to purchase limited-edition products.

The app allows customers to enter the virtual queue by clicking a button and then uses GPS to determine their location. Once the customer is within a certain distance of the store, they are notified to proceed to the store to complete the purchase.

The app has been a success, helping Adidas manage crowds and reduce wait times for customers. It has also allowed the company to gather data on customer preferences and behavior, which can inform future product releases and marketing strategies.

Another app that Adidas has launched is called “Adidas Running” which uses augmented reality (AR) technology to enhance the user’s running experience. The app allows users to track their runs and set goals, but it also offers a unique AR feature called “Boost Your Run”.

With this feature, users can scan a QR code on their shoe to unlock an AR game that encourages them to run faster and farther. The game features a virtual athlete who runs alongside the user, and as the user runs faster, the athlete also speeds up, providing motivation to push harder.

Additionally, Adidas has been using 3D printing technology to create customized running shoes for its customers. The company’s “FUTURECRAFT 4D” shoe is created using a process called “digital light synthesis”, which involves using light and oxygen to form the shoe’s midsole from liquid resin. This allows for a more personalized fit and better performance.

Supply Chain Management

Technology has made it easier for fashion brands to manage their supply chains, from sourcing materials to tracking inventory. Many brands use software to manage their supply chains, making it easier to track products and streamline production processes.

Artificial Intelligence

Artificial intelligence has transformed the fashion industry, making it possible for brands to use machine learning to make predictions and recommendations. Brands can use AI to analyze customer data and provide personalized recommendations to their customers.

AI has also made it possible for brands to optimize their pricing strategies and reduce waste.

3D Design

3D design technology has made it possible for fashion designers to create more complex and intricate designs. With 3D design technology, designers can create digital prototypes and test out different materials and textures before producing the final product.

This technology has made the design process more efficient and has led to more innovative and creative designs.

Case Nike Fit App and “Express Lane”:

Nike has been known for its innovative approach to design and marketing in the athletic apparel and footwear industry for decades. In recent years, the company has been focusing on incorporating technology into its products to enhance performance, comfort, and style.

One of Nike’s most significant recent technological innovations is the Nike Fit app. This app uses augmented reality technology to measure customers’ feet and provide them with personalized sizing recommendations for different Nike shoe models.

Customers can scan their feet with their smartphone camera, and the app uses algorithms to create a digital 3D model of their feet, analyzing the dimensions and volume of each foot. This allows Nike to recommend the best size and fit for each customer, reducing the likelihood of returns and improving overall customer satisfaction.

Nike has also been investing heavily in data analytics and artificial intelligence to optimize its manufacturing processes and supply chain management. The company has developed a system called “Express Lane” that uses data analytics to anticipate which products will be in high demand and adjust production accordingly. This helps Nike to reduce waste and improve efficiency in their manufacturing process, ensuring that they can meet customer demand while minimizing costs.

Furthermore, Nike has been incorporating technology into their physical retail stores as well. Their flagship store in New York City, for example, features interactive experiences that combine physical and digital elements. Customers can use the Nike app to scan QR codes on products to access additional information and exclusive content, such as videos of professional athletes wearing the products.

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