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Technology and Fashion in Covid Times

From AI, to 3D technology, the fashion industry is in the middle of a digital revolution.

In covid times, the fashion industry has used technology very well to reach out to customers and increase business. We saw a lot of technology advancements in fashion this year and we want to applaud the industry for molding itself so well.

In this insta-age of technology, fashion is consumed on a large scale and everyone wants to be up to date with the latest fashion trends! Brands are trying their best to deliver the most to their customers.

As customers' real lives' become increasingly intertwined with the digital world, many designers and brands must embrace the latest technologies to push the limits of manufacturing, production, marketing and wearability. From the latest in artificial intelligence to the boom of mobile commerce, 3D printing and blockchain, we've rounded some of the top tech advancements being used in fashion today.

Brands too believe in making products that are tailored according to the needs of the customers rather than producing large quantities of Mass-made clothing.

It was noticed that Tata Cliq has tried to provide a virtual mall experience to consumers during these times when they physically cannot visit a mall. The potential brands have been brought to them om their phones and shopping is just a click away! We see Chatbots and touchscreens being used in stores to improve customer experience and customized product suggestions. It’s almost impossible to head to a fashion brand’s website and not find some form of AI chat technology that’s being used to help enhance the customer experience. The technology behind AI includes algorithms that track customers journeys to match them with the right products.

Similarly, Burberry has devised a shopping experience in which customers without entering trial rooms and physically being able to try outfits can stand in front of a camera and the screen shows how the outfit would look on you!! It also helps you mix and match and customize a look from several options of clothing pieces provided by the brand. These features have also been adopted by Nykaa and Myntra when it comes to trying on make up or clothes. You simply have to upload a picture of yours and they will show you how it would look on you! Brand such as Tommy Hilfiger and Gucci, are offering digital showrooms to gauge the market's appetite. Some, like Taylor Stitch, allow customers to pre-order digital designs before they go into production. Likewise, many online-only eyewear companies such as Firmoo and Lenskart are also offering a digital ‘try-before-you-buy’ service that lets consumers visualize the frames on their face before committing.

Another area where we were stunned to see technology take over fashion was the use of 3-D paint and forming outfits simply out of paint! Even social media such as Instagram have started the shopping feature and it helps brands engage with a wider customer base!

It is wonderful to see how technology can help in boosting the fashion industry globally and we cant wait to see more trends in the coming years!

- Muskan Malik


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