Innovation in fashion is undergoing its biggest revolution yet. The fashion and luxury sectors rely on the transmission of traditional knowledge, perpetuated for decades in the great houses. However, like all other sectors, they have not been able to avoid the technological and digital shifts that have disrupted the global economy over the last twenty years. On the contrary, many fashion and luxury brands have embraced digital technology to maintain their success.
Innovation in fashion and new technologies: a booming sector.
Whether you want to work in the design and manufacture of luxury goods, or in sales and marketing, there are many opportunities open to you in the world of fashion innovation. If you're about to enter the world of fashion and you've mastered the latest technologies to perfection, then you're in luck! The digital age is developing at breakneck speed. You're part of the generation that will be able to bring a new direction to the fashion and luxury industry.
Creative professions: when craftsmanship meets innovation.
The transmission of traditional skills in garment making will not come to an end in the digital age. On the contrary, the major fashion and luxury houses have every interest in using these new technologies to the benefit of craftsmanship.
Indeed, the luxury industry is now facing up to the new generations, the " digital natives "These future customers are particularly keen on innovation and exclusivity. These future customers are particularly keen on innovation and exclusivity. What's more, new technologies integrated into clothing and luxury products are particularly attractive to these generations. Some luxury jewelry brands, for example, offer a range of connected watches.
When it comes to creating garments using new technologies, don't be fooled by the cliché of robots taking over from humans! In fact, new technologies and digital technology can really serve the craft. It's as if there were no longer any limits to creation! Rather than a dystopian future threatening traditional know-how, many designers are very enthusiastic about this technological upheaval in fashion and luxury.
Dernière en date, la collaboration entre H&M et Google est un parfait exemple de la fusion entre innovation et industrie de la mode. Ces deux géants de la mode pour l’un, et des big data pour l’autre, ont conçu un vêtement connecté. En somme, le vêtement est directement connecté au Smartphone, une collecte des données s’opère et le consommateur peut alors customiser son vêtement au gré de ses envies.
On a smaller scale, fashion designer Iris Van Herpen illustrates the perfect harmony between new technologies and haute couture. Trained as a stylist, she cut her teeth at Alexander MacQueen. Today, the Dutch designer has her own fashion label. Her creative process blends haute couture techniques with new technologies. She uses 3D printing for some of her creations, creates with innovative materials and integrates new technologies directly into her garments. The perfect illustration of innovation in fashion.
Sales and marketing professions in the digital age: the explosion of social networks at the service of fashion innovation.
As we explain in our article on digital communication, social networks, and Instagram in particular, have become formidable communication tools for many brands. Gathering a community, controlling one's image through visuals broadcast daily, calling on influencers... these are all tools that enable a brand to benefit from increased visibility.
It's less well known, but Instagram can also be a highly effective sales tool for fashion brands. Indeed, there are now options for displaying the price of a garment directly on a photo. What's more, the addition of a direct link to the brand's e-shop facilitates online purchasing.
In fact, more and more young fashion brands are being launched on Instagram. It could be an influencer posting photos of herself wearing clothes of her own creation. We're also seeing the emergence of brands that have complete control over their online image. They have understood that new fashion consumers identify with a brand via a community, with a desire to belong to a group visible on social networks.
New customers are identified by the desire to belong to a community, visible on social networks.
What's more, the emergence of new professions within sales and marketing departments demonstrates the importance of digital for the fashion and luxury goods industry. Community managers, SEO consultants, digital product managers, brand content managers... all devote their day-to-day work to developing a brand's online visibility, and adopting communication and marketing strategies to boost sales.
Whether you want to go into fashion design, communications or sales, training in new technologies, or at least taking a keen interest in them, can only work in your favor. The world of fashion and luxury is undergoing a veritable revolution. You can be one of the actors of these upheavals, working in innovation, at the service of fashion.
