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1、WHEN FASHION AND TECHNOLOGY COLLIDEWHEN FASHION AND TECHNOLOGY COLLIDEOur aim with this series is to open the conversation to understand how technologyinnovations are impacting the jobs inside the fashion industry.A CONVERSATION ON MERCHANDISING:leveraging technology to optimize processes-How techno
2、logy is currently adopted throughevery stage of the process-New paths and solutions for merchandising-What changes awaitSPORTMAXHEURITECHHeuritech:Fashion and Technology savoir-faire We analyze more than 3 million images a day to give you unbiased data about your consumers.With heuritechs AI powered
3、 platforms and consultative approach fashion brands can understand their market with:IMAGESANALYSESFORECASTS INDEX123 CREATION Optimization and creativity PLANNING AND OPTIMIZATION Reactivity to market changes SHOWCASING Tech to build a strong audienceSID NEIGUMCREATIONJASON LOYD-EVANSAnticipate the
4、 next big thingPredictive AnalyticsThis is the process of employing statistical algorithms and machine learning techniques to use the past to make predictions on the future.It provides designers with valuable insights into the market as it unfolds,boosting creativity and allowing them to experiment
5、with a clear and accurate understanding of their audiences needs.+7%In Spring 2021 vs Spring 2020 CREATIONHEURITECHCOREY TENOLDData can act as a bridge of communication between creatives and businesspeople.CREATIONHEURITECHAnticipate the next big thingPredictive AnalyticsBEAUFILLECOREY TENOLDPLANNIN
6、G AND OPTIMIZATIONVALENTINA VALDINOCIONLY THE NECESSARYOn-demand productionPLANNING AND OPTIMIZATIONHEURITECHACNE STUDIOSSAM NIXONPETAR PETROVPLANNING AND OPTIMIZATIONHEURITECHSupply chain 4.0TekynIt is now possible to connect production directly to the needs of consumers with production on demand.I
7、n on demand production,processes are digitized and optimized so that they can respond agilely and flexibly to actual demand.The complete automation of the production line allows to gain in creativity while improving the reliability of the process and the quality of the finished product.This promotes
8、 reactivity to market changes and avoids over-stocking and wasteful production.TEKYN+95%of planning accuracy using TekynPLANNING AND OPTIMIZATIONHEURITECHMYLOFarfetch collaborated with fashion tech company DressX to render digital garments to present them to consumers for pre-orders.The brand select
9、ed 20 garments from the womens and mens pre-order selection to be digitized.To promote the campaign,influencers were invited to be fitted with the digital samples to share on social media.Farfetch was able to present consumers the campaign with a clear representation of what they would buy without t
10、he need to wait for physical samples optimizing the pre-order process and prompting buying decisions without generating waste.Fashion on-demandFarfetchFARFETCHTHE IMMUTABLE HISTORYBlockchain in the Fashion IndustryPLANNING AND OPTIMIZATIONHEURITECHISABEL MARANTPLANNING AND OPTIMIZATIONHEURITECHZER 3
11、DArianee provides brands with a verified record of a garments history at each step of its production inside the blockchain.It offers transparency and traceability of the manufacturing and material sourcing processes from every stage along the supply chain.Suppliers can store and share information re
12、garding the source of raw materials and production to create a permanent record.As the information inside the blockchain is immutable,it pushes brands to be more transparent about their sustainability claims.Green footprintBlockchainJEN CAREYPLANNING AND OPTIMIZATIONHEURITECHZER 3DA collaboration be
13、tween some of the luxury top players:LVMH,Richemont and Prada Gorup to create a collective non-profit blockchain platform.Collectively involved brands can track and trace products with a unique digital identity based on a non-fungible token.The main purpose of this blockchain is to verify the authen
14、ticity and provenance of luxury goods,to avoid counterfeits.Luxury brands are welcome to join the platform,but the information inside is private;brands can control what they share or not.Protect legitimacyAura BlockchainVOGUE RUNWAYPRODUCT CONTROL-Stock Accuracy-Valuable Insights-ResalePLANNING AND
15、OPTIMIZATIONHEURITECHACNE STUDIOSSAM NIXONPLANNING AND OPTIMIZATIONHEURITECHZER 3DRadiofrequency identification gives products unique digital identities in the form of codes;multiple codes can be read at once and remotely.Each tag contains digital information about the items characteristics.It offer
16、s an accurate view of total inventory and calculates stock to avoid overproduction.By implementing these tags,brands can search,identify,track,control,and communicate with retail associates.Improved inventory overviewRFID TagsCOREY TENOLDIn-store insightsRFID TagsPLANNING AND OPTIMIZATIONHEURITECHZE
17、R 3DRadiofrequency identification is also a good source of data about in-store consumers experiences and buying habits.Companies like Mango use RFID tags to track which garments consumers are taking to the changing rooms and ultimately which ones they buy.This provides them with relevant information
18、 regarding which products are performing better,catching the clients attention but ultimately making a buying decision.Additionally,with these tags,brands can track in-store buying habits,such as mapping areas of the store that lead to the most sales.ZER 3DSTYLE DU MONDEPLANNING AND OPTIMIZATIONHEUR
19、ITECHZER 3DEON-ID has developed the first RFID tag in the form of a thread that can integrate with textiles.The purpose of this is to have the tags directly connected to the product itself,thus,to avoid the risk of losing information along the supply chain.COREY TENOLDTracking inside the materialsEO
20、N-IDThe digital showroomHatchPLANNING AND OPTIMIZATIONHEURITECHZER 3DA platform that enables fashion brands to digitize wholesale selling through an immersive Digital Showroom.Wholesale brands can remotely share their collections to buyers through virtual appointments directly on the platform,withou
21、t the need of physical samples.Offers a solution for more convenient,optimized and especially more sustainable sales processes.Controlling re-commerceFaumePLANNING AND OPTIMIZATIONHEURITECHZER 3DFaume provides a technological and logistics platform solution to fashion brands intending to develop the
22、ir second-hand offer.According to Faume,more than one person in three under 30 years old purchased second-hand goods in 2019,and the market will represent 14%of the industry by 2024.The benefit Faume offers fashion brands is to gain back control of their products second-hand selling and distribution
23、.The brands that realize that secondhand is the future and take control of their own markets will be the real winners.JONATHAN DANIEL PRYCEResaleZircle App ZalandoPLANNING AND OPTIMIZATIONHEURITECHZER 3DAn online platform by Zalando offering customers a one-stop selling solution:a peer-to-peer marke
24、tplace experience.Through the platform,users can easily buy and sell to and from other users,as well as sell to Zalando directly.The brands purpose is to enable customers to prolong the life of their clothing,aiming towards building a more sustainable market.SHOWCASINGJASON LOYD-EVANSTHE METAVERSESH
25、OWCASINGHEURITECHNew path to showcase collection while connecting with audiencesSHOWCASINGHEURITECHMYLOBoost buyingAugmented RealityEnables a three-dimensional digital clothing to automatically appear on the consumer as they move in real time.Snapchat is boosting this technology with big investments
26、 and advancements being made to perfection it.The benefits of virtual try-on are not only about convenience for consumers,it would additionally reduce returns and increase conversions.“We believe that helping people find the right size and improving the try-on experience could both increase conversi
27、on rates as well as reduce the rate of returns.”-said Snap CEO and co-founder Evan SpiegelSHOWCASINGHEURITECHMYLOTranslating the same in-store buying experience of a physical store into a digital one.A new medium to enhance brand value.This buying experience can be achieved by:-Virtual Reality-3D re
28、ndering-Augmented RealityE-commerce offersconvenience to consumersbut lacks the interactiveexperience of buying inperson.With virtual stores,brands achieve both purposes,the convenience of not having to go to the store but also the interaction consumers traditionally would have with the garments and
29、 sales teams.Enhancing e-commerceStores digital twinsEcommerce will make up 22%of global retail sales by 2023,and over 75%of consumers are shopping at least once a month online,according to Beatriz Esteyfrom BigCommerce.SHOWCASINGHEURITECHA virtual two-week art installation consisting of various the
30、med rooms paying homage to classic Guccis campaigns.Consumers were able to discover and purchase the digital collection created by Gucci to be used on their avatars.The collection will remain available as collectibles inside the Roblox platform for consumers to use in other virtual worlds.The virtua
31、l rooms were a recreation of the physical stores,giving an enhanced version of the IRL buying experience in a digital world.An interesting example of how to translate physical stores into the new virtual landscape,remaining cohesive to brand image and consumers expectations.PANGAIAPhysical Gucci Sto
32、re in Tokyo translated into a virtual storeTranslate to virtualGucci Virtual WorldSHOWCASINGHEURITECHNew retail landscapeDecentralandA virtual platform which offers land for sale where users can open real but virtual retail spaces,either by starting a new business or opening a virtual store for your
33、 existing brand.Users can sell digital twins of existing products or create new digital items to be sold as NFTs.Sales-assistant bots do not run the virtual stores;users can hire real-life employees to run the virtual store by using an avatar to interact and assist consumers.This is not just a virtu
34、al replica of a physical store;it is a whole new retail space inside the metaverse,with the availability of selling new products and generating new jobs.PANGAIADressX retail space inside the Decentraland metaverseSHOWCASINGHEURITECHMotion designer Shane Fu used 3D software to create a three-dimensio
35、nal illusion for Zaras Soho location window display.The illusion was only meant to be shared on Social Media and was impossible to see in the physical store;nevertheless,the attention it got on Social Media pushed consumers who were eager to see it to attend the store.This technology is only an exam
36、ple of merging physical stores with digital enhancementsan innovative way of capturing consumers attention and motivating them to interact with the brand.PANGAIAInnovative window displaysShane Fu x ZaraBeyond experiencesSelfridges x Charli Cohen x PokemonIn partnership with Selfridges and Pokemon,th
37、e department store created an immersive shopping platform called Electric City for the 25th anniversary of the brand.The collection was presented to consumers through an immersive,360-degree video experience where shoppers can explore by“walking”through a digital world inspired by international capi
38、tal cities.Inside the virtual streets,consumers can find further information about the collection,with direct links to buying the physical collection,or they can buy the digital items to wear through augmented reality filters to share on social media.“Our digital identity has become as important as
39、our physical one as the line between the two continues to blur.”-Charli Cohen;physical and digital fashion designerSHOWCASINGHEURITECHNew connectionsRobloxSHOWCASINGHEURITECHMYLOA platform that offers virtual experiences created by external developers.Even if it is mainly known for gaming,more recen
40、tly the platform is opening new paths for fashion brands to reach new audiences.42 million daily users with a predominant demographic between 17-to 24-year-oldsFashion goes gamingBalenciaga x FortniteSHOWCASINGHEURITECHMYLOThe first collaboration between the gaming company Fortnite and a luxury fash
41、ion house.It consists of a mix of digital items available inside the game and physical merchandise available at Balenciagas stores.The users have the opportunity to win some of the brands digital items as a reward for winning in the game.Other items are available to purchase using V-bucks,the Fornit
42、e currency.Gaming is a good entryway for brands who want to experiment inside the metaverse,reaching audiences that were not main targets before.2.7 billion people are gamersSHOWCASINGHEURITECHInitiating a new path of commerce-related goals for fashion designers inside the metaverse.BEAUFILLEENTERIN
43、G THE NEW WORLDMetaverse economic valueNFTsNFTs provides real-world properties for digital items,therefore they can be attributed real economic value.A non-fungible token,or a unit of unique data stored on the blockchain system that can be traded and soldCertificates of ownership to digital itemsSHO
44、WCASINGHEURITECHHAMM CHANSHOWCASINGHEURITECHA fully-developed story interactive game to celebrate the 200 anniversary of the fashion house.The game consists of an avatar of an LV pet that users can customize with different visual identities such as logos and accessories.Traversing the diverse worlds
45、 inside the game,the users can unlock more items from the brands digital collection.But this time,the brand incorporated a new element to the gaming experience:NFTs.The users can find 30 embedded NFTs only while playing the game,which cannot be sold.PANGAIAUnique showcasingLouis Vuitton GameFashion
46、House NFTsGucci Short Film To celebrate Guccis 100th anniversary,the brand auctioned a four-minute short film inspired by its recent Aria collection.At a starting bid of USD20,000,the auction is an example of a fashion brand utilizing NFTs beyond digital items or garments.SHOWCASINGHEURITECHBALMAINC
47、ONCLUSION1.Merchandisers are working tounderstand their role in a rapidlychanging industry,with an increasingemphasis on new technologies as a wayto stay competitive.2.New technologies are optimizingprocesses while opening new groundsfor creativity.3.Blockchain technology pushes brands tobe more tra
48、nsparent about theirsustainability claims.Plus,it helps toprotect the authenticity of products4.Technology reshapes howmerchandisers control inventory,trackconsumers behaviors,and give fashionbrands back control of their resalemarket.5.The role merchandisers will have insidethe Metaverse is still un
49、clear,but it couldprovide new ways to showcasecollections and build a stronger brandimage.Key TakeawaysOAMCCOREY TENOLDActually we didnt tell you everythingFor the full report,please go to our website:You can also subscribe to our newsletter to never miss our next reports or webinarsSubscribe to our newsletter