What are the technological fashions for 2017
Online shopping of the future - new ideas in the fashion industryOnline shopping of the future - new ideas in the fashion industry
Online shopping plays a major role in the fashion world. However, manufacturers are still faced with a major problem: on bad days, up to half of the products sent are returned because the items do not fit or do not like. This entails high costs for producers, annoyance for consumers and ecological waste of resources. Because of the lack of opportunity to try on items of clothing before buying, many consumers refuse to buy fashion on the Internet. But long delivery times can also be a reason that speaks against e-shopping. According to a study by the Hamburg technology provider for online retailers, Coremedia, one in ten Germans refuses to buy textiles online. That is why international corporations, as well as regional manufacturers, are working on new concepts that will revolutionize online shopping in the future and make it more attractive.
New technologies make a lot possible
Technologies such as augmented reality are already making many new applications possible and bringing e-commerce straight to stores. For example, the Zara fashion chain presented a new e-commerce idea in the spring that dispensed with mannequins in the stores. Instead, customers can have the items of clothing presented to them on virtual models using augmented reality and shop directly using this app.
Individual fit thanks to the body scan
Project Love, which made it to the finals of the Fashion Fusion in 2018, also relies on the latest technology. In this innovative concept, body scanners and 3D printers are used to precisely adapt the garments to the fit away from the bar. Especially those people who do not wear an average size should benefit from Project Love. Due to the precisely fitting, individual cuts, the items of clothing become favorites in the closet. It is the aim of Project Love, "To ensure access to fashionable clothing for people who fall out of the norm, for example because of a disability, severe overweight or underweight or extreme height." Thanks to Body Scan, the pieces fit exactly and one Returns are not necessary - an idea that will greatly individualize online shopping in the future.
The Berlin start-up Thullex Maßmode UG, founded in 2017 by Hannes Thull and Jakob Klippel, is in the same vein with its label Shirtschneider by Thullex and already enables the online purchase of tailored men's shirts. In a 3D measuring station, customers can have their bodies measured precisely. Based on the measurements, the shirts are then tailored and shipped. The individual pieces fit perfectly, which minimizes the number of returns.
3D printing for the fastest possible delivery
Another hurdle when shopping for fashion online is delivery times. There are often several months between the first presentation of the collections and accessories on the catwalks and their availability in stores. But that doesn't have to be like that, as the Berlin label Stilnest already showed three years ago at the Berlin Fashion Week. Stilnest produces jewelry using 3D printing. The collections by designers Marina Hoermanseder, Augustin Teboul and Marcel Ostertag, which were presented on the catwalk, could be ordered online during the show and produced on demand.
"Above all, 3D printing technology encourages us to question the ball of analog rules and rethink production, design and e-commerce in a new and digital way. We are now even applying and implementing this thinking far beyond 3D printing technology directly in the production and in the studio ", explains the Stilnest founder Tim Bibow.
Online shopping of the future has many advantages
The individualization of the production of fashion brings several advantages, especially e-commerce: The number of returns drops sharply if the textiles fit perfectly. That brings cost advantages for the company. After all, not only are surpluses avoided, but logistics are also saved. In addition, less excess brings ecological benefits through resource conservation. Last but not least, every return shipment also means pollution from the transport, which can be avoided through highly individualized online shopping. On-demand production, which is becoming ever easier thanks to the use of 3D printing, also prevents unnecessary excesses. In any case, the concepts of the manufacturers from Berlin and worldwide for the online shopping of the future show that there is no lack of ideas. Ultimately, it will depend on the acceptance of consumers how successfully they are accepted in the market.
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