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News article29 January 2021European Innovation Council and SMEs Executive Agency2 min read



For the Collins Dictionary , technology refers to methods, systems, and devices which are the result of scientific knowledge being used for practical purposes. If combined with creativity, it can really change the world, just think of revolutionary inventions like the wheel, the compass or even concrete. Some may worry that technology could outclass creativity, but we think they work well together!

This interesting article by, for example, highlights that the business world has benefited from the creativity and technology dynamic. Just think about the fact that businesses now have the opportunity to promote themselves by showing their creativity on a huge number of mediums, addressing a wider range of audiences.

Let’s explore more on the topic of fashion & technology! This article by Joseph DeAcetis, acclaimed American Journalist, states that it has become more evident that any brand not leveraging technology will be left behind with analyses on how technologies can be deployed around the value chain of luxury fashion. Lifestyle brands are heading towards the area of Augmented Reality (AR); for example Gucci created a virtual try-on feature that allows customers to try on their sneakers. Incredible, no? Artificial Intelligence is also leveraged by brands to monitor the browsing histories of their customers in order to provide better-targeted emails. About this topic, for’ author Ajay Rajpal, AI plays a key role in supporting brands’ portfolio plans, and discovering buyer behaviors. Online shopping will reinforce, and retail brands will focus on delivering a smooth virtual shopping experience by leveraging contemporary technologies. , in this article by Sophie Chapman, highlighted that designer fashion labels are embracing new technologies in order to improve their speed in production. To improve time-efficiency in production, brands are investing in technologies that are reducing inefficiencies, like 3D design, automation, and robotics.

If we think of Technology, virtual collections can also help a brand to promote itself. author Sandra Salibian explains that designers and companies toyed with digitalization and virtual reality mainly to enhance their online stores or to conceive alternative formats to present their collections, but these tools are only at the dawn of their potential for the fashion industry. For example, Sergio Rossi launched a virtual collection for the holiday season. In particular, focusing on the Godiva pump. Consumers could pre-order the style on the brand’s website after browsing a catalogue of rendered designs and different color options. The company said that this initiative saved roughly 30 percent in costs related to manufacturing samples, a great result obtained by leveraging technology.

Are you ready to embrace technology? We think that the future will bring more exciting news in the field. In the meantime, we hope we have inspired you with this overview!


Publication date
29 January 2021
European Innovation Council and SMEs Executive Agency
News Type
  • Inspire
  • Worth News