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Clothing trends may come and go, but a recent shift in how clothing is being modeled and sold has changed the fashion industry permanently. After the COVID-19 pandemic, technology was utilized for many different purposes, including exercise, grocery shopping, and working. Yet online shopping increased by 44% in 2019, according to the Forbes article, “Technology And Fashion: An Innovative Ensemble Now In Vogue”.
Technology has always been an integral part of the fashion industry, including machines for production and systems for deliveries. However, E-commerce has now taken over. New features, such as virtual fit technology, encourage consumers to “try on” their items from the comfort of their homes. For example, to maintain consistency amongst their products and their large variety of customers, ASOS implemented their “See My Fit” augmented reality tool that allows consumers to view clothing items on models similar to them. According to the ASOS article, “ASOS trials ‘See My Fit’ Augmented Reality tool”, customers can view the item on 16 different models, ranging from size 4 to 18. ASOS uses augmented reality (AR) technology to display the size, fit, and style of the item as if it was on the shopper themselves. This connects the image the consumer sees online to what they see when they ultimately try the item on at home.
Clothing companies are also incorporating this kind of technology into their stores, improving consumer experience and efficiency. According to the 3DLook article, “Virtual Try-on for Clothing: The Future of Fashion?”, there are ‘magic mirrors’ along shops' floors and fitting rooms with AR software, allowing consumers to try on clothes or products without getting undressed. This technology presents customers with ease and an effortless shopping experience.
This technology also extends further into the beauty industry, in makeup stores. A successful example of this is within MAC Cosmetics’ stores, according to the Washington Post article, “Virtual try-ons are replacing fitting rooms during the pandemic”. MAC installed virtual try-on mirrors at 120 locations after they saw a demand for it, especially during the pandemic. The company recognized that when consumers try products, they are three times more likely to buy them and less likely to return them.
Online second-hand shopping applications, like Poshmark, Depop, and ThredUp, are also becoming more and more popular. According to the NPR article, “When Second Hand Becomes Vintage: Gen Z Has Made Thrifting A Big Business”, online “thrifting” has specifically become more popular among Generation Z. Thrifting has become more normalized, as shoppers are eager to find a “vintage gem” and wearing used clothes no longer has a stigma.
Social media has only boosted the growth of both fast fashion and second-hand shopping with the partnering of video content to sell clothes. According to the Vogue article, “Has Fashion Really Embraced Technology? We Chart the Ever Evolving Relationship Between Maker and Machine”, the intersection between social media and clothing is more about the moment that the photos are being taken, including the background, model, and even pose. This is due to the variety of marketing that comes with social media, such as posts, live streams, videos, or even virtual reality. Using the internet as a marketing tool allows producers to reach almost anyone with a screen compared to in-person, brick-and-mortar department stores that are less extensive.
While the widespread reach of fashion technology is revolutionary and creates many opportunities, this means fashion companies must work harder to stand out in such a large market. According to Forbes, relations within media are all about personalization and relationships. This means that incorporating targeted advertisements or inclusivity-focused technology for a broad range of consumers ensures the shopping process is convenient and easy for users. The new E-commerce industry not only brings the responsibility of marketing within the fashion industry, but establishes the understanding that consumers are also technology users when shopping and simplicity is crucial.