The fashion industry is almost unrecognisable to what it was even a few decades ago. YouTube influencers, virtual shopping assistants and advanced production methods have revolutionised fashion.
With that in mind, let’s dive in and see how these technological advancements have helped to shape the fashion world.
Apps & Fast Fashion
Thanks to the rise of shopping apps, consumers can buy new styles for their wardrobe anytime, anyplace. The super quick move from the catwalk to the consumers shopping basket is referred to as fast fashion.
Styles are constantly changing, and the traditional seasonal styles have been usurped by seemingly endless changes. Apps with in-built notifications have helped retailers to keep their customers up to date with all the major changes in the fashion world.
In turn that’s boosted their sales as well as increasing the percentage of clothes being wasted by the general public. Last year 300,000 tonnes of clothing was sent to landfill in the UK, a figure that is predicted to grow next year.
The increased influence of retailers on their customers through apps is thought to be the main reason behind the growing clothes waste crisis. Retailers profits have risen, but the ecological footprint of these profits can be seen across environments throughout the world.
YouTube Influencers
Towards the end of the noughties fashion bloggers were on the rise, but in recent years many of them have made the move to YouTube. Daily vlogs, shopping sprees and catwalks are all common place now amongst fashion YouTubers.
For every 100,000 views a fashion YouTube star makes, they can charge a retailer up to $10,000. This implicit advertising technique has driven customers to sponsored retailers and helped to capture a larger share of the younger demographic.
YouTube influencers will often receive free clothing from their commercial partners to feature on their videos. This has led to a disposable attitude towards clothes as customers look to mimic the ever changing styles of their favourite influencers.
Revolutionising production
A single pair of denim jeans require over 10,000 litres of water to produce, that’s well before you consider the amount of times you will have to wash them. That’s because cotton production is the most water-reliant clothing product in the world.
These water intensive methods are coming under increasing security as climate change is predicted to reduce the amount of water available by up to 40% in 2030. Levi’s are the world’s largest denim producers in the world and they are pioneering new production methods to reduce the level of water needed in jeans production.
Their trademark Water>Less technique has reduced water use by 96% in their clothing production and they are making efforts to free up this technology for other manufacturers.
Where will the fashion industry be in the next 20 years?
Undoubtedly the fashion industry will look different in the next few decades. Most of that change will probably be fuelled by pressure from environmentalist groups and governments. Eco friendly manufacturing will become the norm, but fast fashion and consumerist attitudes will most likely remain the same.