Sector Focus
TRENDS
Sustainability
The key trend for all areas of the
fashion market is sustainability. The
impact fast fashion is having on the
environmnet is being recognised,
giving way to a rise in more sustainable,
ethical and environmentally friendly
practices. This can be anything from
jewellery made of recycled plastic,
clothes made from organic and
biodegradable materials, transparency
in business practices or vintage/
reclaimed clothes. Either way, fashion is
going green.
Statement pieces
From your head to your toes, what
you wear is becoming less about
functionality and more about making a
statement. Large, oversized accessories
like earrings, necklaces and bracelets
are becoming more popular, whilst
bright colours and platform shoes
are on the rise. This turn towards the
more out-there aspects of fashion are
becoming more popular as Gen Z –
arguably the loudest of the generations
– are starting the make their voices
heard not only both online and in
person, but also via their wardrobes.
Wearable tech
Mainstream fashion takes inspiration
what the catwalks and celebrities are
doing, and the rise in wearable tech
“What you wear is
becoming less about
functionality and
more about making a
statement”
both on the catwalk and at awards
ceremonies hints at the fact that
technology is getting more and more
integrated into fashion. Whether it’s
Apple completely outselling the Swiss
watch industry in 2019, Billy Porter’s
mechanical hat at the Grammys or
electronic wool at Paris Fashion Week
2018, the limits for technology and
fashion seem endless. Whilst it may
be more for avant-garde pieces at the
moment, keep an eye out for more fully-
integrated fashion in the future.
AI/AR
AI is becoming increasingly more
common throughout all industries,
and fashion is no different. On way it
is currently being used is by ASOS to
help their customers find their perfect
fit. Using their Fit Assistance tool,
customers submit various information
using height, weight, age, hip and
waist appearances, measurements,
preferred fit (tight, average or loose),
and their size in popular brands. After
shoppers enter information, the AI
immediately suggests a size and shows
the percentage of other shoppers who
responded similarly and which sizes
they purchased. In addition, the tool
also tells the customer what percentage
of other shoppers were happy with
recommended size.
Fit Assistance is powered by
FitAnalytics, a sizing platform that
combines a platform that uses a
database of garment information and
purchase histories.
ASOS have also trialled AR as a way to
help customers find their perfect fit, by
allowing them to see the same garment
on various body sizes. Called See My
Fit, the tool is currently available for
800 dresses across the ASOS site. The
feature allows customers to view 16
models who range in size from a dress
size four to an 18, and in height from 5’
1’’ to 5’ 9’’, all wearing the same dress.
The technology works by digitally
mapping the products onto the models.
The use of AI and AR is set to become
more and more prevalent, with other
retailers offering AR, from Zara
allowing customers to see models
wearing clothes on their mannequins
via their phones, to GAP allowing
shoppers to virtually ‘try on’ clothes via
a virtual avatar customised to look like
them, to Wannaby allowing customers
to see what their shoes would look like
on their feet.
March — 25